The Logic Of Fans' Consumption

The fans' consumption practice of Produce 101 has more concentratedly reflected the new characteristics of the current Chinese fans'consumption.Firstly,from the nature of consumption,the consumption of fans is the driving force to promote the birth of idols and the progress of programs;secondly,from the perspective of consumption methods,the competitive consumption among fans to compete for resources for idols is intensifying;Thirdly,from the perspective of the consumption scene,the consumption of fans has formed an obvious aggregation effect.The above characteristics of fans'consumption have their cultural logic and business logic.Firstly,the cultural logic of fans' productive consumption is to realize the"stitching" of the gap between reality and desire by exercising the power of creating idols,and based on establishing empathy with idols,using idols as the object of emotional projection construction of self-identity.This consumption is closely related to commercial collections.Commercial operations incorporate fan culture into the production chain of commercial interests,"empowering" fans from top to bottom,producing idol texts that attract fans,creating places for consumption,and processing fans' emotional capital into consumption power.Secondly,fans' competitive consumption implies the need to divide smaller group boundaries between groups.By emphasizing differences between groups and strengthening competition awareness,fans confirm the legitimacy and superiority of their own interests,and consolidate group identity.The culture and entertainment industry conducts consumer training by creating "personal settings" and setting program rules to make fans become loyal and“enthusiastic" consumers.Thirdly,in the carnival of group consumption,fans enjoy the pleasure of venting their emotions and experiencing a new cultural order in a heterogeneous cultural space.By creating text conflicts and changing narrative strategies,business operations have constructed a complete set of power narratives to further guide and expand fan spending.Based on the logic of fans' consumption,re-examine and reflect on fan consumption.Fans'consumption has its own cultural and economic value:for fans,consumption is an important way to gain power and meaning and build a new cultural field.Fan culture has also become a vitality that optimizes the overall cultural structure of society.Based on the perspective of economic development,fans' consumption undoubtedly play a positive role in promoting it,and the fan economy also developed via fans' consumption.At the same time,it should also be soberly recognized that "fan making idols" is nothing more than a fantasies created by capital for fans,the problems of disorder and alienation in fans' consumption should also cause sufficient vigilance and attention.