Webtoon Romance Reading and New Ways to Look at Genre Reading

Abstract

Romance, historically a popular fiction genre, has been recently introduced to its contemporary platform, Webtoon. As a born-digital, online visual narrative that enables accessible and convenient romance reading for younger generations, webtoon romance has been appreciated by many romance readers worldwide. Using semistructured interviews with sixteen romance genre readers who enjoyed both webtoon romance and traditional romance novels, the current study explores the appeals of webtoon romance that differentiate its reading experience from traditional romance reading. The findings highlight the immersive reading engagement enabled by multimedia devices, the accessibility of the platform, and the inclusion of diversity in romance narratives as significant appeal factors for webtoon romance. In addition, the article discusses the future of Readers' Advisory services that embrace more diversified formats and narratives of genres outside of libraries' physical collections.

Introduction

With its enduring appeal and widespread popularity, romance literature has undergone significant transformations, particularly with changing societal norms and technological advancements (Childers 2021; Tello 2022). As Rodgers states, "When life gets tough, readers read romance" (2023). Romance has historically been a very popular fiction genre and is loved even more so during difficult times, such as the 2008 recession (Rodgers 2023) and the COVID-19 pandemic (Anderson 2020). One notable development in this evolution is the emergence of digital platforms such as Webtoon, which have transformed how romantic narratives are consumed and experienced globally (Cho et al. 2022; Jin 2023).

The romance fiction genre has evolved over centuries, continuously maintaining popularity and influence in literature and society (Regis 2013). Through its innovative approach to digital reading, Webtoon has positioned itself as a groundbreaking platform, integrating the elements of comic books, graphic novels, and digital media to create a uniquely immersive reading experience. Its accessibility and seamless mobile optimization resonate with romance readers, who value convenience and emotional engagement.

The current study grounds its theoretical frameworks within reader studies and Readers' Advisory studies to understand the appeals of the webtoon romance genre and discuss the direction for future Readers' Advisory services for enhanced information experiences. From this standpoint, the article answers the following research questions:

• • RQ 1: What are the critical elements in webtoon romance that support a pleasant romance reading experience?

• • RQ 2: How do the appeals of the traditional romance fiction genre compare with the ones in webtoon romance?

In addition, this article explores webtoons' relevance to library services in answering the research questions. The findings from the current study will inform broader areas of reference services and genre fiction related to the provision of access and the future of library services, focusing on genre fiction that is born digital, online, and in a multimedia format.

Literature Review

Romance novels delve into the themes of love, relationships, and intimacy, providing readers with a form of escape and emotional satisfaction (Mann 1985; Radway 1991). These narratives exemplify the influence of romance as a cultural practice (Wherry 2013). They not only offer entertainment but also serve as symbols of social engagement, addressing significant sociopolitical issues while offering comforting resolutions (Michelson 2021; Roach 2016). The popular romance industry is highly professionalized, emphasizing the development of "genre competence" and relying on a dynamic blend of real and imagined social interactions (Fletcher et al. 2018). Consequently, romance novels play a multifaceted role in cultural and social dynamics (Mulready 2009).

The digital transformation of romance literature is a key aspect of its evolution. Scholars such as Tapper (2014) have highlighted this shift, especially with the rise of digital platforms like Webtoon, which have fundamentally changed how romantic stories are consumed worldwide (Cho et al. 2022; Puc 2020; Spector 2022). This transition from traditional print to innovative digital formats aligns with contemporary reader preferences, reshaping the engagement with romance narratives. The genre's trajectory can be traced back to its major shifts in the 1980s in the United States, setting the stage for its global resonance (Markert 1985).

The role of digital platforms, particularly Webtoon, in romance literature is notable. Webtoon blends comic books, graphic novels, and digital media to create an immersive reading experience that is optimized for mobile use and resonant in the romance genre (Spector 2022). Heekyoung Cho (2021, 73) discusses how webtoons, or webcomics, have emerged as a significant digital serial production in twenty-first-century Korea, attracting widespread popularity due to their optimization for computer and smartphone screens. Webtoon is designed with a vertical layout that is ideal for viewing on computers and smartphones; it features innovative uses of color and spatial elements, such as pages, panels, and gutters, and incorporates various media elements, including sound effects, background music, 3D and animation effects, and newer technologies such as augmented reality and virtual reality (Cho 2021, 73–74; Kim 2017).

Considering the different literary devices and platforms, the webtoon romance genre's appeals may need to be differentiated from the ones of the classic romance genre. Traditionally, the discussion of the romance genre's appeal has focused on the types of narratives within the romance, such as contemporary, historical, regency, suspense, and paranormal (Wyatt et al. 2007). There are also the foundational discourses on appeals of books and genre fiction, suggested by Saricks (2001, 2005), to understand the overall "feel" of a book by looking at book elements such as pace, characterization, and plot.

While the subgenres of romance narratives and appeal elements in Readers' Advisory stay relevant in webtoon romance, artistic expressions and experiments enabled by the digital and online environments have risen as one of the significant and distinctive appeals of the webtoon, coupled with diverse characters and accessible formats (Cho et al. 2022). Many webtoon works are appreciated for their diverse characters and creators (Salkowitz 2021), and readers can freely and easily access updated webtoon works via webtoon websites or mobile applications. These aspects seem to especially appeal to younger-generation readers, as in the US, more than 70 percent of the readership is Gen Z, born between 1997 and 2012 (Salkowitz 2021).

Thinking ahead to future library services, three trends have been observed and discussed:

• • "The shift to digital services and delivery models is enhancing access but creating new challenges for libraries."

• • "Rising expectations are prompting libraries to improve the patron experience."

• • "Budgetary pressures are forcing libraries to become more efficient."

(Ex Libris 2022)

These challenges and opportunities are well aligned with the discussion of webtoon provision in library services. By incorporating webtoons in Readers' Advisory services, libraries may be able to overcome spatial and budgetary constraints, catering to evolving patron needs and addressing disparities in romance literature offerings. In addition, the webtoon's short and accessible format is appealing to younger patrons who are more attuned to digital media, as well as to reluctant readers (Cho et al. 2022; Jin 2015).

Webtoon's ability to transform the romance genre, adapting seamlessly to societal and technological changes, highlights its appeal; webtoon romance not only maintains the genre's relevance but also redefines the accessibility and experience of romantic narratives. To prepare for future library services, it is pertinent to understand (1) the characteristics of the webtoon romance, (2) what readers appreciate from the webtoon romance genre, and (3) what kinds of challenges may exist in providing webtoons as part of future library services.

Methodology

Qualitative methods and analysis were used in this exploratory study to determine romance readers' preferences regarding webtoon and traditional romance. The instrument and research process were approved by the University of Missouri's Institutional Review Board prior to beginning the project.

Instrument

A semistructured interview instrument was used (see appendix A), with a set list of questions but open to the possibility of exploring additional areas as they arose. Initial icebreaker questions asked participants to focus on their favorite romance storyline, as well as their engagement with romance media, including movies, audiobooks, and other formats. From there, the focus shifted to readers' experience with traditional romance in print, ebook, or audiobook form. Questions included appeal factors, how readers found new titles, and when and where readers read traditional romance media, as well as negative perceptions and problems with reading traditional romance. To assess visual and auditory perceptions, the interview instrument also asked about cover art for traditional books and audio presentations for audiobooks.

Following the questions about traditional romance, the interviewer asked about the readers' experience with romance webtoon. Questions in this section were very similar to the questions about traditional romance, including appeal factors, finding new webtoon titles, when and where romance webtoons were read, negative experiences, and problems with reading romance webtoon. Because webtoons are highly interactive, questions also included the importance of illustration style and audio sound effects to the reader. Finally, readers were asked to compare their experiences of the two formats with reference to the depth of their engagement, their perceptions about what differentiates romance webtoon from traditional romance, and whether they had switched from one format to the other. Additional questions asked for information about preferred pronouns (from which gender identity was inferred), age of the reader, and preferred language for reading.

Recruitment

Initial recruitment was conducted via announcement and mailing lists at two universities, targeting adult readers who avidly read romance genres through both traditional book formats and webtoon platforms, resulting in fourteen participants. Four additional readers were recruited using snowball sampling.

Between April and August 2023, three research team members conducted Zoom-based interviews with eighteen romance readers. Each interview lasted approximately thirty minutes; interviews were recorded with the consent of the participants and later transcribed and anonymized. After transcription, two interviews were excluded from data analysis due to their lack of fit with the participation criteria, which resulted in sixteen participants' data being included and analyzed in this study.

Data Analysis and Coding

Under the direction of the principal investigator, the entire research team reviewed transcripts and engaged in iterative discussions to identify the primary themes emerging from the interviews. This inductive coding was used to create the initial draft of the codebook. Codes and the structure of the codebook were revisited and revised iteratively based on the research team discussions.

After the codebook was finalized, two research team members (hereafter Coder A and Coder B) used NVivo 12.0 to code two randomly selected transcripts. This joint coding was roughly equivalent to 10 percent of the entire dataset, and results were used to determine the intercoder reliability measurement. The average Kappa coefficient value calculated from all coding pairs between Coder A and Coder B was 0.522, indicating fair to good agreement. The average agreement ratio was calculated at 97.609 percent.

After this step, the research team had another round of discussion to investigate coding discrepancies between Coder A and Coder B and to develop consensus regarding subsequent coding. Then, Coder A coded the entire dataset using NVivo 12.0 and the final qualitative codebook developed by the research team.

Verification of Data

This qualitative, exploratory project was limited in scope, and results cannot be generalized. However, qualitative data verification was undertaken in two ways. First, the results of this project were compared against the results of other webtoon reading project results, looking for similarities and dissimilarities. Second, all members of the research team served as peer examiners, bringing their diverse perspectives to this research, including international experience, avid romance reading, and avid webtoon reading.

Findings

Overview of the Findings: Identified Themes

Of the sixteen participants interviewed, ten indicated a preference to use the pronouns she/her, one selected she/they, three preferred they/them, and two indicated that they used any pronouns. When asked whether they identified with a specific cultural background, three indicated Black or African backgrounds, three indicated Asian cultures, two identified as Latina/o/x or Hispanic, and eight did not select a specific culture. Based on the small sample, these demographic preferences indicate diversity in participants' gender and cultural background.

For the thematic coding of the interviews, the research team identified units of meaning related to romance reading experiences in both formats (webtoon romance and traditional romance novels) and coded them accordingly, also including specific codes for each format ("novel" for traditional romance and "webtoon" for romance on the platform). Codes used to organize and analyze the findings and for intercoder reliability are presented below.

Appeals

Based on the research questions' goal of identifying the elements that make webtoon romance appealing compared with traditional romance novels, the research team obtained a set of codes that were thematically analyzed through examination of the transcripts. The first grouping of these codes was created as a category labeled "Appeals," characteristics that attract readers to a specific format, for either traditional romance novels or webtoon romance, such as "Convenience," "Loyalty," "Immersive feeling," and "Emotional engagement." These codes reflect the participants' experience of reading romance on both platforms and what attracted them to that format. The following are the nine identified codes and their descriptions:

1. 1. Accessibility: Easy to access, free (no cost)

2. 2. Commitment: Ability to attach to the story and stay committed to reading (e.g., "not being able to put down a book"), including habits like binge reading

3. 3. Community engagement/social reading: Interactions with other readers and authors, discussing their reading experience and opinions

4. 4. Convenience: Practical and easy-to-use format, including comments about being able to read anywhere and anytime

5. 5. Emotional engagement: Feeling strongly engaged with the narratives and the emotions from this experience

6. 6. Immersive feeling: Experiencing the feeling of being inside of, living in, the narratives

7. 7. Loyalty: Feeling committed to following certain authors' works; a sense of duty to finish a story or continue in a series due to sunk cost may be included here

8. 8. Promoting diversity: Inclusion of diverse experiences and/or diverse characters outside of the traditional canon of romance novels

9. 9. Relatability: Feeling represented by the characters or themes in the readings

Features

The elements present in both webtoon romance and traditional romance novels contributing to participants' romance reading preferences were categorized as "Features." Participants mentioned elements such as "Artistic and visual style" and "Characters" influencing their enjoyment of the genre. Some codes reflect traditional literature elements such as "Plot and narrative" and "Setting," while others emphasize emerging reading experiences and expectations, such as "Content warnings" and "Adaptations to different media." The following are the identified features of webtoon romance and traditional romance, along with their descriptions:

1. 1. Adaptation to different media: Transmedia, or the possibility to find the story in books, videos, movies, and so on

2. 2. Artistic and visual style: Distinct visual characteristics, manners, and styles that distinguish one art from another, including discussions on the illustrations, colors, visual cues, use of panels, depictions of certain scenes and settings

3. 3. Characters: Specific characteristics of the main or secondary characters, including their personalities, backgrounds, ages, and appearances

4. 4. Content warnings: Whether there is a device that allows readers to see types of trigger warnings for the works/episodes/chapters that include certain topics and scenes

5. 5. Countries: Discussions and comments relating to particular countries or the comparison of cultural trends in different countries

6. 6. Cover art: Comments on traditional romance novels' book covers

7. 7. Plot and narrative: How the story unfolds, including relevant literary elements such as pace, flow, and twists

8. 8. Setting: Where the plot/narrative happens, including geographic, chronological, and fantastical settings

9. 9. Sound and audio: Sound and audio elements added to romance reading, such as background music and narration

10. 10. Themes/topics: Primary themes, topics, and subjects addressed in the story

11. 11. Tropes: Recurrent themes or motifs of the romance genre

12. 12. Writing styles: The author's manner of expression in writing and narrating, based on elements like sentences, vocabulary, and tones

Romance reading behavior

General romance reading behavior and experiences, including when to read, where to get recommendations, whether participants experienced reading transition (traditional romance reading to webtoon romance reading, vice versa), and more, were categorized under "General romance reading behavior." The eight primary codes and subcodes identified, and their descriptions for this category, are as follows:

1. 1. Book talk: Discussion of following or creating "book talk," social online platforms where readers share their reading experience (this code may also include conversations about BookTok, particularly, a book discussion community on TikTok)

2. 2. Challenges or negative experiences in reading romance narratives: Negative connotations from the genre or challenges of the reading format, platform, and so on

3. 3. Reading contexts and situations: Reading time/place (e.g., reading at home versus on the bus, at work, before bedtime, etc.)

4. 4. Reading frequency: How often participants read romance narratives

5. 5. Reading preferences: Preferences between traditional romance and webtoon romance

   • ˚ More to traditional novels: Tendency to prefer traditional romance over webtoon romance

   • ˚ More to webtoon: Tendency to prefer webtoon romance over tradi tional romance

6. 6. Reading time: Times of the day spent reading

7. 7. Reading transition: Changes in the choice of reading platform over time

   • ˚ Novel to webtoon: Tendency to read less traditional romance and more webtoon romance

   • ˚ Webtoon to novel: Tendency to read less webtoon romance and more traditional romance

8. 8. Recommendations and discovery: How and where readers find their next romance readings

   • ˚ Friends and family: Recommendations from close people, such as friends and family members

   • ˚ Library: Recommendations from librarians, including library book displays or programs (bookmobiles, library tables, etc.)

   • ˚ Online communities: Recommendations from websites and online forums, including library apps, such as Libby/Overdrive, Hoopla, and so on

   • ˚ Reviewing media: Recommendations from reviewers in different publications, booklists, blogs, and so on

   • ˚ Social media: Recommendations from social media platforms, in cluding serendipitous finds

   • ˚ Targeted ads: Recommendations from targeted advertisements, such as "Recommended for you"/"Just for you" and so on

   • ˚ Webtoon app recommendations: Personalized recommendations on the Webtoon platform

Webtoon Romance Genre's Aesthetics and Immersive Reading

With their vertical reading format and the digital environment allowing different devices for unique reading experiences, webtoons were an appealing new way of romance reading for many participants in this study. Webtoons' illustrations ("Artistic and visual styles," which received forty-eight mentions by sixteen participants) and multimedia elements ("Sound and audio," twenty-seven mentions by fifteen participants) that are embedded within the story were frequently appreciated by the participants for creating an immersive romance reading experience.

The illustrations in webtoons allow readers to visualize the characters and settings of the work they read, helping them appreciate the aesthetics of the art itself and better understand the nuances of the story. Additionally, visual cues or background imagery provide additional context to the scene by describing the atmosphere of the scene or the emotions of the characters visually. For example, interview participants stated:

I really enjoy seeing what the artist decides to do to show, visually, emotion.

(P9)

Definitely, I think again going back to the art style, the romance webtoons, at least the ones that I tend to read, the art styles for those, they're very pretty for lack of a better term. They're really aesthetically appealing, and not just the characters, the character designs, but also the settings and minor things like the clothing designs. Also, webtoons, they're usually in full color, which is also really nice. I really like that. Overall, it's the art that draws me.

(P3)

However, since the artistic style of the webtoon was important to many webtoon romance readers, it could also become a deterrent when selecting a webtoon to read. In fact, several participants mentioned that if the art is not their style or up to their standard, they would avoid reading that work. In this regard, P8 noted that the illustrations for the romance genre in webtoons are expected to meet a "higher standard" compared with other genres such as comedy or slice of life, as the art in romance webtoons is critical for world-building in the romance narratives.

If it's more beautiful, the more I want to read it. Ones that have a more rudimentary drawing style, sometimes I can [inaudible] those, but it's kind of like a turnoff if they don't look good.

(P11)

It is super important to me just because if the art style is not something that appeals to me, I really can't see myself reading it. And I think that sometimes it's kind of harder to force myself to read something, especially if I feel like, oh, this is too overwhelming in color and whatnot.

(P15)

The challenge is that the aesthetics of art can be subjective, and the standard of good art can also be different depending on readers. For example, for P17, "anatomically correct" art was considered quality art they enjoyed, and for P13, a nicely used "color scheme" that highlights the important scenes and sets the mood was good art. For P18, "pretty and expressive" art was pleasing. If the artistic style should be one of the appeal elements for recommending webtoon romance to readers, guidelines for librarians on different artistic styles so that they can choose/find what a reader prefers can help.

In addition to art, webtoons' format allows different multimedia devices to work together; there is textual information in the narration and bubbles, and there are other types of multimedia effects such as sound, music, and animations. Regarding this, P5 noted that a webtoon's combination of texts, art, and music creates a beautiful scene that fuels their imagination, which is a different reading experience from traditional books; P13, similarly, used the phrase "three-in-one" to describe these characteristics.

Some people just have really pretty art. And the art with, some of them have music too. And the words altogether, I think, can make a very beautiful scene of how my imagination can only go so far for some of the books, whereas having the imagination plus the actual scenes itself kind of make a different experience.

(P5)

So with the webtoon, you have pictures, you're able to see the emotions of the character instead of having to imagine them. And then sometimes, the webtoons also, depends on the webtoon, also includes sound effects, which I think is interesting. And so it feels like it combines both written, visual, and audio. So you're getting a three-in-one package.

(P13)

Sound effects and music used in webtoons were frequently discussed when readers talked about the mood and emotions of scenes; this further differentiated webtoon romance from traditional romance novels. P11 and P15, for example, discussed how the background music of certain episodes creates a more immersive reading experience and highlights the intensity of the scene and emotions, ultimately adding another level of depth to the story. P17 mentioned that they even forget about the music due to the intense state of the immersive reading experience.

So yeah, I have, and they really highlighted the intensity of the scene, or the seriousness of the scene added another, at least for me, another level of depth into the story.

(P11)

And so for a specific episode, they have specific music tailored to the reading experience, and I think that's different than reading the traditional form of romance. … They were usually very meaningful because when the music is there, it kind of emphasizes this feeling that they usually have.

(P15)

But then as you really get into the story, I don't know about you, but I forget about the music because it just pulls me in that much harder.

(P17)

While many readers enjoyed the timely use of multimedia devices in webtoon romance, some readers mentioned that they did not enjoy having sound effects or music. These effects were not necessarily their priority. It was often due to the reading contexts and situations, such as where they read or when they read. For example, P6 did not have the audio on when they read in a public place, and P8's daily reading time was evening, and they did not want to bother their roommates. P16 also avoided sound effects when they were in bed and trying to sleep.

I don't think they're very meaningful. A lot of times I don't listen to them, even if I know they're available, just because I don't always like to have audio playing from my phone, especially if I'm in a public place reading it. So, I think that I usually overlook or don't listen to the audio.

(P6)

I usually have it muted because I read webtoons when they come out, aka 8:00 p.m. or 9:00 p.m. for daily pass webtoons, which means my roommate's over there trying to sleep. I can't play audio.

(P8)

Sometimes I'll listen, sometimes I don't, especially because I'm reading in bed. I'm trying to sleep, so hearing sound effects, I'm like, "Ah, what's that?" So, I usually take it off.

(P16)

On the other hand, P9 and P18 had different problems with the webtoons' sound effects. Due to auditory processing issues, P9 found the background music uncomfortable when reading, and P18 found that when the sound did not complement the atmosphere of the scenes or the pacing of the sound was not well aligned with the speed of their reading, it detracted from them having an engaging reading experience rather than supporting it.

There were a couple that had background tracks, but I have some auditory processing issues, so I tend to have my sound off at all times. Even watching videos, the sound is off. I can't listen to it. It makes me very uncomfortable.

(P9)

Just that it matches the vibe of the scene that it's backing up. And also that the sound effects are long enough that they don't start to loop before you get to the end, because then I think that that starts to detract from it. It seems to be very intentional with where they're laying the music while you're scrolling through it, and so if it moves too quickly, or too slowly, and you reach perhaps the crescendo of the scene before the crescendo of the music, then that mismatched emotion doesn't really work. I do think that timing has to be very well done.

(P18)

When recommending a webtoon romance, it may be important to consider whether the work includes sound/music elements to support readers' varying media engagement needs. For readers who are new to webtoon romance, being able to enjoy various multimedia elements in reading might be a novel and pleasant experience that can encourage reading. However, for some readers, their conditions, disabilities, reading habits, or when and where they can read may not work very well with certain multimedia elements in webtoons.

Reading Transition

Eleven participants discussed their reading transitions. Of those, one had gone from illustrated formats (manga and webtoons) to novels, two were migrating between formats as needed, and eight had transitioned from novels to illustrated formats and webtoons. Reasons for the transition to webtoon romance were varied. Several participants perceived the cognitive load of reading a webtoon as less than reading a traditional novel. "My cognitive load isn't as much when I'm reading webtoons. I don't have to use my imagination for what the characters look like or what the settings look like. It's easier for me to become more engaged in the story a little bit more" (P3).

One reason for the lowered perceived cognitive load of webtoon reading is the pacing and time commitment of the format, with short chapters and fast pacing.

If I'm in a period where I feel like I can't get through a book, it's just taking me a really long time to get into something, I usually pick up a webtoon-based thing just because I know I can get through it really fast. And it's usually a lot more fast-paced as far as the plot goes.

(P4)

You can just do a quick few swipes, and you'll finish a chapter of a webtoon.

(P15)

Convenient access, in terms of availability and cost, was also cited by participants, who noted that they were able to access webtoons any time (P13), regardless of limited transportation and library access (P5). "It's just more convenient. It's cheaper. I don't have to go and buy a book all the time, and I don't have any subscription services so I can't just log into a website and read whatever romance novels they have there" (P8). Webtoon readers, like other romance readers, rely on romance for escape and relaxation in an engaging story.

Another reason some participants cited for their webtoon preference was the increased diversity in webtoon characters and storylines.

It's easier for me to find more diversity in webtoons than I can find in traditional romance. Because the ones that tend to be popular in terms of traditional romance books, it tends to usually be a boy and a girl. They're usually both white, so it tends to be one type of person. But with webtoons I get a lot more variety.

(P10)

Another thing is that trying to find more queer romance is a little difficult just because not all of them are necessarily having the best representation in terms of being Black, because being Black and being queer is a very different experience than just being queer, or trying to find autistic-related romances because I am autistic, and not, well, when it comes to romance, some of the romance themes or the way that romance is phrased is really confusing to me.

(P5)

Webtoon storylines offer increased diversity in terms of race, ethnicity, ability, sexuality, size, and gender expression. The traditional romance industry has gradually been increasing its representation in these areas, as noted by Nankervis (2022) and the Ripped Bodice (2023); webtoons are already meeting that need.

Discussion

Findings demonstrate that the critical elements in webtoon romance support a pleasant romance reading experience (RQ1) and differences apparent between the appeals of webtoon romance and traditional romance fiction (RQ2). Based on those findings, the discussions highlight (1) the webtoon romance's born-digital nature, (2) its crossability to other types of media and genres, and (3) the direction of the romance genre regarding the future of library services.

How to Provide Access to Readers

Webtoon is a valuable resource for future library services in providing access to the growing media/digital landscape along with other resources, such as streaming services, online courses, and news media. Although webtoons are accessed on a platform without traditional library mediation (such as collection development), the inclusion of webtoons in various library services may increase library user engagement for users who are already interested in webtoon romance or would like to expand their romance reading. Participants compared direct access to webtoons with the use of ebooks and audiobooks from the library. All of these options satisfy the readers' need for practical and "on-the-go" reading platforms without having to go to a library physically.

Romance readers who utilize library apps such as Libby and Hoopla can easily transition between these apps and webtoons. Tapper (2014) mentions that the romance publishing sector has been exploring innovations in the field, including using the popularity of ebooks or audiobooks to drive the market to the romance genre in other formats. The strategy of tapping into this "platformization of culture" (Cho 2021, 75) could be applied to library access to the romance genre. By including webtoons among other formats offered and promoted, whether through librarians' personal recommendations or promotional materials such as reading lists, displays, programs, or digital marketing, library users would be exposed to a variety of materials that go beyond restricted access to the local library's collections. Readers who enjoy easy access to webtoon platforms might benefit from the curation skills of library professionals and explore the genre in a unified discovery experience, with libraries offering access to diverse romance stories in all formats, including physical, digital, and open web, such as Webtoon.

Webtoon Beyond Romance

Findings in the current study go beyond webtoons in the romance genre and have implications for looking beyond romance to other genre elements of webtoons, particularly speculative fiction. Speculative fiction is not a genre per se; it is a way of describing books and genres that are not based on reality. Speculative fiction would include science fiction, fantasy, alternative realities, dystopian fiction, and other works that feature characters, places, or situations that expand upon or defy reality.

Webtoon readers look at artistic style and visual representation as a strong appeal and one of the factors that helps them immerse themselves into the story. This echoes Saricks's (2001) discussion of "landscape genres" such as fantasy and historical fiction, wherein the setting is of primary importance, allowing readers to feel as though they are present in that setting. The illustrations and visual styles of webtoons help to create worlds, visually illustrating the setting. This immersion is often enhanced by the music and sound effects in webtoons. The world-building of speculative fiction is inherent in webtoons.

Readers of speculative fiction often want to read a story about characters who transcend human abilities. Similarly, many of the webtoon romances described by participants also contained elements of speculative fiction, such as fantasy settings, nonhuman characters, or characters with supernatural powers or abilities. However, there was also a strong desire for relatable and diverse characters. While preferred features of the plot and narrative will necessarily differ for nonromance readers, some elements of preferred characterization will be similar.

Loyalty to and emotional engagement with characters over time, as indicated by webtoon readers in this study, is another characteristic that transcends genre. Romance, science fiction, and fantasy genres often feature some elements of serialization; for instance, a romance series may focus on members of the same family, or a science fiction series may contain multiple books, each set in the same galaxy. A webtoon, as a serialized story, also focuses on a common element in its story arc. A long-running webtoon may feature several plots over its arc, such as a romantic relationship to be developed, a mystery or puzzle to be solved, or a challenge to be overcome.

For heavy readers of any genre, accessibility and convenience contribute to reading behavior, and the ease of obtaining webtoons may help promote the format with readers. Additionally, reducing the cognitive load of reading through short episodes and visual cues may support less time dedicated to long-form reading.

Future of the Genre and Library Services

The romance genre is evolving; what participants shared in the current study regarding the webtoon romance reading experience also reflects this shift in the genre. According to Varriano (2024), newly emerged book conversation outlets, such as BookTok and Bookstagram, have made a change in the romance reading community. If the previous generation of romance readers was hesitant about sharing their romance reading experience with others or reading it in public, the newer romance reading generation is different. These book-centered social media platforms allow "readers to connect with each other in new ways, helping to remove the stigma" (Varriano 2024). This trend of social reading (Cho et al. 2022) is observed among webtoon romance readers, too, especially through the webtoon reading platforms.

In addition to the changes in the romance reading community, inclusive narratives in the romance genre also encourage young romance readers to openly share their passion and reading experiences, which seem to have evolved together with societal changes. The romance genre has embraced more diverse characters, cultures, and topics, which many readers find relatable these days. Heavy topics such as mental illnesses, disabilities, or sexual assaults have also been more commonly included for awareness and thoughtful discussion, as well as an emphasis on healthy relationships (Varriano 2024). Sometimes, the authors themselves include additional information or help pages to inform audiences/readers further, and it has become more common for publishers to include trigger warnings or content warnings for romance readers' awareness. This shift is observed not just in romance novels and webtoon romance but also in other media with romance narratives such as video games, TV shows, and films.

The ways in which romance narratives are conveyed have been changing, too, like the webtoon. The webtoon fully utilizes online and digital platforms, providing smaller-size episodes that are updated weekly. They can be read anywhere and anytime, easily, through one's smartphone, so people with busier schedules can enjoy reading them even during their short breaks. Due to its digital platform, webtoon romance incorporates new devices for even more engaging reading experiences, like providing visual cues and contexts, background music, and sound effects. Similarly, the adoption of multimedia elements can be observed in other forms of romance narratives. App-based romance novels provide special sound effects when readers reach certain scenes, and graphic audio romance (dramatized romance audiobooks with an entire cast of actors, sound effects, and music) has been appreciated as its own genre. This expands the traditional understanding of book appeals (Saricks 2001, 2005)—sensory appeals have entered into the romance genre.

During Readers' Advisory interactions, librarians can inquire whether patrons are interested in exploring different media formats for the romance narratives they already enjoy. Also, webtoons are well known for cross-media adaptations; popular webtoons have been interpreted into books, movies, and TV shows (MacDonald 2023). If patrons enjoy TV shows or movies that were adapted from webtoons, librarians can also suggest they read the original webtoons for new experiences. On the other hand, if patrons are already avid webtoon readers, they can be introduced to other relevant books or media that libraries hold. By offering these suggestions, librarians can not only encourage patrons to expand their reading horizons but also promote whole library advisory (Williamson 2011) services. To support advisory services and other relevant library programs relating to webtoons, a research team led by Cho and Adkins (Cho et al. 2024) developed the Readers' Advisory Guide for Webtoon (v. 2024), which is publicly accessible through the University of Missouri's institutional repository, MOspace.

However, this expansion of genre regarding different reading experiences creates an interesting challenge for future library services that needs further investigation. Participants in the current study often talked about beautiful artistic styles or background music that went nicely with the story. Then, what is a "beautiful" art style? What types of background music or sound effects encourage a more engaging reading experience instead of interrupting one? Can the answers to these questions be universally agreed upon? These questions apply not only to the romance genre but also to other genres and media materials that many libraries already hold or will acquire in the future, such as video games, TV shows, anime, films, interactive visual novels, and more. Future research should look into these questions to see how the answers can support readers' pleasant reading experience or inform libraries in designing other relevant services and programs.

Conclusion

This study highlights the key elements in webtoon romance that contribute to immersive reading experiences, especially the elements that are distinctively different from traditional romance novels. Based on semi-structured interviews with sixteen romance readers who enjoyed both webtoon romance and traditional romance novels, we found that accessibility, diversity, and immersive reading engagements that are enabled by multimedia devices were appealing aspects of webtoon romance for participants.

Although this article primarily focuses on webtoon romance, findings from this study can easily be expanded to other types of fiction genres and formats. What webtoon romance participants discussed in this study echoes the recent trend and shift in the romance genre, such as being inclusive of diverse characters and cultures, as well as challenging topics such as mental health and sexual violence. This trend has been observed in other genres of fiction, and these interests are even more strongly observed in younger-generation readers and media consumers, indicating this might be an opportunity to expand advisory services, programming, and library user engagement with increasing and diversifying media types.

In addition, the current study observed the significance of media devices in the romance genre. Timely background music and appropriate visual cues provide additional nuances and enhance the emotions of the scenes. This does not mean that traditional romance novels will be less appreciated; instead, it indicates that the genre of fiction will likely become even more diversified with the development of technologies, and information professionals should be prepared to learn about them and provide relevant services accordingly. Being able to remain flexible for various genres and formats might be the key to future library services.

While there have been many media publications and online discourses on how the romance community has evolved recently, research on this topic and romance narratives' future directions is still lacking. Future research should investigate the association between genre and generation to understand and better serve the needs of the next generation of readers.