INPARTICIPATORY MEDIA CREATION AND CONSUMPTION OF K-POP REACTION VIDEOS

Abstract

This study examines the sociocultural factors driving the consumption of K-pop reaction videos, a unique form of participatory media that blends entertainment with identity formation in digital fan cultures. While prior research has centered on demographic identity markers such as race or gender, this project addresses a critical gap by examining how broader societal shifts—such as liquid modernity, achievement society, and emotional commodification—influence fan behaviors across diverse populations. Using a mixed-methods approach that combines surveys and semi-structured interviews with global participants recruited via Reddit, the research finds that viewers often turn to reaction videos for validation and emotional stimulation. These findings suggest that K-pop reaction videos not only offer insight into identity construction in the performance-driven society but also reflects how overconsumption behavior is mirrored and normalized in the digital spaces.