K-pop與粉絲行動主義──「屠牛小分隊」的修法倡議

K-pop and Fan Activism—the Legislative Advocacy of ''Scalper Slayers Unit''

本研究探討K-pop產業如何策動台灣粉絲群體持續涉入文本，並間接催化政策倡議行動。文中以偶像女團MAMAMOO粉絲組成的「屠牛小分隊」為例，分析其如何應對演唱會黃牛票亂象，並在半年內成功推動《文化創意產業發展法》修訂。研究發現，K-pop善於運用內容產製策略，建構積極的參與文化，不僅帶動產業擴張、增強娛樂體驗，也培養出穩定且專業的粉絲勞動（fan labor）。參與文化的深化，加上疫後體驗經濟復甦，讓演唱會入場的公平性成為重要議題。迷群結合應援經驗、個人專業與網路動員能力，將批判意識轉為粉絲行動主義（fan activism）的實作，進而影響公共政策。此外，MAMAMOO作品中的女性賦權訊息與粉絲價值觀高度契合，有助於在姊妹情誼之中形塑對抗型公眾（counterpublic），使粉絲身份成為表達訴求與認同的安全途徑。透過深度訪談、田野觀察與社群文本分析，本研究聚焦於公共參與及粉絲身份的交織，揭示韓流文化產業策略引發的跨海蝴蝶效應。迷群透過熟練的消費實作模式超越純粹消費者角色，拒絕照單全收，積極生產論述、對外溝通並發動倡議，展現帶動制度變革的潛力。

This article explores how the K-pop industry mobilizes Taiwanese fandom to maintain engagement with media content, indirectly catalyzing public policy advocacy. Using the case of ''Scalper Slayers Unit,'' a fan group of the girl group MAMAMOO, this research analyzes how they addressed the issue of ticket scalping at concerts and successfully pushed for an amendment to the Development of the Cultural and Creative Industries Act within six months. The findings reveal that K-pop strategically employs content production practices to foster an active participatory culture that not only drives industrial expansion and enhances entertainment experiences but also cultivates stable and professionalized fan labor. The deepening of participatory culture has become increasingly evident. Meanwhile, the post-pandemic revival of the experience economy has contributed to making concert ticket fairness a salient issue. By integrating fan support experience, individual expertise, and online mobilization skills, fans have transformed critical awareness into concrete practices of fan activism, thereby influencing public policy. Moreover, the messages of female empowerment in MAMAMOO's works align with fan values, facilitating the formation of sisterhood bonds and shaping a counterpublic in which fandom identity becomes a safe space for expressing demands and affirming shared values. Drawing on in-depth interviews, field observations, and social media content analysis, this study focuses on the intersection of public participation and fan identity. It reveals how Korean Wave industry strategies generate a transnational butterfly effect, as fan communities transcend the role of mere consumers, reject passive reception, and engage in discourse production, public communication, and policy advocacy—demonstrating their potential to drive institutional change.