Research On The Phenomenon Of "mainstream Internet Celebrities" In The Age Of Financial Media

Under the era of media convergence,the traditional media is constantly being impacted by the new media,development is declining day by day;on the other hand,new media with interpersonal and social communication as the main mode of transmission have many problems at the same times as their rapid development,lack of gate-keeping in new media leads to abnormal transmission frequently happen.In January 2017,the Central Innovation Financing Media proposed the cultivation of “online celebrity” in traditional media,which will help expand the mainstream sound to new media platforms and spread positive energy.Based on current major practices,relevant literature,and media reports,it is think that the “mainstream online celebrity” at this stage,that is,mainstream media journalists become“online celebrity” that spread mainstream values.As a new thing,"mainstream online celebrity" is at the exploratory stage at present.It needs to grasp the phenomenon of "mainstream online celebrity" from the whole,from the background and value,the present situation,the existing problems and the countermeasures,in order to promote the development and expansion of the "mainstream online celebrity" team.The research methods adopted in this paper are literature research method and case analysis method.Based on the existing information and the analysis of the current situation,some influential practices have been achieved,but their influence is limited.The overall presentation of the practice of nurturing journalists to become “online celebrity” is dominated by mainstream media,and journalists' individual initiative to explore “online celebrity” as an example.There are five major problems,namely lack of specific policy guidance,limited to mainstream media practice and lack of experience for reference,the risk of live broadcast is large,the journalist's personal awareness is difficult to change,and the journalist's talent pool is insufficient.There are four countermeasures to address these issues,namely policy and financial incentives,draw on feasible paths and experiences,mainstream media and journalists participate together,prevent excessive becoming "online celebrity".Among them,the path and experience in the study of countermeasures provide a reference for current mainstream media journalists to become “online celebrity” and is a major innovation point.The path can be used as a personal channel represented by Dong Qing,Sa Beining,Han Qiaosheng,Zhu Guangquan,Chai Jing,and Cao Lin;The team channel represented by the team of ChenXiaoqing in " A Bite of China" and the Pan Liping team that created the "small drama bone series";The representative of “video + live broadcast” has launched a new media program for the “Beijing News” to allow reporters to broadcast the news,and “Changjiang Daily”to allow reporters to use video make information programs;And can learn from the experience of Phoenix TV's "host star system" and the mainstream media people who have become “online celebrity” at this stage,such as Ma Dong,Zhang Shaogang,Fang Yimin and Ma Ling.