Consumerism within fandom community in Rin Usami’s Idol, Burning (2020)

Huwaida Nisrina Najla; Eni Nur Aeni; Aidatul  Chusna

doi:10.30595/pjh.v1i1.346

Authors

Huwaida Nisrina Najla Universitas Jenderal Soedirman
Eni Nur Aeni Universitas Jenderal Soedirman
Aidatul Chusna Universitas Jenderal Soedirman

DOI:

https://doi.org/10.30595/pjh.v1i1.346

Keywords:

consumerism, consumption, fandom community

Abstract

This article provides an examination of consumerism within fandom communities, focusing on Rin Usami’s novel Idol, Burning (2020) as a case study. A fandom is a community united by a shared enthusiasm for cultural products, where fans form participatory cultures by actively engaging not only with media but also creators and fellow fans. This research investigates how consumer behavior manifests uniquely within fandoms. It emphasizes the roles of consumption patterns, commodification of fan-related goods, and how fans construct and express their identities through material acquisition. To achieve this, the research employs a qualitative research approach and conducts extensive, in-depth analyses of various data sources. The research focuses on the four stages of the consumption process: selection, acquisition, utilization, and maintenance and repair. Findings reveal that acquisition goes beyond mere casual transactional activities, serving as a crucial part of identity construction and community establishment within fandoms. This research suggests that consumerism in fandoms is closely tied to the shaping and commodification of fan identities. By highlighting these dynamics, the research offers valuable insights into broader discussions on consumer culture. It challenges the normalization of excessive consumption in the entertainment industry and encourages critical reflection on consumption behaviors within fan communities.

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