| The concept of media spectacle was put forward by American scholar Kelner.It refers to "media cultu re phenomena that embody the fundamental values of contemporary society,guide individuals to adapt to modern lifestyles,and dramatize conflicts in contemporary life and their solutions".Nowadays,with the ra pid development of media technology and the high popularity of media,especially the advent of the era of s hort video,the network spectacle culture created by media for the purpose of attracting eyeballs is developi ng rapidly.As an indispensable cultural symbol in the network world,Internet celebrities also appear the tr end of spectacle under the media technology,especially the visual communication of short videos.On the Network,all kinds of network celebrities rise and fall,a wave of falling,a wave of new.As a around a temp orary Internet sensation,"Ding Zhen" emerging in the fickle media ecological environment,its image to be come "web celebrity" subject,government follow up realize the identity change,from "grassroots web cele brity" to "web celebrity signing" identity transformation makes it the value and ideology gradually reveale d,"web celebrity Ding Zhen" become the focus of public opinion.This will not only free in the public eye quickly gathered together,and also successfully around text brigade official attention,the provinces began competing on weibo,bring about a "bidding war",caused a big discussion,including the government,the s ociety as a whole,in the media,political,economic,and the audience under the multilateral force of formin g "Ding Zhen" spectacle.The purpose of this paper is to analyze and interpret the whole communication process of "Ding Zhen" spectacle,which is the manufacturing process,the effect and the deep social motivation behind it."Ding Z hen" spectacle from fermentation to continue to spectacle to present a grand scene,the media from beginnin g to end to participate in them.Interacted with media and media of different media,reports on the same topic or series of topics related to Ding Zhen are made and the media sometimes serve as sources of information for each other,the communication of Internet celebrity "Ding Zhen" has gradually evolved from audience-o riented to media-oriented to media spectacle,in which media plays an important role in promoting spectacl e.In addition to the media,the ideology and value significance of "Ding Zhen",the subject of spectacle itse lf,makes politics and economy promote the development of "Ding Zhen" spectacle to a certain extent.At t he same time,the audience,as the viewers of the spectacle,has inevitably become the participants of the sp ectacle in the process of transmission.The interweaving of audience emotional resonance and emotional re bound enables the continuation of "Ding Zhen" spectacle.After analyzing the case "Ding Zhen",we can see that: The symbolic operation of media power contai ned in news reports not only extends the spread scope of "Ding Zhen" spectacle to the maximum,strengthe ns the audience’s imagination of character symbols,inserts personal images into the local domain,but also f urther shows the mainstream ideology given to Internet celebrities.It conveys the initial value of "innocenc e",the value of love for hometown,the value of love for learning,the pursuit of progress,and the value of national unity.This not only reflects the basic values of contemporary society and guides individuals to ada pt to modern life style,but also dramatizes conflicts in contemporary society and their solutions,which has important reference significance for the study of "Internet celebrity" culture under the spectacle of media. |
