Author Information
Anzilna Mubaroka, Chulalongkorn University, ThailandAbstract
Thailand’s Boys’ Love (BL) industry, as part of queer pop culture, has become a worldwide phenomenon, attracting audiences both domestically and internationally. The industry extends beyond media production; one of its major selling points is real-life fan events where audiences can interact with actors in real time. These private events include lucky fan meetings and top-spender activities. International audience is not only a passive audience, but also takes part in these events. This research uses critical ethnography, and aca-fan approaches through participant observation and in-depth interviews with international fans that win private events. The study aims to critique the industry capitalism and consumerism within fan culture. The findings reveal how the industry promotes consumerism by constructing the identity of the “ideal fan,” thus pressuring fans to maintain their identity and social positioning through consumption. The industry created a capitalist environment that encourages fans to purchase products and chances to gain intimacy with actors in those private events. As the industry is heavily profit-oriented, fans are often valued according to the amount of money they spend, with the promise of intimacy with actors as the main attraction. Furthermore, the industry also creates potential problems for fans. Some events use gambling-like mechanisms to determine winners, which encourages excessive gambling behaviour among fans. In addition, the intimacy and emotional satisfaction provided during these events bring such happiness, leading fans to seek repeated experiences. As a result, some fans may resort to excessive spending in pursuit of further intimacy with the actors.
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