Webtoons, Desperately Seeking Viewers: Interactive Creativity in Social Media Platforms and Cultural Appropriation of Global Media Production

Webtoons optimize interactivity and participation of media users in the world of digital media by consolidating a unique digital culture. This article examines the role of users in interactive media by exploring the case of webtoons in the context of a changing global political economy and cultural dominance. Korean platform monopolies have established a new business model for webtoons and developed it as a center of Korean creative power. While webtoons have increasingly expanded and attracted the global market and the global audience, some persistent social issues remain, including the precarious labor structure, monopolistic power in the industry, and ideological dominance in content. Although webtoon viewers are often recognized as cultural intermediaries and powerful agents for their contributions to interactive creativity, their role has fluctuated according to changing political-economic structures and industrial strategies. In the course of expanding to the global market and to new business areas such as intellectual property (IP), webtoons have evolved in new fashions while disclosing the ambivalent nature of participatory media and digital interactivity. This article elucidates the double faces of interactive creativity focusing on viewers’ participation in webtoon production in the context of changing webtoon industry and growing partnership with global media.