| In the new media era,fans will indeed satisfy their own needs when they use social media,but the deep logic behind the satisfaction of fans’ needs cannot be ignored.Based on the theoretical perspective of “digital labor” and emotional labor,this article uses interview methods,participatory observation methods,and text analysis methods to take the “A star” online fan community as a specific research case.Based on the performance of fans’ emotional labor,it is discussed that fans gather to produce culture in the online community out of common interests,and under the call of commercial ideology,they voluntarily contribute to the entertainment economy."Laborization" refers to the process by which fans transform from emotional labor to cheap or even free "digital labor".Specifically,this research is divided into the following four parts:The first part is to sort out the "labourization" process in the online fan community.The work process of fan labor includes investment,purification,sales,charity,art and other aspects.Within the community,fans need to use labor union to pursue higher labor efficiency.Members have a meticulous arrangement of space and time.There are also group rules that restrict fan behavior and maintain labor cooperation through identity.The emotional performance of fans in the process of labor includes both positive emotional incentives,the generation and spread of anger,and the correction of shame emotions.On the one hand,the emotions of fans are naturally revealed by fans in the different processes of labor;on the other hand,there is the mobilization and assembling of fan emotions by commercial capital.The second part is the discussion on the characteristics and motivation mechanism of the "laboration" of fans.Explicit emotional feedback and implicit exploitation of fans are the salient features of "labourization." Explicit emotional feedback refers to fans actively participating in labor and pursuing emotional satisfaction.Implicit exploitation includes compulsory use of commercial platforms and prolonging working hours.Fans The commercial value of behavioral data and fans have completed the transformation of their status as "digital workers".The motivation mechanism for the "laboration" of fans is that in order to avoid the loss of fans and the decline of user loyalty,commercial platforms guide the production and creation of fans,and by creating idol spectacles,the emotions of fans are incorporated into the process of commercial operations.Social media has also played a role in promoting the digital cultivation of fans.For commercial capital,the surplus value created by fans has a wealth of ways and channels to realize it.The third part is the analysis of the effect of fans’ participation in "laboration".The "labor-oriented" participation of fans will form hegemony in online discourse,including exclusive discourse dissemination by fan groups,contradictions in network communication outside the group,and resistance to other circles.Fans’ “labor-oriented” participation will also impact the public opinion environment,dispelling serious topics and at the same time have an impact on mainstream values.Fans’ backlash against idol stars has gradually increased.The fourth part is the reflection and conclusion of the research on the "laboration" of fan numbers.Fans themselves need to actively face and solve the problems caused by "laboration" in their thoughts and actions.Research believes that when netizens use social media platforms,labor behavior has become an inevitable process.Only when fans are aware of the impact of labor behavior on them,can fans make better use of social media and conduct star-chasing activities rationally.Maintain rational communication in cyberspace. |
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