Celebrification in the Era of New Media: The Case Study of Internet Celebrities on Facebook and YouTube

• Main Authors: Szu-Jia Huang, 黃斯佳
• Other Authors: Ping Shaw
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/8j43s4

碩士 === 國立中山大學 === 行銷傳播管理研究所 === 107 === The development of network technology has provided a new field for people to freely produce and share texts, pictures and videos, and it has also stimulated the Internet celebrity culture in recent years. In the past, the identities of celebrities are controlled by the large organizations. However, identities of Internet celebrities are formed by the attention and discussion about their works and words on the Internet. The Internet celebrities are impacting the concept of celebrity identity and celebrity culture dramatically. In the face of the new celebrity culture, the questions to be discussed in this study include: (1) How do Internet celebrities who are active in the video and social platforms create and maintain their own reputation? (2) What is the interaction between Internet celebrities and fans? (3) What are the similarity and difference between the celebrity image presented by Internet celebrities and the celebrities in the old media? The study found that Internet celebrities’ exposure strategies are "high penetrative", and Internet celebrities have more "popularity" and "high degree of freedom". On the other hand, Internet celebrities are also influenced by commercialization, showing similar behaviors to mass media celebrities: selling scarce and time-limited goods and events. Also, it is worth noting that in the era of the new media, private life has become a part of public performance of celebrities, and the distinction between public/private area has been blurred.