A Study Of Fan Culture In The Context Of Consumerism

With the diversity of social culture and the promotion of consumerism,the domestic cultural and entertainment market is surging,and various new forces are rising rapidly.Fan culture is developing rapidly with the help of the new media technology on the Internet,which is widely concerned by the whole society.This paper attempts to start from the context of consumerism,and takes fan culture as the research object,using case analysis,literature research,in-depth interviews as the main research methods,to discuss the relationship between fan culture and consumerism,the causes of fan culture,fan culture in the "production-consumption" chain,the social impact and the value promotion path of fan culture.Firstly,it’s found that the relationship between fan culture and consumerism is complementary and interactive.The rise of consumerism promotes the development of fan culture,and the development of fan culture promotes the prevalence of consumerism.Secondly,the causes of fan culture mainly come from the following four aspects: the prevalence of consumerism,the opening of cultural environment,the technical support of media and the psychological needs of fans.At the same time,this paper focuses on the research of fan culture in the "production-consumption" chain.On the one hand,it explains the text production practice of fans in participatory culture from the perspective of the role of fan producer,as well as the idol shaping and participation behavior of fans in the age of technology empowerment.On the other hand,from the perspective of consumers,the four dimensions of fan movie phenomenon,idol commercial endorsement,network drama marketing model and fan support activities are selected for discussion.In addition,this paper summarizes the social impact of fan culture from both positive and negative aspects.On the positive side,fan culture enlivens the entertainment market,promotes new business opportunities,brings the integration of different circles and promotes the development of social public welfare.On the negative side,fan culture leads to the overflow of capital consumerism,the misconduct of media content,the loss of rational behavior of fans and the escalation of online group conflict.Finally,in view of the industry chaos in fan culture communication,this paper provides effective governance strategies from the four perspectives of government departments,media organizations,idol stars and fan groups,and discusses the ways to improve the value of fan culture.In this study,the fan culture in the context of consumerism is deeply interpreted.On the basis of combing the economic and social benefits of fan culture,solutions are provided for the related problems existing in the industry,focusing on the development potential of fans culture system,in order to provide reference value for other scholars.