Reciprocity and Intimacy in the Digital Age: Bonding and Contributions to Social Issues through Japanese Live Music Fandom

The COVID-19 pandemic has fundamentally altered the way people interact, particularly through digital platforms. This study examines how Japanese female fans have built intimate relationships through the exchange of "gifts" within fandoms in both physical and digital spaces, while simultaneously contributing to the resolution of social issues. In this context, "gifts" refer to fan-created works, information, and services shared within the fandom according to established norms. Traditionally, these fans participated in live concerts, fostering strong bonds through mutual support and the exchange of gifts. However, with the suspension of live events during the pandemic, fans increasingly relied on online platforms such as live chats, streaming services, and virtual events to maintain their connections. This shift not only allowed fans to experience live music globally but also promoted activism addressing social issues through online interactions. Fans' digital activism—focused on addressing issues like environmental destruction, bullying, and discrimination based on race or sexual orientation, while fostering a sense of cross-border solidarity—has gained considerable attention. Yet, concerns have also been raised about potential negative outcomes, such as the exploitation of fans or the co-opting of popular music in extreme social movements under the guise of social justice. The bonds within these fandoms are not based on traditional ties like kinship, geography, or education but are instead formed around shared personal interests, such as entertainment and hobbies. The concept of reciprocity, in both physical and digital forms, serves as a crucial metaphor for maintaining intimacy and addressing social challenges while pursuing personal enjoyment. This study provides insights into how personal and social relationships are being restructured through digitalization in the Anthropocene. It offers a vision for sustaining community, intimacy, and social justice without falling into the traps of overproduction or exploitation, presenting a pathway toward a more sustainable and equitable future.