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  4. Vol 4, Issue 8, 2023

Research on Idol Commercialization in the New Media Era

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DOI: 10.23977/mediacr.2023.040805 | Downloads: 78 | Views: 814

Author(s)

Yan Lyu 1

Affiliation(s)

1 School of Journalism and Communication, Hunan University, Changsha, Hunan, 410082, China

Corresponding Author

Yan Lyu

ABSTRACT

Idol, that is, the object of worship, is the external cause of the movement of things. The word derives from the Greek "Idolon", meaning sculpture. In ancient Greece, many images such as gods, heroes, and wise men often became the original form of sculptures, such as Venus, Achilles, and Aristotle. The ancient Greek people believed that such sculptures could convey the power and wisdom of gods or figures. With the concentration of social power, the word "idol" began to refer to those people or things that were admired, loved and imitated. The concept of idol was more and more in line with human society, and the form of sculpture was closer and closer to real life. The new media born in the scientific and technological revolution has accelerated the evolution of the word "idol". The "idol" discussed in this paper mainly refers to pop singers, film and television stars and other celebrities in the entertainment circle, who have high visibility and exposure, and are known for their strong charm and attraction. In today's society, the commercialization trend of idols is more prominent, and idol worship has become a commercial cultural phenomenon, penetrating into all aspects of daily life. The new media environment is like a huge "Dream-Making Space", which continuously delivers emotional value to people, and continuously expands and strengthens idol capital through secondary sales, forming a complete capital closed loop. This paper will focus on the background of the new media era, combining sociology and communication theory to analyze the characteristics of Idol Commercialization, the trading path of "Idol Products" and the hidden risks of Idol Commercialization.

KEYWORDS

Idol Commercialization; New Media Idol; Idol Culture Consumption Behavior; Talent Agency

CITE THIS PAPER

Yan Lyu, Research on Idol Commercialization in the New Media Era. Media and Communication Research (2023) Vol. 4: 32-40. DOI: http://dx.doi.org/10.23977/mediacr.2023.040805.

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