“粉丝”身份在关系经济中的转型及运用

Transformation of the Identity of“Fans”in Relational Economy and Its Application

新媒体经济是一种关系经济,即通过关系产品、转换机制和共享价值实现其经济效益,是一种新的经济形态,其中的关系动力,不得不提“粉丝”。从消费偶像到为偶像消费,“粉丝”在新媒体传播中从个体成长为圈层,其身份变化在关系的流动中不断与产业相互赋能,成为互联网经济中的重要组成部分,其话语权得到进一步提升与关注。“直播带货”这一新零售形态,更是充分发挥了“粉丝”的积极效用,实现顾客从“买者”向“粉丝”的身份转型,创新了新媒体关系谱系,尤其在新冠疫情期间,上升为国家主流媒体扶贫助农战略层面的有利推手。厘清“粉丝”身份在关系经济中的转型特征,探寻其转型背后透露出的资本、技术、人、内容四方面的关系逻辑,并进一步探索“粉丝”身份与新媒体时代国家认同之间的有效连接。

As a relational economy,the new media economy realizes its economic benefits through relational products,conversion mechanisms,and shared value.This is a new economic form,and when it comes to the relationship dynamics in it,one has to mention“fans”.From idol consumption to consumption for idols,“Fans”have grown from individuals to circles in new media communication,whose identity changes has continuously empowered each other with the industry in the flow of relationships.And their right to speak has also been further enhanced and concerned.The new retail form of“Live-stream sales”,with playing fans active role,realizes the transformation of the identity of customers from“buyer”to“fan”,and innovates the new media relationship pedigree.Especially during the new crown epidemic,it has risen to be a favorable promoter of the national mainstream media s poverty alleviation and agricultural support strategy.Clarifying the transformation characteristics of the identity of“fans”in the relational economy,exploring the relationship logic of capital,technology,human resource and content revealed behind the transformation,and further exploring the relationship will help to construct the national identity in the new media era.