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http://dx.doi.org/10.5762/KAIS.2013.14.5.2121

The Study on niche creation mechanism of drama contents based on lead users - Focussing on drama Damo fandom community  

Chang, Yong Ho (School of Communication, Sogang University)
Kong, Byoung-Hun (School of Communication, Sogang University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.14, no.5, 2013 , pp. 2121-2130 More about this Journal
Abstract
Based on the case study methods, the study analyzes that the countless UCC Cloud cloud is the niche creation by the lead users make process. This research show as follows. First, The Drama lovers and fan fiction writers are not only drama consumers but UCC creators/producers. By the process that the UCC and fan fiction is tailored to meet the needs of their users create fan fiction in fandom community, they create an entirely different niche from original drama. Second, the flow(drama consumption/evaluation, viewers needs/adaption, the user's creation/production) which community's creative users make sequentially coevolutes with the flow(drama information offer, intentionally supply/diffusion, derivatives production) of media companies. Third, the drama fandom community activities which is non-commercial activities form the drama ecosystem with a new paradigm, as well as form a virtuous cycle inked to the market continuously beyond fun, play, empathy.
Keywords
Drama Damo; Niche creation; Fandom; Creative user; Fan fiction; UCC; Drama ecosystem;
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