Inspiring Contributions: Fan Leaders’ Directives and Encouragement in the Chinese Online Celebrity Fan Community

Abstract In the neoliberal era, there is a new phenomenon where numerous fans follow fan leaders’ instructions to make tangible or intangible contributions to support celebrities, which has exacerbated economic polarization. Although past studies have explored fan empowerment in the Internet era, fan leaders’ promotion effect has remained unstudied. This study aimed to discover fan leaders’ role in guiding fans’ contributions in the Chinese fan community. By integrating a two-step flow model and participatory culture theory, it used qualitative content analysis to analyze 410 posts and 972 comments in the Chinese singer Song Yaxuan’s fan community from February 3 to 10, 2023. Through an inductive approach, four main themes were derived from results: (1) task delegation and empowerment; (2) user-friendly instructions and seamless communication; (3) highlighting a sense of crisis and putting pressure on fans; and (4) fostering a collective mindset. The findings revealed fan leaders use different techniques and the top-down structure in the community to encourage fans to give voluntary contributions of money or time to the celebrity’s development. Theoretically, this study showed internal operation logic in Chinese fan community. Practically, the study shed light on how to lessen the harmful consequences of neoliberalism’s features within the Chinese entertainment industry and realize healthy development.