How to treat the prevalence of network celebrity culture in China?

Network celebrities are synonymous with people who gain popularity by accumulating influence on the network platform, and they are the leaders of new media communication changes. They can accurately grasp the excitement of the audience's curiosity, snooping and watching psychology, and are proficient in the packaging, management and operation methods of a single IP, thus gathering considerable attention resources in the turbulent network environment. From network celebrities to network celebrities, this subculture-born group is undergoing transformation, and to some extent, it has become an opinion leader leading popular culture on the Internet platform, showing great influence. For a time, the momentum of "everyone wants to be an online celebrity" and "everyone is looking for an online celebrity" appeared. However, behind the prosperity of online celebrity culture, we also need to be moderately awake to this noise. In addition to the spread of so-called vulgar and vulgar content, the vanity-oriented value of "emphasizing the outside and ignoring the inside" hidden in the spread of online celebrity culture deserves our attention and consideration.

In order to fully understand this potential negative impact of online celebrity culture, we first take the most representative Taobao online red group as the understanding incision. When the word "Internet celebrity" was first known to the public, it mainly referred to a group of Taobao netizens who had a good appearance and shared their carefully decorated personal beauty photos, as well as their daily dressing and skin care experiences. With their beautiful appearance, they have attracted hundreds of thousands or even millions of fans, and their attention and influence on social media is far better than that of many cultural celebrities, even leaving many mass media behind.

At the same time, this kind of online celebrity relies on the influence of a wide range of fans to operate Taobao stores with sales exceeding 100 million, which invisibly stimulates many people's pursuit and follow suit. Driven by the popularity of Taobao, a kind of values and aesthetic orientation of "taking face value as justice" began to quietly become popular. Internet celebrities are sought after by capital. Behind the beautiful beauty pictures is the brilliant sales performance of Crown Taobao Store. In the era of consumerism leading pop culture, beauty has become a "cash-out" weapon under the control of capital. Therefore, capital not only defines what is popular, but also constructs a brand-new aesthetic standard on this basis, and consumers of popular culture gradually accept the beauty scale of "double eyelids, big eyes, white skin, oval face, big breasts and slender legs" and begin to examine themselves with such standards.