Li Ziqi's "internet celebrity" refers to a person who is concerned by netizens because of an event or a certain behavior in real or online life, or a person who continues to export professional knowledge for a long time and becomes popular. Their popularity is magnified by the network because of their own characteristics, which is in line with netizens' psychology of aesthetics, ugliness, entertainment, excitement, voyeurism, imagination, taste and spectator, and they are sought after by the network world intentionally or unintentionally and become "network celebrities". Therefore, the emergence of "network celebrities" is not spontaneous, but the result of the combined effect of the interests of network celebrities, network promoters, traditional media and audience psychological needs under the network media environment [1].