The Relationship between Commerce and Virtual Singer Fandom as a Subculture: The Case of Luo Tianyi
AUTHORS
Yuexin Sun,Department of Global Culture & Contents, Hankuk University of Foreign Studies, 107, Imun-ro, Dongdaemun-gu, Seoul 02450, Korea
Jongoh Lee*,Department of Global Culture & Contents, Hankuk University of Foreign Studies, 107, Imun-ro, Dongdaemun-gu, Seoul 02450, Korea
ABSTRACT
Subcultures were generally interpreted as featuring traits of innovation, originality, and rebellion and always being in opposition to commerce. However, the rapid development of globalization and new media technologies has seen remarkable changes in the relationship between subcultures and commerce. Now that relationship appears to be one of interdependence and interconnection. Given the global context in which it arose, virtual singers’ fandom cannot help but be closely connected with commerce. This research takes the fandom of Luo Tianyi, China’s most successful virtual singer, as a case to analyze the relationship between commerce and virtual singers’ fandom to interpret the effects commerce could exert on the development of virtual singers.
KEYWORDS
Subculture, Youth, Commerce, Virtual singer, Fandom, Luo Tianyi
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