Consumption Culture And The Beneficiary Of The Fans Economy Produced ’the Hero Myth’——a Case Study Of The Popular Phenomenon Of Guo Jingming

The most popular youth literature leader-Guo Jingming is a sentimental "young writer" had became a successful culture businessman. His works has the extremely widespread concern and controversy, it has become a cultural phenomenon and social phenomenon. This paper selects the "Guo Jingming phenomenon" as a case, using the text analysis, online participatory observation and unstructured interview as the main research methods to explore the driving forces behind the Guo Jingming become popular symbols.The thesis, which discusses deep reasons of Guo Jingming’s success, includes four chapters.Chapter one thoroughly illustrates the origin,significance and methods of research. Gives brief overview of existing researches,confirms their positive significance,analyzes their limitations,and finally puts forward the value and innovations of this research.Chapter two described and analyzed the Guo Jingming phenomenon overall.Analysis the successful articles and works of Guo Jingming to reveals the onsumer attributes in his works.Media and marketing made the formation of the symbols of the Guo Jingming, and the huge market demand made him produce Constantly the labeling youth literature.The third chapter from the four aspects of fan culture background, identity, consumer characteristics and interactions with Guo Jingming to analyzes Guo Jingming’s huge fan community. Support of fans is an indispensable element of success for Guo Jingming.His fans have the distinct characteristic, "one generation",younger age,loneliness,affected of popular consumer culture deeply and so on. They reading the he works of Guo Jingming to find the Emotional resonance. And the arrival of the Internet age enhanced the interaction between fans and writers. Fans economy by non-rational consumptionThe fan’s reaction further shaping Guo Jingming to be the symbol of consumption. In other words,the fans demand is the driving force of the Guo Jingming phenomenon.The last chapter based on the above summarized the main driving force and cultural significance of Guo Jingming phenomenon is consumption culture and fans economy. The rise and rapid disseminated of the Internet changed the traditional reading habits, and promote the author and audience interaction.The arrival of the day of fans made Guo Jingming fan become a literary idol,pursue and admire by thousands of fans. Media and fans make Guo Jingming become a cultural symbol of consumption as "successful" or "hero". He through the fan positioning and cater to fan psychology to build his own youth literature industry chain, and expand his influence to obtain the market profit Therefore, media and fans community make a successful symbol of Guo Jingming-- "The hero myth". Guo Jingming not only is a achiever on business, and also is a Inspirational example who struggle from a nobody to a celebrity.