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

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  • Nam, Jinyoung
  • Jung, Yoonhyuk

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.

Suggested Citation

  • Nam, Jinyoung & Jung, Yoonhyuk, 2021. "Examining fan participation in the digital media: Fans’ transcreation of webtoons," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238041, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb21:238041
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    More about this item

    Keywords

    Webtoon industry; Transcreation; Fandom; Fan participation; Digital media; Goal hierarchy; Means-end chain;
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