INFLUENCES OF JAPANESE IDOL AGENCY’S PRESENTATION OF IDOLS’ IDENTITY ON JAPANESE FANS’ SELF-IDENTITY AND VISUAL SELF-PRESENTATION: A CASE STUDY OF JOHNNY’S

Abstract

This research aims to examine the influence of Japanese idol agency’s presentation of idols’ identities on Japanese fans. The agency to be examined is Johnny’s. Using an online survey with the self-administered questionnaire, 200 middle-class samples of both genders, aged 15 – 30 years old who are fans of Johnny’s idols were recruited as research participants. The study hypothesized that Japanese idol agency’s presentation of idols’ identity has an impact on Japanese fans’ self-identity, and on their visual self-presentation. Mean scores of the examined variables reveal that samples have a high level of social media exposure to the agency’s presentation of idols’ identities. Findings also indicate that samples view their self-identity as sophistication, sincerity, excitement, and competence, and that they visually present themselves as a good-looking, funny, cute, talented, smart, and energetic person. Based on the results of Linear Regression Analysis, both research hypotheses and sub-hypotheses were supported. Managerial implications are provided for idols, idol agencies, and fans.