Let's talk about Quan Hongchan's involvement in the fan circle culture incident: the characterization and governance of anomie behavior in the fan circle culture

No. 4072 Cultural Industries Review

The emotion in the youth fan circle culture is a new type of emotion born under the joint efforts of the idol industry, media technology and fan circle organizations, which has strong social and tool attributes. In the idol industry, emotions inevitably become false emotions and value-added tools that are manipulated, packaged and calculated by the rationality of capital, and the result will inevitably lead to the alienation of human real emotions. This new type of emotion formed in the fan circle will inevitably migrate to other fields as a habit, forming the phenomenon of anomie in the fan circle thinking and behavior, which will have more negative impacts. Therefore, fan emotion needs a standardized governance process to make it conform to social morality, ethics and legal norms.

Author | Liu Shengzhi (Professor of Communication, School of Digital Media and Design Arts, Beijing University of Posts and Telecommunications, Member of Beijing Key Laboratory of Network Systems and Network Culture)

Editor | time

Edit | peninsula

Source | People's Forum

Characterization and governance of anomie behavior in fan circle culture

　　

In recent years, as a popular youth subculture phenomenon, fan circle culture has attracted widespread attention from the industry and academia. On the one hand, the fan circle culture has been formed and developed with the new fan economy, and the two complement each other. On the other hand, as a new form of self-organization, the fan circle also has a direct impact on social relations and even social order. The social value of fanquan culture is undeniable, but some of its extreme, fanatical pathologies are also shocking. In August 2021, the Cyberspace Administration of China issued the "Notice on Further Strengthening the Governance of the "Fan Circle" Chaos", formulating ten measures such as canceling the list of celebrity artists, strictly prohibiting the presentation of mutually tearing information, not inducing fans to consume, and regulating the behavior of supporting fundraising, and strictly rectifying the chaos in the fan circle. Since then, the anomie of the fan circle culture in the idol industry has been curbed to a large extent. Recently, fanquan's thinking and behavior have spread to other fields such as live streaming and sports. For example, the national table tennis player Fan Zhendong was followed by a female fan and illegally invaded his hotel room, Fan Zhendong was very angry and called the police, calling on fans on Weibo to maintain reason and boundaries, and resist the words and deeds of the fan circle. It can be seen that with the generalization of fan circle culture, its anomie behavior is also spreading, which requires further attention, research and governance. Fanquan itself is an emotional community, and emotion is the fundamental driving force that governs the actions of fans. Therefore, this paper intends to explore the logic and practice of fan circle culture from the perspective of emotion, and further think about the negative impact of its alienation and generalization, as well as its normative governance.

The emotional logic and field practice of fan circle culture

The capital logic of the generation of cultural emotions in the fan circle. The emotions of fan circle culture not only have the psychological side, such as the "peak experience" and pleasure obtained by fans chasing stars, but also have a more social side, the generation of fan emotions itself is decisively affected by the social environment, which is aroused, organized and produced. The idol industry in mainland China is influenced by Japan and South Korea, and it is a star manufacturing system with a high degree of fan participation, from the talent show that swept the whole people to the fire of idol programs, with the rise of the idol industry, the fan circle culture is increasingly forming and growing. In the idol industry, attention, traffic, and exposure are the signs of idol success. The realization of these data indicators needs to rely on the majority of young netizens, so building and maintaining their own fan communities or fan circles has become the core logic of their industrial operation. It can be said that idol work itself is a typical "emotional labor" (1), with an emotional operation mechanism, that is, they need to win the emotional recognition of fans through appearance and talent display, expression control, emotional expression, etc., and then create a fan organization with stability and action to maintain a dominant position in the competition with other idols. Not only do idols themselves need to actively arouse the emotions of fans, but different links in the idol industry, such as talent shows for idols' debuts, agents, fan organizations, and various promotional materials, all focus on stimulating fans' emotions and actions. As a typical emotional consumption industry, the idol industry replaces fans' feelings for idols with data labor and commodity consumption, which is the inevitable result of the profit-seeking nature of capital and the promotion of logic.

If the idol profession has the attribute of emotional labor, the star-chasing behavior of fans is an emotional practice. The concept of "affective practice" (2) was proposed by the renowned anthropologist Monique Hill, who believes that emotions are the real reactions of the human body and brain, profoundly influenced by the social environment and behavioral habits. Therefore, emotion is not only an emotional feeling, but also a thought, a language, and an action. In the star-chasing behavior of fans, emotions and actions are blended and inseparable. Fans support idols' actions such as hitting lists, controlling comments, anti-blackness, and krypton gold through their inner emotional identity. Of course, fans' love for idols is not lacking in personal emotional needs and self-projection, but this kind of emotion is more aroused, organized and produced by the industrial environment, especially capital, and has instrumental attributes. The idol industry has given a legitimate status to the emotions of fans, and it is constantly stimulated and amplified, and even some fanatical star-chasing behaviors have legitimacy, which will be recognized or acquiesced by idols, and envied and respected by other fans, and this recognition from insiders will strengthen their emotional practice. In Chinese cultural traditions, emotions are often constrained by social ethics and morality, and Chinese are also known for not being good at expressing emotions, and women are more reserved and introverted. However, under the domination of capital logic, the emotional expression of fans has been reshaped, and they can express their love for idols openly, loudly, and in a variety of ways, and they are willing to pay a lot of time, effort and money to get close to their idols. In traditional star-chasing behavior, idols are often held high, and fans need to look up and worship, maintaining a sense of sacred distance between the two. In the current fan circle culture, idols have faded their sacred colors and beckoned to fans, who regard them as lovers, family members or friends, and directly call them "husband", "wife", "brother", "son", etc., and the degree of intimacy and devotion to the emotional expression of idols often exceeds the real social relationship. Behind these seemingly free and voluntary emotions and actions is undoubtedly the boost of capital.

Field practice of cultural emotion generation in the fan circle. Idolatry is one of the common cultural phenomena in human history, rooted in the individual's internal self-exploration and external pursuit and identification. Traditionally, idolatry has been confined by physical time and space and has a personal, distancing, and limited influence. However, in the current network society, in addition to the boost of capital, the Internet media, as a technical power, has also deeply reconstructed the emotions and star-chasing behaviors of fans, which has played a decisive role in the appearance of fan circle culture.

First of all, for the idol industry, cyberspace provides an open and eternal competition stage for the "visibility" of idols, and fans who were originally spectators have the right to speak like referees, and their enthusiasm and participation have been greatly mobilized to become the "national producers" of idols. On the one hand, the idol industry has strengthened the "calling" and reproduction of fans through the operation of Internet media, and on the other hand, fans have gathered to form a fan circle organization through the Internet and have a greater right to speak. The younger generation has grown up with the Internet and is familiar with the language and logic of the Internet, and unlike the disadvantaged position in the real space, they are the subjects with stronger participation and discourse power in the cyberspace. In addition, cyberspace has not yet formed many rules and constraints of real space, so it has become the birthplace of a new type of youth culture and youth subculture.

Fanquan is the emotional community formed by fans in cyberspace around a specific idol.

Different fan circles have their own specific goals, rules, organizational forms, behavioral norms, and discourse methods, so that the traditional individual star-chasing behavior has become a kind of collective field practice.

In the fanquan field based on the Internet media, the emotions of individual fans are processed and reproduced by the collectivized infection and empathy mechanism. First of all, as a form of self-organization, Fanquan will maintain the consistency of members' feelings towards idols and strengthen their emotional intensity towards idols. The fan circle will integrate and discipline the emotions of fans and their expressions, such as not allowing the expression of negative emotions towards idols, otherwise they will be regarded as "black fans" that need to be removed. Through mutual communication, organizing rankings, supporting activities, designing promotional materials, writing fandom, etc., we will continue to accumulate and strengthen our feelings for idols. Secondly, there is a competitive relationship between different fan circles. The strength of the circle depends on its combat effectiveness to maintain idols and help idols achieve market success. This external competition, in turn, strengthens the cohesion within the circle and promotes the fans' self-identification and emotional identification with the collective. In short, in the Internet field, the emotional practice of fans is complex, not only the emotional investment and return of idols, but also the emotional experience of self as the subject brought by more star-chasing actions. These emotional experiences can come from the sense of accomplishment of individual creative activities, such as planning activities, writing copywriting, etc., or from the sense of superiority recognized by other fans or organizations, such as fans with more experience, skills, or contributions who are often able to win the admiration of other fans or have a higher level in the fan circle, and can also come from the sense of group belonging and collective honor brought about by collective achievements.

Emotional alienation and behavioral generalization in fan circle culture

Through the above analysis, we can find that the emotion in the fan circle culture is a new type of emotion born under the joint efforts of the idol industry, media technology and fan circle organizations, and has strong social and tool attributes. In the structural relationship between individuals and capital, fans are undoubtedly relatively weak. The American scholar Mestrovic put forward the theory of "post-emotional society" (3), in which he broke the binary opposition between emotion and reason, and believed that in the consumer society, emotion has become a quasi-emotion designed by reason, a kind of emotional substitute that deviates from human authenticity, has falsehood and is manipulated, and emotion has become a new form of power and action. It can be said that in the idol industry, emotions inevitably become false emotions and value-added tools that are manipulated, packaged and calculated by capital rationally, and the result will inevitably lead to the alienation of human real emotions. At the same time, this new type of emotion formed in the fan circle will inevitably migrate to other fields as a habit, forming a generalization of the thinking and behavior of the fan circle. All of these require further reflection and exploration.

The reasons and manifestations of the emotional alienation of fans in the fan circle culture. So, from the perspective of fans, why are they willing to be manipulated by capital and never get tired of it? What are the manifestations of fans' emotional alienation? American media scholars Horton and Wall put forward the term "quasi-social relationship" when studying television audiences, and they found that the audience has developed emotional dependence on their favorite media characters and then formed an intimate relationship similar to that between friends or lovers in reality, but this relationship is one-way based on imagination, so it is called quasi-social relationship. Unlike media characters on TV, idols are real, and the Internet has more advantages than TV in relationship building, so fans tend to have a stronger emotional dependence on idols, and the relationship is more stable and long-lasting. On the one hand, fans can understand idols in an all-round way through the Internet, and can enjoy idols at close range, anytime, anywhere, and there is no doubt that this kind of private, high-frequency, and close-range media use behavior is conducive to bringing their feelings towards idols closer. On the other hand, it is also easier to cultivate emotional stickiness and intensity when fans support idols' continuous participation in sexual behaviors with a high degree of involvement, especially for some fans who are cultivated idols, and their emotional relationship with idols is more intimate. It is this intimacy that makes fans willing to give their hearts and real money to support their idols. However, fans' emotions towards idols are one-way, virtual and imaginary, and the two sides lack the communication, interaction and return required by real emotions in real life. Therefore, the greater the fans' emotional dependence and investment in their idols, the easier it is to demand returns and put them into reality, which will inevitably lead to emotional alienation and anomie behavior.

First, fans are overly protective and exclusive of their idols' emotions. Fans' feelings towards idols cannot be questioned, and they will feel angry in the face of others' disapproval or belittlement of idols, and then take verbal attacks, abuse, reports and other "calf protection" behaviors, which often make the fan circle culture full of anger. Second, fans' emotions towards idols are commodified. In the fan circle culture, the emotional expression of fans is often reflected in the form of data labor and money consumption, for example, the fan circle will advocate "love him to spend money for him", etc., different fan organizations will compete with each other, and there is also alienation in consumption behavior, not buying on demand, but the more the better, these anomie behaviors are the commodification of fans' emotions, and they are the embodiment of the capital logic of the idol industry. Third, fans' feelings towards idols are unprincipled. On the one hand, this unprincipled nature is reflected in the fact that fans often do whatever it takes to support their idols, such as manipulating comments, falsifying data, spending kryptonite, and giving gifts to the program team and directors to pull relationships, etc., resulting in a bad atmosphere of polluting the network environment. On the other hand, it is also reflected in the fact that even if some idols have negative behaviors such as chaotic private lives, some fans still defend and whitewash them, and they are emotionally coerced and lack independent judgment of right and wrong. Fourth, fans have a strong desire to control and aggression about their idols' emotions. Due to the investment of time and money and the increase in the right to speak of fans in the idol industry, it is easy for them to have a sense of self-aggrandizement and control, mistake the desire to know as the right to know, lack respect for idols and boundary awareness, and violate the privacy of idols, interfere in personal life and other cross-border behaviors. For example, secretly taking pictures, invading idols' rooms, obtaining idol itineraries, besieging, forcibly taking photos, publishing idols' private information, opposing idols falling in love and getting married, etc. In addition, there are also some fans who do not get the expected return because of too much emotional and financial investment, so they hate because of love, lose their fans and "step back" on the original idol, abuse and belittle them, and other acts of anger and aggression. Fifth, extreme fans' emotions towards idols are out of control. Some heavy fans will fall into emotional addiction to idols, confusing the virtual and real emotional relationship with idols, and the extreme phenomenon of losing oneself. For example, some fans completely take idols as the focus of their lives and seriously affect their real lives, and even give up their studies and work to devote themselves to chasing stars, while some fans have extravagant hopes and even self-anesthesia and believe that they want to marry idols in real life.

Fan habits and behavior generalization in the fan circle. As mentioned above, as an emotional community based on the online field, Fanquan has developed a specific emotional expression and behavior pattern of fans in the process of collective continuous organizational discipline and interaction. This affective and behavioral tendency is similar to what the French sociologist Bourdieu called "habitual habits". In Bourdieu's view, habitual habits, "first of all, refer to the result of an organized act, which is similar to the meaning of the structure. Secondly, it also refers to a way of being, a habitual state (especially a state of physical behavior), and especially a hobby, hobby, and disposition. (4) Fans are one of the many roles and identities of young people, and this habit developed in the fan circle organization will inevitably migrate to their work, life and other activities. In the well-known "Emperor Bar Expedition" incident, young netizens also used their emotional expression and action logic in the fan circle to engage in online debates with Taiwanese netizens in order to maintain the image of the motherland's "Brother Azhong". During the epidemic, Fanquan carried out public welfare fundraising and assistance in an efficient way that it had learned in its fundraising and support activities. Another example is the current Internet celebrity economy and live broadcast economy, which also have a clear fan circle culture and fan economy, rewarding, consuming, and being circled because of their love for anchors.

It can be said that the generalization of fan circle culture is the inevitable result of the formation of fans' habits, and it also has its positive social role.

However, it should be noted that with the generalization of fan circle culture, its emotional alienation and behavioral anomie have also spread, and it is easy to cause more negative social impacts. For example, some teachers openly "Amway" their idols in the classroom, and some editors chase stars with "public accounts for private use". The anomie caused by the generalization of these fan circle cultures does not distinguish between public and private, which seriously violates professional ethics and causes a bad social impact. Different circles or fields have different rules, and the generalization or spread of fan circle culture to other fields needs to be adjusted and restricted, otherwise it will cause criticism or lead to more serious social consequences.

The governance logic and countermeasures of the fan circle culture

Since the 70s of the 20th century, the profound role of emotions on individuals and society has been increasingly emphasized. As the American sociologist Jonathan Turner put it in his Sociology of Emotions, "Emotions are a key force in driving social reality at all levels, from face-to-face interpersonal interactions to the large-scale organizational systems that make up modern society." (5) Emotions have the positive function of channeling individual emotions, gathering collective strength and creating social harmony, so we cannot blindly deny the emotions of fan circle culture. However, as mentioned above, the emotional practice of fans is relatively complex, and under the coercion of capital, media technology and fan organizations, it is difficult to avoid alienation phenomena such as emotional flooding, transgression and commodification. Fan emotion is a new emotion that grows savagely with the emergence of the idol industry, and it needs to go through a gradually standardized and institutionalized emotional governance process to make it conform to social ethics and legal norms.

Emotional governance is a new paradigm of social governance, which on the one hand refers to the use of emotion as a means to carry out social governance through flexible emotional communication, and on the other hand, it also refers to the use of emotion as the object of governance, and the construction of a harmonious and happy social order through the guidance and regulation of different social emotions such as health and negativity. Emotional governance for fan circle culture refers to taking the emotions and habits developed in the fan circle as the object of governance, so as to help the majority of fan groups form positive and healthy emotional experiences and expressions. The core of emotional governance in the fan circle culture is to let fans establish a clear understanding of their star-chasing emotions, help them form standardized and positive star-chasing emotions and behaviors, establish the boundary between themselves and idols, learn to respect the privacy of idols, and so on.

From the practical level, the emotional governance of fans requires the coordination of multiple related subjects. First of all, the Cyberspace Administration of China, the cultural market management department, the Central Committee of the Communist Youth League and other relevant government departments are the main body of the implementation of emotional governance. For one, it can help fans build the right sense of pride and shame, so that they can strengthen self-reflection and self-control. Second, idols can be urged to strengthen the guidance of fans' emotions. Idols are a direct factor in fans' star-chasing behavior. It is necessary to strengthen the training and education of idols and related practitioners, so that they can uphold the correct view of money and values, and guide fans to form rational and healthy emotional expressions. Third, standardize the emotional discourse and behavior of fan organizations. Due to the fact that the spontaneously formed fan organizations have been in a state of barbaric growth for a long time and have not formed clear and clear constraints, it is necessary to strengthen their external management, guide them to carry out internal self-purification, and establish and maintain a good social image of fans and fan circles. Secondly, the mainstream media should assume social responsibilities and rationally guide and regulate fans' star-chasing emotions. Combine hot events to guide public opinion, help fans establish a correct outlook on life and values, and rationally chase stars and express emotions. Finally, schools and families, as the main organizations responsible for the education of teenagers, should strengthen the regulation and guidance of teenagers' emotions and behaviors of star-chasing, help them establish good media literacy and moral and ethical concepts, rationally chase stars, and have moderate entertainment. In addition, it is necessary to guide them to pay attention to their own growth planning and practice in real life, and replace the emotional comfort and satisfaction brought by star-chasing with a sense of achievement and pleasure in reality.

[Notes]

(1) Allie Russell Hochschild, The Decoration of the Mind: The Commercialization of Human Emotions, Shanghai: Shanghai Joint Publishing House, 2020.

②Ute Frevert,et al.,. Emotional lexicons:Continuity and change in the vocabulary of feeling[M]. Oxford:Oxford UniversityPress,2014.

③Mestrovic，S. ，Postemotional Society，London: SAGE Publica-tions，1997．

④Pierre Bourdieu. Outline of a Theory of Practice [M]. trans. Richard Nice. New York: Cambridge University Press, 1977:214.

(5) Turner, Steitz, Sociology of Emotions, Shanghai: Shanghai People's Publishing House, 2007, p. 2.

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