How short videos promote cultural consumption: A Virtual Ethnography Study on the Internet Fans Groups of Anime "Guzi"

As the fan groups of anime have grown up with the coming of the digital era, it is obvious that short videos promote cultural consumption among folks. This paper revealed that the sub-culture of anime helped us to focus on the development of fan groups, as the fans disseminate their viewpoints through social media platforms. This paper, concentrated on the behavior among the fan groups of the anime culture, while it exhibited some details about the Japanese folk culture by consuming "Guzi". In terms of methodology, virtual ethnography inspired this paper participatory observation and in-depth interviews are all that affected much on the empirical study. As the paper has addressed in the content, the study on the subculture of anime or otaku would help us to gain a wider perspective on the communities of fan groups.