| The development of online celebrity has experienced the era of network writers of the Ruffian Cai,the era of sensationalism of the Sister Lotus,the era of packaging hype of the Milky tea sister and the age of the content of the Papi Jiang,meanwhile,the rapid development of Internet technology and the increasingly rich of media form,the scale of network users is growing,the growing popularity of smart terminals,the tolerance of the entire community has also been an unprecedented increase and refresh,cyberspace has become a stage for many people to express their emotions,there are always people who want to stand to the central of the stage to display their own distinctive as "cynical performers",and deliberately blurred the "front" and "backstage" boundaries,in order to obtain grassroots netizen identity.In fact,the background image that online celebrity seemingly inadvertently presents is a "pseudo-daily" after well-designed package.It doesn't matter whether it is applause or snorting received.However,the important point is that they have been starting to known,even if it is just a smash hit.Once more or less the word “online celebrity” with a derogatory sense,but hardly realize at the end of 2015 the groups of online celebrity quietly got the lift of capital,began suction gold crazily,and gradually formed a complete industrial chain.Based on the theoretical origin of the motivation for the development of online celebrity,this paper explores the individual characteristics and external motivation of online celebrity due to the analysis of online celebrity's content production and communication mechanism.Specifically,this article is divided into five parts:The first chapter is the introduction,mainly from the origin of the study,literature review and research methods of these three aspects.Firstly,the purpose of the research topics include the background of the topic,the significance of the topic and topic innovation;secondly,literature review from foreign research and domestic research on two aspects to sort out the previous literature and review;thirdly,research methods related to literature research,content analysis and comparative research.The second chapter is the definition and classification of online celebrity concept.First of all,the concept definition of “online celebrity” is based on the summary of predecessors' definitions,and the changes of the concept of "online celebrity" with the development of the times are explained.Second part is the classification of the online celebrity according to different criteria and the latter part of the comparative study laid the foundation.The third chapter is the theoretical basis of the motivation for the development of cyberspace.By using the theory of cybernetic transmission bias and the theory of sub-culture,the paper analyzes the technical motivation and cultural motivation of online celebrity development.The fourth chapter analyzes the overall status of the production of the online celebrity content from the originality,abundance and interaction of the content production,and makes a comparative analysis of the content production of the comprehensive type and the vertical type in order to find the differences between them.The fifth chapter is the online celebrity communication mechanism,the initiative popular class and the passive class online celebrity to distinguish between research,that the initiative popular online celebrity for the community to spread the mode of communication,and passive online celebrity propagation mode including interactive diffusion mode,group polarization mode and aggregate amplification of three modes.The study found that the development of online celebrity is related to the spread bias of online media and is characterized by sub-culture naturally.In terms of content production,online celebrity focuses on the originality of content and tend to use words,pictures and expressions to complete the production of content,abundance of content production is high,but content production interaction is very low,comprehensive and vertical types of content production in the originality and abundance of significant differences exist and in the degree of interaction is not significant differences.And the initiative class and passive class online celebrity behaved very differently on communication mechanism. |
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