社会认同理论视角下的网络粉丝社群集体行为研究

Investigating Collective Behavior in Online Fan Communities Through the Lens of Social Identity Theory

互联网时代,粉丝应援虽能为艺人增加曝光度与热度,但极端的粉丝集体行为却会对艺人事业发展、网络及社会秩序稳定产生消极影响。在社群传播中,认知与情感投入对行为应答产生直接影响,而群体(如网络粉丝社群)归属、认同则在其中起到催化作用。在认知传播学视域下,结合社会认同理论这一理论框架,通过对879名新浪超话粉丝社群用户进行问卷调查,发现个体情感投入度、对粉丝社区的认知与认同感与粉丝集体行为意向间呈正相关性。个体差异性对认知投入、情感投入以及行为应答存在显著影响。研究认为,在呼吁“理性追星”,倡导建立网络粉丝社群传播规范的外部背景下,加强粉丝社群的内部规劝也十分重要。尤其对群体认同程度较高的粉丝而言,相较于外部干预,内部规劝的效果更佳。

In the Internet era,while fan support can increase a celebrity s exposure and popularity,extreme ollctive be-havior by fans can have negative effects on their career development,as well as on online and social order stability.In the context of social media communicat ion,emotional and cogni tive involvement directly influences behavioral responses,with group such as online fan community afiliation and identification playing a catalytic role.From the perspective of cognitive communication theory combined with social identity theory framework,a survey was conducted among 879 users of Sina Weibo super topic fan communities.It was found that indi vidual emotional involvement,cognitive perception and sense of i-dentification of the fan community,were positively correlated with intentions for ollctive fan beha vior.Individual differences significantly influenced cognitive involvement,emotional involverment,and behavioral responses.The study sug-gests that in addition to advocating for“rational fandom”and promoting the esta blishment of norms for online fan communily communication,it is also important to strengthen interal persuasion within these communities.Particularly for fans who have a high degree of group identificat ion,internal persuasion is more effective compared to external intervention.