The Role of Parasocial Relationships in K-pop Fans' Behavior
Beauty sells. Despite the fact that many Koreans undergo plastic surgery to achieve certain aesthetic standards, it is undeniable that idol culture captivates fans on a profound level. Idols, as packaged products of entertainment companies, serve as consumer commodities built on the dreams and aspirations of their fans.
Parasocial Relationships
Idol culture fosters a unique type of relationship between fans and idols, often referred to as parasocial relationships. A parasocial relationship is defined as a one-sided relationship where a media user engages in a media persona, often feeling deeply connected despite the lack of real interaction. In the case of K-pop, fans can form a deep, almost familial bond with their idols, feeding into the delusional behaviors discussed in this article.
The Delusional Lens
Not all fans are delusional, but the phenomenon is certainly prevalent. However, the level of delusion can vary. For example, myself, a legal adult from a country 9022.14 kilometers away from South Korea, became a K-pop fan with a clear understanding that idols viewed fans more as fans than friends. On the other hand, younger fans, especially those closer to the idols due to proximity or fan meetings, may be more susceptible to forming delusional beliefs and behaviors.
Why Fans Behave Delusively
Companies intentionally cultivate parasocial relationships to build passionate fandoms. Such relationships enable fans to invest significant amounts of money in support of their idols, from buying music albums to attending fan meetings. Even billboards highlighting album sales are strategic, as they pressure fans to purchase merchandise, further driving revenue for the companies.
Parasocial Relationships and Delusion
Companies understand that parasocial relationships can lead to delusional behavior among fans. They encourage these relationships to create a loyal fanbase that supports the idols unconditionally, often resulting in fan events, social media interactions, and personal admirations. This dynamic can blur the line between reality and fantasy, fostering an environment where delusional behavior is not only tolerated but cultivated.
Historical Context and Future Trends
Historically, K-pop boy groups (such as BTS, TVXQ, and SEVENTEEN) have seen more success, partly due to the strong romantic parasocial relationships they have fostered. However, there is a growing trend of girl groups forming their own passionate fandoms. This shift is evident in the success of groups like IVE, NewJeans, and BLACKPINK.
The Impact on Fan Behavior Today
Today, parasocial relationships are not limited to forming romantic bonds. Companies recognize the power of platonic relationships as well, using idols to play the roles of friends or even sibling figures. This new approach aims to create a more subtle, yet equally impactful, connection between fans and idols. Despite this evolution, the underlying goal remains the same: to foster a delusional belief system among fans that ensures continued support and investment.
Conclusion
Parasocial relationships, intentionally cultivated by K-pop companies, play a significant role in shaping fan behavior, often leading to delusional beliefs. While not all fans are delusional, the environment created by companies encourages such behavior, resulting in fans who invest heavily in their idols. Understanding the dynamics at play can help us appreciate the complexity of idol fandom and the strategic roles of companies in shaping fan perceptions.