The Celebrities’ We Media And Movie Spreading Study

Celebrities’ we media refers to the ways that celebrities used to post and share their trueopinions and news of themselves when appearing in the public communication in individualforms by online and offline ways. Movie spreading is involved in the process of moviemarketing, which aims to spread the movie to the public. Due to the current mediaenvironment, there are a variety of approaches in movie spreading. There is a certain degreeof inevitability and feasibility that celebrities’ we media intervene the marketing process ofmovie, with the features of flexible intervention and long duration; diverse platforms andmultiple elements as well as unsound cooperation. According to SWOT analysis ofcelebrities’ we media the strength of intervention in movie spreading of celebrities’ we mediais that “opinion leaders” have strong influence and appealing function,which can betranslated into economic benefits.The weakness of it is the lack of communication skills andconsciousness of “gatekeeper”. Also the audience may be not pleased enough because of theconvenience of getting message. And external environment provides opportunities such asmedia advancing, information pluralism, lower information dissemination costs but higherefficiency, wider reach of audience. But the attaching threat is that celebrities’ we mediaspecification is imperfect with too much promotion and less effect. And the role is not stable.