网络粉丝趣缘群体集体行动的动员机制分析

Mobilization Mechanism Analysis of Interest Group of Network Fans

商业资本对娱乐产业的不断渗透、造星模式的改变使得粉丝社群的组织运作有了明显的变化。粉丝社群作为趣缘群体,在没有强利益关系的牵绊下,粉丝对偶像的情感投射成为了社群集体行动的根基。官方粉丝后援会作为动员主体所带有的权威性色彩促使粉丝接受其领导地位并响应号召,同时通过对成员灌输并强化群体身份认同意识、在社会互动中形成积极反馈以及满足个体物质情感需求的激励方式鼓励群体成员参与集体行动。

With the continuous penetration of commercial capital into the entertainment industry and the change of star-making model, the organization and operation of the fan community have changed significantly. As an interesting group, the fans’ emotional projection towards their idols has become the foundation of collective action in the community without strong interest relations. Official fan club as the main body with the authority to prompt the fans to accept its leadership and the call. At the same time, by infusing and strengthening group identity consciousness, the social interaction in the formation of the positive feedback and meeting the demand of individual material emotional incentives,official fan clubs encourage group members to participate in collective action.