Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/238041 
Year of Publication: 
2021
Series/Report no.: 
23rd Biennial Conference of the International Telecommunications Society (ITS): "Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world", Online Conference / Gothenburg, Sweden, 21st-23rd June, 2021
Publisher: 
International Telecommunications Society (ITS), Calgary
Abstract: 
The rising popularity of webtoons, a popular type of digital content, led to emergence of an interesting phenomenon known as transcreation. Transcreation indicates fans' twofold activity of translating and recreating webtoons into a new language, while maintaining originality of the content. Although transcreators are playing a significant role in facilitating the spread of webtoons in the global market, the role of such transcreators has received scant attention. By employing the means-end chain approach through laddering interviews, the study explicates fans' goal structure in transcreation of webtoons. This empirical study provides insights into fans' involvement in the digital media industry.
Subjects: 
Webtoon industry
Transcreation
Fandom
Fan participation
Digital media
Goal hierarchy
Means-end chain
Document Type: 
Conference Paper

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