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From Stardust to Shopping Cart: How Celebrities Monetize Your Admiration

The cybernetic community with a shared destiny is not merely the collective abode of humanity but also all-encompassing. It comprises expansive and diminutive spheres of diverse natures, varying scales, and distinct characteristics, harboring a lush and multifarious sphere culture. A commendable sphere culture possesses the capacity to sculpt a common ideological bedrock, unleash vibrant spiritual potency, and propel economic and social advancement. Within this realm, enthusiast sphere culture assumes myriad roles, including entertainment, solace, communion, and more. With the intrusion of commercial forces, it also assumes a potent economic role. Notably, luminaries can harness traction and accrue economic gains through it.

What are the inherent principles guiding celebrities in monetizing their traction through enthusiast spheres? The rationale is unequivocally straightforward; it is what communication science designates as the “acquaintance” effect. Fanquan embodies a sphere culture, denoting a culture of familiarity that allows denizens within the sphere to be unguarded and accept everything about the other as one would in an intimate relationship. Initially, people embraced stars as a form of spiritual indulgence. Celebrities and the cultural products they contribute to creation cater to the spiritual and cultural needs of consumers, fostering acceptance and alignment with the celebrity’s discourse system, behavioral proclivities, cognitive patterns, and values. The actions of numerous enthusiasts harmonize closely with those of celebrities. Whenever celebrities propagate ideas or actions, consumers resonate profoundly and reciprocate in kind.

In the past, enthusiasts primarily engaged with celebrities through mass media in a temporally and spatially disjointed manner. As the internet has become fundamental to people’s existence, celebrities themselves have emerged as influential conduits. Online real-time, space-indifferent communication enables celebrities not only to disseminate widely but also to command high credibility under the compounded impact of mass and interpersonal communication. This results in unparalleled communicative effects through the word-of-mouth influence of familiar connections.

Hence, when celebrities lend their voices to endorse tangible products, the spiritual products of Yangchun Baixue metamorphose into tangible commodities for the less privileged, gratifying consumers’ material needs. Material needs constitute the unyielding requisites of consumers. Even when the products recommended by celebrities exhibit minimal deviation from other alternatives or are at times priced higher, as long as they fall within the critical threshold of consumer acceptance, consumers will not vacillate. They will readily procure products endorsed by celebrities. Consumers harbor a decision-making cost minimization mindset, steering clear of selecting consumer products. If a familiar associate makes the selection on their behalf, consumers will undoubtedly entrust their choice to a trusted confidant, and celebrities assume the role of this “acquaintance.”

This is the inherent principle governing the realization of celebrity traction. It is precisely due to this principle that certain stakeholders swarm in, pursuing profit without regard for social responsibilities and public interests. They ensnare everyone in the rice circle like a cosmic singularity, becoming a tool for inequitable profit-making, precipitating diverse social quandaries. This erosion permeates mainstream values and societal ideologies. It is imperative to accurately discern the positive and negative repercussions of enthusiast culture, leverage the circumstances, employ diverse strategies to regulate it, and transform it into a salubrious and constructive subculture.

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