순수예술 팬덤 확장 방안 연구 - 대중예술 팬덤 현상 시사점 도출을 중심으로 -

Abstract

The purpose of this paper is to analyze the cases of popular art fandom and derive implications to explore ways to expand the fandom of pure art. BTS's ‘A.R.M.Y.’ and Lim Young-woong's ‘Hero Generation’, which are active in the field of popular art, were studied. First, four characteristics were extracted through a review of the cultural topography of art and fandom. It is cultural sociality, interchangeability, stariness, and participation. Fandom has been found to be basically characterized by discrimination and distinction, productivity and participation, and capital accumulation. Based on this, as a result of diagnosing the trend of popular art fandom, the biggest feature of BTS is that fandom forms and organizes BTS' identity. In addition, it was possible to confirm the advantages of hyperconnectivity using online strengths, high loyalty due to the expression of voluntary will, and organized communication. Lim Young-woong's case includes the voluntary cohesion of the ‘Hero Generation’ with soft charisma, organizational drive, and the aspect of respecting and practicing the philosophy of stars. Based on the implications of the case of popular art fandom, I would like to present three ways to expand the fandom of pure art as follows. It includes establishing a human platform, expressing popularity based on pure art characteristics, and strengthening the discovery and development of star artists. It is hoped that pure art, which is at the apex of art, will be implemented in the field through the expansion plan proposed in the paper, and that the cultural territory will be expanded through the establishment of organic win-win relations with fandom.