7. YAPAY ZEKA K-POP İDOL GRUBU PLAVE VE HAYRAN TOPLULUKLARI İLE ARASINDAKİ PARASOSYAL İLİŞKİ

Özet

This study investigates the parasocial relationships established between fans and virtual idol groups within the South Korean entertainment industry. The integration of artificial intelligence (AI) into the entertainment sector, driven by technological advancements, has led to the emergence of virtual idols as a novel form of mediated interaction.

In this context, the YouTube channel of the virtual idol group Plave and its associated fan comments were analyzed using a netnographic approach. The research encompasses various content types available on Plave's YouTube channel, including music videos, live streams, personality tests, readings of family letters, and supportive messages.

Findings indicate that fans develop parasocial relationships with virtual idols on both cognitive (e.g., analyzing character traits) and emotional (e.g., experiencing empathy, feelings of closeness) levels, and that online content plays a significant role in fostering, reinforcing, and maintaining these bonds. By examining the impact of virtual idols on fan culture and assessing the applicability of parasocial relationship theory within digital environments, this study demonstrates the emergence of a distinct form of fan engagement that transcends traditional fan-idol dynamics and offers insights into how this new form can be understood within the framework of parasocial relationship theory.

Yazar

Berna GÜNER