From K-Pop Fandom to Political Fandom: Youth Subcultures and Political Mobilization in Indonesia

Abstract

This study investigates the transformation of youth subcultures from K-pop fandom to political fandom in Indonesia, examining how digital fan communities have become sites of political mobilization and civic participation. In recent years, K-pop fan bases have evolved beyond entertainment-oriented activities to engage in political campaigns, social advocacy, and online activism, demonstrating a shift in youth culture where affective attachment and collective identity are redirected toward political causes. This research analyzes how youth subcultures deploy fan-based communication strategies, such as coordinated hashtag campaigns, viral content creation, and networked mobilization, to influence political discourse and participate in democratic processes. Using a qualitative approach, the study examines social media interactions, fan community platforms, campaign artifacts, and interviews with youth activists and fandom leaders to understand the mechanisms of political engagement within fan cultures. The findings reveal that fan communities leverage their organizational skills, digital literacy, and collective coordination to support political causes, including voter education, advocacy for social justice, and responses to political events. These communities also construct political identities through shared narratives, symbolism, and affective engagement, blurring the boundary between entertainment and politics. The study also highlights potential risks, such as the susceptibility of fan communities to misinformation, polarization, and instrumentalization by political actors. The novelty of this research lies in its focus on the political potential of fan cultures in Indonesia, positioning K-pop fandom as a precursor to new forms of youth political mobilization in digital spaces. The contribution of the study is to advance understanding of how subcultural networks reshape democratic participation by introducing alternative modes of political socialization and collective action. The study concludes that recognizing the political agency of youth subcultures is essential for inclusive democratic engagement and recommends strengthening media literacy and civic education within digital youth communities.