A Study On The New Generation Of Web Celebrities Phenomenon Based On Community Economy

With the rise of the we-media,the new generation of web celebrities was born.They are network producers who use high quality and stylized content products to attract users with the same interests and values to build community,they also use community to forming popular culture,finally they use we-media to make profit.The new generation of web celebrities are upgrading and reconstruction of the old generation of web celebrities.They are the strongest individual who have the most attractive ability individual in this era,it means that the traditional consumption mode iteration.Represented by "Papi Jiang",web celebrities are using Weibo,WeChat to transform contents,attracting a large number of fans,making profits from community economy,they also raising attention of the capital market.Web celebrities,at one end of the business chain,their products are key to maintaining the economic chain.the web celebrity's popularity seems accidental,actually is the inevitable result of community economic development.The popularity of the new generation of web celebrities is not only a phe nomenon of community communication,it also means of new way of business.How does the new generation of web celebrities becomes a strong power on I nternet? Which way of community communication is behind the web celebrities?What function and influence is behind the phenomenon of the popular of the n ew generation of web celebrities? How dose the new generation of web celebri ties use communication to deposit community economy and make profits at las t?How does the new generation of web celebrities maintain vitality in commu nity economy?This paper have studied former mentioned questions,sum up the characte r of community and the pattern of making profits.The pattern of the new gen eration of web celebrities use we-media to making profits is: they pay attentio n to the audiences,using segmented content to attract audiences become com munity,and using content to make themselves become a brand,then through c ommunity to incubate popular culture,finally they use e-commerce to make mo ney.But,the new generation of web celebrities on its developing process have fa ced a lot of problems,they need to reflect on their content and their business development path.