Park, S. (2021, July 11-15). Urban space and spatial agency of K-pop fandom: an analysis of subway station idol advertisements. Presented at IAMCR(International Association for Media and Communication Research) 2021, Nairobi (virtual).
IAMCR Nairobi 2021 was my second IAMCR participation in 6 years after my very first experience in 2015 at Montreal. Unfortunately, I could not visit Nairobi due to COVID-19, but attending the conference virtual was an opportunity to experience ‘rethinking borders and boundaries’, just as the theme of IAMCR Nairobi 2021.
I delivered a presentation on a unique fan practice of K-pop fandom, which is K-pop subway advertisements. These days, it is not difficult to discover the pictures of K-pop idols in advertisement billboards in subway stations. They usually deliver the fan’s messages to promote the stars or to celebrate their anniversaries. Based on the in-depth interviews with fans who participated in the K-pop subway ads, this study delves into the experiences of fans and analyzes how fans generate new values and meanings out of ordinary urban places thus creating a heterotopia for themselves.
Abstract
This study aims to explore K-pop idol advertisements made by fans in urban public places, particularly in South Korean subway stations. These days, it is not difficult to discover the pictures of K-pop idols in advertisement space in subway stations. They usually deliver the fan’s messages to promote the stars they admire to the public or celebrate the star’s birthdays or anniversaries. Then the advertisement spaces are marked as another tourism spots for both domestic and foreign fans. According to Seoul Metro, there were a total of 2166 advertisement spaces sold for idol fan clubs in 2019, increased 28 times over the last 6 years.
Secondly, it is the space where the agency of fandom is materialized. Fans are actively and competitively paying out to send messages across subway stations, proving their consuming power. They work systematically and earnestly; communicating via Twitter; preparing the budget and crowd-funding; discussing with ‘Home Masters’ who provide high-definition photos; and informing the place of advertisements to other fans. They even study other types of advertisements to make theirs more eye-catching and lucid. Furthermore, as recent TV programs feature the auditioning process of K-pop idols gain popularity, fans try to support their successful debut by making them visible in public spaces and promoting them.
Last but not least, it creates a heterotopia for Korean fandom culture. A subway station is one of the most mundane urban spaces where numerous urbanites use for daily purposes such as commuting. Yet fandom appropriates this space into a special ‘destination’ where people visit with a purpose. It is turned into a sacred space where fans make a pilgrimage. While the crowds of people pass by, fans enjoy the spot by taking photos and experiencing vicarious fan meeting.
All these spatial implications in subway station advertisement spaces prove spatial agency of K-pop fandom. Illuminating their spatial agency based on observations on the process of making advertisements and interviews with several fans who are engaging in it, this study will show how fandom culture and urban space mediate each other.
SOJEONG PARK 