Abstract
The contemporary Chinese media landscape is characterised by diversity and rapid change, with digital and mobile platforms challenging the dominance of legacy media. Celebrity, once driven by traditional media systems like film, television and the popular press, now thrives in the digital era with the rise of online influencers (wanghong). While many promotional strategies for pre-digital media celebrities have adapted to the immediacy of the digital media age, the rise of microcelebrities emphasises networked intimacy and new visibility tactics. Using the video-streaming channel Xiao Ma is Only 1.9m as a case study, this chapter explores how online celebrities in China maintain public visibility by adopting strategies of authenticity, intimacy and networked relations.
| Original language | English |
|---|---|
| Title of host publication | Routledge Handbook of Chinese Media, Second Edition |
| Publisher | Taylor and Francis |
| Pages | 388-400 |
| Number of pages | 13 |
| ISBN (Electronic) | 9781040400258 |
| ISBN (Print) | 9781032423715 |
| DOIs | |
| Publication status | Published - 1 Jan 2025 |
ASJC Scopus subject areas
- General Social Sciences
- General Arts and Humanities
- General Business,Management and Accounting
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