Research On John Fiske's "Fan Cultural" Theory In The New Media Environment

John Fiske is a well-known scholar of popular culture in the Anglo-American academic community and has long been committed to the study of popular culture theory.His academic thoughts involved many fields of popular culture.In the book "Understanding Popular Culture" published in 1989,Fiske presented in popular culture related assertions about fan culture.The attention to the culture of the fans constitutes the core part of Fiske's popular culture theory,and has had a profound influence on the later scholars of the theory of fan culture.It has become the banner of contemporary Western popular culture theory research,especially the research field of the fan culture theory.The introduction of the theory of fan culture has strongly debated the negative attitudes and the theory of media criticism of the Frankfurt School,and provided a broad perspective and positive way to study the development of popular culture.In view of this,this thesis takes Fiske's fan culture theory as the research object,and tries to systematically sort out the fan culture from the perspective of the theoretical source and core thought of the fan culture on the basis of studying Fiske's writings.This article also combines fan culture with China's cultural phenomenon in the contemporary new media environment,attempts to interpret the current situation of the Chinese culture in the popular culture,and explore the value and deficiencies of the Fiske fan culture theory.The basic ideas and viewpoints of this thesis are as follows:The introduction part mainly discusses the topic,the research status and the research significance of the topic,and comprehensively summarizes the research status of the scholars' theory of Fiske fans at home and abroad.This highlights the importance of Fiske fan culture theory in his research on popular culture theory,and finally gives a brief overview of the research significance of this topic.The first chapter discusses Fiske's theory of popular culture and points out the theoretical opportunity of his theory of fan culture.Fiske believes that the fan culture is generated from a positive popular culture background,and the mass subject is a positive and active actor.The public's interpretation of the text is the active discovery of the meaning of the text.Through the process of expounding Fiske's active popular culture and the mass subject,the special popular culture fans in the popular culture and the fan culture formed by them are excavated,and the fan culture is combined with the renewal and development of the media.The second chapter comprehensively analyzes the cultural background of the Fiske fan culture and introduces the theoretical source of the fan culture.The Fiske fan culture theory is mainly influenced by the Birmingham school.It draws on Michel de Certeau's“boycott”theory and the“symbolic guerrilla warfare”idea,Pierre Bourdieu's cultural capital and habit theory,The concept of "collage" by Claude Levi-Strauss.This forms the theoretical basis of the core ideas of Fiske's fan culture.The third chapter is the interpretation of the core thought of Fiske's fan culture.He breaks through the traditional attitude of the mass culture,holds that mass culture is a product of thecapitalist system and a subculture generated by the combination of media.The popular culture fans are "excessive readers",with distinct discriminative power and positive productivity,and possess the nature of popular cultural capital accumulation.Through analysis,it is found that with the development of media culture and the intensification of media integration,popular culture fans have become an important social phenomenon and cultural representation in the current new media environment.The fourth chapter is the analysis of the Chinese culture,combined with the current phenomenon of popular culture in China to explain the current status of the Fiske fan culture theory,and it is also the innovation point of this paper.In the new media environment,Chinese contemporary social culture presents a trend of multicultural competition and development.The culture of fans in Fiske has important theoretical value for the current integration of the media.Through the analysis of Chinese fan culture phenomenon,in the new media environment,cross-media and diversified media use makes information more convenient,and the interaction of popular culture fans and sharing behavior promotes the identity of“new media fans”.At the same time,in the context of media,the popular culture fans strive to achieve a win-win cooperation with the media through the environment of new media consumption and production.On the one hand,it promotes the better development of new media operations,on the other hand,it can also make the fans get full liberation and form a benign interaction and win-win situation.Finally,the author combs the value contribution of Fiske's cultural theory and dialectically analyzes its limitations in combination with China's new media environment.It is pointed out that fiske's research on fan culture,which combines culture and media,creates a new direction of fan culture research.However,he limited the fan culture to the study of "resistance" under the capitalist system,which is its shortcoming.