Fandom In Cyberspace: A Case Study on the Culture and Online Behavior of SJ United Philippines

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This study is about fandom in cyberspace. It explores the online behavior of Super Junior fans and the role of the internet in the formation of fan culture in cyberspace. The question that this research wants to address is: How do SJ United Philippines utilize the internet to show their support for their idols? Consequently, what are the implications of their online behavior on the culture of their fan club? A purposive, snowball sampling was conducted. The participants were selected based on their willingness to participate in the research. In-depth interviews were accomplished to discover themes which explain the culture of the fandom. The integration of John Fiske’s cultural economy of fandom, Henry Jenkins’ convergence culture and Cornell Sandvoss’ fan consumption served as the theoretical framework for this study. The fans’ ways of showing support reflect parts of themselves and the culture they belong in or the culture they decided to belong into. Several themes arose to describe the Super Junior fandom: Happiness, Ownership, “Super Junior” Virus, Korean influence to Filipinos, Self-identity, Imagined World, and False Intimacy.

Key words: fandom, cyberspace, internet, fans, fan culture, K-pop, Super Junior

Martinez, C. M. (2011). Fandom in Cyberspace: A Case Study on the Culture and Online Behavior of SJ United Philippines, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

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Subject Index : Internet and youth, Popular Music--Philippines