“我为鞋狂”:网络鞋迷社群的认同与社交研究

"Mad on Sneakers":on the Identity and Sociality of the Online Sneakerhead Community

球鞋文化是一种小众的青年“自组织”圈层文化。由于近几年“炒鞋”事件的接连曝光,鞋迷群体成为众矢之的,受到媒体连篇累牍的挞伐。实际上仅通过“炒鞋”现象并不能准确地呈现网络环境下鞋迷的生存状态,鞋迷在购买、收藏球鞋的过程中,与线上其他鞋迷和圈层内各主体积极互动,在网络社交活动中形成了稳定的线上网络文化社群。这个过程形塑了社群内部成员的审美方式、消费行为和互动模式,鞋迷因而在网络上建构起专属文化身份与群体认同,网络鞋迷社群成为共享“我们”意识的网络文化共同体。

Sneaker culture is a niche youth self-organized circle culture.Due to the continuous exposure of the"sneaker resell craze"incident in recent years,the Sneakerhead community has become the target of public criticism and has been scolded by the media.In fact,only the phenomenon of"sneaker resell craze"can not accurately present the survival status of shoe fans in the network environment.In the process of buying and collecting sneakers,shoe fans actively interact with other online shoe fans and various subjects in the circle,forming a stable online network cultural community in online social activities.This process shapes the aesthetic style,consumption behavior and interaction mode of the members of the community,and thus the shoe fans build their exclusive cultural identity and group identity on the Internet.The online shoe fan community becomes an online cultural community that shares the consciousness of"us".