Into the purple ocean: The formation and dynamics of a transcultural fandom as a result of cultural diffusion through K-pop.

Abstract

Within the context of cultural exchange, research into the impact of Korean pop (K-pop) music and its idols largely focuses on their marketability rather than the psychological effects this exchange may have on their fandom. The aim of this research, therefore, is to investigate the formation and dynamics of a transcultural fandom as a result of cultural diffusion through K-pop through the relationship between Bangtan Sonyeondan (a K-pop group) and their fandom, Adorable Representative Master of Ceremonies for Youth (ARMY). Through this research we hope to examine the formation of a new transcultural fandom "in-group" as a function of cultural diffusion, as well as the role of the idol in this process. A quantitative design was employed, consisting of a cross-sectional survey with 116 participants completing measures of identification with all of humanity, universal values, online group identification, knowledge of in-group norms, and remote acculturation levels. Results revealed that stronger identification with the in-group, ARMY, was a significant predictor of ability to detect and use in-group cues to predict target identities successfully, increased remote acculturation, and increased identification with all of humanity. Overall, the research provides insights into the relationships between idol and fan, the levels of remote acculturation experienced by ARMY, and the subsequent identities that are constructed within the new transcultural context of their global community. Public Policy Relevance StatementCultural exchange via K-pop music and its idols results in the subsequent identity change of their fandoms. In the case of South Korean music group Bangtan Sonyeondan and their fandom, Adorable Representative Master of Ceremonies for Youth, this exchange has led to the formation of a transcultural fandom in-group (complete with their own in-group markers), increased levels of acculturation, strong identification with all of humanity, and a unique dynamic between the idols and the fans themselves.