Idol Consumption and Identity Construction of Youth of fans of Popular Singers in Hong Kong

Cheung Ka Ki

This paper investigates how Hong Kong young people manipulate star images to produce meanings related to their own identities. This study also attempts to analyze how young fans negotiate with the perceived social stigma of fan culture and how an individual fan develops a sense of social identity through the interaction with other fans using identity construction theory. The meanings produced from star images are examined by interviews with 30 young fans of widely purchased Hong Kong popular singers. Their fantasies and everyday usage about the beloved stars are in focus. I also joined two fan clubs and took part in various functions where fans show up to observe how social and cultural discourses act on the self-perception of fans. This paper concludes that the consumption of star images is used for the construction of identity in three significant ways. First, the perceived star images are described as ideal models of various kinds fulfilling fans’ dreams and needs. This facilitates the understanding of self. Second, in their imaginary interaction with stars, fans re-construct their everyday subordinate position in society. Lastly, by talking about their beloved stars, fans present their identities to other people. In addition, this paper concludes that fans themselves are always constructing a social stigma on fan culture no matter whether fans are really termed as deviants in the society or not. Fans either internalize the imagined social stigma into their own self-perception, or exclusively differentiate themselves from other fans. The latter kind can be further categorized into those who only enjoy consuming star images in a very personal way and those who emphasize on the sub-cultural capital gained in fan culture, particularly in fan clubs.

2001.07.05

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