Joseph Hwang
The popularity of K-pop idol groups varies significantly between South Korea and other countries. Additionally, there is a distinction in the dissemination of information. However, in the current era of social media and fandom communities, there is minimal discrepancy in the transmission of information more comprehensive information is often disseminated overseas. The distinction in the preferences of K-pop artists in South Korea and overseas is likely attributable to the influence of disparate tastes.
The term "fandom" is difficult to define. The phenomenon in question is not a tangible entity, still, it is nevertheless a real and observable phenomenon. The passion of K-pop idol group fans is evident in their unwavering dedication to the artists they adore. The sheer number of devoted followers, the palpable energy, and the enthusiastic displays of affection in the presence of the idol are all indications of the profound love and admiration these fans hold for their idols. At times, it may be discernible through objective data, such as attendance figures. At other times, however, it can only be perceived abstractly.
In the context of K-pop, the term "DeokJil" refers to a behavior of active and voluntary following of the favorite artist. This encompasses a range of behaviors, including searching for and collecting artist materials, participating in artist activities, and providing support. Should one cease their DeokJil activities, they would be considered a "TalDoek," the letter "Tal" was derived from Chinese which signifies "to break away." Engaging in DeokJil signifies that, as a fan, one actively expresses one's affection for an artist and contributes to the artist's fan community.
1. The Inherent Substance of DeokJil
The core concept of DeokJil is the "empowerment of affection." For those who are relatively weak to gain power, it is essential to organize their like-minded peers. It is imperative that they are aware of their location and that they are afforded the chance to gather. To achieve this, it is necessary to provide individuals with the requisite means of communication, including the ability to convey their thoughts and ideas coherently. At present, cell phones and social media applications can fulfill this function.
Before the advent of cell phones and social media, it was challenging to mobilize fans collectively. Even when such mobilization was feasible, it was seldom achieved in a sophisticated and sustained manner. Before this, the primary mode of expression was admiration and appreciation of the artist. Fans who were more proactive might send gifts to the artist's management company, but that was the extent of their involvement.
The advent of cell phones and social media has transformed the nature of fandom from one primarily focused on expressions of affection to one characterized by the empowerment of affection. As fandom became capable of sophisticated communication and expression within the community, the community became organized and able to manage the process by setting goals and strategies for the artist's protection and communication facilitation between fans and the artists they admire. In a manner analogous to the organization of an army or company, the objective is to achieve the desired outcome.
2. Creating a Collective Will
The formation of a collective will also make it possible to press artists and their management companies to respond in a manner distinct from one another. The advent of digital communication has empowered fan communities to engage directly with artists and exert pressure on their management companies. Initially, fans were merely expressing their discontent. However, they subsequently intervened in disputes and conflicts between management companies and artists. The collective nature of fandom has led to the formation of a collective will, whereby the moral and economic judgment of what is beneficial or detrimental to the artist is now made collectively.
The act of gathering people together can create chaos. However, if someone can organize that chaos, it becomes evident that there is power in the collective will of the crowd. The emotional and passionate nature of the fandom has remained a constant throughout its history. Conversely, the concept of governance has never been a prominent feature. However, the advent of cell phones and social media has equipped fans with the tools to establish decision-making structures, set goals, and strategize actions. In the event of an unfair or unjust action directed towards an artist they admire, fans are inclined to take action in their defense. This behavioral shift has become a moral imperative for fans, and with the establishment of administrative roles within the collective, their opinions and stances are now subject to social enforcement.
Management companies representing K-pop artists have been engaged in merchandise sales and limited quantities of older formats, such as CDs and LP albums, to generate revenue from their fan base. Of note is the implementation of optional promotions, wherein patrons who procure a substantial number of physical albums by an artist over a specified monetary threshold are granted admission to a fan meeting, wherein they may interact with the artist in person. Fans hastened to procure these superfluous physical albums to meet their idols in person. Management companies even offered an option for online album purchases without physical delivery.
Contrary to public stereotypes, contemporary K-pop enthusiasts are not as naive and uncritical as they are often perceived. Moreover, they possess a collective intelligence that enables them to disseminate information and reach decisions more expeditious and precisely than ever before. There is a growing presence of activist fans. If a management company engages in unscrupulous behaviors towards an artist or fan, they no longer merely complain; they make it a matter of public record. In the current era, if a management company exhibits indications of exploiting fans for financial gain, fans will mobilize collectively to take action. Even when a member of their favored idol group resigns or is recruited, fans demonstrate a collective will. Times have changed.
3. The Ultimate Purpose of DeokJil
Those who are fans of K-pop artists have become educated in the entertainment. They are aware of the strategies they employ and the tactics they utilize to mobilize their fan base. Management companies acknowledge that fandom can be a source of revenue, but it can also present a potential threat or a liability.
Fans are willing to expend significant resources to support the artists they admire. However, when individuals exploit this relationship or cause harm to fans and artists, even if management companies utilize their collective influence to remove the source of disruption, the consequences can be severe. For some, this collective entity represents a source of revenue, while to others, it exemplifies the pinnacle of communal affection, unified by a common affinity. In one group, two distinct value systems conflict with one another. One is economically oriented, while the other is morally oriented.
The genesis of politicians and celebrities can be traced back to the fundamental human desire to disseminate one's preferences. As this sharing of tastes becomes more sophisticated and structured, it assumes the characteristics of a force and, by extension, a social phenomenon. The impulse to share tastes and the desire for recognition are intrinsic human drives, but when the instincts are organized and managed, they can give rise to powerful social influences.
* References and quotations:
https://www.hanryutimes.com/news/articleView.html?idxno=935
https://magazine.cheil.com/55710?fbclid=IwY2xjawE6FeVleHRuA2FlbQIxMAABHdKfwbMHBrc2uKhcsnZmQu1Kh3Nvj1gsAukhHtxJoUcPHffDYNXwrO2NEw_aem_iR76OHDdc7S30jVawLuCuw
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