Research On The Anti-fans Group In The New Media Environment

In this paper,the anti-idols group is targeted as object of the research in the new media environment using the method of qualitative research.The psychological intentions and behavioral characteristics of the group are studied and analyzed by means of online observation,in-depth interview and text analysis for a more comprehensive study on this group and its cultural impact in new media environment.This paper studies the anti-fans groups in the new media environment from the four aspects: the "formation of the anti-fans group",the "confrontational production of the anti-fans group",the "identity of the anti-fans group" and the "cultural influence of the anti-fans group".The study of this paper starts from the emergence of anti-fans,the major group “anti-idols” of “anti-fans” is described and analyzed.Being divided into several types,different roles of the “anti-idols” in productive activities are discussed.In addition,changes of “anti-fans” produced by the new media environment are summarized: the “anti-fans” group not only formed a wide range of media use habits but also gradually produced a new identity and segmentation.Then,through the introduction of case analysis,the exhibiting anti-emotion and confrontational production behaviors of “anti-fans” in the new media environment are observed,and the factors and performance characteristics of behaviors of “anti-fans” are summarized.In these confrontational text production activities,“anti-fans” formed a group identity.It is found that the self-identity is mainly constructed according to the “intention of emotional projection,alternative consumption and role-playing”,whereas the group identity is mainly constructed through the “the comparison and segmentation of internal and external groups”.Finally,cultural effects of “anti-fans” and problems existed in the “anti-fans” cultures are analyzed and examined.Though the criticism and questioning of the texts by anti-fans group could promote social and cultural progress,yet there also exist the problems of moral misbehavior,and over-entertainment and vulgarization in the cultural industry.