“I only wish that I had had that growing up”: Understanding Webtoon’s Appeals and Characteristics as an Emerging Reading Platform

Abstract

AbstractThis study investigates the readers of Korean webcomics, Webtoon, to understand their motivations for reading Webtoon, appeals of reading Webtoon, and any informal learning experiences Webtoon readers encounter. This study adopts reader behavior theories and media studies as the two main theoretical foundations; within these frameworks, the authors aim to understand a hybrid reading media platform, Webtoon, which has characteristics of both multimedia and conventional reading content. To understand Webtoon readers and their reading experiences, the focus group method was used. Findings show that Webtoon reading motivations include relaxation, emotional affirmation, creating an identity as a reader, aesthetic appreciation, and habitual reading. Webtoon’s unique format characteristics, ease of access, inclusivity, immersive experience with sound and music, and interactive communications among the authors and readers, are appreciated by readers. Lastly, Webtoon’s cultural differences sometimes lead readers to additional research on their parts, learning more about Korean history, food, or other popular culture. The authors further discuss the findings through the lenses of reader behavior & Readers’ Advisory theories, media studies, and information encountering theories.