Emotion,Text And Action:Research On The Mobilization Mechanism Of Fans’ Charity Event

In recent years,with the call of the “positive star-catching” from society,fans’ charity has become an increasingly vigorous form of supporting idols.Thanks to the developments of fandom culture practices and the Chinese public welfare system,fans’ charity has more diversified forms and more mature operation,which has become a new force in Chinese public welfare system.From fighting against the COVID-19 to helping disaster areas,from rural vitalization to ecological protection,fans have demonstrated a strong mobilization and action capacity,which is impressive.A review of the existing relevant literature shows that the academic circle pays little attention to this field,and the mobilization research on fans’ charity is also still blank.Therefore,this paper will discuss and study the practice of fans’ charity,find out the mobilization mechanism and strategies in it,which are of great significance to shape the healthy and upward cultural ecology of fans and guide fans to participate in social governance in the new era.This study is based on mobilization theories,using semi-structured interviews,participatory observation,grounded theory and multi-modal discourse analysis,respectively from the "emotional-text-action" three levels to explore the emotional mechanism,discourse strategy and collective action mechanism of fans’ charity.It tries to describe and explain the mobilization mechanism of fans systematically and completely.This study is divided into four parts: In the first part,through reviewing and sorting out the literature related to mobilization theory and fans’ charity,research gaps are found,and then the research theme and research ideas of this paper are determined.In the second part,from the level of "emotion",the psychological mechanism of fans’ participation in public welfare behavior is revealed,mainly including "self-projection","self-empathy","self-compensation" and the emotional resonance of fans’ community.In the third part,from the text level,analyzes the narrative theme,narrative framework and narrative strategy of the text mobilization text in different stages of the fan public welfare project.It is found that in the launching period of the public welfare project,the organizer appeals with the help of the framework of "perceptual and rational mixed".In the public welfare project execution,the organizer use the strategy of “enlighten them with affection,and motivate them with reason”,show the credible of public action and lovely;At the end of the project period,focus on showing the real benefit of public action;In the daily period,it focuses on sharing the public attention and social honor of public welfare actions.In addition,this study uses the visual grammar theoretical framework of multi-modal discourse analysis to analyze the image text of fans’ public welfare,and analyzes the discourse strategies of the image text of fans’ public welfare from the perspectives of "representation","interaction" and "composition".The fourth part,from the level of collective action,found that the construction of qualification from the group,to the community in the ceremony,daily communication and power to act in the process of cultural practices,fans through the symbol system,ongoing performance and shape,advancing the fans the cultural practices and relationship of public community construction,to strengthen and consolidate group.It is worth noting that the mobilization of the three levels of "emotion-text-action" is an interdependent and mutually value-added process,in which each level sets the threshold for the mobilization of the next level.Moreover,different from other kinds of social movement groups,fan groups,as a continuous emotional community,will not disband with the end of a certain activity.Therefore,the mobilization of each public welfare project provides the basis of "emotional energy" and "cultural capital" for the next mobilization.