The Guiding Role of Social Media in the Socialization of Celebrity Fans

This paper focuses on the role of social media in guiding the socialization of celebrity fans through qualitative research. Specifically, we explore fans’ choices of social media platforms and the navigating role of fan communities on fans’ personal identity, group identity and emotional labor. Through the analysis of social media platforms as well as in-depth interviews with fans, we find that the various features and functions of social media platforms have different impacts on the socialization of fans in China. At the same time, fan communities can also provide a place for fans to communicate and identify with each other, promote interaction and emotional exchange among them, and enhance the sense of belonging and pride. These findings have important theoretical and practical implications for understanding the role of social media in guiding the socialization of celebrity fans.