粉丝经济、快感生产与游牧民——小米手机走红现象的文化解读

Fans Economy,Pleasure Generation,and Nomads——Cultural Interpretation of the Popularity of MIUI

小米手机的走红,是当代中国流行文化语境下粉丝经济日渐成熟的代表之作。其销售神话背后潜藏着一套深厚成熟的粉丝文化生产机制以及由此衍生的商业运作模式。它一方面借助于社交网络的互动性和明星名人制度的生产方式,迎合了时尚文化的消费逻辑;一方面又激发了粉丝受众的参与性、主动性,满足其自我意义的实现和对社会身份的逆袭快感;同时,在一个区别于主流商业价值和社会规范的虚拟空间中,营造了一片有自我归属感又不断酝酿着游离和反叛身份的社群异托邦,是新媒体时代大众文化快感生产、意义消费、身份认同的典型案例。

The widespread popularity of MIUI （Xiaomi Phone） presents an increasingly maturing fans economy under the context of Chinese popular culture at present. The sales miracle of MIUI benefits from an established and mature fans culture production mechanism and a commercial operation mode derived from the mechanism. The sales marketing, on one hand, caters to the consumption logic of fashion culture by means of social network interaction and production mode of celebrities, and, on the other hand, inspires fans participation and initiative, realizes their self-satisfaction, brings them a sense of pleasure generated from social identity reversal at the same time creates a community heterotopias having a sense of belonging but also brewing being free and rebellion. Therefore,the popularity of MIUI is a typical case of mass culture＇s production, consumption,and identity identification in a new media era.