The Role of the (Un)Knowing Audience in Transmedia Storytelling:Why Seventeen’s “Son Ogong” Should Not Be Called “Super” but “Monkey King” in English

This chapter investigates the challenges and pleasures of transmedia storytelling in Korean popular music (hereafter K-pop), with particular emphasis on the role of the “(un)knowing audience” (Hutcheon and O’Flynn 2013, 120). The authors—fans of both the K-pop group Seventeen and the Monkey King from The Journey to the West 西遊記 (hereafter The Journey)—were intrigued by Seventeen’s choice to translate the Korean title of their song “Son Ogong” (a clear reference to the Monkey King) into the relatively random English title “Super.” In an effort to unpack this decision, the authors undertake an analysis of the song in relation to the cultural literacy of K-pop audiences. Drawing on the work of literary theorists Linda Hutcheon and Siobhan O’Flynn, we consider how membership in what they term the “knowing audience”—those capable of recognizing and interpreting references—can produce a sense of satisfaction. For instance, the inclusion of Korean palaces in Korean hip-hop music videos (Saeji 2020a, 257–9) serves as a visual cue that may elicit a pleasurable sense of déjà vu in viewers familiar with such cultural imagery. CedarBough Saeji argues that the successful decoding of references in a K-pop song can foster a reassuring sense of connection within the fan community (2021, 50). Similarly, Barbara Wall likens the joy of deciphering literary references to the elation of passing an exam (2024b). However, references are not unilaterally pleasurable; they can also provoke frustration or alienation. Members of the unknowing audience—those unable to identify or understand a reference—may experience exclusion. Much like a crossword puzzle, a single elusive clue might enhance the puzzle’s challenge, but repeated failure often leads to disengagement. This also rings true for literature, film, and music: while one obscure reference may be tolerated, the accumulation of incomprehensible allusions can deter further engagement....