Characteristics,Problems And Optimization Of Personal Brand Building Of Popular Stars Under The Background Of Attention Economy

In the era of attention economy,it is important to build personal brand to distinguish from other competitors.This paper selects the current popular stars as the research cases of personal brand building,analyzes the characteristics,problems and causes of problems of their personal brand building,and then put forward optimization.This paper focuses on qualitative research,selects Social Dramatic Theory by Erving Goffman and Micro-Power Theory by Michel Foucault as theoretical supports,and draws the following conclusions:Nowadays,the characteristics of personal brand building of popular stars mainly include: the spatial extension of the performance field;the dynamic close shot of performance style;acting scripts cater to diversified expectations;fans involved in the personal branding of popular stars.The main problems are as follows:the popular stars are facing the problems of lack of individual expression;fans’ speech war,group polarization and currency worship;the marginalization of the quality of works in the industry and negative impact of flow;the body and aesthetics manipulated by authority in society.The main causes of these problems are: the legal lag and lack of supervision of the government;capital manipulation and data fraud in the industry;the "list doctrine" pursued by the platform and the need for flow profit;admission inspection mechanism and standardized ruling of fans;the contradiction between the real self of the popular star and the role of the script.Therefore,the government should improve relevant laws and regulations,make the "Qing Lang" action regularly;the industry should build a multi-dimensional evaluation system and improve the industry rules in time;the platform shall severely punish the behavior of hitting the charts and spread positive energy;fans should establish a dialectical aesthetic view and practice "Green Consumption Concept";popular stars should cherish the love of fans and deep ploughing their specialty.