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Idol Consumption and Identity Construction: a Study of the Young Fans of Popular Singers in Hong Kong

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Idol Consumption and Identity Construction: a Study of the Young Fans of Popular Singers in Hong Kong Idol Consumption and Identity Construction: A Study of the Young Fans of Popular Singers in Hong Kong Cheung Ka-ki A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Philosophy in Communication © mi: CUINKSF： IIMM:KSH V OF IIONC； K()N(； MARCH 2002 The Chinese I 'ni\ crsil\ of 1 loni： Koiil： holds the ctip\ riiihi ol this thesis. Am • W W ‘ - - pcrson(s) intending to use a pan or \\hole of the niaicrivil> in the thesis in a proposed publicalion nuisl sock cop> riuht release Iroin he I )can of' ihc (u'ciJuciic School. fL/ \A 舰2( 1 1 13 j|| ^ UNIVERSITY N^XLIBRARY SYSTEM/^# I ABSTRACT Idol Consumption and Identity Construction: A Study of the Young Fans of Popular Singers in Hong Kong Submitted by Cheung Ka-ki for the degree of Master of Philosophy in Communication at The Chinese University of Hong Kong It is common for young people to have idols but idol worship does not deserve much merit and academic attention in Hong Kong. As a deconstmction of stereotypes of fans, this paper uses an ethnographic method to investigate the ways in which young people depict and worship their idols. Data were collected by 30 intensive interviews with fans of popular singers and during participation in various fan activities. The ethnographic investigation shows that the young people who are emotionally attached to stars can manipulate media images to serve both self and group identity construction. The emotional attachment to idols can be divided into three modes, namely the adoration, appreciation and admiration, which all enhance the fans' self-reflection, role-playing, and disposition of their existing values and beliefs constituting self-conceptions. Moreover, this paper informs that the - continuous negotiation with the social stigma of fandom results in marginal, central, and strategic groups of fan, which all constitute a collective identity and share the sense of youthfUlness and similar rebellious affections which trigger guerrilla-like resistive actions against adult repression. i I 摘要 從消費偶像到建構身分：香港年輕歌迷硏究 張家麒 傳播學哲學碩士 香港中文大學 偶像崇拜雖然在年輕人當中十分普遍，但卻常常被目乏抑爲荼毒他們心智的 消費活動；而偶像崇拜，在本地也沒有獲得應有的學術注視。爲了加深認識偶 像崇拜與年輕人的關係，硏究員採用深度訪談及參與觀察的方式，訪間了 30位 年輕歌迷，並從歌迷在不同場所、活動的表現中搜集資料，加以分析，最後整 理出究竟歌迷對自我的了解跟喜歡的那些歌星有何關係，拆解了有關對他們的 刻板印象。硏究發現，年輕歌迷不單不如想像般瘋狂，他們作爲主動的閱聽人， 反而從崇拜歌星的過程中，加深對自我的了解，建構了自己對個人的身分認同。 年輕歌迷對偶像在情緒上的認同，包括愛慕、欣賞及敬佩，開發了自我的價値 及信念；透過跟歌星在幻想世界中的溝通、聯繫，實現了自我。硏究又發現， 歌迷其實不斷跟社會上的流行吃抑進行商議，以致他們對歌迷文化產生不同的 認同感。歌迷可以被劃分爲處身在歌迷文化邊陲的「邊緣歌迷」、中心的「中 央歌迷」、遊走於文化內外的「策略歌迷」。他們都在歌迷族群中，找到了一 份「年輕感」。歌迷群體所承載的文化泛抑，以及在其中隱含的年輕感，令歌迷 文化凝聚了一股情緒能量，令年輕人在偶像崇拜中，在情感方面支取了力量， 對權威發出挑戰。 ii II ACKNOWLEDGEMENTS I am indebted to Dr. Man Joseph Chan for inspiring me to launch a study on fans. I am grateful for his patience in reading and revising my messy and often delayed drafts. His critical mind, sober advice, and insight greatly eased my confusion about the many problems encountered in this study. His proposal to make reference to subculture theories was particularly useful to my understanding of fan culture from a sociological perspective. Many thanks are extended to Dr. Eric Ma for his continual encouragement in the course of the study. He enlightened me about a methodological scheme with which to investigate the topic and the ways to analyze the fragmented qualitative data. He cheered me for my capability to drive for excellence. His enthusiasm and hard work always reminded me to be meticulous and earnest when researching. Further thanks are extended to Dr. Gordon Mathews for serving as my supervisor in the directed study in the anthropology department. He introduced me to a very good book by Caughey (1984) that inspired my study of the dreams and fantasies of fans. The paper that he guided me to finish is fundamental to Chapter 4 of this thesis. His friendliness always gave me emotional support. I must thank Dr. Zhongdang Pan for his clarification of the important concepts related to the topic at a very early stage when I was still puzzling about how to draft a proposal. I would like to express my general thanks to all of the interviewees and fan friends for their generosity in sharing with me their affection for stars and their experiences of idol worship. I very much enjoyed talking to them and waving light- sticks with them at concerts. Thanks are extended to my master's degree in communication classmates. We always shared ideas and encouraged one another. At last we have accomplished Mission Impossible! Thanks are also extended to Ms. Vinci Leung and Mr. Willie Cheng, who spent their precious time examining my drafts and making recommendations. Special thanks go to the Lord for the comfort that allowed me to continue to work during periods of illnesses over the last few months. Cheung Ka-ki iii Ill CONTENTS I ABSTRACT i II ACKNOWLEDGEMENTS iii III CONTENTS iv CHAPTER 1 INTRODUCTION 1 The Structure of the Paper CHAPTER 2 THEORETICAL REVIEW 4 A. What is a Star? B. Fans as Productive Audiences C. Identifying with Stars and Fan Culture 今 Individual Identity Construction 今 Self-creation in Private Fantasies 今 Internalizing External Expectations 今 Collective Identity of Fans 今 The Stigmatization in Process 今 Encompassing a Youth Identity D. A Review of the Study CHAPTER 3 METHODOLOGY 23 A. Interviewing Fans 今 Selection of Interviewees 今 Profiles of Interviewees 今 The Interview Questions B. Observing Fans as Participants CHAPTER 4 FROM SPECIAL FEELINGS FOR A STAR TO PARA-SOCIAL INTERACTIONS WITH A MODEL: THE INTERNAL CONSTRUCTION OF SELF-IDENTITY .34 A. A Preview of Identity-related Meanings B. Adoring a Prince 今 “Ooops! He's cool!" — The Attraction of Appearance 今 Consuming Lovers in Media Products 今 Dreaming of "My Self in the Imaginary Romance with the Ideal Lover 今 When the Real Right Person Appears ... 今 A Re-Discovery of Gender 今 Probable Development of Sexuality iv C. Wanna Make a Friend with the Idol 今 Friendly Stars are Attractive too! 今 Into the Illusion of Friendship 今 Developing Para-Friendships with Ideal Friends 今"The Star is Disgusting!" Antagonistic Relationships with Stars D. Admiration of Beauty, Career, and Other Models 今 Admiring Special Capabilities and Qualities 今 Learning to be a Beauty 今 Setting up a Career Model 今 Possibilities of Other Learning Models 今 Cultural Constraints in Modeling E. Conclusion: Identifying Personal Uniqueness in the Emotional Attachment to an Idol CHAPTER 5 IDENTIFYING WITH STIGMATIZED YOUTHFUL FANS: INCORPORATION OF COLLECTIVE IMAGE WITH SELF-IDENTITY 64 A. Encountering Fans in Public: the Collective Identity of Fans B. Presenting Me as Stigmatized Fan or Not? 今 Experiencing the Social Stigma: Self-reflection of the Researcher 今 Against the Orderly Discourses in Malls 今 Crazy Fans in the News 今 Perceiving Social Stigma and the Careful Presentation of Fan Identity C. Fans in Three Groups 今 Marginal Fans: Exclusion of the Contents of Social Stigma 今 Central Insiders: Internalization of Social Stigma 今 Strategic Fans: Moving in and out of the Boundary of Fan Culture D. Reinforcement of Youth identity in Idol Worship 今 Associating with a Sense of Youthfulness 今 Subordinate Position Resonated E. From Subversive Meanings to Affective Resistance F. Conclusion: Allying Rebellious Affection in Idol Worship CHAPTER 6 CONCLUSION 91 A. Prospects of Fan Culture Study 今 Commercializing Fans in Hong Kong 今 Revisiting Subcultural Theory APPENDIX 96 Reflections on the Work: the Question of Representation BIBLIOGRAPHY 99 V CHAPTER 1 INTRODUCTION It is common for young people to have idols (Ma, 1980; Frith, 1983; Chan & So, 1992; Leung, 1999)，who can be media figures like athletes, film stars, and political leaders, etc] In Hong Kong, popular singers and movie stars always rank high on the list of young people's idols. (Chan & So，1992; Leung, 1999) Young fans are attracted by their favorite idols' outstanding performance, handsome/beautiful appearance, good character, and other qualities. (Leung, 1999) However, idol worship, particularly pop-star worship, does not deserve merit. Film stars and pop singers are the kind of idols who are absolutely idealized and romanticized. (Cheung & Yue，2000) Seen as perfect heroes, stars become the focal points of young people's extravagant fantasies and the development of vanity. As pop-star worship can only stimulate people's senses, it fails to allow young fans to make moral judgements. (Ma, 1980) In fact, the media often presents fans as crazy and chaotic crowds, screaming their heads off in their idols' live performances but lacking rationality. (Jenson, 1992) Young fans may too easily accept their idols，opinions and follow their behavior without critical reflection. This stigmatization of idol worship results in the development of pathological addictions in fans. The accusation that fans are passive and irrationality tells us little about the meanings of idols to the young people and the function of idol worship in the search for the fans' individual selves. Although many popular culture studies now turn to the semiotic productivity of fans (Fiske, 1992; Jenkins, 1992) including the investigation of fantasies about idols (Hinerman, 1992; Wan 1996-7), and deconstruct negative 1 stereotypes, the problem of the way in which idol-wise fan culture is related to the 勺 specific social location of youth remains largely unresolved. The situation is no better in Hong Kong, wherein fan culture attracts little academic attention. Surveys have reported reasons for the purchase of goods related to idols, but the ways in which beloved idols form a part of the everyday life of young fans has been left untouched. To fill this gap, the present study uses an ethnographic method to investigate the different ways in which young people in Hong Kong depict and worship their idols. Data were collected in interviews with 30 fans of popular singers and during participation in various fan activities. The results substantiate the high semiotic productivity of fans and show that the active readers can manipulate media images to serve both self and group identity construction.
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