The Study on niche creation mechanism of drama contents based on lead users - Focussing on drama Damo fandom community

드라마 콘텐츠의 리드 유저 기반 틈새 창출(niche creation) 메커니즘 연구 - 드라마 다모(茶母) 팬덤 커뮤니티를 중심으로

  • 장용호 (서강대학교 신문방송학과) ;
  • 공병훈 (서강대학교 신문방송학과)
  • Received : 2013.02.13
  • Accepted : 2013.05.09
  • Published : 2013.05.31


Based on the case study methods, the study analyzes that the countless UCC Cloud cloud is the niche creation by the lead users make process. This research show as follows. First, The Drama lovers and fan fiction writers are not only drama consumers but UCC creators/producers. By the process that the UCC and fan fiction is tailored to meet the needs of their users create fan fiction in fandom community, they create an entirely different niche from original drama. Second, the flow(drama consumption/evaluation, viewers needs/adaption, the user's creation/production) which community's creative users make sequentially coevolutes with the flow(drama information offer, intentionally supply/diffusion, derivatives production) of media companies. Third, the drama fandom community activities which is non-commercial activities form the drama ecosystem with a new paradigm, as well as form a virtuous cycle inked to the market continuously beyond fun, play, empathy.


Supported by : 서강대학교


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