Paper Title
FROM IDEAL TO CYBER VICTIM: UNVEILING THE RELATIONSHIP BETWEEN THE KOREAN CELEBRITY IMAGE, FAN EXPECTATIONS AND CYBER BULLYING INCIDENTS

Abstract
In the dynamic realm of the Korean entertainment industry, where glitz and glamour seamlessly intertwine with the personal lives of celebrities, a profound dichotomy unfolds. This research delves into the nuances of this narrative, focusing on how Korean celebrities strive for societal ideals of perfection while navigating the relentless scrutiny of an ever-watchful public eye.This study emerges in response to the evolving landscape where the pursuit of idealized images intersects with the dark side of cyberbullying, an escalating phenomenon with tangible consequences on the mental well-being of these public figures.The primary aim of this study is to explore the interconnected relationships between media portrayal of Korean celebrities, fan expectations, and cyberbullying incidents. Through a qualitative content analysis approach, the research examines how societal pressures and media depictions shape fan expectations, often leading to cyberbullying when these expectations are unmet. By analyzing 145 cases of cyberbullying involving Korean celebrities reported between 2016 and 2024, the study seeks to unravel the impact of perfectionism on these celebrities and its correlation with cyberbullying incidents. The study revealed that cyberbullying is often triggered by the dissonance between the idealized images of K-pop idols and their real-life behavior. Fans who feel disappointed or betrayed by perceived discrepancies are more likely to engage in online harassment. Common triggers include deviations from expected physical appearances, rumors or scandals, and perceived lapses in performance quality. These incidents are exacerbated by the intense fan culture that demands perfection and unwavering adherence to an idealized persona.The results indicate that such cyberbullying has severe consequences for the mental health and overall well-being of K-pop idols. Many experience significant stress, anxiety, and depression as a result of continuous online abuse. The discussion emphasizes the need for better support systems for these celebrities and advocates for educational initiatives aimed at fans to foster a more understanding and respectful fan-celebrity relationship. Comprehensively, the findings aim to shed light on the complexities of societal pressures, the impact of cyberbullying on the mental well-being of Korean celebrities, and the efficacy of preventive measures byproviding nuanced insights into the correlation between perfectionism, cyberbullying incidents, and the entertainment industry's strategies needed to combat these issues, contributing to a deeper understanding of the challenges faced within Korean celebrity culture.