Fan differentiation, platform migration and resistance to mainstreaming of virtual YouTuber core fans in China

Xizi CHen

doi:10.47297/wspsprwWSP2515-471002.20230701

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Fan differentiation, platform migration and resistance to mainstreaming of virtual YouTuber core fans in China

Volume 7, Issue 1

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Fan differentiation, platform migration and resistance to mainstreaming of virtual YouTuber core fans in China
Jinan University, Guangzhou, Guangdong, 510632, P. R. China
Vol. 7, Issue 1, Pages: 18-27(2023)
Published： 30 June 2023 ，
DOI：10.47297/wspsprwWSP2515-471002.20230701
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CHen Xizi.Fan differentiation, platform migration and resistance to mainstreaming of virtual YouTuber core fans in China[J].Social Policy Review,2023,07(01):18-27.
DOI：

CHen Xizi.Fan differentiation, platform migration and resistance to mainstreaming of virtual YouTuber core fans in China[J].Social Policy Review,2023,07(01):18-27. DOI： 10.47297/wspsprwWSP2515-471002.20230701.

摘要

Abstract

The subculture of virtual YouTubers first emerged in 2016. Since then

it has gained significant popularity on various video-sharing and live-streaming platforms

such as YouTube in the west and Bilibili in China. With these VTubers obtaining millions of audiences

the VTuber subculture has become the most popular trend in recent years. This article takes a specific Chinese fan online community of a Japanese VTuber operating agency

Nijisanji

as a research object and conducts a two-year digital ethnographic research. It is aimed to expound on the member characteristics of the community

the contents of their online activities

the creation of various communication symbols in their cultural circle

and the relationship between content creation and group members' identity within the group. Through these investigations

the paper uncovered the epitome of this newly developed subculture in China and how its fans are differentiated and migrated to marginal internet corners due to culture mainstreaming and platform commercialization.

关键词

Keywords

Virtual YouTuberInternet subcultureLive-streamingPlatformChina

references

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