Abstract:
In the network era, cultural production changes and migrates at the level of structure, and specifically changes the characteristics and features of “fans” culture. The significant enhancement of the discourse power of fans is the result of the change of contemporary cultural production right structure. In the discourse expression and behavior practice of “fans”, the enhancement of their discourse power shows the characteristics of virtual distance abatement, dynamic balance of power, multiple production paths and collective support of “fans”. From the perspectives of media culture production, the discourse power of fans augmented reality from the culture of consumerism to blessing, media technology and strengthen the multiple factors such as cultural interest identity. On the one hand, it contributes to the development of the cultural industry, but it reflects the technical dependence of cultural production, the lack of value rationality and the populist tendencies,which are also worth reflecting on.