Research on the Differences in the Dissemination Characteristics of Fan Terminology and Internet Buzzwords: A Case Study of the Weibo Platform

Internet neologisms refer to new words, phrases, or expressions created by netizens and rapidly disseminated in the online environment, following the popularization of the internet and the rise of social media. With the rapid development of digitalization and globalization, the relationship between the cultural industry and internet neologisms has become increasingly interdependent, resulting in a phenomenon of mutual influence and collaborative development. Since the emergence of the Weibo Platform, which facilitates free expression of opinions and emotions, it has become the most widely used social tool. Two representative types of newly coined online language are fan terminology and internet buzzwords. This paper examines the differences in dissemination characteristics between “fan terminology and internet buzzwords” on the Weibo platform. The findings indicate that fan terminology spreads primarily within fan clusters, such as ‘fan super topics’, where discussions focus on specific subjects and demonstrate a high degree of uniqueness. In contrast, internet buzzwords spread across society, covering a broad and diverse range of topics and displaying weaker irreplaceability. The study further concludes that the dissemination range of fan terminology is relatively narrow, but its density is higher, making it more prone to emotional polarization. In contrast, while the dissemination range of internet buzzwords is broader, their density is sparser, resulting in a more diverse emotional spectrum and a lower likelihood of emotional polarization. This research offers valuable insights for future studies in this field and equips the cultural industry with knowledge about the dynamic shifts in social culture.