“Grassroots Idol”: Research on Cultural Significance of Web Celebrities

Li-Chao SHEN


Web celebrities refer to the “grassroots idols” popular and well-liked on the Internet. The characteristics, coding patterns and consumer psychology of grassroots culture are in this way: to feel the pleasure of excitement and entertainment through comic and grotesque performances; to meet the need for success and encouragement through perseverant and inspirational stories; to get the freedom through free, easy and romantic plots. This unique web phenomenon not only shows the landscape of grassroots culture, but also meets the psychological needs of ordinary Internet users, and thus gives the web celebrities a corresponding cultural significance.


Grassroots Culture, Grassroots Idol, Web Celebrities


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