社交媒体时代粉丝行为典型特征、突出问题及价值引导

与传统媒体时代相比,社交媒体时代的粉丝行为由以文本审美向以偶像及其生活的审美偏好发展,由原予式的个体行为转变为类互动的社群行为,由单一封闭的偶像崇拜到开放多元的泛偶像崇拜,由纯粹情感投射到被商业资本逻辑裹挟,情感共鸣由宏大叙事转向个人生活叙事,并在这个过程中暴露出情绪宣泄、审美偏差、出格展演、虚幻沉迷等思想行为问题.对此,应加强社会主义法治建设,依法规制偶像文化产业的发展;挖掘和培育优质偶像,发挥偶像对粉丝正确价值观的引领作用;善用粉丝力量,进行正确的道德实践和舆论引导.

Research on the Typical Characteristics, Prominent Problems and Value Guidance of Fan Behavior in the Era of Social Media

Compared with the era of traditional media, fan behavior in the era of social media has changed from text-centeredness to idol-and-life centeredness, from atomic individual behavior to interactive community behavior, from single and closed idol worship to open and diversified pan-idol worship, from pure emotional projection to being bound by commercial capital logic, and from grand narrative to personal life narrative. In this process, the ideological and behavioral problems such as emotional catharsis, aesthetic deviation, extraordinary performance, and unreal addiction are exposed. In this regard, we should strengthen the construction of socialist rule of law, regulate the development of idol culture industry in accordance with the law, excavate and cultivate high-quality idols to play a leading role in the correct values of fans, and make good use of the power of fans to engage in correct moral practice and public opinion guidance.