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.

中文翻译：

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网络漫画，拼命寻找观众：社交媒体平台中的互动创造力和全球媒体制作的文化挪用


网络漫画通过整合独特的数字文化来优化媒体用户在数字媒体世界中的互动性和参与度。本文通过探讨在全球政治经济和文化主导地位不断变化的背景下的网络漫画案例，研究了用户在互动媒体中的作用。韩国平台垄断者为网络漫画建立了一种新的商业模式，并将其发展成为韩国创意中心的平台。虽然网络漫画不断扩大并吸引了全球市场和全球观众，但仍然存在一些持续存在的社会问题，包括不稳定的劳动力结构、行业的垄断权力以及内容的意识形态主导地位。尽管网络漫画观众因其对互动创意的贡献而经常被视为文化中介和强大的代理人，但他们的角色会随着不断变化的政治经济结构和产业战略而波动。在扩展到全球市场和知识产权 （IP） 等新业务领域的过程中，网络漫画以新的方式发展，同时揭示了参与式媒体和数字交互性的矛盾本质。本文阐明了互动创意的两面性，重点关注在不断变化的网络漫画行业和与全球媒体日益增长的合作伙伴关系的背景下，观众对网络漫画制作的参与。