영화산업, 팬과 만나다 -<디워>를 통해 살펴본 팬의 참여문화 형성요인에 관한 연구-

Abstract

With the rise of Web 2.0, the film industry strives to maintain a heightened connection to online fan communities. The purpose is to maximize a profit by utilizing fan's participation. Directors and producers provide a specific information about what they are creating to fan communities, and they ask for fan communities's opinions about a scenario or a cast. In this way, they detect a cultural taste of consumers. Moreover, they seduce fans to promote their products. The industrial strategy I have mentioned generates a need to re-conceptualize the meaning of fan's participation. It is true that fan is participatory. As an individual or as a member of specific fan community, fan likes to speak about their favorite stars and moves. They promote what they cherish to others. Moreover, they organize a collective movement in order to support what they adore. The issue, however, is that the film industry functions as an infrastructure for fan's participation. By focusing on D-War (2007), this essay attempts to analyze the very phenomenon of fan's participation. It is tue that the director and the studio play a great role for the fan community to participate. I will analyze the industrial strategy. However, this does not mean that fan is simply seduced by the industry. They desire to participate both in the production and marketing of films from various reasons. Thus, I want to analyze the psychological mechanism fans want to participate in detail, as well.