Taylor's FSLM Journals
Fandom as a reward industry: Pleasures in pop music fan engagement and participation within online social networking in Indonesia’s context

@ SEARCH Journal of Media and Communication Research

Online ISSN: 2672-7080

Zhafira Athifah Sandi & *Endah Triastuti


This study explores the participation of pop music fandoms in fan base communities on popular social networking sites within Indonesia’s context, to not only engage with content but also, to find pleasure. Practices in pop music fandom from the perspective and experience of fans are explored. The results reveal that fans find pleasure in being actively involved in their communities to connect with one another and with their favourite artist, interpret meanings in the creation of content and perform their identity as a part of the fandom. With visibility more possible through social media, it has become easier for fans to interact with artists, record labels, media partners and concert promoters. These interactions are perceived by the fans as emotional rewards, which then motivate them to engage in these activities and create a reward industry. In this reward industry, fans are included in collaborations with industry components, and therefore expand their networks and reinforce their role as being valuable to an artist’s career.

Keywords: fandom, engagement, participation, social network, pop music