Audience Motivations Of The Virtual Idol’s GuFeng Music

Subculture has always been closely related to the pace of the times,and the development of Two-dimensional is especially representative,and has a wide influence on shaping the values of young people.In recent years,Virtual Singers such as "Luo Tianyi" have gradually come into the public attention and aroused heated discussions in the society,but the research on Virtual Idol in China is far from adequate at present.Today,with the emphasis on "cultural confidence",the research on the GuFeng music of Virtual Singers and their audiences may enter a new historical stage.This study takes the audience of Virtual Singers and GuFeng music as the research object,adopts the research method of grounded theory,selects the case to conduct an in-depth study on the audiences motivation.First of all,this study defines the core concepts of Virtual Singers,GuFeng music,audience,audience behavior,and media using motivation,and introduces the audience research in detail to establish the scientific basic of audience research on GuFeng music.Through literature combing,this paper has not found any research on specific types of works of Virtual Singers,and the existing research results have high content overlap,single method,and limited perspective,so there is still much room for expansion in audience research.Based on this,this study formulated a research design,and under the guidance of grounded theory,audiences aged from 14 to 30 who had listened to GuFeng music were selected as research subjects,and purposive sampling and in-depth interviews were conducted to obtain a large amount of primary data.The data were also analyzed in layers through three-level coding.This study found that the audiences’ behavior of watching and listening to virtual singer’s GuFeng music showed the following characteristics: early entry into the circle,detachment from secondary genres,daily nature of watching and listening behavior,reliance on online platform recommendations,shallow socialization of the circle,high willingness to recommend within the platform and strong follow-up initiative.Analyzing the above audience behaviors,this study obtained 14 motivational influences,including music production,reference distance,relevance,supply structure,available content selection,opinion climate,timing,individual characteristics,identity,viewing experience,media impression,viewing needs,satisfaction type,and value perception.Four theoretical categories,namely music conditions,social context,audience expectation,and satisfaction,were further generalized,and a model of the motivation of audiences to watch and listen to virtual songstress’ ancient music was finally constructed.The model has been tested by the results and has certain applicability.In the concluding part,the paper firstly reviews the key points of the study,and separately elaborates the necessity of antiquing works of virtual singers,the updating of the portrait of virtual singers’ audience and the difference between them and real "fans".Second,the deep logic of the construction of music texts is discussed,and it is argued that there are profound political,economic,and cultural motives behind the popularity of ancient music in virtual idol communities.