Constructing Identity Through Fandom: A Study of K-pop Fans in Pakistan

This paper discovers the social identity construction of K-pop (Korean popular music) fans in Pakistan, focusing on their understanding of social categorization, identification, and comparison within the local and global cultural landscape. Drawing on social identity theory and employing a qualitative research design, this study investigates how Pakistani K-pop fans construct and interpret their membership within the fandom, highlighting the unique features of this community in a local cultural context. To gain in-depth insights, 15 semi-structured interviews were conducted with both male and female fans. The study has examined fans' perceptions of boundaries between themselves and non-fans, societal interpretations, and the stereotypes that influence their K-pop experiences. It delves into the personal significance of being a K-pop fan, the impact on self-identity, and the ways fans express their affiliation to the K-pop community. The study explores how participants negotiate their K-pop fandom alongside other dimensions of their cultural and social identities, illustrating the dynamic interplay between global popular culture and local identity formation. The findings reveal the interchange between global cultural phenomena and local identity formation, shedding light on the evolving aspects of fandom culture in Pakistan. By engaging in social comparison, fans develop their connection to the global K-pop community and contrast it with local fandoms. The study contributes to the understanding of the global diffusion of K-pop and its implications for identity construction among K-pop fans. The study contributes to the understanding of the global diffusion of K-pop and its implications for identity construction among K-pop fans.