Celebrity in China: Five trends of influence building in the social media age

Penny Du and Sirius Wang

Why it is increasingly difficult nowadays to produce rock stars on par with the Beatles and Bob Dylan? A very interesting view is that people now give vent to their rebellion and dissatisfaction through social websites which have largely replaced the role traditionally played by rock music.

This, however, does not mean that celebrities' influence is declining.

Although some celebrities still have the power to be more mass, in the social media age, the influence of celebrities is beginning to be reflected in the "long tail" of a minority audience. The "non-mainstream" and "non-popular" in the traditional sense, once their distribution channels are magnified infinitely by the Internet, exert an influence which is more concentrated and targeted.