LOVE WITHOUT LIMIT: FAN PARTICIPATION ROLE IN SHAPING THE POPULARITY OF DANMEI WEB NOVEL THROUGH FAN LABOR

This article examines on the culture of active fan participation that contributes to the success, popularity and worldwide dissemination of Chinese web novels within the danmei genre know as boys love genre. This article uses the Mo Dao Zu Shi web novel as a case study, which was analyzed through a qualitative method and netnography approach utilizing passive observation and primary data derived from fan base groups on X social media. This article finds that fan labor activities including fan-translated content, fan-created art content and fan generated content in the form of daily tweets on X social media, indirectly contribute to the globalization of the danmei genre and also the dissemination of Chinese popular culture and also culture in general.