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Collaborative Cultural Intermediation and Communitainment Value in the Creator Economy: The Expanding Case of Webtoons

A robust web of semi-veiled unpaid cultural intermediation in the South Korean-born Webtooniverse is marking a rapidly shifting ecology of an emergent digital mediasphere. Networks of participatory fans swarming around serialized webtoons are facilitating indirect translation in this webcomic domain in previously understudied ways. Shedding light on this protoindustrial communicative phenomenon, this study investigates some of the nuanced collaboration involved in the Korean fantasy–action superhero webtoon Sidekicks (2014 -) and how its global fans are leveraging convergent technological affordances to generate a new source of communitainment value. An analysis of the indirect translation activities on the Webtoons platform, which is fueling a transnational IP frenzy of its own, demonstrates how this exploited labor is central to a content production and consumption process that challenges current understandings of
the creator economy and its participatory culture dynamics.

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Collaborative Cultural Intermediation and Communitainment Value

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Name: Dingkun
Wang
Job Title: Assistant Professor
DingkunWang
Author Bionote:
Dingkun Wang is an assistant professor in translation at The University of Hong Kong. He is specifically interested in the reception and transformation of global entertainment media in Chinese and broader East Asian contexts. He published on subjects related to Chinese subtitling, fan translations and vidding cultures, and Asian digital economies in peer-reviewed journals Translation Studies, JosTrans, Target, Emerging Media, International Journal of Communication and International Journal of Cultural Studies. He also contributed to interdisciplinary research anthologies such as The Routledge Handbook of Translation and Media, The Palgrave Handbook of Chinese Language Studies, and The Palgrave Handbook of Audiovisual Translation and Media Accessibility.
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Name: Brian
Yecies
Job Title: Professor
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Author Bionote:
Professor Brian Yecies (School of The Arts, English and Media, Faculty of Arts, Social Sciences and Humanities, University of Wollongong) has over 30 years of experience investigating Asia’s creative industries. He is an expert on the global diffusion of South Korea’s webtoon transmedia entertainment industries. Through his numerous successful research grants from the Academy of Korean Studies, Korea Foundation, Asia Research Fund, and Australian Research Council (ARC), etc., he has developed extensive links with cultural industry enterprises, creative practitioners, policymakers, and scholars around the world. He is the book author of South Korea’s Webtooniverse and the Digital Comic Revolution (2021), The Changing Face of Korean Cinema, 1960-2015 (2016), and Korea’s Occupied Cinemas, 1893-1948 (2011) – with Ae-Gyung Shim, and the co-editor of Willing collaborators: Foreign partners in Chinese media (2018). The significant impact and influence of his research is represented by nearly 100 academic publications, which are cited by a range of public stakeholders and scholars in the field. Currently, Professor Yecies is leading the large interdisciplinary 2023-26 ARC Linkage Project – in partnership with Australian Copyright Council, Copyright Agency, National Association for the Visual Arts, and Australian Network for Art & Technology: “Empowering Australia’s Visual Arts via Creative Blockchain Opportunities”, which interrogates how digital artwork can be authenticated, tokenized, remixed, and traded in cybersecure ways.
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