Research On The "quick Digestion" Mechanism Of Grassroots Internet Celebrities Based On Cultural Industry Theory

With the rapid development of mobile Internet,grassroots celebrity has gradually become a topic of increasing public concern.As a cultural industrial commodity,grassroots celebrity is like fast-moving consumer goods,with short service cycle and fast consumption speed.Through the rethinking of the cultural industry theory under the dual logic of technology and capital in the context of network society and China,this paper puts the research of grassroots celebrity under the cultural industry theory,discusses the mechanism behind the rapid popularity and disappearance of grassroots celebrity through case analysis,and creatively uses the word “fast-moving consumer mechanism”.This paper holds that the rapid popularity mechanism of grassroots celebrity includes four aspects: the decentralization of new media communication and the diversification of social values and mentality under the trend of new media in the mobile Internet era,as the driving force behind the scenes the capitalization operation of MCN institutions and the benefit guidance of new media platform,the self presentation or accidental fame of grassroots celebrity,the filling of fragmented time and conformity psychology,and the psychological needs of compensatory satisfaction of the audience.The rapid disappearance mechanism of grassroots celebrity is also analyzed from these four aspects,including information explosion,the excessive commercialization of celebrity industry and grassroots culture fostering social impatience under the imbalance of network ecological field structure of in the mobile Internet era,the traps of MCN institutions and the lack of supervision of new media platform,the lack of core competitiveness of grassroots celebrity itself,the aesthetic fatigue of the audience,etc.