Toward an operationality perspective on fandom: Exploring Chinese fans’ emerging practices in platform-mediated environments

Abstract

The rise of platforms has reshaped fan participation. Based on participant observation and in-depth interviews, this study examined celebrity fandom in China, where the Internet-powered entertainment industry and fan economy have flourished. We propose an operationality perspective as a wider-angle lens to conceptualize the multitude of fan practices emerging in platform-mediated environments. Moving beyond the text-centered approach, the operationality perspective sees fans’ platform practices (e.g. cross-platform engagement, curation of fan texts, data work) as a new logic of participation in digital fandom that could generate distinct identities and lifestyles. Operationality can be understood as a set of strategies fans employ in response to the growing influence of platformization. Operationality not only enables fans to align their practices with platform interests, but also affords them opportunities to negotiate their identities and adjust their degree of involvement in fandom.