The Image Of Internet Celebrities In Mainstream Media And Commercial Media

This paper attempts to take the hot posts related to "Internet Celebrity" in People' Daily Online,Guangming Online,Sina Weibo,and Zhihu as the research objects.Text crawling technology are used to collect text content,combined with natural language processing and Statistical learning methods perform high-frequency word analysis,co-occurrence word analysis,and semantic web analysis,correspondence analysis,sentiment analysis to explore the characteristics of the Internet celebrity in domestic mainstream and commercial media.The study found that the mainstream domestic media represented by People' Daily Online and Guangming Online have a high degree of consistency in presenting the image of Internet celebrities.Both of them have rich perspectives on the appearance of Internet celebrities,including society,technology,finance,and culture,entertainment and so on.Although the positions of the hot posts on each theme are slightly different,the proportion of optimism among the hot posts on each theme is the highest.The presentation of the internet celebrity by commercial media represented by Sina Weibo and Zhihu is closely related to the positioning and characteristics of commercial media.Sina Weibo has a relatively single perspective on the appearance of the Internet celebrity,with a large proportion of life-themed topics such as society,entertainment,food,and tourism.The phenomenon of "social influencer marketing" is particularly obvious on Sina Weibo.Although the positions of the hot posts on each theme are slightly different,a large number of hot posts have a favorite attitude.As a question and answer community,The topic of the hot posts in Zhihu is more life-oriented including the emotional theme.Although the positions of the hot posts on each theme in Zhihu are slightly different,the proportion of all kinds of hot posts in Zhihu holding an angry attitude is relatively high.