Emotion, Cognition, and Motivation: A Study on the Identity of Media Fandom : Based on In-Depth Interviews with 18 Young Fans of Empresses in the Palace

Based on case analysis and in-depth interviews with 18 young fans of Empresses in the Palace, this paper finds that this group constructs the identity of media fandom through emotion, cognition and motivation. In terms of emotional construction, the fans put positive emotions into the media texts and maintain dialectical judgment on their own identity. In terms of deep cognition, fans’ understanding of the TV series mainly starts from two aspects: criticism of the feudal society and reflection of the real world. In terms of viewing motivation, fans repeatedly consume Empresses in the Palace for entertainment, social interaction and creation, so as to meet the needs of self-psychology, group belonging and self-realization.

《甄嬛传》已经形成“媒介粉都”奇观。通过案例分析和深度访谈法对18 位《甄嬛传》青年粉丝进行研究，发现这一群体通过情感、认知和动机来建构媒介粉都身份认同。在情感建构方面，粉丝对媒介文本投入积极情感，对自我身份保持辩证判断；在深层认知方面，粉丝主要从对封建社会的批判和对现实世界的反思两个方面展开；在观看动机方面，粉丝反复盘点《甄嬛传》是为了娱乐、社交和创作，以此满足自我心理、群体归属和自我实现的需求。