Internet Stars in the Era of Self Media

The USC U.S.-China Institute hosts a presentation by Professor Ping ZHOU on the rise of Internet stars in China during the era of self media (自媒体).

Ping Zhou, a visiting scholar at the USC U.S.-China Institute, will discuss the rise of Internet stars in China during the era of self media (自媒体). Over the last two decades, Internet stars have utilized varying platforms and profit modes. Self media has become an open stage for these individuals to display their talent and has provided a space for Chinese citizens to express themselves. This has led to the construction of an emotional bond and identity between Internet stars and fans. Thanks to the accessibility of the Internet, ordinary people have the potential to attain fame overnight, attract large fan bases, and grow profitable businesses. The variable revenue models include advertising revenues, direct fans profit, and multiform commercial activities.

Ping Zhou obtained her Ph.D. from the School of Journalism and Communication at Wuhan University, where she studied Chinese and Western Comparative Journalism. She is currently an associate professor in the Department of Journalism and Communication at Jianghan University. Her courses touch upon mass media, advertising media research, as well as media business and management. Professor Zhou's research focuses on media and cultural studies. Some subjects of her past research include the consumption of Chinese cinema and barriers of cross-cultural communication. She has published more than 20 academic articles in various journals in recent years.

*This event is open to USC faculty and students only. Please RSVP below.