Social Media Usage Behaviour of Thai Youths Who Are K-Pop Fans and the Political Participation in Democracy

Abstract

               The political movement in 2020 saw the political participation of Thai youths who are K-Pop fans and the influence of social media which was used as a tool for political expression. Participating in political activities represents a deviation from the usual behaviour of fandoms who typically engage in activities that support reputation and success of their artists. The study found that social media significantly impacts an interest in politics and political participation behaviour. Thai youths usually have an access to the internet and are proficient in using social media. K-Pop fans, in particular, often use social media to communicate, share information and feeling with each other about the artists they admire. Therefore, this existing engagement on social media platforms makes it relatively easy for them to develop an interest in political issues during the time of political movement. In addition, social media is used as a means of political expression both individually and collectively in the form of fan groups. Political expression of Thai youths who are K-Pop fans may not lead to long-term structural changes in politics and society, but it reflects civic political participation, which contributes to the strengthening of democracy.