A Study on the Characteristics and Activity Patterns of Fandoms Across Generations : Focusing on BTS’s ARMY and Lim Young-woong’s Youngwoong Era

This study analyzes the generational characteristics of fandom within the popular music industry and explores the cultural and industrial implications of each generation’s fandom activities. The research focuses on two fandoms: “ARMY,” representing the MZ generation and fans of BTS, and “Youngwoong Era,” representing the older generation and fans of Lim Young-woong-both artists having been named Artist of the Year by Gallup for two consecutive years. A qualitative approach was employed through in-depth interviews with 30 members from each fandom. The findings are as follows. First, in terms of communication style, ARMY-representing enthusiastic fans of the MZ generation-primarily interact in virtual spaces and value self-expression. In contrast, Youngwoong Era engages both online and offline, with a focus on community-based regional groups in the real world, emphasizing emotional healing and solidarity. Second, regarding social participation, the MZ generation’s fandom is actively involved in global donations and campaigns based on shared identity, while the older generation tends to contribute more locally through region-based initiatives. Third, in terms of activity methods, the MZ fandom tends to adopt strategic and time-sensitive approaches, whereas the older generation exhibits steady and long-term engagement driven by perseverance. Lastly, a notable feature of the MZ fandom is its emphasis on interactive communication shaped by collective intelligence, whereas the older generation utilizes their social influence in carrying out fandom activities. While previous fandom research has primarily focused on the digital culture of the MZ generation, this study expands the generational spectrum of fandom discourse by highlighting the overlooked continuity and distinct traits of fandoms in older generations.