Fandom, Mediated Culture and Reimagining Identity: Exploring the Hallyu Wave in South Asia

Based on empirical research online, this chapter discusses a changing perception of identities in the wake of fan culture and transcultural flow in South Asia. Social media platforms created by K-lovers from India, Bangladesh, Sri Lanka and the Maldives have been examined. The respondents from various socio-geographic locations of South Asia expressed an aspiration that at once belongs to the traditional culture and envisages modern identity. In one hand, the advent of digital media and globalized media circulation made them concern about the status of social value, cultural identity and national tradition. Hence, they believe in fostering the cultural tradition in the time of modern globalized media. On the other hand, they aspire to be part of a new identity that help them move beyond the territorially defined space and locally defined time. The persona building on social media platforms by creating an account, forming networks and maintaining routine activities online indicates about the urge of (re)discovering and (re)forming identities. The paper delves deeper into the logic of social media culture and reconfiguration of identity.