Research on the Marketing and Promotion of Boys' Love drama on Weibo from the Perspective of Fan Culture

Shubin Zhuang; Ruiyang Qin

doi:10.54691/bcpbm.v17i.396

Authors

Shubin Zhuang
Ruiyang Qin

DOI:

https://doi.org/10.54691/bcpbm.v17i.396

Keywords:

Fan Culture; BL Drama Adaptations; Traffic Realization; Weibo Marketing.

Abstract

In the Internet era, the market has put forward higher requirements for the drama marketing and promotion on Weibo. Besides, the IP craze such as fan culture and boy’s love (BL) drama has brought new opportunities and challenges. The paper starts with a quantitative content analysis of the drama Guardian and The Untamed which are popular in recent years, looks into the influence of fan group and BL culture on Weibo’s drama marketing and promotion based on the super group and official account, and puts forward corresponding strategies and suggestions. The study finds that producers, celebrities and fans are interconnected. Among them, fans take the navigating position whereas producers and celebrities are responsible for producing the content targeted at fan groups and exploring the methods of traffic monetization with grasping the emotional and economic model of fan culture. However, in this process, there are also problems such as capital and platform power misuse, the irrational activities. Therefore, more normative guidance of the BL adaptation culture and BL dramas needs to be put on the agenda.

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