#keep running

Social media in now society has transformed the relationship between audiences, celebrities and entertainment programs. Chinese variety shows are the perfect example of how fandoms and digital communities develop through online attraction.

I will focus on digital communities and participatory culture, which can be clearly seen through the popularity of Keep Running. The program has raised a large fan base across Asia due to its humour,celebrity interactions and strong presence on social media platforms such as Weibo, Douyin and Bilibili.

One crucial concept is participatory culture.According to Click and Scott (2025) , digital fandoms are increasingly participatory because social media allows audiences to actively engage within online communities.In the case of Keep Running , viewers creates memes, short edits, reaction videos and discussion online in every episode.Fans also share funny moments between the cast members and share trending hashtags to increase the show's visibility. This action demonstrates how audiences can contribute to entertainment culture instead of only consuming media content. 

Another key idea is the concept of digital publics. Digital public’s refer to online spaces where people gather to discuss shared experiences and issues. Although Keep Running is an entertainment program, discussions online often go beyond the show itself. Fans debate celebrity behavior, teamwork, friendships, and even cultural values shown during the program.Some audiences also compare the Chinese version with the original Korean program Running Man, creating conversations about cultural adaptation and localization in Asian entertainment industries.

Furthermore,  social media changes celebrity-fan relationships. In modern fandom culture, audiences can feel emotionally close to celebrities through online interaction.Cast members from Keep Running frequently interact with fans through posts, comments and behind-the-scenes content, creating parasocial relationships where fans feel personally connected to them. While this can strengthen fan loyalty, it may also lead to toxic fandom behavior such as fan wars, online harassment, and excessive idolisation.

In my opinion, Keep Running reflects how entertainment programs rely heavily on digital communities to remain famous. Social media allows fans from different countries to connect, share humor, and participate in collective discussions. However, the pressure to constantly support celebrities online can sometimes create a harmful competition within fandom culture. Overall, the success of Keep Running demonstrated how digital media has reshaped fandom into a highly interactive and participatory experience.

References

Click, M. A., & Scott, S. (2025). The Routledge Companion to Media Fandom. Routledge. https://doi.org/10.4324/9781003373025

Gruzd, A., Wellman, B., & Takhteyev, Y. (2011). Imagining Twitter as an Imagined Community. American Behavioral Scientist, 55(10), 1294–1318. https://doi.org/10.1177/0002764211409378Pearson, R. (2010). Fandom in the Digital Era. Popular Communication, 8(1), 84–95. https://doi.org/10.1080/15405700903502346