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The Emotional Core of Hyperconsumption: Reciprocity and Self-realization Amongst Swedish Hallyu Enthusiasts

Pettersson, Edvin LU (2024) SANK03 20241
Social Anthropology
Abstract
In just the last decade, the popularity of Korean cultural exports has skyrocketed, and fans are to be found everywhere from Seoul to Sweden. While the K-phenomenon is often conceptualized as a global force, engagement tends to be personal and emotionally charged. As such, involvement is closely interlinked with the process of self-realization. This paper visualizes consumption of Hallyu as the co-creation of “emodities” (emotional commodities), emphasizing its role in achieving emotional authenticity and well-being. It continues by arguing that fans perceive themselves to partake in a reciprocal gift exchange with K-pop idols, which comes to define how fanship is expressed whilst mediating a parasocial kinship. This is explored through a... (More)
In just the last decade, the popularity of Korean cultural exports has skyrocketed, and fans are to be found everywhere from Seoul to Sweden. While the K-phenomenon is often conceptualized as a global force, engagement tends to be personal and emotionally charged. As such, involvement is closely interlinked with the process of self-realization. This paper visualizes consumption of Hallyu as the co-creation of “emodities” (emotional commodities), emphasizing its role in achieving emotional authenticity and well-being. It continues by arguing that fans perceive themselves to partake in a reciprocal gift exchange with K-pop idols, which comes to define how fanship is expressed whilst mediating a parasocial kinship. This is explored through a lens of the gift economy. Such a framework simultaneously reveals how fans create meaning around the “Koreanness” of the culturally branded content. (Less)
Please use this url to cite or link to this publication:
author
Pettersson, Edvin LU
supervisor
organization
course
SANK03 20241
year
type
M2 - Bachelor Degree
subject
keywords
Social Anthropology, Hallyu, Emodity, Gift Economy, Cultural Consumption
language
English
id
9160222
date added to LUP
2024-06-10 09:49:44
date last changed
2024-06-10 09:49:44
@misc{9160222,
  abstract     = {{In just the last decade, the popularity of Korean cultural exports has skyrocketed, and fans are to be found everywhere from Seoul to Sweden. While the K-phenomenon is often conceptualized as a global force, engagement tends to be personal and emotionally charged. As such, involvement is closely interlinked with the process of self-realization. This paper visualizes consumption of Hallyu as the co-creation of “emodities” (emotional commodities), emphasizing its role in achieving emotional authenticity and well-being. It continues by arguing that fans perceive themselves to partake in a reciprocal gift exchange with K-pop idols, which comes to define how fanship is expressed whilst mediating a parasocial kinship. This is explored through a lens of the gift economy. Such a framework simultaneously reveals how fans create meaning around the “Koreanness” of the culturally branded content.}},
  author       = {{Pettersson, Edvin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Emotional Core of Hyperconsumption: Reciprocity and Self-realization Amongst Swedish Hallyu Enthusiasts}},
  year         = {{2024}},
}