Research On The Communication Strategy Of We Media Internet Celebrity Based On Content Production

Since the popularity of the Internet,Internet popularity has become a way for countless grassroots to become famous.Web celebrity has gone through three stages of development,from network writers in the age of writing,to community celebrities in the age of pictures and texts,and finally to web celebrity generalization in the age of rich media.In recent years,the rise of various we-media platforms has given birth to a large number of "we-media celebrities" based on content production.These emerging we-media platforms,with their low threshold,timeliness and interactivity,make it possible for a grassroots we-media person to become an "Internet celebrity" overnight.With the rise of "we media",it can be said that "Internet celebrities" have entered the era of mass production.If the development of media technology provides the possibility for the rise of web celebrity,then the rise of network consumerism makes the rapid development of web celebrity become inevitable.Driven by the attention economy,the web celebrity market in the era of "we media" has already formed an industrial chain with a clear division of labor."web celebrity" of major "we media" have created amazing economic value by virtue of various media platforms,communication channels,advertising e-commerce and other diversified communication strategies.Compared with the traditional network "red",since the media age of a new generation of "web celebrity has a unique advantage,as an important social phenomenon,the new media era since the media age "web celebrity" has a very distinct social and cultural characteristics,its unique personal style,the entertainment content production,industrialization of the business model,the diversity of social interaction to let residents social hot spots "web celebrity" phenomenon,also let countless people to see the content of another possibility.Based on the above phenomenon,this paper to engage in professional content production since the media "web celebrity" as the research object,and adopted the "literature research","content analysis","case analysis" and other research methods,based on the analysis of a large number of literature search,with communication 5 w model of content based production since the media "network reds" communication strategies are detailed analyzed.This paper first sorts out the development process of "Internet celebrities" and analyzes the inevitability and possibility of the rise of "web celebrity" in the era of "we media" from the perspective of technology.In case analysis part,this article selects from the media circle in the recent phenomenal webcelebrity "Mimeng" as the research object,from the explosion fire to be banned,"Mimeng" can be said to be the new media era from media "web celebrity" a microcosm of the use of communication strategy for other media "web celebrity" both significance,also has a warning significance.Specifically,"Mimeng",as the communication subject of "network celebrity" of we-media,has created a public subject image with distinct love and hate and a lot of fans through its labeled brand image.In terms of communication content,her eye-catching title style,subcultural expression of "ridicule + underbrag",and violent and sensational discourse expression features made her stand on the cusp of public opinion for a time.At the level of communication channels,with the help of three-dimensional communication network,"Mimeng" has gained tens of millions of fans in a short time under the condition of being controversial.There is no doubt that "Mimeng" is a successful practitioner of we-media content entrepreneurship.However,her behavior of selling anxiety and concocting toxic chicken soup with false information finally brought her to her own end and was banned by various media platforms.After the case analysis,this paper focuses on the active exploration of the current media "web celebrity" in the traffic realization mode from the media "web celebrity" breakout from content production,the exploration of business realization mode,and the establishment of fan community.Combing to reflect the ability of "web celebrity" to accurately market in the current Internet era and turn attention into traffic and purchasing power.Finally,due to the uneven cultural level of "we media","network celebrities" are also prone to some problems,such as false information transmission,vulgarization of content,serious homogenization,over-reliance on communication platforms and excessive advertising implantation,under the psychological effect of being eager to seek quick realization.Therefore,since the media "web celebrity" want to can be in an impregnable position in a wave of content entrepreneurship,guarantee the authenticity of information,the reasonable scale,strengthening the subject grasp language form "agenda setting" function,the innovation content,cross-platform composite transmission,attaches great importance to the two-way interaction and other appropriate reference from media "web celebrity" case is particularly important to the success of communication strategy.