Virtual Gift Economies in Global Boys’ Love Drama Fandom: Transnational Reciprocity and Digital Intimacy

Abstract (English)

This study investigates transnational fandom networks centered on Thai Boys’ Love (BL) dramas, emphasizing how fans cultivate relationships through the exchange of information and gifts across linguistic and national boundaries within digital spaces. Employing ethnographic fieldwork and interviews, the research focuses on interactions between Thai fans who translate actors' social media posts into English and international fans who engage with these translations.
The global surge in popularity of Thai BL dramas during the COVID-19 pandemic, a period marked by increased reliance on digital entertainment, facilitated the emergence of expansive online fan communities. These communities, often comprising individuals who remain anonymous beyond shared fandom interests, engage in continuous communication that transcends geographical and cultural divides.
Findings reveal that translated content operates as a form of "virtual gift," prompting non-Thai-speaking fans to reciprocate by creating and distributing fan-made merchandise featuring the actors. This cycle of giving and reciprocation sometimes extends beyond the virtual realm, leading to offline interactions such as attending fan meetings, sharing meals, or visiting filming locations together—activities that signify deepening emotional bonds. Despite the anonymity, participants perceive these exchanges as meaningful steps toward friendship.
Conversely, the unilateral consumption of translations without reciprocation is viewed as a breach of community norms, occasionally resulting in social exclusion. This underscores how practices of gift-giving and reciprocation reinforce trust and cohesion, even within anonymous digital environments.
By examining these dynamics, the study contributes to understanding how digital fandoms, despite lacking shared personal backgrounds, foster strong social bonds and ethical expectations around reciprocity. It highlights the role of virtual gift economies in sustaining community, negotiating belonging, and facilitating transitions from virtual interactions to real-world relationships.