网络直播间健身群体的身份类型与建构逻辑——基于“刘畊宏女孩”的网络民族志考察

Identity type and construction logic of fitness groups in webcast room——A web ethnography investigation based on"Liu Genghong Girls"

基于“刘畊宏女孩”群体,运用网络民族志的方法探讨了网络直播间健身群体的身份类型及其建构逻辑。研究表明:网络直播间健身群体主要有两种身份类型,即“元粉丝”和“新粉丝”构成的粉丝群体以及“纯在线学员”和“粉丝型学员”构成的学员群体。粉丝群体遵循偶像感知的身份建构逻辑,其中,情感性因素主导了“元粉丝”群体的身份建构过程,情境性因素影响着“新粉丝”群体的身份建构;学员群体遵循身体实践的身份建构逻辑,其中,“纯在线学员”以教学互动的逻辑进行身份建构,“粉丝型学员”通过主观意识觉醒的过程来实现身份的建构。推动网络直播健身高质量发展,一是在相关政策的执行中要注意区别对待;二是引导在线健身群体合理选择学习对象;三是规范化健身直播间的商业行为。

This paper explores the identity type and construction logic of the fitness group in webcast room based on the case of"Liu Genghong Girls"by using the method of web ethnography.The study shows that:there are two main identity types of webcast fitness groups,namely the fan groups consisting of"meta fans"and"new fans"and the student groups consisting of"pure online students"and"fan-based students".Fan groups follow the identity construction logic of idol perception,in which emotional factors dominate the identity construction process of the"meta fans"groups and situational factors influence the identity construction of the"new fans"groups.Student groups follow the identity construction logic of physical practice,and of them,the"pure online students"construct their identity through the logic of teaching interaction,while the"fan-based students"construct their identity through the process of subjective consciousness awakening.And then this paper discusses several enlightenment of promoting the high-quality development of webcast fitness:firstly,paying attention to differential treatment in the implementation of relevant policies;secondly,online fitness groups should be guided to reasonably choose their learning subjects;and thirdly,the commercial behaviour in webcast fitness room should be also standardized.