Shenhao UP Lord

Chapter 281 We Are All Zeros and Ones
In a Two-dimensional culture, the definition of numbers changes.The data labor of fans in the entertainment industry is reflected in data-oriented and data-driven actions.In contrast, the digitalization of the Two-dimensional fan circle has a more cyber sense: it is reflected in the virtuality of the idol itself.

For example, although the Vtuber fan community in the ACGN circle is unwilling to accept the title of fan circle, they actually need to admit that many of their actions are essentially idol fan culture.

Consumption, interaction, cultivation, and reproduction.But the outstanding difference is that the Two-dimensional virtual anchor is closer to the definition of an idol. First, because the image can be molded to be almost perfect; second, it can constantly change itself centered on the needs of fans, and more fully satisfy the fans' desire to grow. .

In the virtual field, fans' preferences urge Vtuber to optimize their image through bullet screens, comments, likes and other digital forms. This kind of nourishment and change of idol persona is almost impossible for artists to complete.

Secondly, in the e-commerce live broadcast industry, there is also a trend of anchor fandom.If Two-dimensional fans use personal real preferences to fill idol avatars, in the field of e-commerce live broadcasts, in addition to the support routines of traditional fan circles, consumers express their love for the anchors by using money to affect product sales. favorite.

Taking Li Jiaqi as an example, as his personality gradually matured and he became popular and participated in variety shows, more and more netizens described him with labels such as hard work, honesty, and professionalism, which indicated that he had the conditions to be a star idol.

Correspondingly, when some consumers have the attributes of fans, they are no longer just mobile consumers who are subject to the value of commodities. They will actively protect the interests of idols and strongly bind the gains and losses of idols to themselves.

When Li Jiaqi was released as pigeons by Pechoin, some excited netizens took over the latter’s brand Weibo, saying that releasing Li Jiaqi’s pigeons was releasing our pigeons, and even returned the product to boycott it.

The emergence of such fans is actually what the industry is happy to see.Because the logic of e-commerce live broadcasting is "people-field-goods", that is, people rank first, field ranks second, and goods rank last.

Whoever wants to get out of the circle on the track should win in the game in the human dimension, that is, from the lowest price customer acquisition strategy on the entire network to the growth of highly sticky fans.

But different from celebrities, there is a substantial interest relationship between e-commerce anchors and fans, which is the particularity of this industry fan circle.

According to common sense, from entering the live broadcast room to placing an order, fans are not only because of their trust in the live broadcast, but also because the product itself brings value to itself, but today's fan circle is gradually weakening this interest link.

Celebrity fans make money, but on weekdays, many people play free charts. Although the fans of the anchor also interact online, what they can play is real money that can circulate in the market. This kind of fan labor obviously exceeds the original meaning. Free of charge, the cost is greatly increased.If fans of e-commerce live broadcasts want to generate electricity for love, they will always avoid eating dirt and chopping their hands.

It also involves the relationship of interests, and the fan circle of the fund circle seems to be much more rational.Rationality here means that generally speaking, investors are unlikely to easily influence consumption decisions because of blind worship of a certain fund manager, but it also shows that the new organizational structure of fund support clubs is not stable.

Compared with the traditional rice circle boys and girls, the firm belief of solidarity and exclusivity, the atmosphere of the investment and financial management group is obviously much more relaxed.

On the contrary, the star manager was symbolized as a meme, not an idol, which was praised and ridiculed.

Investors' virtual connections on social media are also seeking a sense of security of sharing risks: if everyone wants to make money, they will make money together, and if they want to lose money, they will lose together.

The value realization of most fans is whitewashed by data, and data labor has become a ritual and proof to link group emotions within the fan circle, and it is also an important support for stimulating the emotional economy.

Data and consumption are bound in the name of idols, becoming a way of expressing love among groups.Some scholars put forward the new equation of emotion = money = labor = data = traffic, which shows that the process of chasing stars is also a process of fans consuming virtual emotions and quantifying emotions.

In traditional relationships, fans position themselves as girlfriend fans, sister fans, daughter fans, mother fans, etc., to adjust their star chasing mentality and standpoint, and now there are clay sculpture fans, Zhengsu fans and other non-traditional intimate relationships .

Compared with Zhengsu fans who project themselves as girlfriend fans, Nisu/clay sculptures are the opposite of Zhengsu, deconstructing the stereotypes of the sexes in the traditional sense, they are anti-traditional, they don’t think boys have to look like boys, and boys can also wear makeup , crying, acting like a baby.

The complexity of fan circle fans' star-chasing psychology is far more than this, but the above two types have the most obvious contrast, so it is easier to extract their respective characteristics.

Another characteristic of digital star chasing is that the virtual products around stars become the main objects of fans' consumption.Digital albums, electronic publications, endorsement products, paid memberships and more.

After the purchase is completed, fans need to take a screenshot of the consumption voucher and send it to the comment area of ​​Chaohua or the brand’s Weibo with the corresponding topic to prove the idol’s traffic. This consumption behavior is called posting orders.

This behavior of posting orders has become the most important and respected data labor, especially posting orders on the official Weibo of celebrity-endorsed products, proving the celebrity’s ability to bring goods to the patron’s father.

Therefore, fans have more attributes of sales, act as order reminders in the group, and show consumption in a digital way, which has become a new feature of the flow emotional economy.

The like is one, the other is zero: the source of emotional energy of alienation.

Making data has become a collective ritual within the fan circle, strengthening the identity and emotional connection of the fan circle. Among them, the anti-gang war can give members extra emotional energy.

At the data level, the Fanquan anti-gang group is responsible for regularly searching for celebrity scandals on social media, complaining to customer service, and classifying and summarizing blog posts and adding hyperlinks to facilitate fan groups to complain together.

When receiving too much negative information and too much pressure, fans will also report to groups to comfort each other.This strong feeling similar to heroism injects powerful emotional energy into fans.

But the excessive release of emotional energy is also the main reason for controversy in today’s rice circle.There is nothing wrong with idol worship in the fan circle. If the fan circle is as its literal meaning means, people gather together because they like the same celebrity and develop their own discourse system and internal norms. This is at best a type of subculture.

But now some extreme fan circles have become a group with strong mobilization ability, filling the public platform with repeated low-quality and radical content, distinguishing dissidents in a simple and rude way, and personal emotions are kidnapped into the traffic game in the intergroup communication. This pattern of behavior itself is a sign of danger.

(End of this chapter)