Independent Study_MukkamolKaorop

TVXQ! and their Cassiopeia
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TVXQ! and their Cassiopeia:
Psychological Understandings of Fan Behavior
Running Head: TVXQ! and their Cassiopeia
Mukkamol Kaorop
Mahidol University International College
Social Sciences Division
Independent Study
Associate Professor Dr. Peter Smith
February 2011

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Abstract
Fan culture has always existed as part of today’s modern society whether in Western,
European or Asian community. Notwithstanding, as a consequence of Korea’s effective
economic initiatives, the ascending number of non-Korean citizens is attracted by the inviting
appearance to take part of this Korean Wave, and Thai people are also included. This paper
attempts to expose the culture of Korean boyband’s fanclub members; in particular, those of
Dong Bang Shin Ki (TVXQ!) within scope of Thai society. The paper also explores crucial
psychological theories in order to understand the motivations and behaviors of Thai young
adolescent fanclub members while identifying possible risks of being a fanclub member. In
order to arrive at mature explanations, numbers of psychological journals, publications as
well as interviews and personal experiences are collected and analyzed to provide rational
answers.

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Introduction
‘Hallyu’, the term is considerably new to the social science studies, until the late
1990s when Hallyu or Korean Wave began to exercise its cultural power through the
presentations of Korean pop bands and talents. It is believed that the good looks combined
with slick dance moves and image presentation which lacks sexual appeal and profanity have
enabled the wave to roll throughout different countries in Asia including Japan, China,
Taiwan and Thailand where adolescents became passionate about the products of this wave.
As for Thailand, many of young Thai adolescents were willingly embracing the
Korean exported talents by becoming their supporters or fans. The number of fanclub
members increases steadily as more and more Korean pop boybands begin to participate in
Thai music industry, among the numbers of them, there is one group that is able to remain its
constant popularity and the number of fanclub members, that is, Dong Bang Shin Ki
(TVXQ!) who have at least 15,000 Thai fanclub members yet, the number tends to increase
annually. This significant number of fanclub members has raised the concern of their motives
of becoming a fan as well as impacts upon fan’s lives as they passionately participate in a
culture.

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“… be the wind beneath their wings and keep pushing them to the top where they will get all the love
and where they'll be happy
1
...”
Cassiopeia is a name of an official fanclub member who belongs to a Korean
boyband named Dong Bang Shin Ki (TVXQ!). Dong Bang Shin Ki or in an English
translation, the Rising Gods of East is one of the pioneer Korean boybands who play a
significant role in pushing Hallyu or Korean Wave to roll throughout Asia since their debut in
2003. TVXQ! consists of five male members whose individual baritones differ, yet perfectly
harmonious in creating, what the fan often refers to as ‘the healing voice of Gods’. Combine
their unique acappella voices with slick dance moves and attractive appearances, TVXQ!
became one of the top of Asian singers with their ardent supporters from diverse parts of the
world including Korea, Japan, China, Hong Kong, Malaysia, Singapore and, indeed,
Thailand. Similar to other Korean singers, TVXQ! named their supporter or fanclub as
Cassiopeia or a constellation of five stars in the northern sky. Indeed, each star represents
each member of TVXQ! as Cassiopeia shines for their beloved five members. By calling
themselves Cassiopeia, unconsciously, one may have come to love and devote one’s life in
supporting, protecting and believing in TVXQ!.
1
Quoted from Ms. Nalin Nareprat’s expressions regarding her favorite idol, Dong Bang Shin Ki. Ms. Nalin has
been an active fanclub member of TVXQ! for 8 consecutive years.

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1. What is Involved in being Cassiopeia
“They have become a part of my life...I have to look at their faces and listen to their songs
everyday...otherwise, I’d feel like something is missing
2
...”
As discussed by Strauss (1994), naming is an act of placement that is central to
human’s cognition in the world
3
. To name does not mean only to identify an existence or to
categorize objects into groups, but to name or to be named also imply certain relationships,
directions and expectations between the named object and a person. Strauss suggests a person
will act or expect only when he or she feels that the object is known. However, if the object is
unknown to him, the following actions towards the object will then be blocked. Naming alone
allows a person to organize actions towards the known object. Sequential expectations or
evaluations of an object are then evoked as a result of naming. The authors claim, expectation
is derived from the past experience between a person and object which also helps maintains
the future expectation to the similar extent. Groups of individuals, moreover, might develop
special language or terminology for use. Such a process signals the importance which the
object holds among the group, representing special ways of looking at or treating the object.
As in a case of Cassiopeia whose name is purposefully used to define TVXQ!’s fanclub, the
name alone unconsciously inscribes certain behavior and expectations which Cassiopeia
should develop towards TVXQ!.
The term ‘Cassiopeia’ is rigorously referred to and widely accepted as an official
name of TVXQ!’s fanclub, once a person call themselves Cassiopeia, it is easily perceived
that he or she is TVXQ!’s supporter, automatically they will as well behave like one. Though
there are certain number of male fans or fanboy, the majority of TVXQ!’s supporters are
female. Henceforth, pronoun she is used to represent Cassiopeia, a fanclub member of
TVXQ!. Notwithstanding, a concept of being Cassiopeia is variedly interpreted according to
each supporter’s understanding towards a concept of itself. Some fans might consider
themselves as Cassiopeia merely because of their special interests and preferences developed
towards TVXQ!. However, other fans might not see themselves as Cassiopeia at all unless
they have met certain self-made requirements of being one. In order to find out common
elements which make one Cassiopeia, questions were posted on five different TVXQ!’s well-
2
Quoted from Ms. Punpich Ponlarp’s description of her feeling towards TVXQ!. Ms. Punpich has been an active
fanclub member of TVXQ! for 5 consecutive years
3
Strauss, A. (1994). Language and Identity. In Kollock, P., & O’ Brien, J. (Eds.), The Production of Reality
Essays and Readings in Social Psychology. (pp. 73-76). California: Pine Forge Press.

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known fansites, in hope to make generalizations of what makes one Cassiopeia. Not to a
surprise, findings indicate various activities which a fan regularly engages in and habitually
comply one’s self to. The findings reveal that matter of interest alone does not suffice in
defining one as Cassiopeia, but Cassiopeia must engage the followings.
1.1 Buying official CDs/DVDs/Merchandises
Merchandising is not a new concept at all in fan culture. As Theberge explained in his
writing, Everyday Fandom: Fanclubs, Blogging and the Quotidian Rhythms of the Internet,
collecting merchandise goods or CDs “is part of obsession, part of memory work and identity
formation…”
4
. The author points that merchandising is one source of revenue for popular
music culture that can also be used as a promotional tools for an upcoming release.
According to the collected data, in a similar manner, Cassiopeia regularly buys
TVXQ!’s merchandises including CD albums, DVD concerts and all SM Entertainment’s
(their company) produced goods such as TVXQ!’s designed t-shirts, phone straps or folders.
The fans claimed that buying their works is the best and the most efficient way to support
their idols. It is the way to support them concretely and abstractly as the idols do not only gain
earnings from the sold copies, but they also learn that they are loved and supported by the
fans. In general, Cassiopeia tries to collect all versions of TVXQ!’s CDs both domestic and
international versions. For instance, the 4th
album, Mirotic released 4 different Korean
versions while 3 different Japanese versions are available in Japanese market. Thus,
Cassiopeia thrives to own all 7 versions of Mitrotic albums. The fan affirms that buying their
works is not, in anyway, a duty, rather it is an action to show strong support and to see them
ranked as number one on all sale chart.
1.2 Attending Concerts
Cassiopeia does not only collect CDs, they also attend concerts and live performances
as often as possible. Theberge, again, poses that for most fans, attending concerts is the most
deliberate and apparent way of expressing a relationship between fan and star, yet it is as well
4
Theberge, Paul (2005). Everyday Fandom: Fanclubs, Blogging and the Quotidian Rhythms of the Internet.
Canadian Journal of Communication, 30 (4).

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a tool for a record industry to publicize the album
5
. Concert touring is an essence to the music
industry.
Theberge’s argument accords with the collected data as both findings propose that
watching live concerts is an important factor in determining fan’s identity. According to the
collected data, Cassiopeia attends TVXQ!’s concerts and other appearances such as press
conferences or local filming. Despite the incredibly costly ticket price, Cassiopeia is willing
to pay as high as 4,500 baht (150 USD) merely to see their idols in 2 hours time. Fans
claimed, experiencing live performance is necessary and worthwhile in that attending
concerts, fans can then congregate to show unity and unified love of Cassiopeia towards
TVXQ!. By waving red lightsticks in their hands, enthusiastically and repeatedly crying out a
for Dong Bang Shin Ki while loudly singing along with the Korean lyrics. To Cassiopeia,
watching TVXQ! live concerts is a priceless experience. Ultimately, attending live
performance is an opportunity for both the fan and idol to feel the presence of one another.
1.3 Keep Themselves Updated
Fans, in general, are overly enthusiastic in hearing news and rumors about their
beloved idols, and certainly, Cassiopeia is no exception. Theberge interestingly suggested in
his article that fan knowledge by itself is thorough both in depth and scope
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. A fan is always
eager to know just everything possible about their idols, ranging from their birthday to their
recent love life. If such makes a case, Cassiopeia then also inherited that trait. In accord with
Theberge’s suggestion, the collected data implies that keeping up with their news or gossips,
reading critics or articles regarding TVXQ!’s, watching TVXQ!’s featured programs as well
as collecting their pictures are one of the tasks which Cassiopeia engages in nearly everyday.
This is to ensure that Cassiopeia does know and understand the latest conditions that TVXQ!
is living with. Once problems arise, Cassiopeia would then be able to wholly comprehend the
situation and, if possible, help them to solve such problems.
5
Ibid.,
6
Ibid.,

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1.4 “Feeling” is Needed
To become a fanclub member, undoubtedly, love is a rudimentary foundation of the
relationship. Love invites it all in. Without love, a connection between the fan and their idols
cannot be made, this media-audience type of relationship is then impossible. Throughout the
collected material, all of the responses insist that feeling is the most crucial element which
makes one a fan, Cassiopeia. Every response suggests, Cassiopeia must ‘love’ TVXQ! with
all their hearts. Love, trust and support are the most frequently appeared choice of words
throughout the surveys. Many participants further elaborated that Cassiopeia is more than just
a fan as they do not see TVXQ! merely as idols, rather, as friends, brothers, in most
responses, as family members.

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2. Negative Aspects of being a Fanclub Member
Despite possible advantages of being a fan such as supporting and engaging in
activities which might deem profitable to fanclub members themselves and to society, harm
caused by behaving as a fan does not only possible, but likely to occur. As in a case of
Cassiopeia, prospective drawbacks resulted from acting in life as a fan are repeatedly
reoccurring and understood by Cassiopeia themselves.
2.1 Overspending
As previously mentioned in the preceding section that purchasing official
merchandises and attending concerts are certain ways to define one as a true fan, nonetheless,
problem of overspending then arise from such practices. Every of the collected responses
accepted that fanclub members spend money lavishly on buying CDs and paying for the
concert tickets due solely to their aim of supporting TVXQ!. Such products, in theory, are
categorized as a luxurious good in which its usage to life on a regular basis is comparatively
limited. However, to a fan, the theory is not justified. As a correlation between being a fan
and buying CDs, attending live concerts are strongly illustrated, regardless of the cost of such
luxurious goods, a fan is willing to pay without hesitation. Similar understanding applies to
buying concert tickets as well, in which the price can go as high as 4,500 baht (150 USD) for
a single ticket per performance. Notwithstanding, this aspect of overspending might not
trouble those fans who are able to earn income adequately or lavishly to purchase such
products as many as they wish. However, to those fans who are still students, living life in
school and unable to earn money by themselves, overspending is then a major concern. The
collected data indicated, young fans agreed concertedly that being Cassiopeia cost them a
great amount of money in buying CDs and concert tickets that they do not have a saving
deposit. The chance of hanging out with friends or buying other products which are more
useful to life such as clothes, bags or accessories are highly limited since spending for
TVXQ! is their top priority. Interestingly, the majority of the responses argued, overspending
indeed is a problematic issue, yet they are willing to tolerate the consequences of their
decision of overspending (for TVXQ!) as personal satisfaction and joy can compensate for the
paid price.

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2.2 Time Mismanagement
Another issue arises from behaving as a fanclub member concerns time
mismanagement which leads to subsequent unfavorable effects in life. Here again, the
relationship between being Cassiopeia, spending longest hours with TVXQ! reveal possible
misuse and mismanagement of time. As Cassiopeia is overly enthusiastic to elaborately know
about TVXQ!, they soon spend most of their leisure time to find out about their idols’ latest
news and conditions (mostly through computer screen and phones). In many cases, spending
time concerning TVXQ!’s matters whether it is reading news articles, watching online
performances, downloading video clips or reading fan-fictions are no longer at leisure, rather,
at expense of other areas of life. The compiled information suggests that the desire for
TVXQ!’s knowledge at all times lead fans to mismanage their time by concentrating
exclusively on their idols’ everyday life. At the same time, other important areas of a fan’s
life become insignificant, such as studying or spending time with family. Numbers of
responses point that as their leisure time is mostly spent on computer, then doing revision,
reading books, watching television or even socializing with (non-fanclub) friends are often
disregarded. As in a case of more extreme fans, they are heavily obsessed with the idols at all
times, wasting their time thinking, talking or daydreaming about the idol. This is a certain
behavioral pattern that extreme fans behave and in the end, resulted in time mismanagement,
affecting prioritization in life.
2.3 Discouraged to Form Real Relationships in Life
One of the unpleasant consequences of participating in a fan culture is the backing
off from real relationships in real life and become terrified or refusing to form a relationship
with potential partners in the real world. Many of the responses noted their desire to be in a
relationship has declined since the overwhelming affection and compassion are already given
to their beloved idols. Consequently, the need to form or have a partner is incredibly
decreased. In a similar manner, fans, as they already like or love their idols, an ideal type of a
future partner is then developed. In general, fans are likely to expect her future partner to
resemble her idols weather in appearance or in character. While in reality, it is almost
impossible to find an ideal partner who resembles as or good as her idol. Having such a high
expectation possibly leads a fan to accept the fact of having no partners, allowing her to enjoy
more of her time with the idol or with other fanclub members. Interestingly, one of the
collected responses even suggests a weaker will to even have a child. Due to the fact that she
spends her time greatly with TVXQ!, she then does not wish to have a child since she already

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love TVXQ! so much. She suggests if she has a child, most of her time would then be spent
taking care of her child rather than with TVXQ!. She was as well afraid of not loving both of
them equally. This comment clearly illustrates the claim of fear of commitment or of devotion
to real people in real life. It is, therefore, possible to generalize that the overwhelming passion
of a fan to their idols often leads fans to reject possible relationships in real life.

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3. Socially Inappropriate or Unacceptable Behaviors that Fans Engage
As a full participant in the fan culture, as an enthusiastic Cassiopeia of TVXQ! for
nearly four years, I believe that it is rather normal for fans to engage in socially inappropriate
activities or in unacceptable behavior, yet fans tend to excuse such behavior as just and
acceptable. The most worrying concerns regarding the misbehavior that should be
acknowledged include stalking, crime and irrational behavior. These three are the reoccurring
activities which have long been identified as a dark side of being a fan.
3.1 Stalking
Numbers of researches and studies repeatedly report stalking as an activity of an
obsessive, uninhabited and pathological fan who attempts to encounter the beloved celebrity
both in public and private sphere. Dr. Wilson, the author of Psychology for Performing Artists
points, stalkers can be dangerous once they are ignored or slighted by the celebrity
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. Stalkers
are driven by both spontaneous admiration and envy towards the celebrity which motivate
them to follow the celebrity in any spheres, seeking to participate in the glamorous lifestyle of
the celebrity. However, stalkers are also categorized according to their devotion and
obsession. At a harmless end; stalkers engage in harmless activities such as following
celebrity around public venues, creating fan sites or collecting autographs. However, for
destructive cases, they imitate the lifestyle of the idols such as wearing the same clothes or
hairstyles. Under these cases, according to Dr. Wilson, many abandon their family and
became a full time ‘groupies’. However, the worst are those who became violent and stalk
obsessively, threatening to attack or murder their idols merely because they want to go down
in history with their beloved celebrity.
In case of TVXQ!’s fanclub members, stalking is neither considered inappropriate
nor dangerous, it is rather a ‘must’ or a ‘should do’ sort of activity. Nonetheless, only
marginal groups of fan are able to stalk since, first of all, stalking requires a great amount of
money and time. Stalking TVXQ! once they come to Thailand might not be as difficult as to
stalk them in Korea since airfare, accommodations and other overseas costs are disregarded.
Thus, many of Cassiopeia stalks TVXQ! only when they come to Thailand to do activities
weather to perform live tours or to do commercial appearances. This domestic type of stalking
7
Wilson, D. (2008, March). The Psychology of Performance: Fame and Celebrity. Lecture presented at Gresham
College, United Kingdom.

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includes waiting in hotel lobby, secretly entering into hotel rooms or concert venues when
they hold a rehearsal (often at night time), following tthe idols’ cars with Cassiopeia-arranged
stalking vans, taxis or in many cases motorcycles. As transportation is an important element
in stalking, thus, vehicles are often readily arranged beforehand. Many of professional
stalkers, they rent a hotel room as near as to that of the idols in hope to observe their unstaged
behavior. If lucky enough, they might be able to chat with the idols, creating what is
understood as ‘moment’ which will be later passed on orally to other fans or written in their
personal blogs. Second of all, domestic stalking does not require a lot of connections as
overseas stalking does. Useful information for stalking can be easily gained via other fans in
Thailand as such information is circulated in Thai language and thus, any Thai fans are
accessible to the information if they know of the correct sources, consequently, able to stalk.
However, overseas stalking is fairly challenging as the means to communicate or to obtain
information is, most of the time, through Korean language or English or even Chinese. It is
well understood among fans that in order to stalk TVXQ! in Korea, overseas fan needs to
have Korean friends or some kind of connections to the source of information prior going to
Korea. Otherwise, stalking will become difficult and almost impossible.
However, regardless of the mentioned cost and access to information, certain groups
of fans manage the concerns and regularly engage in stalking overseas, particularly in Korea.
In case of those who have connections overseas, they professionally stalk in groups, sharing
the obtained bits of information among themselves. Whereas, those amateur stalkers who do
not have connections will stalk by what is known as “Sasang Taxi” (stalking taxi) or “Sa-
Tax” which only serves passengers who wish to stalk specifically Korean idols. Sasang taxis
act as a vehicle for overseas stalkers who do not have the connections. From primary
experiences, these taxis themselves operate on a network basis that they pass information
back and fourth to other drivers in their network to locate the position of the targeted
celebrity. Once the location is confirmed, sa-tax would quickly reach the place to drop the
fanclub passengers. These Saseng Taxis are also a source of information about the idols as
they stalk the idols on the daily basis, taxi drivers then make connections with the celebrity’s
crew in order to know the celebrity’s future schedules or recent gossips. This information is
then passed onto their stalking passengers to be circulated around the fan’s online community.
Interestingly, the service cost charged by sa-tax is 30,000 Korean Won (KRW) per hour or
approximately 1,000 baht (30 USD). While the regular serviced taxi charges 4,500 KRW (4
USD) at the beginning of the journey and the fare increases according to the travelled
kilometers. For worse, Saseng taxi also proposes the minimum hours of service to four hours
per trip, the passengers inevitably sits long hours in the taxi. However, most of the stalking
passengers are not bothered by this requirement; they are willing to sit the longest hours with
hope to see their idols who disappears in a fleeting moment. The overseas stalkers, in general,

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are informed and prepared mentally and financially of taking Saseng taxi, of spending their
money to follow shadows of the beloved celebrity. A great deal of money can be wasted
without seeing their idols because taxi drivers sometimes miss the idol’s locations or the
schedule is suddenly changed. However, despite all the cost and possible danger that stalking
pose, certain number of Cassiopeia aspires and engages in stalking with different underlying
motivations and expectations.
3.2 Crime
Along with stalking, crime is another inappropriate activity which fans engage in.
Crime is an illegal act against the law, thus, the issue of crime might not be as prevalent as
stalking. As already mentioned in the previous section, fan life is largely involved and defined
by purchasing CDs and merchandises goods. Inevitably, money is a crucial element in
describing one as a fan. Though majority of the fans know their limit of supporting the idols,
many do not. As a result, issue of crime and fraud soon arise. To date, there are cases in
which fans are tricked or defrauded of their money. Usually, criminals are fans themselves
who disguise as online-shop sellers that legally carry different items from Korea and sell in
Thailand at a lower price through her personal online blog. Criminals promise to deliver the
items once payment is made. For worse, one of the known criminals further professionally
offered inclusive package tours to Korea, the program includes watching TVXQ!’s concert
overseas (promised to obtain the front seat ticket) while visiting the idol’s houses and places
where TVXQ! frequently visit. However, after receiving the payments, criminals soon
change all the given contacting information and disappear This pattern of fraud repeats on as
the criminal regularly changes her online usernames, contacting numbers as well the bank
accounts. Referencing to the known case, the criminal used the cheated money to travel to
Korea and stalk the idols. Despite numbers of warnings regarding the case, fans still became
victims. Victims are usually the inexperienced fans who have just entered the world of
fandom. Thus, criminals are able to stay in the field and continue cheating, manipulating the
love that fans have for TVXQ! to gain money illegally.

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3.3 Socially Inappropriate Behavior
Besides stalking and crime, fans also engage in other socially unacceptable behavior
such as chasing the idols’ vehicles or developing offensive attitudes towards fans of other
idols. First, the image of crazy fan girls running after the idol’s vehicles is common among
those individuals who work at airports, hotels or restaurants where idols visit. Fans, once they
are in a real time, face to face contact with their beloved idols, they are more likely to become
irrationally excited and out of their senses that they quickly approaches the idols, if not
possible, then the idols’ vehicles in hope to see them in person. Many started screaming and
hitting the vehicles or gathering in front of the vehicle in order to attract attention from the
idols. These excited fans soon create small scale of public disturbances without concern for
public at large. Apart from the irrational behavior behaved in front of the idols, fans also
develop offensive attitudes towards other idols or fanclub member of other idols. Often, fans
perceive other idols as a professional rivalry to their idol, consequently, aggressive attitudes
developed as a result of competition for fame among celebrity. Strong insults and oral attacks
against other idols are commonly seen on web boards and online community when there is an
atmosphere of competition or award ceremony in the corner. Female fans in general also
develop irrational hatred against female celebrities who work with their favorite idols. Female
celebrities are often criticized and scolded by the fan regardless of her duty to work with the
idols.

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4. Possible Psychological Explanations of a Fan’s behavioral patterns and
motivations of Participating in Fan Culture
General impressions of fandom are often characterized by obsessive, irrational and
deviant behavior that a fan behaves towards their idols. In the eyes of scholars and general
public, fandom holds a negative impression of the culture. It merely is a culture of irrational
and uncontrollable individuals who attempt to escape from reality, to fulfill their needs or to
psychologically compensate for what is lacked in real life by participating in such a culture.
However, it is challenging to stipulate a particular explanation to the emerged behavioral
patterns or motivations of a fan as each fan enters the world of fandom with different views,
yet types and classification of fans exist within the culture itself. Thus, in the following
sections attempt to provide plausible social and psychological understandings to fandom, to
their behavior as well as to their underlying motivations of being a fan.
4.1 Social Psychology Perspective
4.1.1 The ‘Us’ and ‘Them’
To begin with, as discussed by Jenson (1992) the term ‘fandom’ is repeatedly used to
describe behaviors of those who are attracted by “objects of desire which is popular with the
lower class, relatively inexpensive and widely available”
8
. For instance, a particular interest
developed by adolescents towards their idols is considered fandom. On the other hand, an
intense preference towards James Joyce’s every piece of work developed by a scholar is
understood as an interest or expertise. Jenson suggests, if the object of desire is popularized
among the educated wealthy individuals, if it is expensive and rare, then it is not defined as
fandom, rather, it is considered expertise and interest. This distinction in perception towards
types of devotee soon developed, the divining line between aficionado and fan is vividly
drawn according to one’s socioeconomic status and class. Such differences lead to the
recognition of ‘us’ and ‘them’ as aficionados are perceived to be educated, rational
individuals who select worthy people or activities for admiration. Aficionados, the ‘us’
people, have taste and preferences by participating in objects of high culture, full of
rationality and respect. They are viewed as a quiet and passive, hence, regarded as a normal
8
Jenson, N. (1992). Fandom as Pathology: The Consequences of Characterization. In Lewis, L.A. (Eds.). The
Adoring Audience: fan culture and popular media. (pp. 9-27) London: Routledge.

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and benign being. Whereas, fans, the ‘them’ people are viewed as uneducated, loud and
dangerous individuals who are absurdly obsessed with popular idols, behaving and loving
irrationally. Jenson claimed this is due to the understanding of the ‘public cultural
performances’ at turn of the 19th
century where ‘cool’ behavior, unemotional and detached
conducts are praised rather than the outwardly passionate, emotional, ‘hot’ behavior.
Henceforth, those publicly loud and sensational individuals like artist’s fanclub are viewed as
dangerous and inferior as compared to aficionados of high culture.
By stigmatizing fan as ‘abnormal’ others, the process of ‘role engulfment’ is directly
reinforced in which certain behaviors are evoked according to the secondary deviance. As
labeled as a emotion over reason type of individual, fans soon develop subsequent deviant
behavior which is resulted from conforming to the labeled deviant self-identity and role
engulfment. Accordingly, fans behave as self-destructive individuals who are abnormal and
incapable, engaging in stalking, crime as well as other irrational behavior.
Stigmatization further ensures a continuation of behavioral patterns that differentiate
the ‘us’ from ‘them’ people. It is rather an instrumental tool for the ‘us’ people to reassure
themselves as a stable, psychologically complete and normal individuals. The ‘us’ people
declare to possess the sense of self-control as well as an ability to distinguish reality from
fantasy. Therefore, the ‘us’ people are better, normal and safe. The world is, then, safe as a
clear line between normalcy and deviance is drawn. On the other hand, the ‘them’ people or
the fan is everything in the opposition. They are stigmatized an as ill, weak and socially
dangerous individual to society.
4.1.2 Victims of Modernity
Not only that fan’s behavioral pattern is a byproduct of social characterization and
stigmatization, but Jenson also views popular fandom as a psychological symptom of social
dysfunction, a consequence of today’s modernity which develops as the world is gradually
materially advancing
9
. Clearly, the pre-modern and the present day society are distinctively
on contrast, technological leap and unprecedented advancements have fundamentally
transformed people’s everyday lives to the extent of losing conscientiousness and spirituality.
Modernity had inevitably brought materialistic advances, at the same time, degrading social,
cultural and moral essence of community. The most worrying concern that critique of
modernity poses is the decline of communal bounds due to influence of mass media. As
communities are believed to serve as a supportive and protective source where identity as
9
Ibid., p. 24

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well as traditional bonds such as religion, race and ethnicity is originated. The emergence of
modernity thus threatens those existing relationships. Once those bounds are weakened,
individuals then become vulnerable, easily persuaded and have no sold orientation to life.
Stable identity of self and proper connections is later absent allowing irrational forces to enter
easily. Along with the power of mass media and rigorous public relation campaign, the
already vulnerable individuals quickly form attachments with public figure in reward for his
or her unpleasant existence in society. Fans, according to the critique, display a perfect
example of a fragile individual who is a victim of mass persuasion.
Critique of modernity further examines fandom in relation to social psychological
conditions. Within this context, fandom can be understood as a result of a ‘fragmented and
incomplete modern society which yields a fragmented and incomplete modern self’. The
study centers, in particular, on the behaviors of excessive fandom which is defined as a form
of psychological compensation. Fandom, according to social psychological study, in fact, is
an act of persevering for what the modern life cannot provide. Numbers of literatures and
studies had explained such a media-audience relationship formed between fan and celebrity as
a form of ‘para-social interaction’ in which authentic relationship in life is substituted by the
relationship formed with celebrity. This type of relationship holds a surrogate conditions
which is formed in particular to imitate normal relationships. According to Conceptualization
and measurement of celebrity worship, para-social relationship is possible since audiences are
increasingly coming to know the ‘persona’ of celebrity which is promoted through public
relations strategies
10
. Audiences then continue to interpret their idols appearance,
conversation, gestures and conducts, gradually founding the basis of impersonal para-social
relationship between fan and celebrity. To elaborate this claim, Horton, David and Wohl, (1956)
further noted:
“given the prolonged intimacy of para-social relation …it is not surprising that many members
of the audience become dissatisfied and attempt to establish actual contact … One would suppose that
contact with, and recognition by, the persona transfer some of his prestige and influence to his fans
11
(p.188).”
The statement above implies that fans in real life are unable to meet their
psychological needs by forming normal social relations in the everyday life. Fans, therefore,
10
McCutcheon, L.E., Lange, R. & Houran, J. (2002). Conceptualization and measurement of celebrity worship.
British Journal of Psychology, 93 (1): 67-87.
11
Horton, David and R. Richard Wohl. 1956. Mass Communication and Prosocial Interaction:
Observation on Intimacy at a Distance. Psychiatry 19(3): 188-211

19
turn to form relationships with celebrity in hope to gain such needs. Nevertheless it is noted
that, para-social relationship is a part of normal identity development of adolescent. On the
contary, McCutcheon, Lange and Houran (2002) emphasizes that once the relationship
“becomes a substitute for autonomous social participation, when it proceeds in absolute
defiance of objective reality, that it can be regarded as pathological (p.200)” It is explained,
these forms of extreme fandom are generally developed by those socially rejected, invalid and
deprived individuals, who, in return, engage in para-social interaction in order to compensate
for the absence of real relationships in life.

20
Psychology Perspective
As briefly mentioned in Conceptualization and measurement of celebrity worship,,
fandom is a consequence of attempts to compensate for a lack of meaningful relationships in
real life. In hope to elaborate this understanding, the journal further studied and analyzed
motivations of a fan, specifically, those passionate ones who are here termed as celebrity
‘worshippers’. The journal suggests two motivational forces which promote celebrity
worshippers, which are absorption and addiction.
First, it is stated that the provided explanation of worshippers’ motivation stemmed
largely from a hypnosis in which the process of absorption plays a center role. Tellegen and
Atkinson (1974) explained absorption as “a total attention, involving a full commitment of
available perceptual, motoric, imaginative and ideational resources to a unified representation
of the attentional object (p. 274)” Absorption can be achieved not by having determined
concentration on the celebrity, but rather by paying effortless attention to the object. Meaning,
absorption is easily achieved merely as a result of voluntary focused concentration on the
object. The authors of Conceptualization and measurement of celebrity worship argues, it is
this absorption that nurtures the continuation of celebrity worshipping, at the same time,
increases the sense of realistic ground and of authentic relationships between the fan and
celebrity
12
. This perceived reality then leads fans to assume that he or she does develop a
relationship or special connections with celebrity, thus, encouraging them to learn more and
more about their person of desire. In many cases, in hope to learn more about their idols,
worshippers proceed beyond stage of mere absorption by making friends or connections with
other fans, seeing these friends as another source of information about celebrity. As existed in
great numbers, fan’s run websites, blogs or web boards containing nearly everything about a
particular celebrity became an acceptable ‘informal institution’ where fans can exchange or
acquire information regarding their beloved idols. It is a place to nurture the absorption. The
article, moreover, suggests, in case of the extreme worshippers whose capacity for absorption
is high enough, they will continue to seek to get involved with celebrity as intimately as
possible by acting on the delusion belief that they and the celebrity have a special
relationship. Consequently, worshippers shall seek information and experiences which help
maintain their illusionary developed reality. The article notes, in this manner, obsession stems
initially from empathy among extreme worshippers.
In addition to the process of absorption, the article again suggests, extreme obsession
with celebrity is also a way to “soothe the empty self”, the process which is similarly
12
McCutcheon, L.E., Lange, R. & Houran, J. (2002). Conceptualization and measurement of celebrity worship.
British Journal of Psychology, 93 (1): 67-87.

21
understood as a form of addiction. This is so because the obsessive and compulsive aspect as
displayed in extreme worshippers signals an advanced stage of addiction. Subsequently,
worshippers might develop tolerance towards behavior and therefore desensitized for
normally satisfied absorption. Subsequently, worshippers progress a more deviant behavior in
hope to feel amply connected to the celebrity and stalking can provide supports to this
explanation.

22
5. Motivations of Idolization
In Journal of Adolescent Research, Engle and Knox have studied prospective
underlying motives that drive adolescent, in particular, female adolescents to idolize
celebrity
13
. The authors proposed three different themes in describing the motivations of
idolization including, Experience in Romantic Relationships, Attachment Style and
Materialism. Such concepts are introduced when analyzes the fan’s motivations.
5.1 Experience in Romantic Relationship
Early stage of adolescent is a period of time when many females seek to form
romantic relationships with the opposite sex, attempting to experience imaginary feelings as
persuaded by the social norms of having partners. It is these norms that subsequently lead
girls to form romantic relationships; nonetheless, some girls might choose to form
relationships with celebrity instead. By choosing to idolize celebrity, positive aspects rise as a
consequence. On a positive side, girls become accustomed to romantic feelings and fancy of
romance as they already developed relationships with idols. As a result, girls develop mental
models and scripts to guide them how to behave once enter an authentic relationship in real
life. Engle and Knox view idolization in general as a harmless activity and under personal
control in the aspect that possible disappointments, rejections and deflated self-esteem which
might present in real relationships are almost absent in this type of mass-audience
relationship.
5.2 Attachment Style
Further, the authors suggest that apart from primary caregivers such as parents who
individuals generally form attachments to other figures such as celebrity are as well the
targets. The journal notes, those who develop secured and preoccupied attachment styles are
more likely to idolize as they develop a more accepting and available view towards male.
Subsequently, these female adolescents are able to form relationships with celebrity.
13
Engle, Y., & Kasser, T. (2005). Why do adolescent girls idolize male celebrity? Journal of
Adolescent Research, 20, 263-283.

23
5.3 Materialism
As introduced in an introduction that purchasing merchandises and spending money
for idols are major elements in defining one as a fan. Thus, it implies materialistic aspect in a
fan’s life which might promote idolization. Engle and Knox explains possible reasons of such
a tendency. First, the purchased products and possession of the idol-related goods ranging
from the official CDs to customized key chains largely determine idolization of celebrity. As
it is this perception of owning objects that defines a fan, hence, materialism cannot be
disregarded. Second, the journal argues, the highly materialistic individuals treat other people
as an object, in many cases; materialistic fans are overly willing to buy their celebrity’s
products while ignoring other aspects of the celerity. Through purchasing and owning CDs
and other goods, fans feel as if they own a bit of the star. In this way, the concept of
materialism is reflected through a fan’s consuming behavior, at the same time, seeing the
celebrity as an object to be owned.

24
Conclusion
This paper has attempted to identify elements in making one as a fanclub member, in
particular, that of TVXQ! whose supporters are labeled as Cassiopeia. Throughout the paper,
possible risks and drawbacks resulted from participating in fandom are also drawn in order to
explore possible psychological understandings of such behavioral patterns and motivations.
From the compiled data, it is possible to conclude that major components in defining
one as a fan are the purchasing power and passion towards the idols. As perceived, a fan
identity is largely determined by the materialistic spending and the overwhelming sentiments
of love, issues of inappropriate and in certain cases, illegal behavior such as stalking and
crime then arise as a byproduct of an extreme and uncontrolled passion. However, with
regards to social psychology, such behaviors are an outcome of social characterization as well
as of stigmatization of a fan as an abnormal ‘other’ who is labeled as deviant, thus, deemed
dangerous to society. Once stigmatized, a fan behaves accordingly, engaging in socially
inappropriate and irrational behaviors. As for psychology study, fans’ behavior reflects an
interaction of media-audience relationship or the para-social relationship which is engaged in
order to compensate for what is psychologically absent. Fan, in fact, is an individual who
substitute a genuine relationship in real life with a fantasized connection formed with the
idols on the ground of a delusional belief. Subsequently, activities such as running fan’s
websites, wearing same clothes with the idol and, indeed, stalking are engaged in order to
maintain the belief of having that special connection with the idols. In terms of motivations,
psychology study identify three major drives to idolization including experience in romantic
relationships, in which female teenagers choose to idolize celebrity with aims to develop
mental model of how to behave in a genuine relationship. The concept of attachment style
suggests, individuals also form attachments with public figures such as celebrity in order to
gain a sense of security. As for materialism, it is explained that fan is motivated by the
materialistic aspect of fandom in purchasing items and possessing objects, thus, engaging in
the fan culture.

25
References
Engle, Y., & Kasser, T. (2005). Why do adolescent girls idolize male celebrity? Journal of
Adolescent Research, 20, 263-283.
Horton, David and R. Richard Wohl. 1956. Mass Communication and Prosocial Interaction:
Observation on Intimacy at a Distance. Psychiatry 19(3): 188-211
Jenson, N. (1992). Fandom as Pathology: The Consequences of Characterization. In Lewis,
L.A. (Eds.). The Adoring Audience: fan culture and popular media. (pp. 9-27) London:
Routledge.
Maltby, J., Day, L., McCutcheon, E.L., Houran, J., & Ashe D.D. (2006). Extreme celebrity
worship, fantasy proneness and dissociation: Developing the measurement and
understanding of celebrity worship within a clinical personality context. Personality &
Individual Differences, 40 (2): 273-283.
McCutcheon, L.E., Lange, R. & Houran, J. (2002). Conceptualization and measurement of
celebrity worship. British Journal of Psychology, 93 (1): 67-87.
Strauss, A. (1994). Language and Identity. In Kollock, P., & O’ Brien, J. (Eds.), The
Production of Reality Essays and Readings in Social Psychology. (pp. 73-76).
California: Pine Forge Press.
Theberge, Paul (2005). Everyday Fandom: Fanclubs, Blogging and the Quotidian Rhythms
of the Internet. Canadian Journal of Communication, 30 (4). Retrieved June 15, 2010
from http://www.cjc-online.ca/index.php/journal/article/viewArticle/1673/1810
Wilson, D. (2008, March). The Psychology of Performance: Fame and Celebrity. Lecture
presented at Gresham College, United Kingdom.

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