The Research On Identity Construction Of Group Buying Socialite In Social Media

The Internet provides virtual space for user,and social media provides platform for user to communicate,which also provides a space for user to construct a "second life".In recent years,the phenomenon of showing off wealth has become a common practice,and social media has become the main front for showing off wealth.In October 2020,an article on the We Chat public account of "Li Zhonger","I lurked in the Shanghai "socialite" group,and became a socialite observer for half a month,brought the group of socialite who made the list into the public’s field of vision and became popular on the Internet cause heated debate.The products of the single-listed ladies’ singles have broken through people’s previous cognition.In the traditional sense,ordering refers to purchasing new goods or services together to meet the needs of users,but now,this concept has changed,and the purpose of ordering has become to maintain consumers "celebrity status" and make consumption more symbolic.significance.The essence of the act of taking a photo of a celebrity and showing it on social media is to build a celebrity status on social media.The purpose of this article is to explain how the socialite status is built in social media under consumerism.As a platform for users to communicate with users,social media can also be used as a platform for individuals and groups to publish messages.The front-end anonymity of social media provides convenient conditions for users to construct their identities,and social media has also become a field for socialites to build their identities.Compared with other users’ identity construction in social media,the identity construction of group buying socialite is more significant.Therefore,the research on identity construction of this special group of buying socialite will help to deeply understand the identity construction.This thesis uses in-depth interviews,participatory observation methods and content analysis methods to analyze the motivation,process and mechanism of social media identity construction of group buying socialite.First of all,this thesis expounds the concept and development of social media,and analyzes the classification,characteristics and construction process of group buying socialite.Secondly,it analyzes the reasons for the social media identity construction of the group buying socialite.In addition,this thesis analyzes and summarizes the four elements of the identity construction of the social media,namely,self-image,co-production object,time and space,and other props.Then,based on the in-depth interviews and participatory observations of12 group buying socialite,the author analyzes the mechanism of identity-constructing among the list-listing ladies in social media.Finally,the author analyzes the problems that the fake identities will lead to self-lost,the collapse of performances will cause interpersonal crisis,and the style of showing off wealth will lead to the deviation of social values.Therefore,we should cultivate a rational view of media use and establish a correct social role.,Correct the deviation of social values.