Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
Keep the Fire Burning: Exploring the Hierarchies of Music Fandom and the Motivations of Superfans
复制标题
让火焰继续燃烧：探索音乐迷的层次结构和超级粉丝的动机
DOI：
10.17645/mac.v9i3.4013
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发表时间：
2021
影响因子：
3.1
通讯作者：
J. Karlsson
中科院分区：
文献类型：
--
作者：
Jessica Edlom;J. Karlsson
互联网已经改变了音乐爱好者聚集在一起的方式，以及音乐行业与粉丝联系和沟通的方式。为了理解成为粉丝的动机以及粉丝为什么参与艺术家品牌，本文考虑了特定粉丝社区的多样性，包括其层次结构和角色。无论是在粉丝社区内部还是外部，粉丝的参与度、知识和地位都不同。为了将现有的粉丝等级研究扩展到数字促销文化中，本研究重点关注瑞典音乐艺术家Robyn和她的Facebook粉丝社区Konichiwa Bitches的案例。为了深入了解复杂的在线研究竞技场，我们在在线和离线环境中使用定性和数字民族志方法。这篇文章提供了一个理解和概念化的球迷层次结构，重点是层次结构的顶部，超级球迷和行政球迷，以及他们的参与激励。这些高层次的粉丝是品牌管理和粉丝之间的关键连接点，从而使粉丝更进一步，提升品牌。
The Internet has changed how music fans come together and how the music industry connects to and communicates with fans. To understand the incentives for becoming a fan and why fans take part in an artist brand, this article considers the diversity in a particular fan community, including its hierarchy and roles. Fans have different levels of engagement, knowledge, and status, both inside and outside a fan community. To extend the existing research on fan hierarchies into the digital promotional culture, this study focuses on the case of the Swedish music artist Robyn and her Facebook fan community Konichiwa Bitches. To gain insights into a complex online research arena, we use a qualitative and digital ethnographic approach in both online and offline contexts. The article provides an understanding and conceptualization of fan hierarchies, focusing on the top of the hierarchy, superfans and executive fans, and on their incentives for engagement. These high-level fans function as a key connecting point between the brand management and the fans, thus taking fandom a step further and enhancing the brand.