‘I produce songs for her …. In this way, I gradually know her more. The more I know her, the more I like her’: using Collins’ model of interactive ritual chains to study the case of virtual idol fandom in China

In the last decade, virtual idols have become increasingly popular among young people in China with news reports estimating a fan-base of around 300 million and total industry revenues of over $35 billion in 2020 (Bloomberg, 2021). Despite these startling figures, there have been few empirical studies of virtual idol fandom. To address this lacuna, this paper explores the ways in which fans engage with the Chinese virtual idol Luo Tianyi and uses insights from Randall Collin’s (2004) work on Interactive Ritual Chains (IRC) to understand the relationship between digital fan practices and the generation of both emotional responses and a wider sense of solidarity Semi-structured interviews with fans, alongside digital participant observation, indicate the key role fans have to play in promoting their idol, notably when it comes to producing original content designed to raise her profile. It is these activities, in conjunction with gender differences, that are used to define hierarchies within the community, and point to the importance of adopting a more critical perspective in relation to Collins’ original work.