粉丝公益:一种新兴的青年公益模式——以“百家粉丝团公益联盟”为例

Fan-led Philanthropy:A New Form of Youth-led Philanthropy:A Case of “Baijia Fans Clubs Philanthropy Alliance”

随着社交媒体的发展与粉丝亚文化的兴起,由青年群体主导的粉丝公益成为我国公益慈善领域的一抹亮色。文章基于对2020年武汉新冠肺炎疫情期间成立的“百家粉丝团公益联盟”的经验观察,从心理动机、行动主体、活动领域、活动空间、资源动员五个维度系统梳理了当下粉丝公益的主要特征,分别为:以情感表达为目的的行为动机、多元化的行动主体、虚拟网络为主的活动空间、追随偶像或政策注意力的活动领域、偶像与社会的双重动员机制。在新媒体技术给公益领域带来结构性变革的当下,不断增进对青年粉丝公益这一新兴公益形态的现实了解与理论认知,对思考如何有效引导青年粉丝公益朝着理性、健康的方向发展具有重要的理论与实践价值。

With the development of social media and the rise of fan subculture,fan-led philanthropy organized by youth groups has become an attractive phenomenon in nonprofit sector in China.Based on the empirical observation of the“Baijia Fans Clubs Philanthropy Alliance”established during the outbreak of COVID-19in Wuhan in 2022,this paper examines the main characteristics of fan-led philanthropy from five dimensions,they are psychological motivation,actors,activity field,activity space,and resource mobilization.Five main characteristics are identified here:emotion-driven behavioral motivation,various forms of actors,virtual internet as activity space,activity fields that follow idols or policy attention,,and dual mobilization mechanisms motivated by idols or society.At a time when new media technology has brought structural changes to the field of philanthropy,continuously improving our understanding of this emerging form of philanthropy led by young fans is valuable for us to think about how to effectively guide its development in a rational and healthy direction.