Research On The Communication Strategies Of "Internet Celebrities" From The Perspective Of "Emotion"

In recent years,Internet celebrities have gained rapid development and has been enthusiastically pursued by netizen.Reading articles written by "Internet celebrities",watching video produced by "Internet celebrities",commenting on the views of "Internet celebrities" have become the normal life of people.The dissemination of information by Internet celebrities in cyberspace has been paid close attention to by the vast majority of netizen,and has a strong influence on real society,economy and culture.Therefore,this paper studies the communication strategies of "network celebrities" based on their communication contents.From the perspective of "emotion",this paper analyzes the factors involved in mobilizing the audience's emotions in the content production of "Internet celebrities" and their effects,and then tries to summarize the communication strategies of "Internet celebrities".Based on the relevant conclusions of psychology,this article focuses on the types of mood spread: happiness,anger and grief,and takes three "internet celebrities" to explain the background of their emergence respectively.The strategies and effects are analyzed and summarized,finally,the potential hidden dangers of the three kinds of emotional communication strategies are pointed out,and how to regulate and guide the development of the "network celebrity" is also pointed out.According to the research,the "internet celebrity" propagates the happy mood is through the joke strategy,satisfies the audience to pursue the relaxed and joyful demand.The spreading of happiness is achieved through scenario reproduction and dramatic performance and bantering communication strategy.Bantering generally exists in the scenes around a large number of netizen and attracts the attention of netizen.Anger is often caused by injustice and gratitude,"Internet celebrities" through the dissemination of social moral events,social injustice and emotional deceit events to shape and unite the anger of netizen,attract the attention of netizen through the dissemination of social moral events,social injustices and emotional deceitful events.In order to achieve the effect of public sympathy,the sad environment is constructed by transmitting the sad emotion information of the subject image and hinting at the sad emotion information.