Research On Fan Charity From The Perspective Of Social Capital Theory

As one of the ways of supporting,the public action of fans has become more and more frequent and abundant with the economic growth of idols,which has added a new force to the development of public welfare in China and has become an important phenomenon in the public welfare field.The public welfare behavior of fans has gradually developed from the simple and blind behavior in the past to an organized and orderly behavior.Some fan sites and fan interaction platforms have also tried to cooperate with foundations and specialized agencies to make the public welfare of fans more professional and effective.However,due to the negative social evaluation and the fact that most of the participants have not received professional training,there are still problems such as poor sustainability,irregular operation and limited service groups.However,fan commonweal shows the strong mobilization ability and action ability of fan group,containing the possibility and space for development.Through sorting out the existing relevant literature,it can be found that sociology pays little attention to the public welfare of fans,an emerging force that can effectively promote the development of the public welfare field,and is worthy of further research and discussion.At present,it is still a blank to analyze and study the public welfare of fans from the perspective of social capital theory.Therefore,it is of great significance to conduct research and discussion on fans’ public welfare actions and find out the social capital and development strategies in them,so as to better use the power of fans’ public welfare to participate in social governance.The author combined his experience and perception of participating in fans’ public welfare for many years,made a comprehensive study by means of literature research,participation observation and in-depth interview.First of all,generalizes the practical situation of fan public welfare.The public welfare behavior of fans can be classified into two types: individual following type and organization operation type.It embodies several very prominent characteristics,such as deeply influenced by "leaders",highly consistent goals,quick response and action,and has achieved some results,such as promoting the development of public welfare and guiding fans to become successful It has a larger social influence.Using the structure,relation and cognition of social capital as the framework,the author analyzes the formation of social capital in fandom and its influence on the public welfare of fans.It is found that from the structural dimension,the internalstructure of fans group and the relationship network owned by the outside of fans group both have an impact on the public welfare behavior of fans.In relation dimension,several factors such as group emotion,identity and identity,social trust and so on play an important role.On the cognitive dimension,Shared values and organizational norms play a role.These social capital contained in the circle of fans has a positive impact on the public welfare of fans.It can not only reduce the cost of action and improve the efficiency of action,but also enhance the social resource mobilization ability of the group and promote the effective allocation of fan action as a resource.The author thinks that the form of high integration-high link should be the direction that fans should develop in the practice of public welfare.On this basis,several Suggestions are put forward to further explore and accumulate the social capital of fans’ public welfare,hoping to provide some inspiration on the development strategy of fans’ public welfare.First,the group characteristics are used to strengthen internal mobilization,to form a collective recognition of the value of public assistance activities,and to enhance the trust capital in the group.Second,we should strengthen the construction of relevant mechanisms for public welfare actions and make rational use of the group’s organizational norms for institutionalized management and operation.Third,we should improve the public relations network of fans,strive for professional or highly motivated fans to participate in the organization and operation,and consciously seek external cooperation to strengthen the construction of social relations network.