Lung-Shiang Ju
Luo Lu
Graduate Institute of Behavioral Sciences Kaohsiung Medical University
The main purpose of this study was to explore the meanings, attitudes and behaviors of idolatry among fans of popular songs, against the background of idol creation mounted by commercial organizations and the media. This paper was based on materials obtained through in-depth interviews with 17 fans. Identity theories, interpersonal attraction theories and cultural critical theories were adopted as theoretical frameworks. Results showed that the fans felt uncomfortable about the excessive expressions of ”idolatry” reported in the media, rather, they had their own ways and opinions. The main attractions for fans were singers’ musical and media skills. The behaviors of idolatry included acting to please the idols, compartmentalization of the functions of idols, defending one’s own idols, treating idols as equal, riualization, shaping idols, and idol substitution. Those elements were similar to the processes of identification and interpersonal attraction. The effects of idols manifested in fans’ overt life and internal satisfaction. These findings of purposive consumption were different from the concept of “culture industry” asserted by critical theorists. This study showed that “idolatry” is a rich concept with multiple substances regarding fans’ attitudes and behaviors. The simplistic media portrayal and stereotyping of idolatry should be changed. Idolatry should be given new and justified meanings in diversity.
Keywords: fans of popular songs, idolatry, behavior, attitude