中美网络兴趣型社区粉丝行为对比研究——基于扎根理论探索分析

Comparative Study on Fan Behavior of Chinese and American in Online Interest-based Communities——Research Based on Grounded Theory

[目的/意义]互联网流量时代,粉丝行为呈现出高度的参与性、互动性和组织性。为阐释粉丝行为及其背后的逻辑,探究跨文化差异,对中美网络兴趣型社区粉丝行为进行比较研究。[方法/过程]本文以篮球社区为例,获取虎扑社区和RealGM社区数据,基于扎根理论和社区文本挖掘技术,构建了包含参与行为、应援行为、抵制行为、骂战行为、饭圈用语使用行为与情感表达行为六大行为的粉丝行为体系,在编码分类基础上继续探究两大社区粉丝行为异同。[结果/结论]粉丝行为在范畴分布和主题内容上同时存在一致性和差异性,与新媒体平台引导、粉丝身份构成以及情感表达方式有极大关系。未来研究可进一步扩大实证研究范围,探究粉丝行为的形成机制。

[Purpose/Significance]In the internet traffic age,fan behavior presents a high participation,interaction and organization.To explain fan behavior and the logic behind it,and explore cross-cultural differences,a comparative study on fan behavior of Chinese and American in online interest-based communities is conducted.[Method/Process]Take basketball community for example,this article collected data from Hupu community and RealGM community.Based on grounded theory and community text mining technology,a fan behavior system was constructed containing six behaviors of participating,supporting,resisting,swearing,using fandom language and emotional expressing.According the coding classification,the similarities and differences of fan behavior in the two communities were analyzed.[Results/Conclusion]The distribution of categories and thematic contents of fan behavior have both consistency and differences.The reason lies in the new media platform guidance,the composition of fans and the emotional expressions differences.Next studies can expand the scope of empirical research,and explore the formation mechanism of fans behavior.