K-Pop Fandom Uniting Through The World Wide Web A Comparative Study of How Transcultural K-Pop Communities of Southeast Asia and North America Region Give Meaning to Social Media

Korean popular music (K-pop) fandom is in the limelight as the K-pop industry has rapidly grown culturally. Social media has increased both fandom practices across national and cultural borders. There is complex interaction between companies and individuals producing and consuming a variety of text to create constant dialogue in the online realm. Given the vast digital realm, different socio-economic-political background and the amount of K-pop exposure in each country, this thesis aims to have a comparative study of the way K-pop communities in regions of Southeast Asia and North America appropriate social media in their fandom activities. This master’s thesis tackles the following research question: How do K-pop fans of South East Asia (SEA) and North America region give meaning to social media in creating their transcultural digital community? Qualitative approach was taken to gain a comprehensive answer to the question. Literature review surrounding transculturalism, social media and fandom was conducted as a basis level of the study. Next, interviews were the choice of methodology that was deemed appropriate for this research and thematic analysis was utilized to analyze that resulted in three themes of the comparative nature: similarities, difference and spreadability of Korean culture. Common similarities was found that the Covid-19 pandemic drives more online interaction. Three main functions of social media was for entertainment purposes, knowledge update and connection. Although different types of connection such as toxic fan wars are present in the online realm and maturity and age plays a factor in the discourse. Furthermore, differences include the strong outspoken values in American culture, the longevity exposure of Korean products in SEA, and America’s gradual yet slow progress in acceptance of Korean text. Convenience of national connection plays a part in the differences. Lastly, spreadability of Korean culture is more apparent in SEA respondents as there is more cultural resistance in North America. The conclusion draws the practical and theoretical implication of the research. Practically, Korean industries can cater better to different demographics through understanding different needs for every region, utilizing social media to its core. Theoretically, contributions to an understanding of convergence and participatory culture is identified and a need for further inquiry in spreadability and Asianization is encouraged. The thesis paper is closed by pointing the directions for future research.