The Rise of Participatory Culture and User Content in the Digital Era: A Case Study of Wanyan Huide Fans

In the digital era, with the development of a new generation of information technology, the live broadcast industry is developing rapidly. Due to the impact of COVID-19 and China's national policy, the number of users of live broadcast platforms has grown rapidly during COVID-19, such as Tiktok, Kuaishou, Baidu and other platforms, and a large number of users have poured in, and live broadcasts have become an emerging industry in China. In the process of the rapid development of live broadcasting, some types of live broadcast have also been differentiated, the most popular of which is live broadcasting. In addition, there is also a very popular chat live broadcast. This paper chooses Henry Jenkins's participatory culture and UGC (User-Generated Content) as the theoretical framework and takes the recently popular "perceptual psychology Wanyan Huide" as the research object. Through semi-structured in-depth interviews, this paper explores the reasons for Wanyan Huide's popularity, analyzes the characteristics of his fans, and finally reveals the motivation of his fans for secondary creation.