Analysis Of Chinese Fan Culture From The Perspective Of Consumer Society

With the increasing openness of domestic cultural environment,the rapid development of media technology and the stimulation of consumer society,as well as the diversified cultural needs,a new cultural form,namely fan culture,has emerged.This paper mainly takes Baudrillard's thought of consumer society as the research angle,and takes two phenomenal idol cultivation programs in 2018,namely Idol Trainees and Creation 101 as examples,using the methods of case analysis,non-participation observation and comparative analysis to study fan culture.The study found that fan culture presents the characteristics of commerciality,group,fanaticism and initiative in consumer society.Among them,commerciality is reflected in the irrational consumption behavior of fans,group character is reflected in the high organizational norms within fans,fanaticism is reflected in the stickiness and loyalty of fans to idols.The initiative is that fans are given a certain voice and participate in idol shaping.Fan culture has both positive and negative influences.In terms of positive influence,fans are conducive to the cultural output,and fans' consumption behavior promotes the development of market economy.The emergence and development of fan culture enriches the cultural life of the masses and alleviates individual pressures;In terms of negative influence,fan culture,as a new culture with the characteristics of mass culture,media culture,post-modern culture and consumer culture,has challenged the mainstream culture of contemporary society.Fans are overly chasing stars and lack rationality,which has created a series of social problems,and the media tries to cater to the fans communication anomie.Aiming at the development status of fan culture and its actual influence,this paper makes a reflection and prospect on how fan culture can play economic and social benefits in the consumer society,including promoting the development of media technology,innovating the way of consumption interaction,and making the interaction between fans and idols more scientific and technological.Secondly,in today's pan-entertainment communication environment,it is necessary to change the content consumption orientation.The media shouldpay attention to the excavation of idol's good moral quality when propagating and shaping idol images,so as to promote fans to form cultural value identity.In addition,as a positive audience with subjective initiative,the production capacity of fans should be valued,and the potential of fans to participate in the creation of idol texts should be explored,so as to cultivate new employment opportunities.The most striking feature of fans from ordinary consumers is their excessiveness.Fans get their identity and sense of group belonging through the actual actions of consumption for their idols.Enterprises can tap and guide the consumption needs of fans and strengthen word-of-mouth marketing in fans' communities.