Who is an "Internet celebrity"? "Internet red man" also.
As a popular hot word, "Internet celebrity" was selected as the "Top Ten buzzwords" in Chewing Words magazine in 20 15, and its influence can be seen. Chewing words defines it as "people who are sought after by netizens and become popular", specifically, ordinary people who are concerned by netizens because of an event or behavior in reality or on the Internet-thus, the so-called "network celebrities" are still "stars" at the grassroots level.
Since the Internet "crossed the Great Wall and went to the world" in 1980s, online celebrities have been common occurrences. According to different media, "Internet celebrities" can be roughly divided into three categories: those who became popular in the early days with written words (Xifeng and Muzimei), those who took pictures and texts as the lead (Sister Milk Tea, Wang Sicong), and those who won the championship with live video (network female anchor). The history of an "internet celebrity" can be said to be the history of the development of internet bandwidth, which also makes the group of "internet celebrities" naturally have the characteristics of brand-new media reform and technological revolution.
As a grassroots star, "network celebrities" naturally have the star's * * *.
They are the products of mass media and cultural industries, and they also need to highlight their own values through packaging hype and group carnival. More importantly, their existence reflects the "dark corner" of mass psychology in the context of the times. From the early glimpse of the world on the Internet, to the irrational carnival and personalized performance after the popularization of the Internet, and now to the beauty of plastic surgery and the talent of spitting, the position occupied by "network celebrities" is a field that has been ignored or covered by mainstream culture. It can be said that the more unconventional, the easier it is to create "network celebrities".
If it is just unconventional, then the "network celebrities" in history only provide a unique perspective to observe the culture of the times. With the continuous ups and downs of the cultural profile, "Internet celebrities appeared in Jiangshan generation, each leading the way for dozens of days", just like the fast-growing and fast-disappearing buzzwords, there is nothing new. Strangely, in today's world, "network celebrities" are not alone, but emerge in droves, so that the so-called "network celebrity phenomenon" and "network celebrity economy" are born. So, when did the maverick "network celebrity" become a sign-in thing?
This has to start with the "capital" behind the "network celebrities".
First of all, it should be noted that today's "network celebrities" are not limited to "network celebrities" themselves, but they are closely integrated with Taobao, advertising, liquidation and financing, becoming a part of the booming economic chain. This phenomenon is not accidental. Internet celebrities were born on the Internet, and the development history of the Internet is the growth history from eyeball effect to economies of scale. So are "Internet celebrities". Just as stars are an important link in the cultural industry, "network celebrities" are also a key link in the Internet economy. Therefore, talking about "network celebrities" from the perspective of economics is like water without a source, a tree without a root, and ultimately nothing will be achieved.
Talking about "network celebrities" is inseparable from the insight into the Internet economy. So, what is the Internet economy? In the words of Zhou, chairman of 360 Company, Internet economy is customer first, experiential consumption and value chain innovation. Simply put, it is a business model of "luring people and touching people", training users with free experience, and then taking the opportunity to cash out. Since the new century, domestic major industries have been transformed under the impact of the Internet, and new business models have blossomed everywhere. In the fierce competition for survival, how to gather users has become a key link. The early Internet giants used a free "function-oriented" model. However, times have changed. In the era of "rich economy" with increasingly saturated market, the cultivation of user groups tends to be "cultural". Especially in the cultural industry, it is a common phenomenon to use community building, emotional trafficking and fan effect to gather users.
As a result, in the huge Internet army, "network celebrities" have gradually become Depth Charge who collect users-they are quasi-"IP" that have sprung up all over the world.
In fact, the "Internet celebrities" themselves are going through a process of constant evolution.
From "earning traffic" in a simple sense at the beginning, advertising on the platform, to the "online celebrity" Taobao shop owner who later opened a shop to sell things and did his own marketing, and then there were senior "online celebrities" who had the thinking of product managers and produced their own products, such as Luo Yonghao, CEO of Hammer Mobile, and papi sauce, which raised tens of millions of dollars. The evolution of "network celebrities" and the internet economy have long been integrated and mutually beneficial. While the internet army is increasingly relying on the precursor of online celebrities, online celebrities have also plated themselves with a more shining capital quality.
So, why are online celebrities so popular? We don't have to be wise after the event and go back and analyze their differences.
On the contrary, an emerging intellectual property market is promoting the vigorous development of the Internet economy, which should be insightful. The market needs "network celebrities", just as demand creates supply. Idle capital is eager to find a "treasure gourd" that can attract people's attention and put users in, and a large number of "network celebrities" just play the role of "treasure gourd". Like the growth process of all new things, "network celebrities" must go through the screening process from channels to content, from vulgarity to standardization, from good and evil to survival of the fittest. In this era of information explosion and material richness, the "network celebrities" who stand out from the crowd are more like a mirror. While being held high by netizens, it also reflects all the stability and impetuousness, closure and openness, conservatism and subversion, seriousness and absurdity of this era.