群际传播、身份认同与粉丝共同体的跨文化建构

Intergroup Communication,Identity and Transcultural Construction of Fan Community

在社交网络化浪潮的推动下,来自不同文化背景的粉丝利用Facebook、Twitter、微博等网络社交平台展开了形式多样的虚拟交往,进而发展出承载着跨文化传播价值的粉丝共同体。本研究以哈萨克斯坦歌手迪玛希的粉丝社群为分析对象,运用“问卷调查+参与式观察”的混合研究方法,尝试从群际传播与身份认同的关系视角探讨跨文化粉丝共同体的形成机制问题。研究发现,一方面,文化多变性因素、群际接触因素与传播调适因素均会对粉丝跨文化认同的形成产生显著影响;另一方面,调查数据显示,个体粉丝的身份认同呈现差异化状态(“跨文化认同”抑或“族群认同”),并且粉丝还会通过不同的语言符号和行为化标签来传达各自的身份认同倾向。研究指出,作为中国文化对外传播的新媒介途径之一,跨文化粉丝共同体如何重塑自身的“地方性”并使其虚拟社群形态达致和谐统一,将是未来粉丝研究领域值得拓展的理论与实践方向。

Driven by the tide of social networking,fans from different cul-tural backgrounds have used Facebook,Twitter,Weibo and other online social platforms to carry out various forms of virtual communication,thus developing a fan community bearing the value of transcultural communication.This study takes kazakh singer Dimash’s fan community as the object of analysis,and uses the mixed research method of“questionnaire survey+participatory observation”to try to explore the formation mechanism of transcultural fan community from the perspective of the relationship between intergroup communication and identi-ty.The results show that,on the one hand,cultural variability,intergroup contact and communication adjustment factors all have significant influence on the forma-tion of fans’transcultural identity.On the other hand,the survey data shows that the identity of individual fans is differentiated(“transcultural identity”or“eth-nic identity”),.and fans will use different language symbols and behavioral la-bels to convey their own identity tendencies.This study believes that as one of the new media channels for the international communication of Chinese culture,how to reshape the“local”of the transcultural fan community and make its virtual community form harmonious and unified will be the theoretical and practical di-rection worth expanding in the future fan research field.