Journal of Korea Multimedia Society (한국멀티미디어학회논문지)

Korea Multimedia Society (한국멀티미디어학회)
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Analysis of Usage Types of K-pop Idol Avatar and Fandom Perception

케이팝 아이돌의 아바타 활용 유형 및 팬덤의 인식분석

  • Bang, Eunjung (Dept. of Communication Design, Graduate School of Communication and Arts, Yonsei University) ;
  • Wu, Sindy (Dept. of Human Environment and Design, Yonsei University) ;
  • Kim, Soyeon (Dept. of Human Environment and Design, Yonsei University)
  • Received : 2022.07.12
  • Accepted : 2022.10.16
  • Published : 2022.11.30
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Abstract

As human brands, Idols, the central members of K-pop, are actively engaging in various industries based on the support of their fandoms, greatly impacting the national economy. In particular, due to the development of digital devices and technologies, they are active both online and offline, and idol avatars are a significant part of their activities across diverse contexts. Therefore, this study aims to categorize avatars used in various contexts and explore fandoms' perceptions according to each type. Based on case studies and literature review, idol avatar usage was categorized into products, supplier-led content, and interactive content, and accordingly, surveys and in-depth interviews were conducted. As a result, regardless of category, fandom showed a negative perception of idol avatar usage, as shown in the order of interactive content, supplier-led content, and products. Regarding human brand characteristics of idol avatars, attractiveness was evaluated higher than intimacy and likeability. However, the attachment to real-life idols showed a higher correlation with the characteristics of intimacy and likeability than attractiveness. This study is significant as it looked at the future directions of idol avatar usage by analyzing the fandoms' perception of avatar usage in the K-pop industry from a human brand perspective.

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