The Influences of Commerce on Virtual Singer Fandom as a Subculture: The Case of Luo Tianyi

Abstract

Subcultures are generally considered to be closely related to the youth who usually explore their identities in a rebellious way. Therefore subcultures are generally interpreted as resistance to the dominant culture and commerce. Commerce has been thought of as one of the main forces that could wipe out subcultural styles by incorporation. However, the relationship between subcultures and commerce has been remarkably changed by the rapid development of globalisation and new media technologies. This research is a case study on the fandom of Luo Tianyi, who is currently viewed as China’s most successful virtual singer. The influences that commerce has exerted on Luo Tianyi’s fandom are analysed in order to explain the new relationship between subcultures and commerce given today’s social context