偶像忠诚与“部落流动”:生产规范与嵌入性的作用——关于粉丝爬墙和脱粉的网络民族志

Idol Loyalty and Tribal Mobility:The Role of Productive Norms and Embeddedness—Online Ethnography of Fans’Inconstant and Unfollowing

网络社会中,“流动空间”瓦解了广泛认同,导致了重新部落化,这使得个体在自由流动的同时又获得了短暂的认同和归属感。然而,不同于以往研究认为的情感部落具有短暂性、部落成员具有流动任意性的特征,明星粉圈这一网络情感星云存在着明显的偶像忠诚与流动约束。通过对多个粉圈进行约18个月的网络民族志调查,研究发现:(1)粉圈这个自下而上涌现的自组织有效动员的根本障碍是成员的高流动性(即粉丝的爬墙和脱粉)。(2)解决这一障碍的核心在于将粉丝对偶像的集体情感组织化和常规化。(3)粉丝通过生产规范,自觉地将自己对偶像情感进行了组织化,初步形成了对偶像的忠诚。(4)偶像忠诚和生产规范导致粉丝在社交媒体平台上形成了进一步的生产性嵌入,粉丝对偶像的情感转移为粉丝之间的情感互动。集体情感的常规化为偶像忠诚提供了更稳固的情感基础。(5)通过情感的组织化和常规化,短期情感被转化为长期偶像忠诚,粉圈降低了部落流动,为组织的有效动员提供了基础。本研究探讨了在情感部落中,群体情感组织化和常规化的过程,推进了流动空间理论、情感部落理论的发展,也为粉丝研究提供了新的组织视角。

In the network society’the“Space of Flows”disintegrates the common identification and leads to re-tribalization.This allows individuals to obtain a fleeting identity and sense of belonging while following and unfollowing at will.Previous studies suggest that emotional tribes are transient’and the members are uncontrollably mobile.However’such theory cannot explain the existence of obvious idol loyalty and mobility constrains in Chinese celebrity fandoms.Based on an 18-month online ethnography in multiple fandoms’this study finds that:(1)Fan community is self-organized bottom-up.The members’high mobility is the fundamental obstacle for effective mobilization.(2)The key solution for this problem lies in organizing and routinizing their collective emotion to the idols.(3)Fans organize emotion to the idol by producing norms and forming their initial loyalty to the idol.(4)Fans’loyalty as well as the production norms together lead to further embeddedness in fandom on social media platforms’and fans’affection for their idols transferrs to fans’emotional interaction with each other.Therefore’the routinely collective feelings provide a stabler emotional foundation for fans’loyalty.(5)By organizating and routinizating of emotions’short-term emotions develop into long-term loyalty’which reduces fans’tribal mobility and provides the basis for the effective mobilization of fandoms.This study explores the process of how group emotions are organized and routinized’and develops the theory of“Space of Flows”and emotional tribes.It also provides a new perspective for fan studies.