消费者学习机制与“饭圈”文化的利弊  

Advantages and Disadvantages of the Consumer Learning Mechanism and the"Fans Circle"Culture

作　　者：金雪涛[1] Jin Xuetao

机构地区：[1]中国传媒大学经济与管理学院

出　　处：《学术前沿》2020年第19期46-51,共6页Frontiers

摘　　要：饭圈所代表的独特的亚文化现象与消费者行为,正深刻地影响着文娱产业的营销链条。"饭圈"文化在帮助培养向善的集体情感、实现自我表达和自我价值的同时也会造成信息封闭、非理性模仿以及畸形商业化的现象。通过消费者学习机制分析"饭圈"指向的产品或服务,并以此为依据,在不同环节施以恰当引导或规制:加强娱乐化媒体信息内容监管净化网络空间;建设粉丝防沉迷系统引导粉丝理性行为;推进行业自律塑造"正能量偶像",从而引导"饭圈"理性发展。The unique sub-cultural phenomenon and consumer behaviors as reflected by the"fans circle"are deeply influencing the marketing chain of entertainment industry.The"fans circle"culture helps to foster the collective emotion towards goodness and realize self-expression and self-worth,but it also causes the phenomenon of information closure,irrational imitation and abnormal business practices.This paper analyzes the products or services that the"fans circle"points to through the consumer learning mechanism,and based on this,advocates giving appropriate guidance or regulation in relevant links,that is,strengthening supervision of the information and content released by the entertainment media so as to purify the cyberspace;building a fans’anti-addiction system to guide them towards rational behaviors;and promoting industrial self-discipline and publicizing"positive energy idols"to guide the rational development of the"fans circle".

关 键 词：“饭圈” 组织特征 亚文化 消费者学习 信息技术 

分 类 号：G206[文化科学—传播学]