Urban Indonesian Women and Fandom Identity in K-drama Fans on Social Media

Abstract This article explores the identities that emerge and the processes through which these identities are shaped within the K-drama fan subculture, focusing specifically on the practices of urban Indonesian women on social media platforms, such as Facebook and WhatsApp. This research employs an ethnographic approach adapted to online environments, focusing on the female fandom groups “ Drama Mama ” on Facebook and “ Mamak Ngedrakor” on WhatsApp. The findings reveal that urban Indonesian women intentionally distance themselves from being labeled as typical fangirls within Hallyu fandoms. Their integration of social media into daily life, coupled with a strong interest in K-drama, educational backgrounds, social class, professional roles, and experience as family empowerment activists, contributes to the formation of a unique K-drama fan identity. This identity is further shaped by their proficiency in using digital media and their engagement in fan practices and collaborative actions within these subcultures, resulting in the emergence of what can be termed an “empowered female K-drama fan” identity. This study advances the understanding of fandom identity, particularly within female fandoms in which members predominantly serve as homemakers in urban settings.