Abstract
Fandoms have existed on online spaces, such as social media, for decades, but experienced a significant growth following the outbreak of the COVID-19 pandemic. By analysing the ways in which different fandoms have been affected by the pandemic, we can assess how fan communities evolve and operate on social media platforms. Recent technologies were implemented so that fans could partake in their interests from the safety and comfort of their homes during the pandemic, all the while enhancing their consumer experience. By communicating with one another using social media, fans can not only have exchanges based on their shared interests with one another, but also form genuine friendships and build communities going beyond the virtual realm. Although the pandemic forced individuals apart physically as precaution to ensure their safety, in a way, it also contributed to bring fans emotionally closer to one another through their shared interests and experiences, thus influencing how fan communities will continue to operate moving forward.
Tags: #Fandom #COVID19 #SocialMedia #Communities #DigitalMedia
Introduction
Fandom creates a sense of community among people sharing the same interests. Through fan communities, individuals can strengthen their bonds with one another and discuss with like-minded people over interests which, to some, might seem niche and unusual. Fandoms, or the act of being a fan, have existed for many years, and fanbases have carried out various activities among themselves, such as meetings to discuss shared interests, going to concerts, film releases, fan conventions and so on, for as long as they have existed. Following the outbreak of COVID-19, however, the lives of people all over the world were significantly impacted, as though life itself had come to a halt. Most activities were moved to the online sphere, such as education, work, and various events, including concerts, film screenings and conventions. Although fan activities were already being carried out online to a certain extent, following the start of the pandemic, they shifted entirely to the format of virtual communities, and fan activities are now able to continue primarily on online spaces such as social media. This paper looks at fandoms in the context of Communities and Social Media, and explores the ways in which fandoms and their activities were impacted by COVID-19, as well as how, for many people, virtual fan communities have become akin to real-life communities.
Fan Communities and Social Media
New forms of communication came about due to innovations in technology over the last few decades. Throughout the years, there has been an idealisation of the past, leading many to blame technology for the disappearance of the notion of community. However, multiple other factors such as industrialisation, bureaucratisation, urbanisation, capitalism, and socialism should also be considered when analysing the causes for the loss of community. (Hampton & Wellman, 2018) Although technology may, to some extent, hinder communication, recent technologies also facilitate long-distance contact between individuals, thus introducing “transformations in how people form and maintain relationships,” as well as share and acquire information. (Hampton & Wellman, 2018) An example of how this is done is through virtual communities, which are technologically mediated communities allowing new forms of social groups to exist within a virtual landscape. Delanty (2018) references McLuhan’s (1962) idea of a “future global community of communication,” stating that, although it may not have been in the form that McLuhan originally predicted, this idea came to fruition in the form of virtual communities and the socialisation of technology. Social media allows for virtual communities to be formed and connect “geographically distant people with no prior acquaintance who share similar interests.” (DiMaggio et al., 2001, as cited in Delanty, 2018) This is closely related to the idea of fandom, especially in times of pandemic. As stated earlier, most activities and events shifted to online spaces such as social media. Fan activities are no stranger to this, as fans had to find or create diverse ways in which they could communicate with one another and enjoy content related to their shared interests with one another. For example, through screen sharing streaming platforms such as Kast and web extensions such as Teleparty, fans are able to watch films and events together without being in the same physical space, while chatting with one another in real time. Furthermore, the introduction of these new forms of communication on social media platforms allow for fans to not only gush about their shared interests together, but also form deeper ties and emotional relationships. What may have originally started as virtual communities may in fact turn into genuine friendships and an important support system for their members, which is crucial during the pandemic due to the otherwise lack of social interaction between individuals all over the world.
How fandoms were affected by COVID-19
An example of how fandoms have been affected by the pandemic can be assessed by examining band and music fandoms. Before the pandemic, a major part of band fandom was going to concerts and other public gatherings, in which fans would meet, listen to music together and emotionally bond over their shared interests, often forming friendships outside of their fandom circle. Additionally, band fans were able to see their favourite artists in person, thus allowing them to feel a sort of parasocial connection between themselves and their idols. However, following the outbreak of the COVID-19 pandemic, live shows, concerts, and tours were cancelled, as were public fan gatherings. As a result, musicians’ livelihood was put at stake, with their main source of income—that is touring—being taken away, especially for small independent artists. Furthermore, fans were left without entertainment and rendered unable to see their favourite bands in person or meet their friends and other fellow fans face to face. To remedy this precarious situation, many musical artists resorted to holding what Rendell (2021) refers to as “portal shows,” that is, online or virtual shows. Various artists and bands took the initiative of hosting live shows via streaming platforms and social media, such as Code Orange hosting their album release show on Twitch, as well as Beach Slang and Delta Sheep streaming their concerts on StageIt and Instagram. (Rendell, 2021) As a result, fans were once again able to gather, albeit virtually, and watch concerts together while discussing them on social media platforms such as Twitter and Instagram, as well as platforms dedicated specifically to community building like Discord. This aligns with Jenkins’ idea of convergence culture, whereby old and new media become meshed together. Through these virtual shows being hosted online, fans can enjoy the same type of content as they did before the pandemic in a different way and are able to communicate among one another on social media. Additionally, not only do social media platforms allow for fans to interact with one another online, but also to maintain these parasocial relationships with their favourite bands and artists, where they are kept somewhat at a distance from their idols but are still able to interact with them in some way. (Rendell, 2021)
Similarly, major sporting events also moved online following the outbreak of the pandemic in 2020. The pandemic made it difficult for athletes to directly interact with their supporters, and for their fans to show their support in the first place. As a solution, integrated innovative technologies, such as 360-degree aerial cameras, 5G live broadcasting and multi-view real-time video playback were implemented to broadcast sports to audiences during the lockdown. (Chang & al., 2022) Through this new virtual fan technology, fans can “maintain a closer physical connection with players, teams and professional leagues,” all the while enhancing their supporter experience. (Chang & al., 2022) Although they may not be able to go to sport stadiums and watch matches in person due to sanitary restrictions during the pandemic, the atmosphere of large crowds can be recreated through LED screens, by displaying fans watching the match with Together Mode on Microsoft Teams. (Chang & al., 2022) While this does not recreate the experience of having or being in a crowd to perfection, it does emulate it to an extent and allows athletes to see their supporters, which in turn may enhance their performance during matches. This correlates to the notion of immediacy, which refers to media being consumed on a “transparent interface” which “erases itself,” thus allowing for a more immersive consumer experience. (Bolter & Grusin, 1996) This immersion therefore heightens fan experience by allowing them to morally support their favourite teams within the safety of their own homes. Furthermore, by taking into consideration the social cognitive theory, that is the theory that people’s behaviour is influenced through the observation of other people in social interactions, it can be assessed that fans feel a stronger sense of community by seeing other supporters similar to themselves cheering for their team. (Chang & al., 2022) While immediacy allows for better immersion, hypermediacy—which, on the contrary, refers to a constant state of awareness of the medium through which content is being consumed (Bolter & Grusin, 1996)—also brings about innovative ways in which fans may engage with their interests and with one another. The implementation of Together Mode and LED screens offers sports fans a feeling of being emotionally connected to one another, giving them a sense of social interaction, though it may not be in the same way as they would if they were present in the same physical space. Other than through Microsoft Teams, as stated earlier in this paper, fans may engage in activities on social media platforms such as Twitter, Discord, Reddit and so on. It is a widespread practice among sports fans to “live tweet” matches using hashtags, which in turn reaches other fans and to them discussing matches with one another. Short, Williams and Christie (1978, as cited in Chang & al., 2022) propose the concept of “social presence,” meaning that users communicating through media, such as social media, often gain feelings similar to those experienced in real-life settings all the while staying away from one another, emphasising how virtual communities formed by people sharing interests often bind those people to one another emotionally.
Digital fan communities moving forward
Just as real-life communities are, digital communities are “united by a shared experience,” (Quintas-Froufe & González-Neira, 2014, as cited in Arbaiza & al., 2021) such as common interests or noteworthy events. As touched upon in the previous section of this paper, fan communities often establish links that go beyond what originally brought their members together, be it music, sports, film franchises and so on. They stem from one common shared interest, then may sprout into relationships based on other shared interests, as well as discussions surrounding the current situation around the world and emotional support through turbulent times. Virtual communities consolidate the social ties between their members through interactions which, to some of them, may hold a lot of significance. Social media gives room for these communities to build virtual spaces where they “relate to each other and construct [their] identity,” (Orihuela, 2008, as cited in Arbaiza & al., 2021) After the outbreak of COVID-19 all countries were put under lockdown for an extended period, and the morale of people was at an all time low. This therefore resulted in many developing conditions such as depression and anxiety in response to this situation. However, these issues were somewhat alleviated due to the influence of social media. Although research shows that the relationship between mental health and social media had mixed effects on people—varying between positive and negative—prior to 2020, recent studies show that social media has played a major role in appeasing the symptoms of depression and anxiety on users since the start of the pandemic. (Yang & al., 2020) Users began having online discussions to share information regarding COVID-19, as well as to provide emotional support for one another, and uplift rather than judge each other. In terms of fandoms, many turned to their interests as a major coping mechanism when faced with the psychological stress brought by the pandemic. This led to them finding new fan communities on social media where they could not only have fandom-related exchanges, but also form friendships and have social interactions to help them get through these trying times. Digital communities have existed for many years now, and fandoms have existed on social media for over a decade, meaning that the COVID-19 pandemic was not what originally brought them about. However, the pandemic did contribute to increasing the amount of people joining digital fan communities and how active they were on social media. Changson & al. (2021) note that the popularity of streaming services received a significant boost after the start of the pandemic. The same idea can be applied to fandoms on social media, as many people, seeking social interaction and entertainment, turn to social media fandoms during the pandemic. As a result, online fan communities have become a major source of comfort for many individuals and, through their interactions, allows fans to form genuine bonds of friendship and support systems for one another going beyond the online sphere.
Conclusion
The COVID-19 pandemic led to a significant growth in the user base of social media platforms, as well as the popularity of online communities. While, of course, these communities existed before the pandemic, many people resorted to using social media platforms as their primary method of communication to compensate for their lack of physical social interaction. Fans are not only able to communicate with one another through social media, but also form genuine relationships built over factors other than the interests which originally brought them together, just as one would in a real-life community. While social media and fandoms only serve as a bridge between individuals, their emotional connections with one another are what bind them together, going beyond fan-related discussions. Although individuals were kept apart from one another during the pandemic, it has also, in a sense, brought people closer to one another through these digital platforms, and will, with no doubt, continue being a significant aspect of how fans keep up with their interests and with one another in the future.
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Hello Dina,
I trust you are doing great.
First of all, I found your paper very insightful. It is beautifully written and the ideas are linked in a remarkable way. I think the COVID-19 pandemic has showed us that technology and human can definitely co-exist as as you said everything moved online, from a doctor’s appointment to attending a concert. If we can put it this way, technology has allowed us to ‘survive’ the lockdown, and I particularly think about people who needed emotional support.
Back to your paper, I found the real-life examples of musicians conducting “portal shows” and virtual concerts bring a more qualitative approach to your topic. However, it would have been great if you could have provided other examples in your discussion about digital fandoms going forward, such as some names of fandom on social media such as Facebook for example. May be some statistics about the number of users in a particular group and the type of content they would share?
But on a general note, I am glad I read your paper. You did a good job.
I seize the opportunity to share with you my paper. May be you could give it a read and tell me what you think in the comments. Here’s the link https://networkconference.netstudies.org/2022/ioa/553/online-advocacy-and-tiktok-the-representation-of-transgender-people-in-mauritius/
Wish you all the best!
-Julie
Hello Julie,
Thank you so much for your kind comments! I am glad that you enjoyed my paper.
The pandemic has indeed been a difficult time for all of us and I believe that social media has helped us all get through it. Without social media, it is hard to tell whether or not we would have survived without any social interaction whatsoever, albeit virtual.
Thank you for your feedback. I agree that adding statistical figures might have added to my paper.
Some popular fandoms which have been particularly active on social media since the start of the pandemic are as follows, among many others:
-K-Pop
-Genshin Impact
-Animal Crossing
-Star Wars
-Marvel
Let us take the K-pop fandom as an example.
Statistics from Twitter show that K-pop fans broke a record by surpassing 7.8 billion tweets globally in 2021, after having reached 6.7 billion tweets in 2020. This exponential growth will likely continue in the years to come, as more fans join social media platforms to discuss their interests. Furthermore, this interest in Korean culture extended beyond K-pop, and fans of K-pop also began to talk about each other about Korean films and dramas, as well as webtoons, thus further increasing their number of tweets.
https://blog.twitter.com/en_us/topics/insights/2022/-kpoptwitter-reaches-new-heights-with-7-8-billion-global-tweets
As for content, from my personal observation, I have noticed that a lot of fandoms tend to post art inspired by their respective fandoms, such as illustrations or photo edits.
When it comes to video games such as Genshin Impact and Animal Crossing, many post screenshots or short clips from their playthroughs and comment on each others’ posts, or sometimes share items which they’d like to trade with one another in game.
Additionally, research has shown that fandoms are also used to promote public health messages. For example, following the outbreak of the pandemic, a major group responsible for the spread of the #WearAMask tag on Twitter was fans of the K-pop group BTS, and many other celebrities also widely encouraged their fans to maintain sanitary precautions.
More in-depth information can be found in this article. https://arxiv.org/pdf/2110.04149.pdf
Once again, thank you for taking the time to read my paper!
Hi Dina,
Thank you so much for these insights, they helped me gain more in-depth understanding of the K-pop fandom since I am not that well-versed about this topic. Also,
you made me realize that Twitter is more powerful than I thought with the number of daily tweets, only for one fandom, which is very surprising, just imagine the number of daily tweets on a general note.
It’s good to see that fandoms are using platforms such as Twitter to instill in social change, as you mention the #WearAMask campaign. However do you think fandoms will keep evolving in the same way on social media platforms ?
Thank you again !
Best,
Julie
Hi Marie,
K-pop fandoms are actually some of the most dedicated and active social media users I’ve ever come across. They’re seriously such a force of nature.
I actually talked about the effect K-pop fans had on the Black Lives Matter movement in my paper https://networkconference.netstudies.org/2022/ioa/150/social-media-platforms-and-how-they-facilitate-and-aid-in-the-scaling-of-online-advocacy-movements/ . I’d love to hear your thoughts on it if you get the chance.
Kiah.
Hi Dina,
Fascinating read, good work on the paper.
Do you see the pandemic growth being sustained in the long-term?. I suspect that many turned to online for the events only and as in person events return these people will lose what ties them to the community. You give examples of sports and music, both of these have a unique crowd atmosphere, people often say attending live is an entirely new experience. I’m curious how this would compare to something like a television show which lacks a similar in person appeal.
Hello Raymond,
Thank you for reading my paper!
I believe that the ways in which fandoms operate will keep evolving over time. Life is slowly but surely returning back to its pre-COVID state, meaning that more events are, once again, being held in-person rather than online.
Fan activities have gone through quite some change from the way they were before the pandemic to the way they are now, and will likely keep evolving as the pandemic dies down. That said, although online fan activities might evolve, I do believe that they will continue, as social media does facilitate long-distance communication, both now and prior to the outbreak of COVID-19.
Therefore I believe that the ties which link fans to one another will continue to exist, although they may go through some changes over the years.
As for the fandoms of television shows, it is true that watching a television series is not usually considered a crowd activity as are concerts and sports matches. However, there exist many fan conventions or other group gatherings for fans of films and television shows to gather and share their love for a particular franchise.
For example, Anime Expo is one of the largest anime fan conventions in the West. It is usually held at the Los Angeles Convention Center in California, US, but had to be held online in 2020 due to the pandemic. That being said, it is scheduled to be held in-person later in 2021, while sanitary measures are being upheld.
Just as sports fans and music fans experience events in crowds, these fan conventions provide a unique experience for fans, allowing them to bond with one another.
Back to the topic of social media communities, many people share their in-person fan experiences on social media platforms, such as posting about attending concerts or sports matches, or posting photos and videos from fan conventions. Therefore, as stated earlier, as life gradually returns to its pre-pandemic state, social media interactions will likely continue to play a major role in how fandoms operate.
Thank you once again for taking the time to comment on my paper! I’m glad that you found it interesting!
Hi Dina, I enjoyed reading you paper thank you for presenting it to the conference. I was drawn to the title as I don’t feel like I know that much about fandoms. How fandoms fared and evolved is a really great example of the convergence of technology as many fans would have initally began follwing thier interest through live performances and other forms of media. I also have the same question as Raymond, do you think the pandemic growth will contine or will it reduce back to pre Covid levels? I am also curious to know if there are platorms which are better suited to fandoms, is there a most popular platorm where more fandoms are concentrated or are they spread far and wide across all social netwroking platforms?
Hello Jennifer,
Thank you for taking the time to comment on my paper! I am glad that it could provide some insight to you on the topic of fandoms.
It is hard to tell whether fan activities online will reduce entirely back to their pre-COVID state in the future, but I do believe that they will continue to evolve as time goes on. I do believe that online fan activities might decrease a bit as more events are being held in person rather than online. That being said, digital media does facilitate many aspects of the fan experience, such as communication between fans from different countries over the world. Additionally, as technology is constantly evolving, I strongly believe that communities, be it fan communities or otherwise, and the ways in which their members interact with one another will also go through many changes over the years. Only the future can tell exactly what those changes will be.
As for social media platforms, I believe that different platforms are suited for different types of activities, depending on the content which fans choose to post. For example, platforms such as Reddit and Discord are primarily based on discussion between groups, and are therefore used by fans to discuss their interests with one another on discussion boards and group servers. Twitter, Instagram and Tumblr might be more suited to share content such as art or fan edits, as these platforms allow content to be shared and gain traction more easily.
That said, these platforms can also be used to perform similar functions as one another. For example, all of the aforementioned social media platforms allow private messaging between users. Additionally, Twitter, which used to be a personal blogging platforms, launched a function called “Spaces”—which allows users to host and listen to audio live streams or calls—in November 2020.
As such, fan activities are spread across most social media platforms.
Once again, I am glad that you enjoyed my paper!
Hi Dina
Thank you for the additional insights, I think it would be really interesting to follow a particular fandom and see how the communications and conversations differ on the different platforms and how many use multiple platforms or how many stick to just one or two. Your paper and the discussion have certainly piqued my interest in this subject!.
Hello Dina,
First of all, very nice read. I do agree that the COVID-19 pandemic made the user base of social media platforms growth exponentially. As an anime fan myself, I did note a greater participation online once the pandemic started. Many game tournaments too, were rescheduled online which also made it fortunately accessible to all on the internet.
Do you think that this trend or rate of participation will decrease once everything is over?
Hello Gregory,
Thank you for taking the time to read my paper.
I do believe that this rate of participation may decline to a certain extent once the pandemic is over, but not disappear completely.
In my opinion, since technology is constantly evolving, I believe that fandoms and the way fans communicate with one another will continue to evolve alongside it. Therefore, even if the trend of online fandom participation as it currently exists decreases, I think that other similar yet new trends may appear in the future.
Hi Dina,
I really appreciate reading your paper. It is really informative and you made an interesting analysis. For someone who didn’t know that much about fandom, I learn a lot while reading your paper. Indeed, like you mentioned the Covid-19 has affected a lot of artists who had not been able to give concerts. In Mauritius as well, there were online concerts made by different local artists. Well, I would like to get your opinion on this matter. Was these online concerts a success for artists here in Mauritius? Do Mauritians participate as a fandom to these online activities?
Hello Jean-Luc,
Thank you for reading my paper. I’m glad that you enjoyed it!
As you, said, many artists in Mauritius had to shift to online shows to ensure that their livelihoods wouldn’t be at risk. I think that it was necessary for them to do so, both to ensure that they would still be able to make money, but also so that their fans could be entertained during the pandemic. Therefore, I think that so long as both of these functions were fulfilled, these online concerts were indeed a success.
As for online fandom activities in Mauritius, there are indeed online platforms which fans sharing a common interest can use to communicate with each other. For example, there are several groups dedicated to the anime fan community in Mauritius on Facebook, where Mauritian anime fans are able to talk to each other. Mauritian fans are also able to interact with other international fans using social media, and are able to carry out fandom activities as such. Therefore, I do think that online fan communities are present in Mauritius as well.
Hi Dina,
Thanks a lot for your response. I do agree with you that local artists needed to do online concerts for them to make money. I did not about these fandom activities in Mauritius. I’m curious to know more about it.
Thanks again Dina. Good luck for the rest of the unit.
hi Dina,
your paper is very well written. beautiful writing form and well organised. I am personally someone from fandom society and I can very well relate to your paper. however, I also learned things I had never heard of before. it’s true that a lot of activities moved online, I wonder if there aren’t any benefits to it, especially considering the fandom society?
overall I think your paper already answers a lot on the topics, again wonderfully written.
Hi Megane,
Thank you for commenting on my paper. I’m glad that you found it interesting.
I do think that there are benefits to carrying out fan activities online. One of the main benefits is that social media platforms facilitate long distance communication, and therefore this makes it easier for fans to meet like-minded people whom it would’ve ordinarily been difficult/impossible to meet. For example, people can now form friendships with people living in other countries and “spend time with them” in a way thanks to social media, video and voice conferencing platforms and streaming platforms.
Again, thank you for taking the time to read my paper! Best of luck.
Hi Dina, this is a great paper! I’m a member of a good few online fandoms and fan communities and always find academia on fan communities and culture super enlightening/engaging. Thank you for a great, informative read!
I know you have answered a few questions regarding the future of online fandoms so far here in your replies, but I hope it’s ok to ask one more: I like to think that we will see offline and online fan communities intersecting further in the future, but wonder if you have any specific opinions or insights on whether, as we become post-pandemic, online fan communities will blend, interact, or intersect with offline communities.
Additionally, I wrote my paper on Tumblr and Queer Communities online and discussed how engaging through sharing personal interests, opinions, and stories was vital to queer users building a queer community online. I tend to think that fandoms and fan communities are also a great place for marginalized groups to interact and engage, and I’d love to know if you have any thoughts on this 😊
Hello Audrey,
Thank you for your feedback! I’m really glad that you enjoyed my paper.
I do think that online and offline fan activities will intersect in the future. Online fan communities have existed since before the pandemic and sometimes transfer their activities into real-life settings as well, so I think that digital and offline communities will continue interacting in the future.
Social media is definitely a major way in which marginalised groups are able to interact and support one another, and I do think that this can be seen within fan communities as well. Taking the example of younger queer people for example, online fandoms can help them make friends, which in turn may lead them to find more people having gone through similar experiences as them. This allows them to feel more seen, while still maintaining the anonymity which certain social media platforms offer as you mentioned in your paper, and may help them come to terms with their own identities as well.
This is one of the many reasons why I believe that online communities are just as valuable as offline communities.
Hi Dina, great paper. I find myself in your paper because in the first lockdown I’ve seen myself to start to watch anime and to be a fan of Attack On Titans. and i have seen the evolution of fandoms during the lockdown because when i was searching for an information before the lockdown i was struggling to find, but now even an information on a non important character it may takes 15 minutes.
In all and all great paper and thank you for the read.
Hi Jean-Denis
Thank you for taking the time to read my paper! I’m glad that you liked it.
Just like you, I feel that watching anime and TV shows helped me get through the first lockdown, and I think that consuming fan content (such as fan art, fan theories, etc.) and interacting with other fans online also played a major part in this. There is a lot of content and information available for fans online, which I think can enhance the fan experience greatly as well.
Thank you for your kind words once again.
Hello, Dina
Great Work!
I am really interested in your paper as i didn’t really know what fandom is actually. But now i guess i have develop an interest into it. And i would really like to go and follow a particular fandom. So as to see the
How people use it to keeo. In touch in different platforms online. Amazingly writen.
Hello Yorna,
Thank you for reading my paper and leaving a comment!
I am glad that I could help you gain an interest in fandoms! Interacting with other fans and hearing their opinions on the shared interests you have with them is definitely very interesting, as well as a great way to make friends.
Thanks once again!