Analysis of -web celebrity- Phenomenon by Cultural Industry Theory获奖科研报告

Analysisof"webcelebrity"PhenomenonbyCulturalIndustryTheory获奖科研报告

Abstract：IntheeraofInternet，withtherapiddevelopmentofscienceandtechnology，greatchangeshavetakenplaceincommunicationmedia.Networkmediahasbecomeanemergingcommunicationforce，andallkindsofwebcelebrityshavesprungupinarush.Thecommercialization，standardizationandstylizationpresentedbythe"webcelebrity"phenomenonarethebasiccharacteristicsoftheculturalindustrytheoryofFrankfurtSchool.Culturalindustryproducesculturalgoodsandculturalcapital，andunderthenewcommunicationenvironment，itformsanewtypeofculturalgoods--"webcelebrity".

Keywords：culturaindustrytheory

webcelebrityphenomenon

standardizationcommercialization

entertainment

Theso-calledstandardizationreferstoalackofuniquecontentandstyle，butsuitableforacertainstandard，procedurecanbedoneinbatchproduction，mechanicalreplication."Webcelebrity"istheresultofthecomprehensiveactionofthecommunityofinterestsunderthenetworkmediaenvironment，suchasthenetworkcelebrities，thenetworkpromoters，themediaandthepsychologicalneedsoftheaudience.

AstheInternetbecomesmoreandmorepopular，theeraofbroadbandbrings"Internetcelebrities"toaclimax，andallkindsofwebcelebritysemergeinanendlessstream.ThenetworkoperationplanningteamalsoemergedasTheTimesrequiredfortheindustrialchainof"makingnetworkcelebrities".Thestandardizationof"Internetcelebrities"isactuallydictatedbytheculturalindustryinadvancebytheaudience'saesthetictasteandanticipatesthepopulartrend.Thecommoditiesof"Internetcelebrities"areproducedaccordingtothelawofreproduction，andtheyprovidealotofthesamethings.Thesurgeofculturalcommoditiesandthechangesitindicatesareactuallychangesintheformofappearances，buttheiressenceisthesame.

InthephenomenonofInternetcelebrities，withthedevelopmentofnewmedia，themodeof"Internetcelebritieseconomy"hasbeenborn.Itmakesuseofthepowerofcapitalandmedia，firmlygraspthepsychologyofconsumers，anddevelopsrapidlyatanamazingspeedandscale."webcelebrity"hasincreasinglybecomeaneconomiccommoditythatfocusesonthepublic'sattentionandintegrateseconomiesofscale.

Onthewhole，Internetcelebritiesthemselvesareacommodity.Internetcelebrityeconomymakespeopleinastateofspiritualpleasureandmakestheaudienceunconsciouslyinfluencedbywebcelebritytoconsume.Thismarketingmethodcaterstotheconsumerpsychologyoftheaudience，weakenstherationalvalueoftheaudience'sconsumption，andtheentertainmentconcealsitspurposeandinducesconsumption.

Intheeraofgreatpressure，alargenumberofentertainmentdemandshavebeengenerated，and"webcelebrity"isarepresentativeentertainmentculturalproduct.Itcanalsobesaidthattheentertainmentof"webcelebrity"isthedemandofthemarket，andthemostfundamentalreasonisthepsychologicalappealoftheaudience.Whenkillingthefragmentedtimeofboredom，audienceswillchooseentertainmentproductsthatcanobtainpleasureinashorttime.However，webcelebritypresentscommunicationcontentwithshorttimeandstimulatingpeople'ssenses，whichenablesthepublictofindthepointofrelease.Infact，theentertainmentandcommercialentertainmentof"webcelebrity"phenomenonisalsoakindofmarketstrategy.Inordertomaximizeprofits，culturalcapitalwilldowhateverittakesto"entertainmentforentertainment'ssake"tostimulateconsumption，whilecultureis"entertainmentalized"and"entertainment"is"commercialized".Webcelebrity，mediaandcapitalarewellawareofthepsychologicalstateoftheaudience，sothattheywillcreateworksthroughtheaudience'spsychology.

Conclusion

Thephenomenonof"webcelebrity"isobviouslytheproductofculturalindustry，whichisstandardized，commercializedandentertainment-oriented.Onthesurface，theexistenceoftheseculturalindustryproductsisconducivetothereliefofpeople'sfeelings，butinessence，theexistenceofInternetcelebritiesdoesnotchange，andevenafterreturningtoreality，itwillproduceasenseofuneasinessandconfusion.

And"webcelebrity"phenomenoninashorttimewillnotdecline，andtheremaybeariseandexpansionofthedevelopmentofthespace.Whenpeopleareinsuchanenvironment，theyshouldnotbeblindedbyappearances，butshoulddialecticallylookattheinfluenceandsignificancebehindthewebcelebrityculturalphenomenon.Itisundeniablethattheriseofwebcelebrity'spopularity，bringyouhappiness，letpeoplecangetsomecomfortinthefastpaceoflife，butthesewrapped"everyday"becametheaudienceintheheartofidealworld，canmaketheaudienceeasytogetlostinthewebcelebritybuildsfalseworld，thusaffectingthedirectionofthewindandsocialvalues.

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