Study On The Production Of The Web Celebrity In Weibo

In the age of we-media,the way of the web celebrity to get popularity is becoming increasingly rich.From the previous ways like BBS forum,Tieba and Douban to the newly popular ways like Weibo,Zhihu and Today’s news,more and more ways are available to grass roots to gain popularity.As the manufacturing plant for web celebrities,Weibo possesses strong capacity to make stars whose fans exceed one million that thanks to its rich content and a large number of active users,besides,web celebrity in Weibo exits in many fields.Behind this phenomenon,the so called "Fans Economy" and "Web Celebrities Economy" gradually become new economy types in the era of Internet and impose impacts to the substantial economy to a certain extend.What’s more,the above-mentioned economy types get more and more distinctive to traditional e-commerce and become new economy types which are increasingly independent of the substantial economy.From individuals,web celebrity agent to Weibo,they are all try to cash the value of the fans,and it seems that they have find the ways to carry out business from social platform.It’s not occasional for web celebrity economy to get attention because it’s the joint effort of Weibo and other aspects.From the star producing of Weibo,it’s easy to find that Weibo is trying to make use of fans of the stars to increase ways to start business.So,what are the ways Weibo adopts to produce web celebrities?This is a problem the essay has work out.This thesis uses literature analysis method,field observation method,and case study method as the main study methods to study the producing mechanism of web celebrities from different aspects.To make this paper organized,five chapters are needed.The first chapter is the introduction which covers the study background and the meaning,literature review,the study methods and the innovation.The second chapter elaborates the producing background of web celebrities from three aspects:culture,economy and technology.The third chapter introduces the producing entity of web celebrities.There are two producing entity including individual and Internet marketer,and both of them play different role in different stages.In the producing process,individual entity show the characteristics web celebrities should possess,while the Internet marketer has the ability to push individual forward.The fourth chapter is the key chapter of this paper.In this chapter,communication theories are adopted to analyze the two stage of web celebrities producing,that is preparing and publicity.The star producing of traditional media is to find the star,spread the contents and finally involve participation of audience while the star producing of Weibo is to make a hot topic,find the star or web celebrity,spread the contents and finally involve the participation of audience,and Weibo has made the star or web celebrity producing a standard process.In this paper,hot topic making is put into the preparing and web celebrity filtration,contents spreading and audience participating are put into the latter publicity.The fifth chapter summarizes the social influence of the web celebrities from two aspects:social value and passive influence.Social value mainly includes entertainment value,economic value and improvement of Weibo influence,and the passive influence and reflection mainly analyses the bad effect in the process of web celebrity producing and call on we-media to fully fulfill its social responsibility.The sixth chapter is the summary and outlook.Web celebrity is no longer a person,or an organization,but a separate social phenomenon.Understanding production mechanism behind the web celebrity will help us know more about the "fans economy" and "web celebrity economy" in the age of Internet,but we should evaluate the social influence objectively during the process of web celebrity production.We need to give affirmation to the economic value that web celebrity produce,also have to face the negative effects brought by the excessive speculation.Mass media is the essence of Weibo,therefore,it has the obligation to fulfill social responsibility,meanwhile,should be responsible to the public and plays the essential function of the media,and create a harmonious,health and pure network environment for the society.