Mass Media Strategies and Its Promotion of Japanese Idol Culture in China - A Case Study of SNH48 and AKB48

Aug 27, 2026

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With the rapid expansion of internet technology and accelerating cultural commercialization, fan economies and idol promotion strategies have become a key research focus. This independent study examines how mass media strategies promote Chinese idol groups, using SNH48 as the core case, and compares them with Japanese idol promotion practices, using AKB48. The analysis combines case study, textual analysis, and participatory observation across paid, owned, and social media.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages85

Reading Time3 h 34 min

AccessFree to download

Abstract

Acknowledgement

List of Figures

Chapter 1 Introduction

Rationale and Problem Statement

Objectives of the Study

Scope of the Study

Research Questions

Significance of the Study

Definition of Terms

Chapter 2 Literature Review

Related Literature and Previous Studies

Mass Media Strategy in Idol Management

Related Theories

Conceptual Framework

Chapter 3 Methodology

Research Design

Population and Sample Selection

Research Instrument and Data Analysis

Validity of the Study

Reliability of the Study

Chapter 4 Findings

Findings on Research Question 1

Findings on Research Question 2

Conclusions

Chapter 5 Discussion

Summary of Findings

Discussions

MASS MEDIA STRATEGIES AND ITS PROMOTION OF JAPANESE IDOL CULTURE IN CHINA: A CASE STUDY OF SNH48 AND AKB48 Wenhao Fan This Independent Study Manuscript Presented to The Graduate School of Bangkok University in Partial Fulfillment of the Requirements for the Degree Master of Arts in Communication Arts Academic Year 2022 Copyright of Bangkok University This manuscript has been approved by the Graduate School Bangkok University Title: Mass Media Strategies and Its Promotion of Japanese Idol Culture in China: A Case Study ofSNH48 and AKB48 Author: Wenhao Fan Independent Study Committee: Advisor Assoc. Prof. Dr. Ratanasuda Punnahitanond Field Specialist Dr.Vimviriya Limkangvanmongkol Fan, W. Master of Communication Arts (April, 2023), Graduate School, Bangkok University. Mass Media Strategies and Its Promotion of Japanese Idol Culture in China: A Case Study ofSNH48 and AKB48 (77 pp.) Advisor: Assoc. Prof. Ratanasuda Punnahitanond, Ph.D. ABSTRACT With the rapid expansion of Internet technology and the pace of commercialization of culture, different kinds offan economies have become a hot topic of concern in recent years. This study aims to study the use of mass media strategies to promote Chinese idols (SNH48), and to compare the use of mass media strategies promoting SNH48 and Japanese idols (AKB48) . The main research samples include three different types of mass media (paid vs. owned vs. social media) used by AKB48 and SNH48 . With the three combined qualitative research methods--case study, textual analysis, and participatory observation, the formation and development of its fan economy through mass media strategies were examined. It was found that this special model is a two-stage commercial model, which uses the long tail effect of the Internet and benefits from communication channels. The biggest innovation of this mode lies in its online-based social media and its offline communication strategy. Keywords: Communication, AKB48, SNH48, Fan Economy, Special Mode, We Media, Media Strategies ACKNOWLEDGEMENT In this experience of studying abroad, I have gained deep friendships with my classmates, ardent teaching from my teachers, and support from my alma mater. On the occasion of completing my independent study (IS), I would like to extend my most sincere thanks to all those who have helped me during this period. First of all, I would like to thank my academic advisor for her careful guidance from the beginning of the writing of the IS, from the topic selection to the construction of the structure to the theoretical and practical discussion content, until the final completion of the manuscript. During the whole process, she treated me with the utmost patience, helped me improve and revise constantly, and finally made my IS successfully completed. The rigorous academic attitude and meticulous research spirit of my advisor are all the learning attitudes that I should inherit and carry forward, and I will continue to maintain this refined style in my future life. Finally, I would like to thank my family for their tolerance, care and encouragement during this period, as well as all the classmates and friends who accompanied me along the way. Because of their support and care, I can study with ease and successfully completed my studies. TABLE OF CONTENTS Page ABSTRACT…………………………………………………………………………iii ACKNOWLEDGEMENT……………………………………………………………iv LIST OF FIGURES………………………………………………………………... viii CHAPTER 1 INTRODUCTION…………………………………………………….. 1 1.1. Rationale and Problem Statement………………………………………1 1.1.1 Background on Idols and Idol Culture…………………………….. 1 1.1.2 Media Strategy Overview…………………………………………. 6 1.1.3 Problem Statement…………………………………………………8 1.2 Objectives ofthe Study…………………………………………………. 8 1.3 Scope of the Study…………………………………………………….... 9 1.4 Research Questions………………………………………………………9 1.5 Significance of the Study……………………………………………….10 1.6 Definition of Terms…………………………

FAQs

What is the purpose of this study on idol promotion?

The study investigates how mass media strategies are used to promote Chinese idols (SNH48) and compares these approaches with Japanese idols (AKB48).

Which media types are analyzed for AKB48 and SNH48?

The research focuses on three types of mass media: paid, owned, and social media (including We Media).

What research methods are used to examine the fan economy?

It uses a combined qualitative approach, including case study, textual analysis, and participatory observation to examine how fan economies form and develop through mass media strategies.

Aug 27, 2026

Upload by Riley