Hermetic Groupies
Consumer tribe: Hermetic Groupies
Keywords: Pop culture; popular music; concerts; photos of friends; artists; selfies; Justin Bieber; One Direction; BTS; Black Pink.

Description of their identity

Hermetic Groupies are a tribe of young people and teenagers, primarily women from 10 to 25 years old, who greatly fondly for fashionable pop music to confirm their identity. As such, they present themselves as assiduous fans to the extent that they self-name themselves with nicknames to identify themselves.

During 2012-2017 the "boom" of these fandoms stood out for following artists such as Justin Bieber, One Direction, and Mario Bautista (among others), so they called themselves Beliebers, Directioners, Bautisters, even today some of them remain active. Currently, South Korean groups such as BTS, Blackpink, and Stray Kids, among others, are part of the interests of this fandom. Armys (BTS fans) and Blinks (Blackpink fans) represent part of this tribe. A matter that shows an individual passion and the conformation of groups with excellent cohesion results in an increased collective desire.

The symbolic element that produces the union among the members is the image of the artists that they revere as a banner of inclusion/exclusion. Being part of a fandom not only produces that people share at all times the concerts, personal moments, and photographs of the artist they adore but also constructs the notion of an enemy: the fandom of another artist. For example, a Belieber must love Justin Bieber and simultaneously hate One Direction. The degree of love and hate he expresses gives him a particular social hierarchy.

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