Analysis of "web celebrity" Phenomenon by Cultural Industry Theory

李雅楠

Abstract：In the era of Internet，with the rapid development of science and technology，great changes have taken place in communication media. Network media has become an emerging communication force，and all kinds of web celebritys have sprung up in a rush. The commercialization，standardization and stylization presented by the "web celebrity" phenomenon are the basic characteristics of the cultural industry theory of Frankfurt School. Cultural industry produces cultural goods and cultural capital，and under the new communication environment，it forms a new type of cultural goods -- "web celebrity".

Key words：cultura industry theory  web celebrity phenomenon  standardization commercialization  entertainment

The so-called standardization refers to a lack of unique content and style，but suitable for a certain standard，procedure can be done in batch production，mechanical replication. "Web celebrity" is the result of the comprehensive action of the community of interests under the network media environment，such as the network celebrities，the network promoters，the media and the psychological needs of the audience.

As the Internet becomes more and more popular，the era of broadband brings "Internet celebrities" to a climax，and all kinds of web celebritys emerge in an endless stream. The network operation planning team also emerged as The Times required for the industrial chain of "making network celebrities". The standardization of "Internet celebrities" is actually dictated by the cultural industry in advance by the audience's aesthetic taste and anticipates the popular trend. The commodities of "Internet celebrities" are produced according to the law of reproduction，and they provide a lot of the same things. The surge of cultural commodities and the changes it indicates are actually changes in the form of appearances，but their essence is the same.

In the phenomenon of Internet celebrities，with the development of new media，the mode of "Internet celebrities economy" has been born. It makes use of the power of capital and media，firmly grasp the psychology of consumers，and develops rapidly at an amazing speed and scale. "web celebrity" has increasingly become an economic commodity that focuses on the public's attention and integrates economies of scale.

On the whole，Internet celebrities themselves are a commodity. Internet celebrity economy makes people in a state of spiritual pleasure and makes the audience unconsciously influenced by web celebrity to consume. This marketing method caters to the consumer psychology of the audience，weakens the rational value of the audience's consumption，and the entertainment conceals its purpose and induces consumption.

In the era of great pressure，a large number of entertainment demands have been generated，and "web celebrity" is a representative entertainment cultural product. It can also be said that the entertainment of "web celebrity" is the demand of the market，and the most fundamental reason is the psychological appeal of the audience. When killing the fragmented time of boredom，audiences will choose entertainment products that can obtain pleasure in a short time. However，web celebrity presents communication content with short time and stimulating people's senses，which enables the public to find the point of release. In fact，the entertainment and commercial entertainment of "web celebrity" phenomenon is also a kind of market strategy. In order to maximize profits，cultural capital will do whatever it takes to "entertainment for entertainment's sake" to stimulate consumption，while culture is "entertainmentalized" and "entertainment" is "commercialized". Web celebrity，media and capital are well aware of the psychological state of the audience，so that they will create works through the audience's psychology.

Conclusion

The phenomenon of "web celebrity" is obviously the product of cultural industry，which is standardized，commercialized and entertainment-oriented.On the surface，the existence of these cultural industry products is conducive to the relief of people's feelings，but in essence，the existence of Internet celebrities does not change，and even after returning to reality，it will produce a sense of uneasiness and confusion.

And "web celebrity" phenomenon in a short time will not decline，and there may be a rise and expansion of the development of the space. When people are in such an environment，they should not be blinded by appearances，but should dialectically look at the influence and significance behind the web celebrity cultural phenomenon. It is undeniable that the rise of web celebrity's popularity，bring you happiness，let people can get some comfort in the fast pace of life，but these wrapped "everyday" became the audience in the heart of ideal world，can make the audience easy to get lost in the web celebrity builds false world，thus affecting the direction of the wind and social values.

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（作者單位：Qilu University of Technology（Shandong Academy of Sciences）