Abstract
Fans purposively creating information aiming specifically to inform the public positively about a celebrity has become a significant practice within contemporary Chinese fan culture. “Celebrity promotion” information creation offers an important opportunity to understand how people intentionally create information beyond internal user groups and existing information needs. Based on unobtrusive observation and semi-structured interviews, findings show that fans create positive online content and conduct offline advertisements to boost a celebrity's specific works, reputation, and fan base. Fans also intentionally develop strategies and improve their information literacy to make informational materials more visible and appealing, while critically separating “celebrity promotion” from enjoyment-centered fandom activities. As fans adapt to the current information environment, the intentionality of their practices stems from beliefs that 1) they are the actor(s)’ shareholders/partners and 2) by creating “promotion” information, fans can achieve their goal of helping the actor(s).
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