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http://dx.doi.org/10.5392/JKCA.2021.21.06.480

A Study on the Effects of Fandom's Digital Media Use on Social Participation : Focused on the Mediating Effect of the Identification  

Jang, Hyunsuk (성균관대학교)
Publication Information
The Journal of the Korea Contents Association / v.21, no.6, 2021 , pp. 480-493 More about this Journal
Abstract
In this paper, we attempt to empirically explain the process by which fandom performs social participation using digital media. To do this, we utilize the concept of identification and the Situational Theory of Publics in a theoretical framework, and study ARMY, BTS fandom. We confirmed a positive association between communication behavior and social participation, and verified a mediating effect of the identification as well. Interestingly, horizontal identification, a fan-to-star friendly relationship, had a greater effect on moving toward social participation than did vertical identification, a fan's blind worship of a star. This study has significance in that it has figured out the relationship of personal feelings to public participation by mobilizing achievements in various research fields.
Keywords
BTS; Digital Fandom; Digital Media; Identification; Social Participation;
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