Mass Media Strategies and Its Promotion of Japanese Idol Culture in China: A Case Study of SNH48 and AKB48

Abstract

With the rapid expansion of Internet technology and the pace of commercialization of culture, different kinds of fan economies have become a hot topic of concern in recent years. This study aims to study the use of mass media strategies to promote Chinese idols (SNH48), and to compare the use of mass media strategies promoting SNH48 and Japanese idols (AKB48). The main research samples include three different types of mass media (paid vs. owned vs. social media) used by AKB48 and SNH48. With the three combined qualitative research methods -- case study, textual analysis, and participatory observation, the formation and development of its fan economy through mass media strategies were examined. It was found that this special model is a two-stage commercial model, which uses the long tail effect of the Internet and benefits from communication channels. The biggest innovation of this mode lies in its online-based social media and its offline communication strategy.