文化与商业建构的粉丝虚拟社区——解析果粉与威锋网  

Fans Virtual Community Constructed by Culture and Commerce:Analysis of Apple Fans and Weiphone.com

作　　者：蔡骐[1] 肖芃[2] 

机构地区：[1]湖南师范大学新闻与传播学院,长沙410081 [2]湖南大学新闻传播与影视艺术学院,长沙410082

出　　处：《国际新闻界》2012年第7期92-96,共5页Chinese Journal of Journalism & Communication

基　　金：教育部人文社会科学研究项目<粉丝型受众及其引导策略研究>(项目编号:09YJA860005);湖南省社科基金项目<网络传播与青少年亚文化的发展>(项目编号:11JD49);2011年教育部新世纪优秀人才支持计划(项目编号:NCET-11-0970)

摘　　要：近年来,随着苹果公司的产品风靡全球,果粉作为一种新型粉丝群体在互联网上迅速崛起,并在现实社会和虚拟社区中上演了一场场举世瞩目的消费文化盛宴。果粉在网络社区上的活跃促成了威锋网的不断发展,而虚拟社区的媒体平台化、受众参与化和互动去中心化特征也为果粉搭建了一个构建文化认同的公共场域。果粉用符号性消费来实现自我身份建构,同时在威锋网中以"苹果"为核心频繁地聚合互动,结成网络共同体,并通过"他者化"来强化自己的文化身份。然而,在文化盛宴的背后,还包含了一个将文化商业化的精妙商业策略。正是苹果公司将文化作为武器,与大众媒介联手,缔造了"苹果"这一消费与文化的神话,果粉也在这场被文化精心包装过的消费盛宴中或多或少地承受着被异化的宿命。In recent years, as Apple＇s products are getting global popularity, a new type of fans community-apple fans （guo fen） is rapidly rising on the Internet, presenting remarkable feasts of consumer culture both in the real and virtual world. The activity of apple fans in online communities facilitates the development of the Weiphone network, and in return, the virtual community has constructed a public sphere of cultural identity through mediated platforms, audience participation and decentralized interaction. Apple fans use symbolic consumption to achieve self-identity construction, aggregate interactions on Weiphone with Apple as the key interest, connect as networked community, and strengthen their cultural identity by the strategy of ＂othering＂. However, behind the cultural feast lies the strategy of commercialization of culture. It is Apple＇s culture as a weapon, cooperated with the mass media, which creates the consumption and cultural myth of ＂apple＂. Apple fans are not so easy to escape from the fate of alienation in this consumption feast carried out in the name of culture.

关 键 词：果粉 威锋网 虚拟社区 身份认同 消费社会 

分 类 号：G206.2[文化科学—传播学]