Consumption of Signs and the Influence of Popular Culture on Idol Groups in Thai Society Case Study: Idol Group BNK48 and Fan Club

Abstract

Sign consumption was studied for BNK48, a Thai idol girl group and the third international sister group of Japan's AKB48, following Indonesia's JKT48 and China's SNH48.

Researchers used this research method by conducting in-depth interviews and purposive sampling as follow: (1) A group of Youtubers who are fans of the idol group BNK48, The Youtubers must have over 10,000 followers and they through the consumption of large number of BNK48 products for two people; (2) A group of two founding members who donated money to build a theater in the amount of 10,000 baht for two people.

Fan sign consumption included (1) personality; (2) consumer love and emotional fulfilment; (3) products bringing fans in contact with artists; (4) devoted fan status; (5) enrichment; (6) social status and self-validation; and (7) expanding personal social circles. These elements are intrinsically added to benefit branded companies and record labels.

Fans are also influential in spreading idol culture outside the world of meaning to convince outsiders of openness of soft power, allows positive emotions to be expressed until they gradually transmute into a world of meaning, leading to consumption of objects and contributing to the creation of enduring societal sub-culture in Thailand.