A Study On The Cultural Life Of The Fans In The Age Of Social Media

At the beginning of the reform and opening up,western astrology came into China as the form of mythology and anecdotes.It spread by books and newspapers and enlightened constell.ation culture through mass passive reception.With the constant innovation of mass media,fortunes,constellation animation and entertainment shows were presented by magazines,radio and television.Constellation culture began to have the tendency of localization and entertainment.Astrology enthusiasts group in the age of social media environment arises at this historic moment.This study is based on the astronomical fans of the social media age,and explores the living conditions and industry problems of the minority groups from the perspective of the daily life and cultural practice of the astrologers.The research methods include interviews,participatory observation,text analysis,questionnaires and so on.The author defines the astrological group as a group of fans with the basic "astrological" cognition,based on the concept of "astral"rather than a single "sun sign".In the classification,astrologers can be divided into astrology fans,astrology leaners and astrologers.This paper introduces the background of the development of astrology in China at first.Secondly,the paper shows three categories of astrology fans of their specific psychology and behavior from the perspective of daily life.Astrology enthusiasts mainly obtain the astrological information and have the psychological state of self-understanding,curiosity and anxiety.Astrology learners learn astrology by means of self-study,apprenticeship,and teaching institutions.They also enhance astrological skills through practice,and always want to heal themselves or to help others.Astrologers always write astronomical fortune,take astrological counseling and teach astrology to take on the road of professionalism.In their eyes,the horoscope is not only a tool to observe the world and themselves,the academic research object,but also an art of life.Thirdly,the paper explores the conflicts and games of astrological fans in the cultural practice.Finally,the author analyzes the influence of astrology to social and youth audiences in many aspects.