A Driving Factor Of Social Media On Fans' Economic Development

Under the dual logic of social structure differentiation and technology empowerment,social media presents a vision of the reconstruction of the relationship between individuals,groups and society.In the process of relationship shuffling and re-construction,social media has developed into a commercial form which is aggregated by the two-dimensional variables of core business and derivative function.The fan group,as an organizational form that uses emotion as a link and “strong relationship”,breaks through the traditional small-scale “circle” economy under the influence of social media,and plays an unprecedented market potential.Under the background of the continuous social media platform and the fan group planning activities,these marketings are only short-term gimmicks,or is the long-term driving force of social media for the development of fans' economy?Is there a regular motivation and statute behind the combination of the two? The idea of the essence of this penetrating phenomenon is the origin of this paper.First of all,this paper summarizes the communication changes of social media and the new changes of fan economy from the perspective of the differentiation of society structure and technology empowerment,as well as the deep integration of technology and relations.Based on the organizational structure and interactive mechanism of the behavior subject in social media,this paper analyzes the new characteristics and new value of the fan economy,so as to carry out a clear picture of the fan economy in the social media.The third chapter is the focus of this paper.from the perspective of the view,we try to analyze the power struggle in the group and the reproduction of trust capital.Revealing the power relationship in social media in the process of considering the internal motivation and external driving force of fan economy in social media;The transfer and re-organization of individual power in the process of power production,as well as the regular constant rate of group reproduction,which can be carried out smoothly under the trust of capital accumulation and promotion.Through the theoretical analysis of this chapter,the fan community is placed under the background of the social network,which provides a reference for stimulating greater market potential and value.Finally,from the three effects of social media on the development of fan economy,namely,participation in interactive,scene integration and sharing payment.Select relevant success stories,such as "Papitube",a representative of the social media short video agency,using the head IP to drive fans to participate in the interaction mechanism;“New World” uses the social media to make the “lost book battle” activity;After the“zhihu” community has completed the accumulation of fans,the brand matrix is built,and the paying economy is shared.Through these successful cases,it shows that the social media will transform the fan economy from the traditional single form into a variety of ways,the whole platform,the data support of the integrated development path.The combination of social media and fan economy makes full use of each other's advantages and ultimately realizes the greater commercial value of the fan economy in the social media market.