Watch, Sleep, Eat, and Repeat: An Analysis of the Influence of the Collectivist Value and Celebrity Worship on Media Use – A Vietnamese Case Study

Author

• Grace VuFollow

Date of Award

5-2026

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communications

Committee Chair/Advisor

Erin Ash

Committee Member

CARLINA DIRUSSO

Committee Member

CJ CALABRESE

Abstract

This study explores why Vietnamese working adults use K-pop content and how it becomes part of their daily lives. The researcher conducted in-depth interviews with 10 Vietnamese K-pop fans aged 23 to 31. Participants were asked about their social media consumption, their emotional connections to idols and the fandom, and their daily stressors. The findings show that all participants reported regularly consuming K-pop content, although not all shared the same level of attachment. Their emotional reliance varies depending on life-stage, content availability, parasocial attachment, and their involvement with the fandom. Idol media can function as entertainment, emotional support, or simply a casual interest depending on the individual's needs and circumstances. 

Recommended Citation

Vu, Grace, "Watch, Sleep, Eat, and Repeat: An Analysis of the Influence of the Collectivist Value and Celebrity Worship on Media Use – A Vietnamese Case Study" (2026). All Theses. 4789.
https://open.clemson.edu/all_theses/4789