• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.37-38
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• 2019

최근 인터넷 기반의 웹 2.0의 시작으로 정보나 콘텐츠를 누구나 이용할 수 있는 인터넷환경이 제공되었다. 특히 소셜미디어를 통해 빠르게 공통관심사를 공유할 수 있는 커뮤니티를 구성하고 있으며, 온라인에서의 공동체는 개인의 정체성과 집단적 정체성을 교차하는 영역을 이루고 있다. 이러한 온라인 공동체에서 팬덤은 참여가 높고 사적 수준에서 결속력이 강한 공동체를 형성하는 집단이라고 할 수 있다. 본 연구는 이러한 문화 현상에서 유대관계가 강하게 형성된 '팬덤'이라는 이용자를 대상으로 이용동기 요인과 이에 따른 스타와의 상호작용을 통해 형성되는 커뮤니티의 충성도에 어떠한 영향을 미치는가를 알아보고자 한다. 커뮤니티 사례의 내용분석을 통해 팬덤의 일반화된 이용동기에 관해 살펴봄으로써 커뮤니티의 사용자 측면에서 시사점을 제시하고자 하였다.

• Journal of Digital Convergence
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• v.14 no.9
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• pp.349-358
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• 2016

The purposes of the study are to examine the relationship amongst adolescents' internet usage, fandom activities, sense of community and their mental health in the digital era and to probe into the effect of internet usage, fandom activities, sense of community on adolescents' mental health. The results are as follows: First, there were statistically significant correlations among those four factors. Secondly, it shows that the effect of internet usage, fandom activities and sense of community on the adolescents' mental health have a difference by gender. In the case of female adolescents, there is no effect of internet usage on their mental health. But, the study reveals that adolescents' internet usage and fandom activities which now are accepted as a part of their culture, could be combined with the sense of community and could have an effect on the adolescents' mental health. Furthermore, the study casts a light on the possibility to build a strong point on adolescents' activities, education, counseling and policy making for the purpose to enhance adolescents' mental health in the future.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.1-12
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• 2021

This study explored the mechanism by which stars and fans build a global fandom community based on social connectivity of social media based on BTS' official Twitter and in-depth interviews with Chinese, American, and Korean fans. Stars and fans use the connectivity of social media to build a pseudo-private relationship that crosses public and private affairs. Even though they won the award, BTS "congratulates" the fan club, ARMY, and organizes a dialogue method so that each fan becomes the subject. From a fan's point of view, it comes to be seen as a personal message to them, which is not just applied to the text composition method. On days when there is no public message such as official activities or anniversaries, a device to communicate without missing a day has been prepared by raising private messages or previous memories. It was found that the sense of constant connection strengthens fans' sense of community toward each other.

• Journal of Public Diplomacy
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• v.3 no.1
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• pp.1-19
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• 2023

Objectives: This study aims to discover how the spread of K-POP and the diversification of the Korean Wave affects Korea's national reputation. K-POP stars are diversifying their interactions with fandom by creating an online space to consume various products and services related to their stars and engage in fan activities. Because of this, this study aims to examine the relevance of K-POP to national reputation through a parasocial relationship with K-POP stars by fandom forming a community and utilizing media. Methods: An online survey was conducted in English using the Amazon survey company Mechanical Turk for BTS fans living in the United States. A total of 195 people's data, excluding incomplete responses, were used for the analysis. Results: It was found that BTS fans' social media participation activities themselves did not directly affect Korea's national reputation. But the mediating effect of BTS fans' parasocial relationship was found. That is, BTS fans' social media participation activities had a positive effect on their parasocial relationships with BTS which in turn had a positive effect on their national reputation. Conlusions: The use and participation of BTS fans in social media in Korea's national reputation has no significant effect on itself, but it has been found that it affects the national reputation through forming parasocial relationships. From the study results, the parasocial relationship of K-POP fans can be used as a strategic mechanism to enhance the national image and Korea's national reputation.

• Trans-
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• v.12
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• pp.173-222
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• 2022

This thesis examines the 'universe' acceptance phenomenon, currently used as a content strategy in the K-pop field, from the perspective of K-pop audiences, and then attempts to identify their experience of acceptance and the meaning of the universe. For this, tweets related to the universe acceptance experience of Aespa, the group utilizing the universe as a content strategy the most actively, were collected, and this data was analyzed according to a phenomenological approach, an approach to explore the structure of personal experience and the essence of a phenomenon. As a result of analyzing using Moustakas' method, the semantic structure of the universe acceptance phenomenon of K-pop audiences was derived based on 21 thematic units. It was found that current K-pop audiences are experiencing active cultural consumption rather than unilateral or passive through acceptance of the universe. This means that K-pop audiences have the characteristics of active audiences that produce meaning, interact with other fans, and exert influence on outside of community. At the same time, these characteristics affect acceptance of the universe. Simultaneously, through active acceptance experience, it is found that K-pop audiences give a new meaning in the K-pop universe, as "marketing assets", "fandom community assets", and "K-pop industry expansion assets." Among them, the recognition of 'marketing assets' was reaffirmed as a basis for supporting related previous studies. In addition, it derived the new values of the universe in the K-pop field by discovering the meaning of "fandom's specific assets" and "assets of the K-pop industry for expansion". These meanings had not been found that previous studies from the producers' point of view. And then, for the purpose of expanding the value of the universe in the future, it was discussed the direction of the new meaning of the universe. Finally, this study is meaningful in that it revealed the semantic structure of the universe acceptance phenomenon and discovered a new meaning of the universe in the K-pop field. Additionally, it was intended to contribute to expanding the field of research by suggesting various follow-up studies from various perspectives.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.24-32
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• 2015

The global success of PSY's Gangnam Style was mediated through combination of YouTube and SNS. PSY's success led into some communication scholars' consideration of new international circulation of Korean pop culture (Korean Trend 2.0). In terms of global circulation of pop culture, it is noticeable how users appropriate YouTube channel beyond mere watching music videos and mere international circulation of Korean pop culture. The mode of fan's activity and appropriation contributes to the expansion of the width and amplification of the volume of Korean popular culture as well. The circulation of pop culture was considered in the level of exchange of tangible commodities such as CD, DVD, and so on until the adoption of digital media and Internet. YouTube has brought new mode in which the international circulation of pop culture is mediated without exchange of tangible commodities but was amplified with the diffusion of network. This study grasps how the mode of users' appropriation contributes to international circulation of pop culture through case studies of some K-pop music videos and international K-pop fans' tribute activities. In terms of theoretical perspective, fandom studies will be examined. In terms of research method, the researcher adopts netnography, a participatory observation on network, to find the feature of fandom and its contribution to the international circulation of pop cultures.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.351-361
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• 2019

The objective of this article is to identify an alternative strategy for brand marketing through a case study of the Korean boy band BTS, which has recently seen a huge success in the global music scene. BTS has actively used transmedia storytelling as a tool to survive in the competitive music market. Transmedia storytelling refers to stories that are expanded across different media platforms, engaging audiences to explore from one medium to another to undergo multiple experiences. It gives audiences various ways of enjoying cultural content and participating in cultural content production through numerous media outlets. BTS has established and spread its fictional universe through albums, music videos, short films and webtoons, and has launched diverse projects where fans actively share, create, and play with their content. By inviting fans to actively participate in and interact with the BTS universe spreading through multiple media platforms, BTS can keep its fans engaged and energized. These activities have generated an emotional bond between BTS and their fans, which further leads to a worldwide fandom, based not on a producer-customer relationship but on mutual trust. The BTS case demonstrates the potential of transmedia storytelling as a useful benchmark to provide a positive brand experience for customers, which eventually enhances brand attachment and brand loyalty.

• Journal of Korea Entertainment Industry Association
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• v.15 no.6
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• pp.35-54
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• 2021

This study examines the characteristics of CBS's Kim Hyun-Jung's News Show(hearafter News Show) and the change to transmedia. The distinguishing characteristics of News Show compared to radio-based current affairs programs are as follows. First, despite its time limit, it adopts the form of investigative reports or investigative documentaries to uncover the truth of the events through 'Detective Son Su-Ho', etc. Second, News show's interviews have avoided biased stance in the reporting of minority issues by interviewing the affected parties anonymously including people involved in incidents and accidents, bereaved families, and other victims. News Show has been producing a transmedia content called 'That Honey Show' (a show that reads comments as fun as honey) since November 2018. 'That Honey Show' is broadcast in real time on YouTube right after the News Show radio broadcast ends. As a form of spin-off content, 'That Honey Show' breaks down the boundaries among staff, MCs, and guests, as well as shifting roles by using 'vice characters'. The female host, Kim conducts interviews with the main characters related to various issues and extends the fixed identity of current affairs shows to the everyday politics and cultural realms. Thus she draws active participation and responses audience. This paper analyzes two representative broadcast cases of 'That Honey Show'-first, the case of resistance and activity of the BTS fandom ARMY in the US presidential election, and, second, the case of reporting on the Nth room incident. This analysis considers the critical participation of digital citizens and the effect of fostering a sense of community in the current affairs show in the transmedia era.