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EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS
1
Exploring Identities in Online Music Fandoms:
How Identities Formed in Online Fan Communities Affect Real Life Identities
Aimee Ratka
Communications Studies Major, Marketing Minor
Advisor: Dr. Aditi Paul
Dyson College of Arts & Sciences
Presentation Date: May 7, 2018
Graduation Date: May 22, 2018
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 2
Abstract
This thesis set out to explore the identities formed by members of online fandom communities,
and to determine the ways in which those identities affect their real life, offline identities. This
qualitative study encountered elements related to stereotypes of young women who are fans of
mainstream pop music, and provided insight on their experiences through interviews with five
long time boy band online fandom members. This study asked if fans prefer to keep their fandom
identities internal or let them reflect outward, how one’s online identity affects or translates to
their real life identity, and what experiences in the online fandom were the most impactful to the
individual’s real life identity or led to new knowledge. It was revealed that online community
platform is the place where fans gather to enjoy a similar passion, but it is the relationships and
discussions held on the site between fans that truly affect an individual and their identity, rather
than the more superficial elements of being in a fandom. Through fandom discourse, members
found social support and solidarity with one another.
Keywords
: fandom, online community, identity
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 3
Table of Contents
Introduction……………………………………………………………….…………...……….4-6
Literature Review……………………………………………………………….....………….6-18
Forming Identities…………………………….………………………………….…….6-9
Subcultures and Online Fandoms…………………………….…………..………….. 9-14
Presence in Online Communities…………………………….……………………...14-16
Young Women, Pop Music, and Identity……………………………………...……..16-18
Methodology…………………………………………….……………….………...….….….19-21
Findings……………………………………………….……………….………....….……….22-25
Discussion…………………………………….……………….……………....………..…….25-28
Conclusion…………………………….…………………………….……........……………..29-30
Limitations and Future Directions…………………………….……………….…………..….…30
References…………………………….…………………………….……………....………..31-33
Appendix…………………………….…………………………….………………...……….34-45
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 4
Introduction
In today’s day and age of social media, we tend to put ourselves out there on the web and
create desired personas, or perceptions of ourselves, on different social media platforms
depending on the connections, friends, or followers that we have on each platform. When
relating this to online music fandoms, users are usually very expressive, passionate, and backed
up by a mass of other fans with a collective interest in something within the community; space
ruled by fans as an outlet for their own self-expression. Being active in this environment with
others having the same interests is bound to lead to shared behaviors that are found in real life
communities, thus creating a certain identity specific to the group. Fans feel acceptance within
the online communities that allow them to feel safe enough to be themselves, especially when it
might be hard to do so in real life. With advances in the ways that we communicate through
technology becoming more synchronous and personal, it is extremely likely to have an effect on
the way fans participate in fandom activities and connect with others from around the world.
Through this study, I set out to understand how the identity of active online fandom members
corresponds to and affects their real life identity, as well as understanding what they consider the
most impactful part of belonging to a fandom. Conducting interviews and surveying members
directly from or familiar with online music fandom culture gave an immersive look into
determining how fans’ real life identities are a reflection of their online identities; the ones
displayed by them on the online community. Through questions that ask the frequency of online
fandom activity, conversations with other members, and adopted inward and outward behaviors,
this analysis has been completed.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 5
While obviously both men and women can be fans of music on the internet and belong to
fan communities, this study focused on young women in mainstream pop music fandoms,
specifically One Direction, both as a band and as individual solo artists, who use social
networking sites such as Tumblr and Twitter as their platforms for self expression within the
fandom. Young women creating accounts solely for the purpose of supporting an artist and
forming a community around them is their way of making their presence known within the
fandom on the internet; their way of making their voice heard, and their way of connecting with
others based on shared interests.
Young women and teenage girls are of superior interest to this study because they are
unapologetically passionate about the band or artist that they are a fan of, and are hardly ever
afraid to show it. They are generally very dedicated to the fandom and usually post about them
on their social media accounts to constantly support and promote their new albums/singles, as
well as to communicate with other fans about upcoming projects and discuss their thoughts on
many aspect of the artist’s lives (Bury, 2005). While meeting online friends in person at a
concert, for example, is a direct translation from online to real life, this study’s aim was to
analyze the more internal, behavior-specific translations that one brings from the digital
environment to the physical surrounding. It is set out to understand the way that these and other
fandom behaviors are brought into the user’s offline social self, and to fill the lack of existing
literature on the more internal meaning that fandom culture brings to users lives. The
surprisingly large gap in research regarding fan studies, my interest in understanding fandom
culture’s impact on identity, and my curiosity on the extent that fans go to represent the fandom
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 6
in their real life identities has led me to this qualitative study with these research questions as the
main focus:
RQ1: Do fans prefer to keep their fandom identities internal or do they let them reflect outward?
RQ2: How does one’s online identity affect or translate to their real life identity?
RQ3: What was the most important thing fans have learned since being in an online fandom?
To answer these questions, I will review past literature on identity formation, subcultures
and online fandom activity, and stigma surrounding the role of women as fans of popular music
in the following pages.
Literature Review
Forming Identities
Since we are living in the digital age and we rely so heavily on technology to
communicate with people all over the world, social media has a significant impact on how we
express our identities and perceive others’ as well. This is crucial to online fandoms because it is
often how fans meet potential friends; they come across new profiles, see that they share similar
interests, and assume that they would get along based on the way they present themselves.
Kietzmann (2011) presents a model of social media functionality called “the honeycomb of
social media,” in which identity is in the center, and presence, relationships, reputation, groups,
conversations, and sharing all stem off from it. Identity is defined in the honeycomb as “the
extent to which users reveal themselves,” (Kietzmann, 2011, p. 245). Many people in fandoms
use their real names on their profiles, but others may use a different username that does not give
away their full name. This can be for reasons of wanting to keep the profile hidden from people
they know in real life or just preferring a fandom-related username because that is how they want
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 7
to show their dedication. Either way, users use their profiles to show their dedication to the
fandom and to attract other fans to follow or befriend (Kietzmann, 2011). Popular fandom
websites like Tumblr have the option of allowing anonymous messages to users. While this
masks certain identities, messages or posts of any type still count as participation, provide the
sense of presence, and count as a form of discussion among fans on the platform. Identity being
placed in the center of the model suggests that it is the core of all interactions on social media,
whether professionally, or within online fandoms. All of the stems that come off of identity are
crucial to someone’s place in the fandom, and are based off of being active in an online
community. The way that fans participate are representative of their presence in the space, where
they in turn form relationships with others by sharing experiences and thoughts. The reputation is
simply the way that they choose to express themselves within the fandom and the way in which
people recognize them. Subgroups may also form within the group as a whole when fans share
similar ideas and assign themselves with a more complex and idea-specific identity within the
community.
In these fan communities, users curate their own identities and images based on their
experiences as well as the inevitable relationships that form from enjoying their favorite artists
and sharing the passion for music with others just like them. The ongoing argument of
technology and social media making us antisocial can be debunked by understanding the ways
that it allows us to connect with others while simultaneously granting us the ability to decide
when and how we want to access it and how we are represented. Computer mediated
communication (CMC) on social media allows for asynchronous communication and a platform
readily available to edit, enabling users to have a delay in time to construct a more ideal version
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 8
of themselves; an attribute that is not present in face to face communication (Bury, 2005). While
it can be argued that this negatively affects the strength of the connection or the richness of the
conversation, when it comes to a participatory culture that is founded on user participation, as
long as the presence of others interacting is strong, the sense of community can be translated
successfully onto this digital platform (Jenkins, 2009).
When discussing identity based on people music fandoms, it is important to understand
that there is a certain type of active fan whose level of passion for the fandom allows their
identity to be affected by the community. Williams (2001) makes clear the distinction between
ordinary music listeners and these other listeners that make up fandoms. “Subcultural theory and
work on fans tend to oppose fans and subcultures to the ‘ordinary.’...It is not that fans and
members of subcultures are ab
normal or extra
ordinary… [these] fans can be used to describe
particular instances of engagement rather than a type of person [who is an ordinary listener,]”
(Williams, 2001, p. 230). Meaning, to properly study this area of research, one must be able to
distinguish the difference between an average listener of a certain band or artist, and the fans that
have dedicated large portions of their life to supporting a certain artist. Those are the users that
are the focus of this thesis. An average listener hears a new song and continues on with the rest
of their day. A fandom member hears the same song, but goes online to discuss and dissect the
music with others in their community, who understand the importance and the impact this new
piece of work has on their lives. According to Jenkins (2006), “ One becomes a "fan" not by
being a regular viewer of a particular program but by translating that viewing into some kind of
cultural activity, by sharing feelings and thoughts about the program content with friends, by
joining a "community" of other fans who share common interests,” (p. 41).
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 9
Active online music fandom members usually feel the need to express their passions and
connect with others similar to themselves since music has the ability to reach so many different
kinds of people and affect them in their own personal ways. Martin (2006) explains that the
reasons why music cannot simply be defined or given meaning to, rather it is the way people use
the music and position it in their lifestyles that ends up giving its definition. When music is given
a more personal meaning to everyone, it is more likely to have a strong impact on his or her life,
thus impacting the way they identify themselves within and outside of the fandom. The
interactions between members of the fandom can even help one learn more about themselves.
When observing the way that fans interact and share in enjoying a certain style of music, it is
apparent that they tend to band together and develop tendencies and behaviors based off of the
experiences that they share together. Martin claims that there is a direct connection between
social groups and the styles of music that they listen to; whether they are in direct contact with
each other or not, the shared interest in music reflects and manipulates their lifestyles (2006).
Going back to the notion that the internet allows fans all over the world to connect, without
having found a certain online fandom, a fan might not have known that people like them were so
easily accessible to them, and thus feel validated in their real life self now that they know they
are not alone.
Subcultures and Online Fandom
The term subculture, as a sociological concept, is used to explain behaviors of certain
social groups within a larger mainstream group (Leblanc, 2002). They are crucial to this study
because fandoms are subcultures of their own; with specific beliefs, values, and sub-languages,
or “fanspeak,” that are typically learned when entering and assimilating into the fandom culture.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 10
There are mutually accepted rules within the fandom that are followed when posting or
interacting.
According to Haenfler (n.d.), fandoms are a type of participatory culture, defined as
involving “fans acting not only as consumers but also as producers and creators of some form of
creative media,” (Web). Members of fandoms are actively involved in the group in some way.
By creating content to be shared and consumed by other members, they are offering their voice
and their participation in this online world in which they belong.
To expand more on participatory culture, Jenkins et al. (2009) offers a list of
requirements found in participatory cultures, paraphrased in this paragraph. Participatory cultures
are open to everyone in that any kind of artistic expression and community interaction are
encouraged, as long as the intention is positive and it reflects well on the culture. There also must
be strong support for anyone who shares creativity within the culture, whether that is art, writing,
music, and so forth. Sharing each others creations is encouraged and members should be open to
new contributions, because every member’s voice matters. There also must be “some type of
informal mentorship” where long-time members pass on important knowledge about the culture
to new members (Jenkins, p. 7). This makes acclimation to the culture easier and novices can
learn from experienced members. Most importantly, members should feel some kind of social
connection with each other to ensure that everyone’s contributions and ideas matter and are
welcomed. This comfort is what makes members feel confident to participate and share their
ideas with others that are interested in hearing them as well (Jenkins, 2009).
The need to participate, to be actively involved in something bigger than one’s self, is the
basis of wanting to belong to a group of people one believes they relate to. While Greenland
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 11
(1999) discusses Jazz music, the similarities in his explanation about fan communities applies to
the fandoms of today’s mainstream pop music. Greenland claims that certain fans embrace and
encourage camaraderie between each other (1999). They share knowledge and experiences from
concerts and other interactions involving artists with each other and form bonds from something
that they all appreciate and understand. Some fans can begin to generate their own sort of
fandom-only language and quirks (Greenland, 1999). Without participation in a fandom, whether
in online or offline locations, there would be no strong feeling of presence between the members,
and with that, no reassurance that others are out there listening or supporting.
Fandom as a study is often passed off as being irrelevant or it is deligitmitized because of
the stigma of super fans
, especially common in popular music, being too obsessed, or living in a
fantasy world solely focused on their chosen musician. This is especially so when it comes to
teenagers or young women who are deeply involved in being fans of a pop music star. To
address certain stereotypes or dangers people might perceive of and look down upon these super
fans
, Lewis (1992) discusses fandom as pathology. She states that the line between being a
normal fan and an excessive one can be quite thin, and it is broken when one has gotten so deep
that they are unable to tell fantasy from reality (Lewis, 1992). Those two dimensions cannot be
crossed without a “normal” fan becoming out of control. Thus, much of the literature that
demonizes fans and their fannish behaviors stems from the idea that if you are “obsessed” with a
band or are a member of a fandom, you are a danger to yourself and to others because of your
inability to distinguish the fantasy and reality (Lewis, 1992, p. 56). This stigma exists, which
contributes to the reason why fans feel the need for a sense of community and belongingness
with other people who do understand them. That camaraderie validates their passion without
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 12
question. Once a member of a fandom and forms relationships with others, a fan tends to become
desensitized to outsiders who claim they are “excessive” or “dangerous” because of their
passion, gender, and/or selected genre of music, since they know that their interests are validated
within the online fandom (Lewis, 1992, p. 56).
Joining online fandoms begins by fans becoming invested in music and artists that end
up being crucial to their own formation of self-identity (Williams, 2001). Fandoms or
communities being held in an online space compliments the unique new ways that fans discover
new music. Many hear it from the radio, but with the rise in online music streaming platforms
like Spotify and Apple Music, sharing and finding new music has become easier and more
popular than ever (2001). In the age of social media, it was inevitable that music become
incorporated into the very social atmosphere that thrives off of users needing to share what they
are doing and what they are listening to (2001). Fans then share their recommendations with
others online, which can influence more to listen, in turn creating conversations and possible new
fans. The digital era has also only increased the symbiotic relationship between fan and fan
object (Pearson, 2010). While it was possible for this relationship exist prior to this time, there is
no question that the internet and social media has given stronger connectivity and richness to the
communication between both parties (Pearson, 2010).
While the internet and social media can be the vehicle for meeting other fans and forming
communities, fandom can actually be more about the fans’ identities and behaviors themselves
rather than on the bands or musical artists that they are supporting (Greenland, 2016). The music
was the common interest that brought them together, but the fandom was created out of the
actions that are made by interacting with other fans. This is what makes these fandom
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 13
subcultures a form of an online community; the community aspect of banding together to
appreciate something with others just as passionate as you ends up influencing the behaviors and
identities of the individuals who are in the fandom (Greenland, 2016) The music is just the
common interest that caused the members to meet in the first place. The behaviors and
exchanges within is what creates the closeness and oneness, therefore defining themselves based
off of a community with which they belong. Fans from across the world can communicate online
to form online friendships, design fan projects (such as raising money for an organization for a
band members birthday or for distributing posters that are meant to be held up at a certain
moment in the concert), organize fan meetups at concerts and other events, all because of the
digital platform that they call their community.
The micro-blogging website, Tumblr, as a platform for online fandom communities has
scarce literature, but Hillman et. al (2014) offers great insight into the culture of the website
based off of their observations and interviews with Tumblr fandom members:
Our participants reported being more themselves on Tumblr than ‘real life’ (not on
Tumblr), feeling like they were part of something bigger than themselves, sharing a
common sense of motivation and purpose for participating in the community, and sharing
social experiences related to activities not on Tumblr, as well as the participation in
online “social justice.” (p. 1)
The sharing of experiences both related to fandom practice on Tumblr and also activities not on
Tumblr clearly shows that the relationships and bonds formed within the community go far
beyond just enjoying the same band together. Fans discuss important global issues, especially
when there are elements of them found in the music or show with which they are a fan. Fans feel
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 14
“ownership” over their fandom and are always encouraging each other to “critique the social
elements” in the fan object to educate or call for change when necessary (Hillman, 2014, p. 8).
The usage of Tumblr for an online fan community in such unique and personalized ways makes
fans feel like they are a part of something that is bigger and more meaningful than just a typical
fan club.
Presence in Online Communities
Advancements in technology have opened up many doors to making online communities
more personal than ever. Friends that have met online often end up meeting in person,
integrating the community from online to real life. Wiatrowski (2013) argues that “cyber”
communities are in fact true communities by stating that the social network in which the fandom
gathers acts as “a proxy for the physical individual in an online world.” Williams (2001, p. 224)
claims that young people tend to lean toward open armed and welcoming communities that
assure them that their interests are validated and they are not alone. Lewis (1992) expands on this
to say that fandom communities are more inclusive than exclusive because there is no turning
anyone away online; New members are free to join and assimilate into the community among the
rest of the members. Since there are no physical boundaries separating or excluding anyone from
joining, the idea is that anyone can find their place within the fandom. Referring back to Hillman
(2014), it was found that “belonging to a fandom” on websites like Tumblr do not have a
concrete set of rules since there is no actual “group” to join (p. 4). Hillman says of Tumblr
fandom members: “They are part of the fandom when they feel they are. Participation entailed …
posting about a show, regardless of whether others read the posts. There is no one who
designates who’s in and who’s out,” (2014, p. 4).
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 15
Jensen (2017) brings into question the very important aspect of presence within the
online communities. Since the platform is digital, on social media, how can we know that others
are present in the discussion, and how can we make sure that others know that we are there and
ready to participate? “Presence means to be seen and to see; to acknowledge the existence of the
other fans and their contributions to fandom; and to be able to interact and socialize with and into
fan groups,” (Jensen, 2017, p. 146). Jensen explains how the Sherlock
fandom organized online
watch parties, where everyone would watch the same episode at the same time while discussing
the episode in real time on Twitter or on Tumblr. In the case of pop music fandoms, this similar
phenomena occurs when users listen to albums for the first time together online, which will be
expanded on later. In this case, “presence” is easier to gauge since it is at the same time in the
same virtual space.
While presence feels stronger when users interact at the same time, that does not mean it
cannot be felt asynchronously. Jensen sums up this action by claiming:
A user must be able to perceive the actions of other users within a given space across
time differences, including if those actions happened before the user reenters the fandom
space; and people must be able to perceive that a user has seen their actions and has been
aware of their presence, even if this happens after people have left the fandom space.
(Jensen, p. 149)
On Twitter, presence can be monitored with “likes” and retweets; the same goes for
Tumblr with “likes” and reblogs of posts, which notifies the original poster and giving them the
notification and feeling of recognition of another’s presence no matter where they live in the
world or if they are online or not. (Jensen, 2017). Presence must be felt in order to build stronger
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 16
bonds within the community, otherwise one might feel as though they are posting for no one, and
thus, uninvolved. As for deciding which platform to use for which purpose, “Fans have moved
from place to place, leaving technological shortcomings behind, discovering new features,
establishing and de-constructing fandom spaces. Fans use the different sites to express different
aspects of their fannish activities and fandom; they create and maintain a participatory
community revolving around their passion,” (Jensen, 2017, p. 148). Each site comes with
different functions, allowing both direct and indirect interactions. Websites such as Tumblr
feature “queueing” of posts, which allows a user’s profile to be updated with scheduled posts
even when they are not currently online, thus enhancing their presence by being seemingly active
at regular rates.
Social media has made it possible to be able to control and improve the perceptions and
presence of ourselves and other members of an online fan community. Geographic boundaries
are no longer an issue when it comes to meeting new people and communicating to people from
places all across the world (Wiatrowski, n.d.). While it may not ever reach the same level of
presence that face to face interactions hold, it has made unique strides to come close and has still
given users the communal identity that they desire.
Young Women, Pop Music, and Identity
This thesis is focused on young women and teen girls’ behaviors and creations of
identities within pop music fandoms on the internet. It is imperative that gender stereotypes and
inequalities are discussed and assumed to have a strong effect on the reasons behind much of
their behavior and reasonings behind their fandoms and identities. The fandoms to be examined
are all centered on the pop music genre, which is unique in that there are always the music
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 17
“elitists” who outlaw it as an inferior genre for those without their high class taste, thus
dismissing the young women fans’ choices and casting it to the side to begin with (Whiteley,
2000). Also, popular music studies has very limited research in the communication field and is
generally considered a minority in communication and media studies (Avant-Mier, 2014). To
clearly define popular music studies for the sake of this thesis, I turn to Burns, who claims it is,
“the serious, non-condescending study of all forms of music, including highly commercial,
industry driven ‘product’” (2004, p. 205). Avant-Mier (2014) shared insight on his personal
experience as a popular music scholar: “Popular music scholars in communication feel pressure
to investigate forms of media that are more acceptable in the academy—more acceptable because
they have a longer history, have been legitimated through past scholars and established
paradigms,” giving a hint into the reason why there is so little focus on this genre within the
large communications field (p. 9). As an interdisciplinary subject, popular music studies lies on
the border of the broader realm of other communications related focuses, and is often neglected
to be considered a legitimate study within the ever growing field.
Young women fans of pop music are often positioned as “animalistic,” “pathologically
insane,” aggressive, and obsessive (Lewis, 1992, p. 49). Lewis paints a picture of a possible
result of such a lack of research in pop music and fandom:
The fan is characterized as (at least potentially) an obsessed loner, suffering from a
disease of isolation, or a frenzied crowd member, suffering from a disease of contagion.
In either case, the fan is seen as being irrational, out of control, and prey to a number of
external forces. The influence of the media, a narcissistic society, hypnotic rock music,
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 18
and crowd contagion are invoked to explain how fans become victims of their fandom.
(Lewis, 1992, p. 45)
Leblanc (2002) explains that adolescents are attracted to subcultures because it acts as a
nihilistic rebellion against authority and dominant norms. While he is not describing this
subculture specifically, it applies to pop music fandoms because they reject the idea that their
music choices are invalid and remain loyal to their community in which they have decided to be
a part of. Society tends to make these people feel like outcasts, so that urges them to feel like
they need to join something to be a part of with others just like them.
Women being dedicated fans of artists is not a new phenomenon (think Beatlemania) but
the usage of social media to host online fan communities has developed into an interesting
environment to study, and it continues to do so. There are reasons to believe young women form
identities differently than others because they take their fandoms quite seriously, they are proud
of being a fan of the musician or band, and also tend to adopt a name or label for themselves as a
whole specific to the artist, such as “Swifties,” “Beliebers,” or “Directioners.” They continuously
challenge the perception people have of them; that they are vapid, or that they don’t appreciate
“real music.” Their concern is not on what constitutes “real music,” or how that is even defined,
but rather on collective support for something that has importance in their lives in one reason or
another, and to express themselves through this passion (Bury, 2005). Young women are also
typically still figuring out who they are as a person at this time in their lives, so allowing a
fandom to have such a large role in their life would almost certainly have an impact on who they
are and how they identify themselves.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 19
Methodology
Procedure
The data from this study comes from interviews with five long-time members of online
fandoms on social media platforms such as Twitter and Tumblr that is described in full below.
The participants were found through classmates that knew others who are active in online
fandoms. The data was collected in March 2018 from five 19-22 year old female participants
who identify as members of online music fandoms on Twitter, and the micro-blogging website,
Tumblr. These platforms were appropriate to study as the community “gathering area”, as many
fans use these sites primarily as ways to stay connected with other fans and the artist themselves.
They can communicate with each other, post original content related to the artist, share photos of
the artist, discuss new music releases or other aspects of the artist’s life, and stay up to date on
the latest news. Twitter is seen more as an “update” platform, where many accounts focus on
posting updates of the artists, whether it be where they were last spotted, new paparazzi photos,
fan photos, and other insider information. Twitter also tends to have majority of younger fans.
Also, fans see Twitter as a more direct connection with the artist since they have the ability to
reply back to the artist’s Tweets. Twitter often becomes the platform used for fans who are trying
to be “noticed” by said artist, whether in the form of a Retweet, Like, or reply. This makes fans
feel validated and close to the artist.
Tumblr offers a wider variety of content available for users to post and share, along with
more options for creativity when designing one’s blog to be a representation of their interests.
On both of these sites, users tend to have usernames that reflect their fandom, or they have
information in their profile picture or bio that does, thus defining them as a “One Direction fan,”
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 20
in their online persona. Since Tumblr does not have the feature that Twitter does in which replies
to an original post are turned into a thread of messages, replies and reactions to the post being
“reblogged” are done in other ways. First, a reply can be posted by adding one’s own comment
onto the post that will appear on their blog and to their followers. Second, a user may comment
their reaction in the tags of a post, which does not alter the post like the first option does, thus
making this option more specific to that user’s own blog. Last, a user may actually reply to the
post if the original poster (OP) allows. According to Hillman et. al’s study on the Tumblr fandom
experience, it was discovered that fandoms “thrive” on the website despite the limited chat
features (2014, p. 1). Both social media websites are creatively utilized from every angle by fans
participating in their online fandom. Twitter and Tumblr are both popular apps, therefore
mobilizing the fandom, and allowing access from any time in any place that the user feels the
need to check the latest.
Through the qualitative analysis of interviews along with quantitative analysis of short
surveys, this research set out to examine the ways that music fans, in the case of this study, fans
of One Direction as a band and as individual solo artists, translate their online identities within
their fandoms into their real life identities. The variables studied were 1) Expression of Identity
Online, 2) Expression of Online Identity in Real Life, and 3) Personal Connection to Fandom.
These variables assisted in answering this study’s research questions because they address the
relationship that fans have between themselves and the community, the ways they create their
online identities, and the ways their online identities are expressed in real life.
Participants agreed to take part in an interview where they first state their age and gender
(with the options of male, female, trans, non-binary, or other). The first part of the interview
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 21
involved a set of questions that assessed participants’ expression of the fandom online in the
community on Twitter or Tumblr. They were asked the frequency in which they log on to
Twitter or Tumblr go participate in fandom activity, how often they make original posts, how
often they Retweet or Reblog other’s posts, how often they communicate with others in the
fandom online, how often they post photos from concerts, and if they have separate accounts for
personal and fandom use. Even though this was an interview and the participants were
encouraged to elaborate on their answers, they were also recorded on a Likert Scale ranging from
Never, Not Often, Sometimes, Often, and Every Day.
The next part of the interview consisted of questions that were meant to measure the
ways fans’ identities are translated into their real life identities, and to what extent they express
their fandom identity in real life. Some questions that were asked include: Your friends and
family in real life know you are a fan, You frequently purchase band merchandise (official or fan
made), You frequently wear the above merchandise in public, You notice a difference in
language or humor since being in the fandom, You have met a friend from the online fandom in
real life, and You attend as many concerts that you can. These were also recorded on a Likert
Scale ranging from Strongly Disagree, Disagree, Neutral, Agree, and Strongly Agree, to the best
of my ability, just for extra quantitative purposes.
The last part of the interview was more of an open conversation focusing on what being
part of a fandom means to each participant, what made them seek it out in the first place, how
much of a personal connection they feel to the artist, and what has made them stay active for so
long. The open discussion format was meant to allow participants to dig deeper in themselves
and produce meaningful answers that would benefit the study.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 22
Findings
RQ1: Do fans prefer to keep their fandom identities internal or do they let them reflect outward?
Based on the responses from the participants that were interviewed, located in the
appendices of this thesis, fans do prefer to express their identities outward. Fans seek out the
fandom space in order to express their passion for the band or musician online with people with
similar interests. All five participants log onto Tumblr or Twitter to engage in fandom activity
every day (Appendix 1). While a few participants preferred to keep their fandom account
separate and private from their personal account, they still utilize the platform as a way of
expressing and communicating with others, which then affects their behaviors and ideas as well.
100% of the participants have separate social media accounts for personal and fandom use and
100% of them also stated that their friends and family know that they are a fan in real life
(Appendix 2). Participants also spoke about not being ashamed or nervous to express their
identity as a fan to the outside world, exemplified here by one nineteen year old fan: “They make
me happy and if people have a problem with who you like, then that’s their problem.”
RQ2: How does one’s online identity affect or translate to their real life identity?
When looking at the responses from the participants, 100% of them confirmed that they
noticed a difference in the way that they think or speak after being in the fandom (Appendix 2).
To expand on this further, all participants also stated that they frequently communicate with
others online in the fandom, with many of them being from different countries, races, or
backgrounds. Participants commented that they have tended to pick up on certain ways of
speaking or other quirks that other fans online understand completely. Three out of the five
participants have even met friends they have made online in person. All five of the participants
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 23
said that they go to as many concerts or events as they can, where they then meet up with other
fans. Participants also noted that they will most likely post photos or other comments about these
events on their social media accounts, both personal and fandom.
A common theme that was found from several participants was that they did not know
many people in real life who also liked One Direction, therefore the friends made online were
very important to them. One participant shared that there was a time that she wanted to go to a
concert, but she would have had to go alone. This made her nervous since she was quite shy, but
she made friends after following some other Harry Styles fans on Twitter, ended up meeting
them at a concert, and ended up being so proud that she was brave enough to go with the help of
her online friends . Another participant said:
I met my best friend through One Direction. I was in high school when I first started
liking them, but none of my friends in real life liked them, so I never had anyone to talk to
about them…I started following some other One Direction fan accounts on Tumblr and
that’s how I came across the girl who would become my best friend. We lived in different
states but we met up at one of their concerts and have done that ever since. (Female, Age
22)
There were also instances of fans who previously felt misunderstood or outcasted, becoming
more self-assured in themselves after seeing someone they look up to hold them in a positive
light. For example, one participant said:
Seeing Harry [Styles] holding up a gay rights flag on stage in front of his huge audience
of fans made me feel so happy and empowered. Someone I look up to so much supports
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 24
people like me and that in itself makes me feel so much more confident in myself and
proud to be who I am. (Female, Age 22)
She noted that her sexuality never caused her any kind of severe harassment, but she also did not
have anyone like her to relate to, often resulting in her feelings of isolation. Other participants
also claimed that they have previously felt like an outcast for one reason or another before they
became a part of the online community where they realized that there were people who
understood them out there, even if they did live across the world.
There were of course, the more physical translations of identity into a fan’s real life. All
of the participants noted that they purchase merchandise, both fan made and official, to wear in
support and solidarity with their fandom. One participant noted that as they have gotten older,
they like to wear merchandise or clothing that has a more “subtle nod” to the fandom, possibly
even only recognizable to another member of a fandom. What used to be wearing your favorite
artist’s face on your shirt the day after a concert has turned into incorporating certain quirks or
signature looks that they have into a fan’s every day style. Another participant even claimed to
be following an account on Tumblr that is dedicated to finding the exact articles of clothing that
a band member wears, as well as cheaper alternatives. She said that if she loves it enough and it
is affordable, she will buy it and wear it all the time. The same fan noticed and described concert
style as:
What used to be a crop top, high waisted shorts, and a flannel tied around your waist at
One Direction’s last tour turned into chic, expensive-looking, quirky, 70’s inspired looks
at Harry [Styles]’s first solo tour concert. (Female, Age 21)
RQ3: What was the most important thing fans have learned since being in an online fandom?
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 25
Many results of this research question overlapped with question two. Participants
discussed issues regarding representation and appropriation within fandom texts, both fan made
and produced by the fan object. Fans have not been afraid to critique or “call out” their favorite
artist if they have done something offensive or in poor taste, with the hopes of educating them
and other fans who might have been oblivious. One participant explained her eye-opening
experience by saying:
Before belonging to a fandom on Tumblr, I will admit that I was so oblivious to so many
social issues, not because I didn’t care, but because I didn’t live in a very diverse town; I
was surrounded by people just like me, white and privileged. Just seeing other people’s
posts and conversations about cultures helped me to learn so much about what I was
never taught. (Female, Age 19)
She also explained that one of her favorite parts of the community aspect is that there is a sense
of belongingness that makes her feel a part of something “unique,” specifically referring to
having “inside jokes” within the fandom. Other participants, as discussed in RQ2, stated that the
biggest impact the fandom has made on them have been increased confidence, happiness, and
acceptance of others and themselves.
Discussion
By asking fans how their online fandom identities affects their real life identities, what
from the community has become most impactful to their identities and how they are expressed,
this study has found significant evidence suggesting that fans hold their active fandom
experiences close to them, thus playing a large part in their identities. The findings of my
research have revealed some far deeper than expected connections from fandom identity to real
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 26
life identity. Fans gather on the online platform to share a common interest, but it is the
interactions between fans that influence one’s identity; Whether it be newfound confidence,
education in social issues, or just simply expression of a favorite passion, all these factors play a
role in identity formation of fans. When discussing the results, we must first remember the
significance and difference between the online identity and the real life identity. The online
identity is often much more carefully curated than the one presented to the real world, since there
is more opportunity to edit one’s self online rather than in person. The behaviors and interactions
that happen within a fandom are bound to have some kind of impact on a frequent user’s
personality and real life identity, especially over a period of time. Fans tend to be very passionate
and protective of their favorite band or artist, and often want to “own it,” in regards to
unashamedly and publicly supporting them in real life. Online, it is easy to show because the
online community is full of fans who share the same interests and are eager to discuss music,
news, and all things related to the band or artist. It can be a solace to an outsider, but the support
from the online fandom can translate into a newfound confidence in the user’s real life as well.
The participants’ responses revealed that fans do choose to express their fan identity
outward. Most of them have separate social media accounts for personal and fandom, but their
friends and family know they are fans, which shows that even though there is a separation
between the two accounts, it is not for reasons of hiding something or switching between
separate identities. The fandom activities affect who they are online and offline. The findings for
the variable in question of how fans’ online identities affect their real life identities covered a
wide range of responses. Being invested in an online fandom can start off simply as a hobby or
for entertainment, but it can end up turning into something much more impactful in the long run.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 27
Some answers were about the fandom itself impacting one’s identity, but many more were about
the relationships and discourse within the fandom having a more internal effect on the way one
sees themself and the world around them. The discourse that happens instills new understandings
and more well rounded thoughts on matters that one might not have previously been aware of.
In the responses that referred to the physical representations of fandom in real life, many
participants spoke of the meanings of wearing fandom merchandise. Fans still purchase and wear
merchandise, but as time has gone on, it becomes more likely for fans to wear clothes that are
more inspired by the band or artist, as opposed to clothes that blatantly feature a name or photo
of them. The participant who described the change in fans’ concert fashion explained that even
the fans’ taste grows and shifts with the artist, it seems collectively, as they both grow up and
explore new territory. The outfit described at the One Direction concert is seen as more youthful
or even juvenile compared to the outfits at Styles’ concert, a symbol of growth and maturity,
along with him, post-boyband life.
The findings that helped answer RQ3 emerged from the conversational interview
questions and revealed reasons why being a member of the online fandom was so important to
the participants. This research question garnered the most interesting responses. Participants
claimed that being a part of their fandom affected them for the better, in terms of being more
confident or comfortable with themselves whether it be about sexuality, race, gender, or other
personal identity. In the case of fandom life, the online platform is simply the place where
members gather as one to support an artist or band, but the conversations and connections made
inside are what have the most significant impact on users’ lives and identities outside of the
online community.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 28
Participants frequently brought up the impact the online fandom has made on them in
terms of learning about other cultures and other social issues. This reflects on the individual fan’s
character; that they are not a robot programmed to worship everything that the artist does. This
reflects the commentary that takes place within fans online. This type of behavior ultimately
translates into the way the fan acts and thinks in real life. The social media platform for fan
communities, which is open to people all over the world, offers this open minded outlook and
can give insight from people who experience oppression to open the eyes of those who are not
quite as educated. Individuals’ own research on issues is encouraged and necessary before
believing everything you see on the Internet, but the online community offers many new
personal perspectives.
Experiences made in this online community, both involving fans and the fan object, can
clearly have a significant effect on someone’s confidence and happiness. Participants have
shared experiences of making friends who understand them and give them confidence, with some
not knowing what they would be like had they not joined the fandom. For example, a twenty-two
year old participant felt understood for the first time because she met other LGBTQ fans through
the community and saw her favorite artist show solidarity with her by holding up a pride flag. Of
course she knew that she does not need a celebrity to tell her she is valid in order to know her
worth, but the idea of having such a personal aspect of her identity represented not only in other
fandom members, but also by the fan object, affirmed her sexual identity as accepted and thus
reinforced her confidence to express herself to the world.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 29
Conclusion
Online fandoms are indicated to be a community that is constantly evolving with the
times, along with technological advancements that continue to make the experience even more
personal for every user. The fans that were studied for this thesis were not casual fans for a
reason; they were the passionate and participatory fans that actively took their online community
platform and utilized it as space for discussion and solidarity that goes beyond just talking about
updates in their favorite artist’s life. This study has shown that interactions within the online
space and the behaviors between fans have a significant impact on users’ identities online and in
real life, and it surpasses the superficial level of simply sharing a love for a musician. Through
the interview process, this study uncovered many meaningful testimonies from long time online
fandom users’ personal experiences. These fans used online fandom communities to express
their passions with people just like them, and in turn they interact with users all around the
world. This social media platform has shown its usefulness in educating members through
fandom and social discourse that leads to open minded ways of thinking and behaving. The
fandom object, in this case, members of pop music band One Direction, is the commonality in
interest that brought the fans together, and the passion that keeps them excited to be present and
active in the community. It is then the experiences shared and learned from each other within the
community that create the most impactful effects on real life identity within members.
This thesis has concluded that fandom member’s identities on the online community
platform affect their real life identity in several ways. It is important to keep in mind that the
sample, young women is crucial to the findings of the study because of the stigma present
against them that denounces their choices in music, especially when it comes to mainstream pop
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 30
music. Through the interview process, this study found that this rarely affects the way these fans
choose to express themselves about their passions, and certainly does not convince them that
what they choose to invest their time in is invalid. Also, young women are at the age where they
are still learning about who they are, so being so involved in a fandom that takes up much of
their lives is likely to have an impact on how they identify themselves. With a massive
community behind them and the sense of understanding for the individuals that make it up, fans
are not bothered by the outside world’s opinions when they know that they are a part of
something more than meets the eye. The unique and worldwide online fan community’s impact
is present in their daily lives, closer than the physical distances between them, and is a crucial
part of what makes them who they are.
Limitations and Future Directions
There were many limitations in this study, especially due to the small sample size. The
number of participants was limited due to the small scale of the study, and the results could
benefit from a larger number of participants. Another limitation was my method of finding
participants. I had to go through local friends to find people that I could meet with directly
because of the difficulty of finding fandom members to survey.
There are many future directions that this study could go. This study was about young
women in pop music fandoms, but another way to go would be to study the same gender in
different music genres, or to research how men behave differently in online music fandoms. This
study did not require a certain race, but four out of five of the participants were white. Future
studies could focus on how fans of color’s experiences differ from white fans.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 31
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EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 34
Appendix 1
Responses to Questions Regarding Expression of Fandom Online
Likert Scale: Never (0), Not Often (1), Sometimes (2), Often (3), Every Day (4)
Fan 1
Fan 2
Fan 3
Fan 4
Fan 5
Separate accounts
(personal & fandom)
yes
yes
yes
yes
yes
Twitter & Tumblr
fandom usage
4
4
4
4
4
Post photos from
concerts/events/meetups
3
4
4
3
4
Make original
posts/content
2
3
2
2
3
Reblog/Retweet others’
posts
4
4
4
4
4
Communicate with
other fans online
3
4
3
2
3
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 35
Appendix 2
Responses to Questions Regarding Expression of Online Fandom In Real Life
Likert Scale: Strongly Disagree (0), Disagree (1), Neutral (2), Agree (3), Strongly Agree (4)
Fan 1
Fan 2
Fan 3
Fan 4
Fan 5
Friends/Family in
real life know
4
4
4
4
4
Frequently
purchase merch
4
3
2
3
3
Frequently wear
merch in public
2
2
2
3
2
Difference in
language/humor
4
4
3
4
3
Has met online
friend in real life
yes
yes
no
yes
no
Attends as many
concerts as possible
yes
yes
yes
yes
yes
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 36
Appendix 3
Participant 1 Interview (Age 21)
I: Now I’d like to ask a few more conversational questions to get a better insight into your
experience in an online fandom. What made you seek out an online fandom in the first place?
P: I already had a Tumblr account that I used to post about my favorite shows and celebrities
when I started getting into One Direction, so I just slowly started following more One Direction
blogs and soon my blog became all about them and it felt like my life had become all about them
[laughs].
I: Was it easy to find other fans online?
P: Oh, totally. Tumblr was, and is, saturated with One Direction member fan blogs.
I: Was it easy to make friends with them?
P: Yeah, most people were pretty open to being friends. Over time I kind of figured out who the
people were that I actually wanted to keep in touch with, though. There are always some people
who rub you the wrong way, but you just unfollow them!
I: How important is the community aspect to you compared to just being a casual fan of
something?
P: I like having the community of people because when something big happens, you can go to a
whole group of people who are equally as excited about it as you. It makes it more fun to have
people to share it with.
I: Did you know anyone in real life who was as big of a fan or as dedicated as you?
P: Not really. A few of my friends liked One Direction’s songs, but they weren’t as invested in
the band members’ lives as I was [laughs].
I: How would you say you benefited from the online platform?
P: I guess this goes back to what I said before about having a whole group of people readily
available to freak out about things with you. I never felt alone and I loved the energy.
I: What about ways that you show your love for them in real life? You said you buy merch, but
are there any other physical ways that show off your identity as a fan?
P: I don’t know if this counts but, whenever I can find something that they have worn, and I can
afford it, I buy it and wear it all the time. [Laughs]. I think a lot of us like to try to dress in a way
that reflects the way, like, Harry dresses.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 37
I: So you think there is a certain “uniform” that you can identify other fans by?
P: I mean every fan is different, but there’s definitely a look people wear, at least to concerts,
where you know you’ll be around other fans. What used to be a crop top, high waisted shorts,
and a flannel tied around your waist at One Direction’s last tour turned into chic,
expensive-looking, quirky, 70’s inspired looks at Harry’s first solo tour concert.
I: You “strongly agree” that you noticed a change in your language or humor since being in the
fandom. Can you expand on that?
P: It’s kind of hard to explain [laughs]. I feel like there’s a certain way of speaking that we have
online and soon it spreads and everyone starts talking that way just because it rubs off on you. I
think it’s funny if I catch myself say some fandom lingo in real life because it sounds so weird
saying it out loud instead of typing it.
I: How important is it to distinguish yourself as a fan in real life to you?
P: I don’t think it is the most important thing. Like, One Direction, well, more Harry now, is
such a huge part of my life and I’m proud to be a fan, but it’s not like I need to tattoo it on my
forehead. [Laughs] I do have a One Direction lyric tattooed on my arm though.
I: No way, what is it?
P: “Girl Almighty” [points to her forearm]
I: I love it! Last one: what has changed the most about you since you have been in an online
fandom?
P: Aside from just growing up in general, I think I’ve become a more free spirited person. I’m
not ashamed of being a fan of anything. Life is too short to pretend that you’re too cool to like
something. Being a part of this community has just made me a happier person, I think!
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 38
Appendix 4
Participant 2 Interview (Age 22)
I: Now I’m going to ask a few more conversational questions to get a better insight into your
experience in a fandom. What made you seek out an online fandom in the first place?
P: None of my real life friends liked One Direction when I discovered them, so I wanted to find
people who did.
I: Was it easy to make friends with fans online? You said you’ve met an online friend in real life.
How was that?
P: It was easy to find people, but I was more selective with who I wanted to be friends with. I
actually met my best friend through One Direction. I was in high school when I first started
liking them, but none of my friends in real life liked them, so I never had anyone to talk to about
them. I started following some other One Direction fan accounts on Tumblr and that’s how I
came across the girl who would become my best friend. We lived in different states but we met
up at one of their concerts and have done that ever since.
I: How important is the community aspect to you compared to just being a casual fan of
something? And why?
P: The community aspect is so, so important to me. I’m bisexual, and I was out before I joined
the online fandom. I was never bullied that hard or anything, but still, I had never met anyone
like me before until I joined Tumblr and Twitter and found so many fans who were gay or bi. All
of a sudden I felt like a part of something more than just a group of people who like the same
singer.
I: How would you say you benefited from the online platform, or how would you say you used it
to benefit the most?
P: I benefited from it because it allowed me to reach LGBTQ fans from all around the world
when I had never met anyone gay before. Some of us even started a group chat a year or so ago
and we still talk in it, like, every day.
I: What about ways that you show your love for them in real life? You said you buy merch, but
are there any other physical ways that show off your identity as a fan?
P: I like wearing merch, especially fan made things that you find on Etsy or something. For a
while I had “Directioner” in the bio of every one of my social media accounts, but I took it off
now [laughs]. I have a fan Twitter and a personal Twitter, but I still talk about Harry [Styles] and
Niall [Horan] on my personal occasionally, so people in real life definitely know I love them.
I: Do you think there is a certain style or “look” that you can identify other fans by?
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 39
P: Umm, maybe sometimes. I actually see so many “Treat People With Kindness” t-shirts on my
college campus, which is a more obvious choice of clothing to show you’re a Harry fan. I know
people who like to get their style inspiration from their favorite artists, but I’m not sure if I think
there is a 1D-specific style.
I: You “strongly agree” that you noticed a change in your language or humor since being in the
fandom. Can you expand on that?
P: I think I use way more internet slang in real life now. It’s a little embarrassing [laughs]. I
might use some fandom related terms but I think it’s mostly internet lingo in general, since that’s
where most of us spend most of our time talking to each other, especially if we live in different
places, which many of my friends do.
I: Last one, what has changed the most about you since you have been in an online fandom?
P: I think I’m so much more confident than before. Meeting people like me and going to concerts
has been the best time of my life. Also, things like seeing Harry [Styles] holding up a gay rights
flag on stage in front of his huge audience of fans made me feel so happy and empowered.
Someone I look up to so much supports people like me and that in itself makes me feel so much
more confident in myself and proud to be who I am.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 40
Appendix 5
Participant 3 Interview (Age 19)
I: Now I’d like to ask a few more conversational questions to get a better insight into your
experience in an online fandom. What made you seek out an online fandom in the first place?
P: I actually found fans on Twitter by accident when I saw a funny One Direction-related Tweet
on my timeline, so I started following fans on there. Then I saw people sharing their Tumblr
URLs, so I decided to make a Tumblr blog to be a part of the fandom there, which personally, I
think is way more fun than Twitter.
I: Was it easy to make friends with fans you found online?
P: It wasn’t hard, but you had to make the effort to reach out to people who might be more
popular or who have more followers than you in order to make friends. I’m a little shy in real
life, and I’m apparently also a little shy online as well [laughs]. Some people have large circles
of friends online, but I have a few really good ones.
I: How important is the community aspect to you compared to just being a casual fan of
something?
P: I think the community aspect is so cool. I mean not every single person gets along, like, we
don’t sit around singing kumbaya with every single person who has a Tumblr account [laughs],
but it’s fun to comment and share posts with each other and make jokes about stuff. It’s like
there are fandom inside jokes that people outside wouldn’t understand; especially the jokes that
only people who have been in the fandom for a long time would get.
I: Did you know anyone in real life who was as big of a fan or as dedicated as you?
P: I have a few friends in real life who have become bigger fans of Harry [Styles] because of me
[laughs]. It started off with just me, though.
I: How would you say you benefited from the online platform, or how would you say you used it
to benefit you the most?
P: Before belonging to a fandom on Tumblr, I will admit that I was so oblivious to so many
social issues, not because I didn’t care, but because I didn’t live in a very diverse town; I was
surrounded by people just like me, white and privileged. Just seeing other people’s posts and
conversations about different cultures helped me to learn so much about what I was never taught.
I: Oh that’s interesting. Can you explain what you mean by that more?
P: Yeah, I mean I guess this could happen to anyone on Tumblr, not just someone in a music
fandom. But because there are fans on there from all over the world, and we are all behind a
computer screen, we’re all seen as equal together online, right? I found that when a social issue
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 41
was relevant in the news, there was so much talk about it online, too, and I got to read comments
from so many people of different races and cultures. I guess it was how I become more “woke”
when I thought about things from different perspectives.
I: You “agreed” that you noticed a change in your language or humor since being in the fandom.
Can you expand on that?
P: For me this sort of goes back to the fandom inside jokes, or just Internet humor in general. I
think Millennials and Generation Z people have this certain sense of humor because we grew up
with the Internet and we enjoy irony. When you’re online interacting in the fandom every day,
you’re going to pick up on each other’s humor.
I: How important is it to distinguish yourself as a fan in real life to you?
P: Are you pretty much asking if I’m embarrassed to be a huge fan of a boy band in public?
[Laughs]. No I’m not. They make me happy and if people have a problem with who you like,
then that’s their problem.
I: Last one, what has changed the most about you since you have been in an online fandom?
P: Just that I’ve become more socially aware and that I care a lot about equality and social
justice. It’s weird to thank a fandom for that, but if I had never joined, I’m not sure when or if I
would have ever stopped to think about important things like that. Also, I have some pretty
awesome friends who like to go to as many concerts as I do!
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 42
Appendix 6
Participant 4 Interview (Age 21)
I: Now I’d like to ask a few more conversational questions to get a better insight into your
experience in an online fandom. What made you seek out an online fandom in the first place?
P: Well I’d actually already been part of a fandom for a TV show on Tumblr, so I was pretty
familiar with how things worked. People I already followed started Reblogging posts about One
Direction, so naturally I got sucked in, too.
I: Was it easy to make friends with other fans online?
P: I found it pretty easy. I’m so much better at talking to people online than in real life, so it was
nice to get to know people there first before they met me in person and thought I was just a really
awkward person [laughs].
I: How important is the community aspect to you compared to just being a casual fan of
something?
P: I can’t imagine being just a casual fan of something [laughs]. When I like something, I really
like that thing. It’s way more fun to have people to enjoy it with.
I: Did you know anyone in real life who was as big of a fan or as dedicated as you?
P: Nope. My real life friends didn’t mind 1D, but they also didn’t care to be fans either.
I: How would you say you benefited from the online platform, or how would you say you used it
to benefit you the most?
P: Definitely because of the friends I made. Three or four years ago, One Direction was finally
playing a concert near me and I wanted to go, but I would have had to go alone. Not going to lie,
I’m pretty shy and going to a big event like that made me pretty nervous. My online friends
knew about my situation, so we ended up planning to finally meet at that concert! I felt like I
overcame something really big by traveling to the show alone, and got to meet my friends in real
life for the first time.
I: What about ways that you show your love for them in real life? You said you buy merch, but
are there any other physical ways that show off your identity as a fan?
P: I like wearing clothes that are like a subtle nod to the fandom, especially since I’ve gotten
older and I don’t really want to wear shirts with their faces on the front [laughs]. I like things that
might be recognizable only to another fan who gets the reference.
I: You “strongly agree” that you noticed a change in your language or humor since being in the
fandom. Can you expand on that?
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 43
P: First off, I think I’m kind of better at talking to people since meeting my online friends in
person and getting to know their friends as well. For humor, I think we all have developed a
similar sense of humor that’s kind of weirder than I’d had before. It’s like impossible to explain,
but I think we turn to humor to relate to each other.
I: Last one, what has changed the most about you since you have been in an online fandom?
P: Hmm. I’d like to think I have a better perspective of other people and I have more respect for
them as well. I think I’m a little more confident in myself, too, both physically and mentally. I
hate saying it because it might come off as cheesy, but I think the fandom and the people I’ve
met through it have made me a better person.
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 44
Appendix 7
Participant 5 Interview (Age 21)
I: Now I’d like to ask a few more conversational questions to get a better insight into your
experience in an online fandom. What made you seek out an online fandom in the first place?
P: I already had a Tumblr account that I used occasionally, but when I first heard about One
Direction, I looked up stuff about them on Tumblr and the rest is history.
I: Was it easy to make friends with other fans online?
P: Sure! I mean I’ve never met anyone from online in real life, but it’s easy to bond with
someone online when you like the same stuff.
I: How important is the community aspect to you compared to just being a casual fan of
something?
P: I don’t know why the first thing I thought of here was how everyone reacted when Zayn left
One Direction [Laughs]. A casual fan might be sad or confused, but everyone online - it was a
whole other ordeal. Of course we were all devastated, but having the community of fans as a
support system was helpful. It might still be a sore spot for some fans, but over time, it seemed
like we all learned to have a sense of humor about it because we went through it together. Oh,
this sounds so dramatic [laughs].
I: How would you say you benefited from the online platform, or how would you say you used it
to benefit you the most?
P: My favorite thing about the Tumblr fandom is that I follow people from all over the world,
but we all get excited about the same things. It makes it feel like there is no boundary between
us. I can talk to another fan on there and act like I’ve known them for years.
I: What about ways that you show your love for them in real life? You said you buy merch, but
are there any other physical ways that show off your identity as a fan?
P: I’m not sure if this counts because it was a few years ago, but during One Direction’s tour for
their second album, I was a coordinator of a fan project with a few other girls on Twitter. We
tried to reach as many people on social media as possible to let them know we were going to
hold up a paper heart during a certain point in a song during our concert. Also, a few years ago I
made T-shirts with fan-favorite lyrics on them and sold them on Etsy. Mostly because my friends
and I weren’t the biggest fans of the official merch, but you didn’t hear that from me [laughs].
I: You “agreed” that you noticed a change in your language or humor since being in the fandom.
Can you expand on that?
P: It’s actually that I’m more aware of other people’s language. I mean, fans can have a specific
discourse over topics that range from what a celebrity wore that day to discussing something
EXPLORING IDENTITIES IN ONLINE MUSIC FANDOMS 45
potentially problematic that the celebrity did. I’ve noticed a shift to being more aware of
representation and calling out appropriation or mistakes when necessary.
I: What do you think this says about the fandom?
P: I think it is good that there can be open discussion and that most fans are able to take their
favorite person down from their pedestal and give them some constructive criticism when it’s
necessary. This could also be because we are growing up and learning more about the world
around us, but, I don’t know, I like that we can still talk about important things even when it
involves a celebrity we like in a not so great light.
I: Last one, what has changed the most about you since you have been in an online fandom?
P: I’m not sure if this is the answer you’re looking for, but it made me so much more aware of
how the media paints a picture of what they want you to see, and how they try to portray stars a
certain way. I got so involved in the lives of pop stars, so of course I read plenty of articles - legit
and gossip. I’m studying journalism and media studies right now, so I think underlying messages
and the way things are twisted is so interesting. I feel like I already have a bit of knowledge after
seeing these things for all these years now.
