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Anime Fandom in Convergence Culture: a Uses and Gratification Approach to Chinese Fan

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Anime Fandom in Convergence Culture: a Uses and Gratification Approach to Chinese Fan Anime Fandom in Convergence Culture: A Uses and Gratification Approach to Chinese Fan Producers By © 2018 Erika Junhui Yi Submitted to the graduate degree program in the Department of Communication Studies and the Graduate Faculty of the University of Kansas in partial fulfillment of the requirements for the degree of Doctor of Philosophy. _______________________ Chair: Dr. Alesia Woszidlo _______________________ Co-chair: Dr. Tracy Russo _______________________ Dr. Adrianne Kunkel _______________________ Dr. Debra Ford _______________________ Dr. Germaine Halegoua Date Defended: January 17 2018 The dissertation committee for Erika Junhui Yi certifies that this is the approved version of the following dissertation: Anime Fandom in Convergence Culture: A Uses and Gratification Approach to Chinese Fan Producers _______________________ Chair: Dr. Alesia Woszidlo _______________________ Co-chair: Dr. Tracy Russo Date Approved: January 29 2018 ii Abstract In the current media environment known as media convergence, technology has provided fans multiple tools and platforms through which to create and publish their fan works online as well as to draw on fan works and connect with other fans. Anime fans in China have taken advantage of these sophisticated technologies to generate and circulate anime and its related fan products. Due to State control over mainstream media in China, Chinese anime fans have assumed a more active and important role in the distribution of these media contents, making active Chinese anime fan producers an interesting case to examine how media convergence influences fans’ activities and how fans use technologies to satisfy their needs for media consumption. Using Uses and Gratification theory, this project explored the gratifications Chinese anime fan producers reported during their fan production process. This study focused on exploring the connections between the affordances emerging from media convergence and media gratifications reported by fan producers, reflecting both gratifications identified in the literature and newly-identified gratifications. In addition, the project addressed the shifting relationships among fans, media producers, and out-group members in the participatory fandom culture. This study makes four contributions. It enriches U&G theory by identifying and categorizing gratifications in this contemporary international context; it contributes to the conversation on media convergence and active audience; it provides insiders' view on relationship tensions within and surrounding fan communities; and it makes suggestions for media industry participants as they approach active fans and their fan works. iii Acknowledgements I would like to express my sincere gratitude to my advisor, Dr. Tracy Russo, for the continuous support of my project. I am grateful for the insights and patience she provided me when I needed the most. I would also like to thank my committee chair, Dr. Alesia Woszidlo, my committee members Dr. Adrianne Kunkel, Dr. Debra Ford, and Dr. Germaine Halegoua for their valuable suggestions to improve this dissertation. And a special thanks to Dr. Nancy Baym, who led me into this fascinating field of study. In addition, I would like to thank my parents Xiaofeng Yi and Ning Zhang for the heartwarming support across the ocean, my loving partner Derrick Spear for showing me light in the dark times of my life, and my good friend Xiao Dan for always being there. Last but not least, I would like to thank all the fans who participated in this research and all the fans who are continuing to build richer and better fan communities with their love, passion, and skills around the globe. This dissertation is dedicated to all of you. iv Table of Contents Abstract .......................................................................................................................................... iii Acknowledgements ........................................................................................................................ iv Table of Contents ............................................................................................................................ v Chapter One: Introduction .............................................................................................................. 1 Chapter Two: Literature Review .................................................................................................... 7 Context: Convergence ................................................................................................................. 8 Jenkins’ affective economics ................................................................................................. 10 Theory: Uses and Gratifications (U&G) ................................................................................... 13 The foundations of uses and gratification theory. ................................................................. 14 Affordances and U&G. .......................................................................................................... 16 Motive-based gratifications and affordance-based gratifications.......................................... 18 Applying the U&G approach to fandom practice.................................................................. 20 Subject: Active Fan Production ................................................................................................. 22 Fans-consumers-producers. ................................................................................................... 23 Fansub.................................................................................................................................... 25 Fansub in China. .................................................................................................................... 28 Fan art and fan fiction............................................................................................................ 29 Chapter Three: Method ................................................................................................................. 34 Participants ................................................................................................................................ 34 Fannish Cycle ............................................................................................................................ 35 Consumption.......................................................................................................................... 37 Discovery. .............................................................................................................................. 37 v Production.............................................................................................................................. 38 Fading. ................................................................................................................................... 39 Re-entering the cycle. ............................................................................................................ 39 Means of Discovery .................................................................................................................. 39 Data Collection .......................................................................................................................... 40 Recruitment. .......................................................................................................................... 41 Research Site ............................................................................................................................. 43 Dealing with the Legal Gray Zone ............................................................................................ 44 Language and Translation ......................................................................................................... 45 Data Analysis ............................................................................................................................ 46 Chapter Four: Results ................................................................................................................... 48 Questionnaire Results ................................................................................................................ 48 Interviewee Demographics ........................................................................................................ 50 Reported Motive-based Gratifications ...................................................................................... 52 Motive-based gratification: Status. ........................................................................................ 52 Minor motive-based gratification of status: Competition. .................................................... 56 Motive-based gratification: Self-actualization. ..................................................................... 59 Minor motive-based gratification of self-actualization: Commitment. ................................. 62 Motive-based gratification: Self-expression.......................................................................... 64 Minor motive-based gratification of self-expression: Aesthetic enjoyment. ........................ 67 Motive-based gratification: Escape. ...................................................................................... 67 Minor motive-based gratification of escape: Habit. .............................................................. 70 Reported Affordance-based Gratifications
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