The emergence of K-Pop fandom in Indonesia demonstrates the active role of fan
communities in cultivating participatory culture within digital environments. This
study is motivated by the boycott movement initiated by Indonesian NCTzen in
response to the collaboration between Starbucks and the K-Pop group NCT,
which triggered a wave of collective action on the social media platform X. The
research aims to examine the digital activities undertaken by NCTzen Indonesia
via the fanbase account @nct_menfess during the boycott period. Employing a
descriptive qualitative approach, the study collected data through observation,
in-depth interviews, literature review, and documentation.
The findings indicate that the fandom leveraged various digital features, such as
autobase systems, hashtags, and reposts, as strategic tools to articulate collective
dissent, disseminate information, and reinforce solidarity among community
members. These actions reflect not only the dynamism and creativity inherent in
contemporary fandom culture but also the evolving role of fan communities as
digital agents capable of engaging with socio-political discourse. The study
concludes that NCTzen Indonesia plays a critical role in digital activism through
its use of social media, thereby positioning fandom as a cultural force with the
capacity to influence public opinion and shape narratives within the digital public
sphere.
Keywords: digital activism, digital fandom, social media X, NCTzen, participatory
culture