Drawing upon a qualitative approach and utilizing digital ethnography, the present study seeks to provide an in-depth understanding of the identity construction process among Iranian youth who are fans of Korean pop music (K-pop). Data were collected through online participant observation within virtual fan communities, alongside twelve semi-structured interviews (conducted both in-person and virtually) with young men and women aged 20to 30. To extract underlying patterns and comprehend the participants’ perspectives, the data were coded and examined using thematic analysis. The findings revealed that the identity formation of these youths unfolds through a dynamic process consisting of four distinct stages: the pre-fandom state, characterized by life prior to discovering K-pop and engagement with mundane routines; the turning point of acquaintance, involving the initial, captivating encounter with the phenomenon through various media channels; the fandom transition period, marked by experiencing cognitive dissonance and duality between indigenous cultural patterns and newly emerged values; and finally, the balanced fandom identity, wherein the individual achieves a stable, coherent, and multi-layered sense of self. Furthermore, the results emphasize that fandom within this context cannot be reduced to a passive leisure activity; rather, it constitutes a form of active cultural consumption that leads to the reproduction and creation of a new identity. This constructed identity possesses a hybrid nature, creatively integrating elements of both Iranian and Korean cultures.
Seddighi, F. and Shaterzadeh, M. (2026). Redefining Identity in the Age of Platforms: K-pop as an Active Form of Cultural Consumption among Iranian Fans. Strategic Research on Social Problems, (), -. doi: 10.22108/srspi.2026.148807.2223
MLA
Seddighi, F. , and Shaterzadeh, M. . "Redefining Identity in the Age of Platforms: K-pop as an Active Form of Cultural Consumption among Iranian Fans", Strategic Research on Social Problems, , , 2026, -. doi: 10.22108/srspi.2026.148807.2223
HARVARD
Seddighi, F., Shaterzadeh, M. (2026). 'Redefining Identity in the Age of Platforms: K-pop as an Active Form of Cultural Consumption among Iranian Fans', Strategic Research on Social Problems, (), pp. -. doi: 10.22108/srspi.2026.148807.2223
CHICAGO
F. Seddighi and M. Shaterzadeh, "Redefining Identity in the Age of Platforms: K-pop as an Active Form of Cultural Consumption among Iranian Fans," Strategic Research on Social Problems, (2026): -, doi: 10.22108/srspi.2026.148807.2223
VANCOUVER
Seddighi, F., Shaterzadeh, M. Redefining Identity in the Age of Platforms: K-pop as an Active Form of Cultural Consumption among Iranian Fans. Strategic Research on Social Problems, 2026; (): -. doi: 10.22108/srspi.2026.148807.2223
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