Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Symbolic Meaning and Cultural Consumption of Virtual Celebrities in the New Media Environment: A Case Study of White Snake: Afloat

Chang YuCapital Normal University*

* Corresponding author: [email protected]

Abstract

With the transformation of the media environment, the star system is also evolving, and virtual celebrities are increasingly visible in the public eye, playing dual roles. The relationship between virtual celebrities and new media is mutually beneficial: new media provides stable channels for promoting virtual celebrities, while the cultural and economic benefits brought by virtual celebrities inspire research into the creation and use of new media. The virtual celebrities in the film White Snake: Afloat offer a typical case for studying the symbolic meaning and cultural consumption of virtual celebrities. By analyzing the role of virtual celebrities in White Snake: Afloat, we can understand the relationship between the star system and media development, how virtual celebrities expand the “fan economy” in the market, promote the “long tail effect” in the film industry, and the reasons behind virtual celebrities as a symbol of mass aesthetics, thereby advancing the inheritance and development of traditional culture.

Keywords: Virtual celebrities; Star system; New media; Cultural consumption; Mass aesthetics
Published: October 18, 2024
DOI: 10.54254/2753-7064/46/20242370
Volume: CHR Vol.46
pp. 24-29
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