The Intersection Between Anti-fandom and Public Perception: Exploring the Propagation of Hatred Among Generation Z


The entertainment industry is experiencing rapid growth due to the mediatization and globalization of modern society. Within this context, fandom and anti-fandom have emerged as two contrasting phenomena. While fandom represents a collective community sharing common interests and affinities towards a particular object, anti-fandom defines a community characterized by its opposition and dislike for the same object. Despite the significance of anti-fandom, there is a considerable gap in the academic literature, particularly concerning Generation Z. Therefore, this study aims to fill this gap by investigating the intersection between anti-fandom and public perception, focusing on the propagation of hatred among Generation Z. The Attribution Theory and Agenda-Setting Theory will be employed to explore the representative anti-fandom behaviors and the motivations behind these behaviors identified by Generation Z. The study will adopt a quantitative methods approach, surveying a minimum of 400 individuals born between 1997 and 2012 to collect primary data. Besides, simple random sampling will be utilized through an Internet questionnaire survey. Through this approach, the research findings are expected to reveal the impact of anti-fandom behaviors on public perception considering the existence of anti-fandom communities and their targeted objects of opposition. The results will provide valuable insights into the mutual influence between anti-fandom, fandom, and the public within specific cultural contexts. Ultimately, this study aims to contribute to the field of subculture media and communication by offering a unique lens through which to examine anti-fandom phenomena.

Author Information
Guangjie Zheng, Wenzhou-Kean University, China
Tongyao Zhao, Wenzhou-Kean University, China
Xiyue Zhong, Wenzhou-Kean University, China
Yujie Zheng, Wenzhou-Kean University, China

Paper Information
Conference: IICAH2024
Stream: Media

This paper is part of the IICAH2024 Conference Proceedings (View)
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To cite this article:
Zheng G., Zhao T., Zhong X., & Zheng Y. (2024) The Intersection Between Anti-fandom and Public Perception: Exploring the Propagation of Hatred Among Generation Z ISSN: 2432-4604 – The IAFOR International Conference on Arts & Humanities – Hawaii 2024 Official Conference Proceedings
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Posted by James Alexander Gordon