Clickbait, clout, and collapse: The life cycle of the antifan economy

Abstract

Unlike the fan economy that monetizes affection and support for idols, notoriety can also generate substantial value within contemporary media industries. The concept of the antifan economy can be vital to describe media strategies that employ rage-baiting to cultivate antifan-like audiences. Meanwhile, meme marketing, hate-watching, and cancel culture function as key mechanisms within this antifan economic model.