The Inner Logic Research Of Fans Consumption

Star chasing phenomenon,as a magnificent landscape in the context of the rapid development of Chinese cultural market and mass media in recent years,shows the strong production and consumption power of fans,and has spawned a new economic model,namely the fans economy.Fans are not only fanatical chasing stars,but also being consumers in the public eyes and become important players in fans economy.This study focuses on identifying fans as consumers and explores the internal logic of fans consumption.On one hand,this paper reveals theoretically that fans consumption is different from other internal types of consumption.On the other hand,it provides reference for the normal development of fans consumption economy.Based on "the theory of identity",this study uses the comparative observation method and the in-depth interview method to study the consumption content,consumption behavior and characteristics,consumption differences,consumption impacts and logical mechanism of fans consumers.The study finds that this kind of consumption behaviors includes the interpretation of the meaning of idols as a cultural commodity itself,as well as the purchase behavior of the products surrounding idols.The consumption behavior of fans shows three characteristics,fanatical consumption behaviors,religious enthusiasm and rational addiction.Consumption concept,consumption ability,personality traits and socialization degree constitute the identity framework of fans.The difference of the recognition framework affects the choice of fans for consumption objects and consumption patterns.Therefore,as consumers,fans consumption behavior has produced significant differences.Fans not only show self-identity in consumption,but also reshape their self-identity through consumption.To sum up,the internal logic of fans consumption is that for competing for emotional capital,the cultural industry has created a cultural product about idols for fans and manipulated idols as consumption symbols.Fans use self-identity to actively consume around idols and pay for them through symbolic consumption.Shaped self-identity.Fans use self-identity to consume around idols and reshape their self-identity through symbolic consumption.