Aesthetics, Consumption And Power

The "internet celebrity" phenomenon is a cultural phenomenon that is based on the development of Internet technology.It embodies the aesthetic interest of the masses in the consumer era and is also a venue for discourse power struggle.If the "internet celebrity"phenomenon is simply understood as a popular mode of popularization in the online world,then the uniqueness and richness of the "internet celebrity" phenomenon are ignored,and the"internet celebrity" phenomenon is not seen as a social force.It is having an increasingly important influence on the public’s social and cultural life.This article takes "internet celebrity" born in the Internet era as its research object,places it in the context of popular culture,and uses theoretical knowledge such as semiotics,structuralism,consumerism,feminism,power discourse analysis,and so on.More systematic and comprehensive cultural studies have explored the actual connotation of the "internet celebrity" symbol construction,revealed the gender issue in the "internet celebrity"phenomenon,and conducted a rational reflection on the significance and insufficiency of the"internet celebrity" phenomenon.The paper is mainly divided into the following four parts:The first part:First,with reference to the definition,combined with the development history of "internet celebrity",the concept of "internet celebrity" is defined,and it is pointed out that "internet celebrity" is not a fixed concept,and its connotation is continuously extended outward.Secondly,from the aspects of science and technology,society,culture,and class,this paper analyzes the social and cultural background of the "internet celebrity"phenomenon and lays a foundation for the socio-cultural analysis of the "internet celebrity"phenomenon.The second part:analyzes the construction of the "internet celebrity" symbol,which mainly discusses the "internet celebrity" as a cultural symbol in the era of consumption.What it circulates in consumption is meaning,pleasure and identity.At the same time,it reveals that the "differentiation" of the aesthetic taste of the "internet celebrity" symbol actually reflects the "struggle" of cultural leadership,while the aesthetic taste of the "ruling class" is still the aesthetic taste of people with cultural capital.The third part:analyzes the images of women and men in the "internet celebrity"phenomenon,and points out the existence of gender issues in the phenomenon of "internet celebrity".Women’s online red can’t avoid being male "in the construction of symbolic images".Watch the fate of "and discipline",and feminist resistance is more like a compromise between femininity and consumerism.In the end,men and women have become"the most beautiful consumer goods".The fourth part:Make a rational reflection on the "internet celebrity" phenomenon,identify the nature and significance of its existence,and reflect on its current problems,and promote the "internet celebrity" phenomenon to be more active and healthy with a critical attitude.The direction of development to build a richer,more prosperous mass culture and network culture.