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All Journal COMMENTATE: Journal of Communication Management
Salijar, Hasna Qhotrunnadaa
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Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The Romance Between NCTzen and NCT: Commodifying Fan Relationships on the Bubble App Salijar, Hasna Qhotrunnadaa; Gelgel, Ni Made Ras Amanda; Pradipta, Ade Devia
COMMENTATE: Journal of Communication Management Vol. 6 No. 1 (2025): COMMENTATE: Journal of Communication Management
Publisher : Institut Komunikasi dan Bisnis LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/103006120253

Abstract

This study aims to understand how NCT's romance is commodified through the Bubble application. It employs a qualitative approach with a constructivist perspective. Informants were chosen based on their availability and willingness. Data were gathered from two sources: primary and secondary. Primary data were collected through interviews with informants and participant observation on the Bubble app, while secondary data were derived from relevant previous literature. The research data were analyzed in several stages: data reduction, data presentation, conclusion drawing, and verification. The study found that SM Entertainment, the media owner, recognizes the desire of NCTZen to have a closer connection with NCT. Consequently, SM Entertainment engages in three forms of commodification through the Bubble application: romantic content, labor, and audience. This commodification results in significant benefits for SM Entertainment due to the loyalty of NCTZen towards NCT.
Co-Authors Ade Devia Pradipta Ni Made Ras Amanda Gelgel