The Value Identifying Of Television Fans And The Construction Of Media’s Influence

The rapid development of new media has changed the one-way and liner communication setup which was constructed by traditional media over a long period of time. New media such as the internet, mobile internet, microblog and wechat have developed based on digital technology. They occupy the communication advantage with the character of interaction, large-capacity, timeliness and fragmentation. Not only does this have impact on the advantages of the traditional media both radio and TV, the key point is that it has led to the crucial changes of the ways by which the audiences receive and consume the media information. And the new tide of participatory culture has been started. The inevitable tendency of participatory culture is the scale and quality of media fans will be expanded and improved.With the active participation of media fans, the popular culture has presented a new setup of development. Under this situation television taken as an important media and presenting form of popular culture has a great change of its communication situation. In it the obvious one is the more complicated and subtle relation between television and fans. Under this context how to improve TV’s influence has become the focus.Starting from probing into the relation between the value identifying of TV fans and the improving of TV influence, this research explores the co-relation between them. Value identity is the factor which can has the function of uniting the TV fans during the course of their massing and developing. Various ways of identifying have been hidden in the actions of fans’intensive reading and creative consuming. Supported by the internet and the like TV fans can borrow the TV text more effectively, and they can produce the "writing" with fans’character and make more texts. All of this leads to the creation of fans’culture. Based on the analysis of the value identifying of TV fans under new media context, this research has observed the their value identity and the reconstruction of media. This research owns a strong realistic instruction sense.Beginning from the above phenomenon the logic order of this paper is from the character of fans to the types of fans, the value identifying of fans and the strategy of reconstruction of media influence. Ⅰ. The group character of TV fans. This part focuses mainly on the identification changes of the audiences. From poacher to performer:the "participatory of fans", from the person of collusion to producer:"the character of constructing " of fans, from imbalance to the keeping of balance:" the risks " of fans. TV fans stem from the audiences who are more active in watching TV programs. From ordinary TV viewers to chasers, then to members of a certain fans group they mix their personalities and others’ together gradually. They have constructed the general character of TV fans by discussing. The character of a certain fandom exhibited the common factors of all the fandoms’, and at the same time it tells the ones of the very fan group.The formation of characters of TV fans has a close relation with the society context and the development of mass communication technology. The studies of media researchers are naturally combined the two factors mentioned above.Along with the increasingly developing of communication technologies, the types of mass communication media and the ways of spreading news have been influencing the using actions of media fans. Especially the rapid development of internet has caused the distinctive changes on the use action of TV fans’. From poaching to the chain of producing, fans’status of media using has raised. With the help of the advantages of the internet such as convenience, non-liner and the large capacity for discussing fans get together on the internet platform. Fans have created their own cultural texts and finally constructed the special community culture by way of sending information, following other people’s information,discussing. Fans have formed a kind of sub-culture group through sharing the feeling of chasing of stars,TV series and programs. And this kind of sub-culture has become an exhibition of pluralistic society. Just like the growth of a object, from the imbalance of taking a risk to the keeping balance with reasons fans have shown a vivid course in their growth.Ⅱ. The characters of TV fans. This part focuses on the characters of American TV series,Korean TV series, domestic TV series and variety shows."Elite" status identity: fans of American TV series; the geographical intersection of culture:fans of Korean TV series; a pleasant surprise of a chance meeting: fans of domestic TV series; the performances of grassroots:fans of TV variety shows. Because of the differences in factors such as growing environment, social experiences,the circle of social contact, the background of education, character etc. an individual fan gradually shows the interests in a certain TV text during the consuming of programs. The scattered fan explained the different way of reading a text by various kinds methods. Based on this kind of consuming conduct, different types of fan groups have emerged as the times demand. The reasons why fans like American TV series are:improving the ability of English language, being aware of the cultures of the US and the UK, feeling the fine production etc.. The appearance of new media especially the internet,wechat and micro-blog has become the effective platform of fans’gatherings. Various fan groups have extended their scale by using this platform.III. The value identifying of TV fans. This part gives a a detailed explanation of social context,media context and dependence for the media brand programs in the course of fans value identity.Nowadays, the progress of communication technology, the various ways of communication and the plentiful contents of communication have become the realistic background for the TV fans’ values identifying. Under this environment the popular culture has become a more influential culture, for it has the aid of the breaking up of social layers and the promotion of media influence. The notable character of popular culture is the delicate changes of the relations between media and large amount of audiences. The products with diversity of popular culture contain not only the value elements of the mainstream, they also provided the path and space of value demands for the grassroots audiences. There are audiences among the TV fan groups who come from all walks of life, hence their demands of value present a diverse style. TV has the function of leading for culture. TV culture has the function of construction for TV fans. Media culture has greatly changed people’s way of thinking, life style and the way of communication with people around. Media can also construct the value system of fans and can finally promote their value identify. Among the texts of TV media, either TV series or variety shows both have the accepted value factors in them. These factors haves been read by fans according to their own social status and individual contexts when they were sent to the fans. Therefor, the fans and media do not share the same views as to the values sent by media, this reflects the active implication of media text use by fans.IV.The reconstruction of TV influence. It contains:the strengthening of fans’ dependence on media, the strengthening of the media’s service for audience; the construction of influence based on platform thinking. The rapid growth of new media have produced two kinds of influence, one as many scholars say is that it caused a tremendous threat to traditional media especially to TV,even to the level of surviving; the other is that it has provided a chance for development and being reborn. As to the first viewpoint, one kind of media develops itself by taking advantages of former media just as the radio and television did to the print media. Therefor, TV is the result of sublating and has the life force being consistent with times context. As to the second viewpoint, we’d better treat the spreading of new media in a large scale with a more objective and optimistic attitude. This have been changing the information consuming habit of audiences. Based on it, probing the organic convergence of traditional media and new media and expanding and promoting the influence of traditional media matter the surviving and developing of television.Under the new media context, the audiences contact the media texts with pluralistic ways. The behavior of consuming is of vital importance to the production of media text, hence, paying close attention to the needs of audiences especially the needs of media fans has become the important strategy of elevating the influence of television. The essence of this is to promote the fans’dependence on TV. The fans’ dependence on media may start from their close attention to a channel, it can also be the favor of a certain column even a MC or star. They regard them as their chasing goals and become TV fans finally. On the platform of new media, to a TV channel and a program, exhibiting the interaction contents of fans has an extremely low cost, but this can produce extremely high sense of satisfaction of being exhibited and accepted. The relation between fans and television has been constantly strengthened during the course of the circulatory expression of information.In short, under the social context of our country, TV has the value of existing for a very long period of time either on social function or on economic function. Paying close attention to the changes of the television fans’ media texts using deeds which were caused by new media and the consequent value identifying and the expanding of its contents is the key point to the elevating of the TV influence. Based on the fans value identifying when producing the media texts and spreading the information, inlaying the way of internet thinking into the principle of media communication, satisfying the need of text using and consuming have become the very effective "marketing strategy" in the communication action of TV programs’makers.