A Study On The Media Participation Behavior Of Football Fans In The Dongqiudi Communit

With the rapid development of media technology,a new type of media platform is born.In this new media environment,the identity of media users is no longer fixed,and audiences can change back and forth between the roles of receivers and disseminators.Compared with the age of traditional media,the initiative and participation of media users have been greatly improved,from the consumer group of media text to the creator of text.Participatory culture has also been further developed in the Web2.0 era.It emphasizes the creation and sharing of users and creates its own culture through the production of texts.As one of the most popular sports media platforms for football fans in China,it gathers a large number of grassroots people and provides football fans with a full range of information services,including event information,live broadcast,post-match analysis,daily team news,etc.In order to facilitate users’ communication and interaction and enhance the stickiness between the platform and users,a circle community has been established.They are well liked by football fans.In the community,football fans join different team communities according to their own preferences for communication,interaction,text creation and so on,such as team news,match resumption,drawing,MV and so on.The media participation behavior of football fans in the community is a typical representative of participatory culture.This also provides a good entry point for studying fans’ media participation behavior.In this paper,the community of the Emperor’s Circle is selected as a case for in-depth observation and research.Guided by the theory of participatory culture,this paper uses the method of case analysis,participatory observation,text analysis and in-depth interview to analyze the characteristics of fans’ media participation behavior,and specifically analyzes the influence of fans’ media participation behavior on community culture.The paper consists of six parts,including the introduction.The first part is the introduction,which mainly introduces the source of the topic,the purpose and significance of the research,the key and difficult points of the research,and the research methods.The second part is about the development of sports virtual community and the theory of participatory culture.The third part summarizes the fans’ media participation behavior and participation motivation in the circle community,including game watching behavior,creative behavior and interactive behavior.The fourth part presents the characteristics of fans’ media participation behavior.The fifth part analyzes the influence of fans’ media participation behavior on community culture.Firstly,it affirms its positive influence that fans’ media participation behavior makes the cultural innovation and the cultural transmission scope expand in the community.Secondly,it expounds its negative influence,including the lack of cultural deposit and the vularization of culture.Finally,suggestions are put forward to guide fans’ media participation from three aspects: fans’ spiritual and cultural guidance,community supervision and control,and users’ media literacy.The conclusion summarizes the above contents briefly and points out the shortcomings of this paper.