Examining fan participation in the digital media: Fans’ transcreation of webtoons

Jinyoung Nam and Yoonhyuk Jung

23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world from International Telecommunications Society (ITS)

Abstract: The rising popularity of webtoons, a popular type of digital content, led to emergence of an interesting phenomenon known as transcreation. Transcreation indicates fans' twofold activity of translating and recreating webtoons into a new language, while maintaining originality of the content. Although transcreators are playing a significant role in facilitating the spread of webtoons in the global market, the role of such transcreators has received scant attention. By employing the means-end chain approach through laddering interviews, the study explicates fans' goal structure in transcreation of webtoons. This empirical study provides insights into fans' involvement in the digital media industry.

Keywords: Webtoon industry; Transcreation; Fandom; Fan participation; Digital media; Goal hierarchy; Means-end chain (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-cul, nep-isf and nep-pay
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:itsb21:238041

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