ARMY Insights: Understanding BTS Fans' Reactions to Parasocial Relationships Controversies

The global influence of Korean popular culture, or "Hallyu," has surged in recent years, with K-pop playing a pivotal role in promoting South Korea's cultural and economic interests. Central to this phenomenon is BTS, a globally renowned boy band who’s massive fanbase, ARMY, exemplifies the profound emotional connections fostered through parasocial relationships. This research explores how BTS fans engage with and interpret parasocial relationships amidst controversies involving their idols, focusing on incidents of stalking and privacy violations. Through a thematic analysis of 625 comments, the study addresses the research question: “How do K-pop fans actively engage with and interpret instances of parasocial relationships amidst controversies surrounding their favourite idols?” along with sub-questions on the perceived boundaries of fan behaviour and expectations of the artists' companies. Three primary themes emerged: fans' reactions, perceptions, and demands. Fans' reactions reveal strong emotional responses and calls for protective measures, highlighting their protective instincts and frustration with management companies. Fans' perceptions delve into understanding sasaeng (obsessive fan) behaviour, exploring motivations behind intrusive actions and their impact on both idols and fans. This theme underscores the complexity of parasocial relationships, where intense fan loyalty coexists with concerns over privacy breaches. The third theme, fandom demands, reflects the collective expectations for stricter management responses to protect idols and address stalking incidents effectively. These demands emphasize fans' unwavering commitment to their idols' safety and well-being, advocating for better protective measures and accountability from management companies. The analysis underscores the significant role of Hallyu in enhancing South Korea's cultural diplomacy. The global reach of BTS and their engagement with an international fanbase demonstrate the effectiveness of K-pop as a tool for cultural influence. The study also highlights the differing expectations and responses of Western international fans and South Korean fans, shaped by cultural values. Western fans often demand immediate, direct actions, while South Korean fans emphasize respect and politeness. In conclusion, this research illuminates the intricate dynamics of K-pop fandom and parasocial relationships, revealing fans' deep emotional investment and proactive stance in advocating for their idols. It calls for ongoing dialogue, research, and interventions to protect both idols and fans, emphasizing the need to address the evolving challenges of fan-idol interactions. By understanding the motivations and expectations of K-pop fans, particularly in the context of controversies, this study contributes to the broader discourse on celebrity worship and the psychological well-being of both idols and their devoted followers.