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In the old days, people's pursuit of celebrities came from a kind of heartfelt admiration and yearning. However, in the current era of highly developed information, the pursuit of "traffic" has become a new social phenomenon.
In this frenzy, there is a group of people who keenly grasp the pulse of the times. They invented a whole new kind of "profession": imitating celebrities, using celebrities to resemble their looks to "hunt traffic" on the Internet. It can be said that they are the most forward-looking "speculators" of this era.
Chen Fei (pseudonym), an assistant to a film and television star, has seen such an example in the industry. "I once met an influencer who looked very similar to the actor I served. He relied on cross-dressing live broadcasts to deceive the love and piety of countless young female fans. “
Some people once jokingly called this kind of Internet celebrity "whack-a-mole", saying that they are like those gophers in the game console, who appear and play tricks with real stars everywhere. Chen Fei has witnessed the heat of this "game".
"The influencer deliberately spread some of his privacy during the live broadcast, such as what he has been doing recently, who he is dating with, and so on. Many star-chasing girls often stay in the live broadcast room, just to catch a glimpse of this 'fake star'. “
"What's more, he will also sell some 'inside information' about celebrities at critical times, such as the recent work schedule of the actor I serve, or the scandal of his love life. This will definitely pique the curiosity of fans, thus earning enough popularity and traffic. “
It can be said that for these "whack-a-mole" Internet celebrities, it doesn't matter whether the stars are real or fake, what matters is whether they have high "appeal" and whether they can control enough "heads". In this era, attention is everything, and whether or not you can win eyeballs has become the foundation of the "Internet celebrity economy".
And this eye-catching way is not just limited to grafting "star yearning dreams". Recently, an Internet celebrity "Zhong S", a self-proclaimed big S imitator, has once again become the focus of public opinion.
The cause of the incident was that the hot pot chain brand Ma Liuji opened a new branch in Shenzhen. As a local of Shenzhen, the "middle s" naturally did not let go of this "tender grassland". She held a live broadcast directly at the opening site, and the scene was a sensation, attracting 100,000 netizens to watch.
Interestingly, Zhong S also hyped that he was going to "meet" Zhang Lan, the founder of Ma Liuji. As soon as the news came out, it immediately attracted a large number of netizens to follow the trend and "shout at the clouds".
In this regard, Ma Liuji certainly knows that this is just a drama carefully directed by "Zhong S" in order to attract attention. As a chain catering company, they are naturally willing to use this hotbed of "traffic coke oven" to shape their brand image. Therefore, the executives of Ma Liuji decisively "returned" this "investment" of the Internet celebrity:
"Since you're here, let's broadcast live at the door, you don't have to come in."
In a simple sentence, the win-win replacement of resources has been cleanly completed: on the one hand, "Zhong S" has grabbed a lot of attention with the help of the brand halo of Ma Liuji; On the other hand, Ma Liuji took advantage of this farce to successfully attract a wave of fresh young traffic.
On the surface, the two are a pure "live economy" game. However, exploring the details implies a new logic of social interaction: celebrities who were once regarded as gods have now become some kind of superficial "symbolic resources", which are restrained and used by these "whack-a-moles" without borders.
This new generation of forces has long smelled the breath of social change. They not only conform to the new habit of chasing "fresh" and "short video content" on the Internet, but also create a new profit model of "traffic economy".
It is not difficult to find that the core of this model is to win more attention and attention through the continuous consumption and production of "standardized elements". For example, as mentioned above, the Internet celebrity "Zhong S" is trying his best to attract attention by imitating the words and deeds of Big S.
All this that happened to "Zhong S" is actually just a microcosm of the entire "Internet celebrity live broadcast effect". Under this wave, all kinds of idols, celebrities, and celebrities have been invaded by "standardization", and they have been intercepted and turned into a tradable form of symbols. And those who are good at encoding and decoding these "symbols" are the trendsetters of this era.
The essence of this "traffic effect" is actually an extreme embodiment of consumerism in the Internet age. As one critic put it: "In the age of online celebrity live streaming, people are no longer simply chasing celebrities, but asking for a 'symbolic value' – an illusion that comes from Prada handbags, Dior perfumes or beautiful window flowers." “
If we accept this judgment, then the arrival of the era of online celebrity live broadcast may indicate that an unprecedented paradigm shift is taking place in our entire society, from an era of looking up to heroes and idols to an era of "objectification" of everything.
Once upon a time, we were always in awe and yearning for the "halo" of stars; But nowadays, celebrities and influencers no longer have that "divinity" that cannot be desecrated. They are nothing more than a string of indifferent symbols, and whoever has the ability to decode and concoct them can become "symbol heroes".
What do you think of this? Comments are welcome.
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