Fans Consumption Behavior And Identity In The Context Of New Media

The in-time interactivity,great coverage and openness of the network enable more people with common interests to find their own organizations on the Internet.As the popularity of the information interactive platform such as Baidu post bar,Weibo,WeChat and QQ,network has become the best platform for fans to adore a star.For example,star fans like TFBOYS' fans have long been active on the Internet,creating a dedicated fan circle.The fans of TFBOYS have always been “demonised” in the public eye because of the long-term social stereotype and the bad behavior of fans.Through online observation and offline in-depth interviews,this article try to depict a clear portrait of TFBOYS' fans,thus to change people's prejudice of the fans and have a more tolerant rational attitude to fan culture.As an important part of fan culture,fan consumption has always been a compelling topic.Fans are often regarded as “crazy consumers”.They didn't passively consume,but through active and creative consumption to construct their own life and the sense of existence.Taking TFBOYS' fans as example,this article analyses the relationship between fan consumption and identity from the perspective of consumerism culture.Fans tend to spend a lot of money for their idols in pursuit of self-identity and emotional projection.These consumption activities,in turn,continue to strengthen the identity of fans.Finally,the excessive consumption of fans will have some negative effects,which will require the joint efforts of the media and society,it also provides possible recommendations for fans' rational consumption.