Generations of Hallyu’s Fans
DOI:
https://doi.org/10.46324/PMP2602264Keywords:
generations, popular culture, prosumers, consumers, Hallyu, RomaniaAbstract
Currently, a significant transformation of Hallyu involves fans becoming prosumers of Korean popular culture. Although most of the research on Hallyu fans has focused on the younger generation, mainly Generation Z and Generation Alpha, this article examines the specific behavior of Hallyu fans as modern prosumers. Although presently the consolidation of prosumer activities is currently possible due to ongoing technological changes, especially the development of the Internet, the main hypothesis of this study is that for each Hallyu generation—from Hallyu 1.0 to Hallyu 4.0 - has a counterpart that can be identified and characterized within the generational levels of the population. In addition, different generations of prosumers can also be identified and categorized. The empirical data analyzed in this study is qualitative and it was collected between 2011 and 2020. The results of the research showed the desire for prosuming among Hallyu fans belonging to different generations. At the same time, the analysis identified the factors specific to prosumers belonging to a certain generation for certain types of Hallyu products.
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