Aespa's Virtual Member Existence in the SMCU Episode 1 "Black Mamba" Short Movie

Abstract

This qualitative study analyses the phenomenon of virtual characters in "Black Mamba" a short film from SM Entertainment's SMCU (SM Culture Universe) series featuring the girl group Aespa on YouTube, in order to examine the dynamics of communication in new media. The analysis uses Charles Sanders Peirce's semiotic framework to explore how signs, objects, and interpretations interact in the film. The findings emphasise SM Entertainment's skilled integration of virtual and physical realms with the SMCU concept. Virtual personas appear to transcend digital boundaries, creating a captivating aura of mystery. Humans form strong emotional connections with these virtual characters, most likely in the real world, giving rise to a feeling of wanting to live together with the virtual characters. In addition, the research highlights the importance of virtual character's interaction in the real-world environment, prompting reflection on technology-mediated human engagement. Incorporating philosophical quotations, particularly those of Jean-Paul Sartre, adds to the philosophical consideration of the narrative. In conclusion, this study offers a profound insight into the role of new media, such as YouTube, in the creation of a distinct narrative experience. It encourages a scholarly discussion of the intersections of semiotics, identity, and technology in today's popular culture.