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Refashioning the Korean Gender Dichotomy: Female performance in music videos by K-pop girl groups Sarah Lee December10, 2014 Senior Comprehensive Research Topic Presentation WHAT IS K-POP? RESEARCH QUESTION Research Question : How has

  1. Refashioning the Korean Gender Dichotomy: Female performance in music videos by K-pop girl groups Sarah Lee December10, 2014 Senior Comprehensive Research Topic Presentation

  2. WHAT IS K-POP?

  3. RESEARCH QUESTION Research Question : • How has femininity portrayed in K-pop by girl groups changed over time? • • What kind of factors influenced this change? Are different gender stereotypes shown? •

  4. THEORIES De Beauvoir – “Woman as Other” (1949) • Butler – “Gender Performativity” (1990) • Mulvey – “Male Gaze” (1975) •

  5. LITERATURE REVIEW  Portrayal of Femininity in Korean Culture Lie (2012), Palley (1990), Yu (2007) Nash (2006)   Women in Music Videos Kim (2005)   Global Influences  Lee (2011), Park (2013), Rudy, Popova, and Linz (2011)

  6. BIG 3 – SM, YG, JYP

  7. METHODOLOGY Content analysis • Entered the phrase “top ten K-pop girl groups” into Google • Billboard article “Top 10 K-Pop Girl Groups You Need to Know” came up as first result • Analyzed music videos listed on article • Selected from YouTube • • Total of 33 music videos were coded Various factors coded for in music videos • Example: Portrayal of femininity in music video, nationality of media company, nationality of producer, • number of views on YouTube

  8. FINDINGS (PT.1) Overall, the data gathered shows that stereotypical depictions of femininity are common • Categories for portrayal of femininity • Cute, sexy, multiple, whore, KwanSoon, Madonna • No music videos showed “Madonna” image • KwanSoon – different from cute/sexy & Madonna/Whore binary •

  9. “MADONNA/WHORE” “CUTE/SEXY”

  10. “MULTIPLE”

  11. “KWANSOON”

  12. FINDING 1: PORTRAYAL OF WOMEN IN MUSIC VIDEOS BY NATIONALITY OF MEDIA COMPANY (PT. 2) Table 1 Portrayal of Women in Music Videos by Nationality of Media Company Portrayal South Korean Non-Korean Total Cute 10/29 (35%) 0 10 (30.3%) Sexy 5/29 (17%) 2/4 (50%) 7 (21.2%) Multiple 5/29 (17%) 2/4 (50%) 7 (21.2%) Whore 6/29 (21%) 0 6 (18.2%) KwanSoon 3/29 (10%) 0 3 (9.1%) Madonna 0 0 0 (0%) Total 29 (87.9%) 4 (12.1%) 33 (100%)

  13. FINDING 2: COMPARISON OF PORTRAYAL IN MUSIC VIDEOS BY PERCEIVED NATIONALITY OF PRODUCER (PT. 3) Table 2 Comparison of Portrayal in Music Video by Perceived Nationality of Producer Perceived Nationality of Producer Portrayal South Korean Not Total Cute 9/29 (31%) 1/4 (25%) 10 (30.3%) Sexy 5/29 (17%) 2/4 (50%) 7 (21.2%) Multiple 6/29 (21%) 1/4 (25%) 7 (21.2%) Whore 6/29 (21%) 0 6 (18.2%) KwanSoon 3/29 (10%) 0 3 (9.1%) Madonna 0 0 0 (0%) Total 29 (87.9%) 4 (12.1%) 33 (100%)

  14. FINDING 3: COMPARISON OF PORTRAYAL IN MUSIC VIDEOS BY NUMBER OF VIEWS ON YOUTUBE (PT. 4) Table 3 Comparison of Portrayal in Music Videos by Number of Views on YouTube Portrayal YouTube Cute Sexy Multiple Whore KwanSoon Madonna Total Views <100,000 3 1 0 1 0 0 5 (15.2%) 100,000- 2 0 1 0 0 0 3 (9.1%) 500,000 500,000- 0 1 0 0 0 0 1 (3%) 1,000,000 1,000,000- 3 2 2 3 0 0 10 (30.3%) 10,000,000 10,000,000- 1 2 3 2 2 0 10 (30.3%) 50,000,000 50,000,000- 0 1 0 0 0 0 1 (3%) 100,000,000 >100,000,00 1 0 1 0 1 0 3 (9.1%) 0 Total 10 7 7 6 3 0 33 (100%)

  15. DISCUSSION (PT. 1) Gender stereotypes are perpetuated in music videos regardless of media company or nationality of producer • Trends in music videos changed • In music videos released in late 1990’s, close-up of face was a common trend • Music videos & outfits for music videos released after 2006 are increasingly sexualized • Butler & Mulvey’s theories help explain findings • • All 3 aspects of identity (anatomical sex, gender identity & gender performance) must match Portrays stereotypical “feminine” behavior •

  16. DISCUSSION (PT. 2) • “Multiple” – “hybrid image” uses both “cute” & “sexy” Exception – KwanSoon concept • Actions typically associated with masculinity • Imply that women who literally “kick ass” are more powerful than girls who passively perform within • Madonna/Whore and Cute/Sexy binaries Aggressive & rebellious behavior suggest it’s possible to break from stereotypical gender performance • and still draw large audience Most of music videos present stereotypical images of women • • KwanSoon – perhaps KwanSoon concept music videos will inspire more videos to break from gender stereotypes and refashion K-pop girl groups into strong female role models for millions of K-pop viewers all over the wor ld

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