A Study On The Identity Of Sneaker Culture Fans In The Online Community

With the mature commercialization of commodities and the multi-cultural cross-border integration and development under the general trend of economic globalization in the modern society,sneakers have gradually evolved from a practical good only into a unique and colorful cultural trendwhich has an influence on people's life.As a rising trend of cultural forms,sneaker culture is more and more sought after by young people around the world."Sneakers Culture Fan" refers to a group of people who regard the shoes culture as a fascinating object andare much familiar with the shoe appearance and technological performance.They are keen on the use and collection of shoes and focus on mining the historical background and cultural connotation of sneakers.In the Internet era,Internet virtual communitiespromote the further development of the culture of shoes and among those Hupu sports,a mainvirtual community for sneaker fansto gather and interact,is the country's most representative one in the peer sneaker website.By observing and analyzing daily activities and consuming behaviors of sneaker culture fans in the online community platform and in-depth interviews,this article finds that these sneaker lovers build multi-faceted and multi-dimensional identities on the basis of "identity" psychology.And through a specific way,they manageto maintain a different identity,to achieve the construction of the fan group identity.Sneaker culture is more popular among adolescents,and this article will also explore the values and psychological construction mechanism of adolescents from the social and cultural perspectives.Based on the theoretical framework of identity concept,this thesis is divided into five parts.The first chapter roughly combs the historical development of the sneaker culture and the overview of the Hupu sports so as to explore the reasons why fans gather in the online community.The second chapter starts from the sociological dimension and analyzes a series of daily behaviors of sneaker culture fans in HupuSports to find out how they emphasize and identify with self-identity and group identity.The third chapter analyzes that when receiving foreign sneaker culture,how the fans balance traditional cultural identity of nationalism and multicultural identityto shape cross-culture identity from the perspective of intercultural communication.From the two respects of resistance and recruitment,the fourth chapter regards sneaker culture fans as sub-culture youth group and analyzes how these fans realize the identity of the groupswhen they are faced with oppression and recruitment from the mainstream culture.Finally,it summarizes the construction of multivariate identity of fans in different dimensions and presents the unique identity of cultural audience,and attempts to explore the significance of fans influence on the development of online community in this field.