A Research On The Spread Strategies Of The Instant Online Celebrity Papi

With the rapid development of Internet technology,the communication ways are gradually and intensively diversified and simplified.Particularly,the easiness of spreading information through Internet paves the way for the mass-communication,an arising communication method.With the Internet technique,the network communication has the features and advantages in several aspects,including the transmitting very-large-scale information,the high-speed instant messaging,the integration of hypertext link,the online interactive communication and multimedia display,which makes news information transmitted in a more rapid,convenient,diversified and personalized manner.With the advent of Internet We media development,Weibo,Internet Star,Live Streaming and short-video becomes the popular words.In an era that the We media,like Weibo,becomes the main platform of information communication,Internet Star,accordingly,turns into a main strength in public information propagation and plays important role in mass-media.The year of 2016 is a year of the explosion of Internet Star Economy,in which different Internet Stars emerged,created various hot topics.The Internet Star created a miracle of the economy of new media.On the other side,the explosive development of Internet Star Economy reflects the change of socioeconomic structure and the transformation of communication method,which highly affects people's perception of new information and even changes people's life style.Therefore,we decide to investigate this topic.This thesis focused on the communication strategy of Papi,a popular Internet Star,and investigated the transformation of communication method in the era of new media,the change of public perception of information,and the change of public preference from the angle of Internet Star.We believe that Papi is representative and appropriate to be used for this study of Internet Star economy and Internet Star communication strategy.This thesis will analyze the communication mechanism behind the success of Papi,basing on the propagation of Papi's short-video on Weibo.The speciality and the novelty of Papi's video will be analyzed.Besides,this thesis will intensively investigates the case of Papi from the aspect of communication,which will covers four main elements of the communication process(communicator,content of communication,audiences)in the analysis.Through analyzing the communication mechanism of papi's video,her impacts on public and the challenges facing by currentInternet Stars,we propose a strategy of content production for Internet Star to gain sustainable development in the end of thesis.