‘It’s You and Me in This World’: A Marketing Tale of Three K-pop Fandoms

• In Event: Communication, Information Technologies, and Media Sociology Section Roundtables
  In Refereed Roundtable (60 minute): 10. YouTube & K-Pop

Abstract

We explore distinct dynamics and practices within three K-pop fandoms in the U.S. – BTS (ARMY), Stray Kids (STAY) and ENHYPEN (ENGENE). With a focus on ‘fandom authenticity narrative frameworks’, each group’s perceived authenticity functions to support K-pop industry marketing practices. While fans are aware their work is ‘feeding the money machine’, the community-based elements of fandom and the mostly-positive social interactions, keep the raw capitalism of the K-pop industry at bay. Through online and in-person ethnographic work over four years, we find each fandom uses a specific fandom authenticity narrative framework emerging from four elements 1) Musical & Marketing Themes; 2) Group Lore; 3) Parasocial Fan-Artist Relationship; and 4) Fandom Community Identity. BTS emphasize self-love and perseverance, Stray Kids highlight strength in individuality and ENHYPEN focus on idealized, dark romance. By comparing these three groups’ fandom authenticity narrative frameworks, we uncover a complex interplay: marketing niches transform into perceived authenticity to fans who then perpetuate group lore. Each musical group reinforces fan engagement via parasocial relationships and through the continuous development of fandom communities. We thus highlight the evolving expectations and realities of what it means to be a U.S. fan in the global K-pop era.

Authors

• Jessie K. Finch, Northern Arizona University

• Eylin Palamaro-Munsell, Northern Arizona University

• Karli VanderMeersch, Northern Arizona University