earticle

영어

This paper examines the newly emerging and increasingly popular social media platform and online personal broadcasting service, AfreecaTV. The website features a livestream self-broadcasting model where any individual with access to the internet and webcam/smartphone can livestream themselves. As users view these sessions, they can use the live chat function to communicate with the stream hosts (known as broadcast jockeys) and other viewers. While viewing these streams, users can donate money to the broadcast jockeys by sending them star balloons. The Afreeca TV model has become extremely popular in Korea and the rest of the world, generating ordinary people-turned celebrities, who have created various streaming show formats and even making as much as $9,000 per month. This study refers to findings from interviews with 45 broadcast jockeys, avid users of AfreecaTV and media professionals to understand how a new kind of relationship (i.e., realization of the formerly known as parasocial relationship). The paper discusses following key findings that help understand AfreecaTV and the celebrity users’ success: 1) realization of parasocial relationships as a key desired element for personal broadcasting; 2) resulting favorable attitudes toward the broadcast jockeys; 3) users’ willingness to show appreciation and support, which in turn make the broadcast jockeys even more successful; and 4) convenient expression of satisfaction through the unique “star balloon” feature and the collective attitude/culture associated with the practice. Then, the findings are further discussed to explain how these virtual celebrities have become such influential figures in the social media landscape. These celebrities gain and sustain fame with interactivity, realizing once parasocial relationships from users and fulfilling their need for companionship. They are also inspiring, given their stories of an ordinary user’s dreams of fame and popularity coming true. Therefore, they have significance influence in various aspects of society as social mediators. The above make these social media figures likable characters among users. Furthermore, the significance of this phenomenon from a public relations standpoint is discussed.