The Romance Between NCTzen and NCT

Commodifying Fan Relationships on the Bubble App

Authors

  • Hasna Qhotrunnadaa Salijar Universitas Udayana
  • Ni Made Ras Amanda Gelgel Universitas Udayana
  • Ade Devia Pradipta Universitas Udayana

Keywords:

Commodification, Romance, Bubble App, NCT, NCTZen

Abstract

This study aims to understand how NCT's romance is commodified through the Bubble application. It employs a qualitative approach with a constructivist perspective. Informants were chosen based on their availability and willingness. Data were gathered from two sources: primary and secondary. Primary data were collected through interviews with informants and participant observation on the Bubble app, while secondary data were derived from relevant previous literature. The research data were analyzed in several stages: data reduction, data presentation, conclusion drawing, and verification. The study found that SM Entertainment, the media owner, recognizes the desire of NCTZen to have a closer connection with NCT. Consequently, SM Entertainment engages in three forms of commodification through the Bubble application: romantic content, labor, and audience. This commodification results in significant benefits for SM Entertainment due to the loyalty of NCTZen towards NCT.

Author Biographies

Hasna Qhotrunnadaa Salijar, Universitas Udayana

Ilmu Komunikasi

Fakultas Ilmu Sosial dan Ilmu Politik

Universitas Udayana

Ni Made Ras Amanda Gelgel, Universitas Udayana

Ilmu Komunikasi

Fakultas Ilmu Sosial dan Ilmu Politik

Universitas Udayana

Ade Devia Pradipta, Universitas Udayana

Ilmu Komunikasi

Fakultas Ilmu Sosial dan Ilmu Politik

Universitas Udayana

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Published

2025-06-30

How to Cite

Salijar, H. Q., Gelgel, N. M. R. A., & Pradipta, A. D. . (2025). The Romance Between NCTzen and NCT: Commodifying Fan Relationships on the Bubble App. COMMENTATE: Journal of Communication Management, 6(1), 36–47. Retrieved from https://journal.lspr.ac.id/index.php/commentate/article/view/764