A community with a shared future in cyberspace is not only the common home of mankind, but also all-encompassing, composed of large and small circles of different natures, scales and characteristics, and has a rich and diverse circle culture. A good circle culture can shape people's common ideological foundation, burst out a vibrant spiritual power, and promote economic and social development. Among them, the fan circle culture plays many roles such as entertainment, comfort, exchange, communication, etc., with the intervention of commercial forces, it also plays a strong economic role, and celebrities can generate traffic through it and obtain economic income.
What is the internal law of celebrities monetizing traffic through the fan circle? The reason is very simple, it is what communication science calls the "acquaintance" effect. The fan circle is a circle culture, that is, a culture of acquaintances, which can make consumers in the circle psychologically defenseless and accept everything from each other like lovers. People initially received stars as a spiritual consumption. Because celebrities and the cultural products they participate in the creation of meet the spiritual and cultural needs of consumers, consumers accept and identify with the celebrity's discourse system, behavioral habits, ways of thinking and values. Many fans' actions are highly consistent with celebrities, but as long as celebrities have any words and action practices, consumers will inevitably be highly synchronized and responsive.
Previously, most fans interacted with celebrities through the public** and the dislocation of time and space. After the Internet has become the basic way of survival for people, the star itself is an influential medium, and the zero time and space difference communication of the star makes the star not only spread widely but also has high credibility under the superposition effect of mass communication and interpersonal communication, and produces an unparalleled communication effect with the word-of-mouth effect of acquaintances.
Therefore, when celebrities put down their bodies to advertise material products, the spiritual products of Yangchun Baixue became the material products of the lower riba people, meeting the material needs of consumers. Material demand is the rigid demand of consumers, when the material products recommended by celebrities are not much different from other products, or even sometimes higher than other products in terms of **, but as long as they are within the critical range of consumer acceptance, consumers will not hesitate to buy the goods recommended by celebrities. Consumers have a psychology of minimizing the cost of decision-making to avoid the choice of consumer goods, and if there is an acquaintance who makes the choice on their behalf, consumers are inevitably willing to give the choice to a trusted acquaintance, and the star is this "acquaintance".
This is the internal law of celebrity traffic monetization. It is precisely because of this law that some stakeholders flock in, running wildly for profit without regard for social responsibility and public interest, and like a black hole, they are involved in one after another, becoming a tool for improper profit-making, generating a variety of social problems, and eroding the mainstream values and ideologies of society. We need to correctly understand the positive and negative effects of the fan circle culture, and use various strategies to control it according to the situation, so as to make it a beneficial positive subculture.
*: China Youth Daily.