The role and impact of online derivative works in social movements: a level model emerging from the case study of HKGoldenMusic

Abstract

This study investigates the role and impact of online derivative works on social movement, which scant research has been done. We conducted a case study with netnography in the community of HKGoldenMusic, with a focus on their derivative works, a form of social movement participation. Based on our findings from this high-traffic online subcommunity of HKGolden, a flagship online community in Hong Kong, we developed a three-level model (frugal content crowdsourcing, the formation of organized derivative works, and engagement of celebrities) to explain the evolution of the creation of online derivative works on a social movement. The role and impact of these online derivative works are also discussed.