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A Cultura Do K-Pop: Uma Investigação Sociocultural

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A Cultura Do K-Pop: Uma Investigação Sociocultural 2020 ANA FILIPA A CULTURA DO K-POP: AUGUSTO FLOR UMA INVESTIGAÇÃO SOCIOCULTURAL DA COREIA DO SUL, DA SUA INDÚSTRIA MUSICAL E DOS PRODUTOS AUDIOVISUAIS DO GRUPO BTS ENTRE 2013-2020 2020 - 02 - 07 EV00; 195.IAD - MOD MOD-195.IADEV00; 07-02-2020 2020 ANA FILIPA A CULTURA DO K-POP: AUGUSTO FLOR UMA INVESTIGAÇÃO SOCIOCULTURAL DA COREIA DO SUL, DA SUA INDÚSTRIA MUSICAL E DOS PRODUTOS AUDIOVISUAIS DO GRUPO BTS ENTRE 2013-2020 Dissertação apresentada ao IADE - Faculdade de Design, Tecnologia e Comunicação da Universidade Europeia, para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design e Cultura Visual, realizada sob a orientação científica do Doutor Flávio Almeida, Professor Auxiliar da Universidade da Beira Interior. 2020 - 02 - 07 EV00; 195.IAD - MOD MOD-195.IADEV00; 07-02-2020 Dedico este trabalho às sete almas que inspiraram esta investigação e que me apresentaram um novo mundo cheio de arte, criatividade, trabalho e dedicação. Às sete almas que me inspiraram a seguir os meus sonhos e a nunca desistir dos meus objetivos. Às sete almas que estão comigo nos bons e maus momentos. Às sete almas que são a razão para esta investigação existir. 2020 - 02 - 07 EV00; 195.IAD - MOD MOD-195.IADEV00; 07-02-2020 Começo por agradecer à minha família que sempre me encorajou agradecimentos a continuar os meus estudos, a seguir os meus sonhos e que me proporcionou a oportunidade de realizar esta investigação. Ao Yuri San por estar sempre ao meu lado, nos bons e maus momentos. Ao meu orientador Flávio Almeida, por toda a ajuda, tempo e dedicação que disponibilizou ao longo desta jornada. Por fim, agradeço à Margarida que me ajudou imenso a organizar as minhas ideias e a transformá-las em frases que fizessem sentido. 2020 - 02 - 07 EV00; 195.IAD - MOD MOD-195.IADEV00; 07-02-2020 palavras-chave K-Pop; Indústria Musical; Cultura Sul-Coreana; BTS; Análise Visual. resumo Numa época em que o ato de ouvir música está presente na vida quotidiana das pessoas, o K-Pop tem vindo a demonstrar ser um estilo musical único, repleto de artistas talentosos e produtos visuais excecionais, cada vez mais consumidos por ouvintes de todo o mundo. Esta investigação tem como objetivo demonstrar o poder que a visualidade tem na indústria do K-Pop, como através desse poder os seus produtos conseguem captar a atenção dos consumidores e como estes se diferem dos produtos audiovisuais de origem ocidental, focalizando a investigação nos vídeos musicais, consolidada através da análise da evolução estética dos produtos audiovisuais do grupo BTS. Esta dissertação foi criada com o objetivo de expor este estilo musical e os seus conteúdos visuais, principalmente no território português, uma vez que se encontra a expandir-se rapidamente, principalmente nos últimos três anos. Para além disso, o K-Pop é, ainda, uma temática pouco explorada e desenvolvida a níveis académicos. A metodologia utilizada baseou-se em pesquisas bibliográficas sobre os aspetos sociais, culturais e históricos da Coreia do Sul, assim como da indústria musical, com foco na história e importância dos vídeos musicais. Para desvendar a evolução e as características dos vídeos de K-Pop, foram analisados os vídeos musicais mais visualizados de cada ano, entre 2009-2019, conectando-os através das suas características em comum. Para o caso de estudo, foi realizada uma investigação histórica do grupo BTS, da sua evolução e dos seus álbuns musicais, assim como a observação dos seus vídeos musicais de modo a extrair informações, detalhes e simbologias, expostas numa linha temporal e progressiva, entre 2013 e 2020. Conclui-se que os vídeos musicais são um dos produtos mais importantes da indústria musical, unindo o som com a imagem de um modo, agora, inseparável. Através da sua visualidade, os vídeos musicais de K-Pop mostram-se ser um dos produtos mais célebres deste estilo, apresentando várias características, escolhas visuais e conceitos únicos que tornam o K-Pop num estilo tão diferente, quando comparado com outros estilos musicais. Utilizando como exemplo o grupo BTS, que através da análise dos seus produtos audiovisuais, foi chegada à conclusão que estes dispõem de um nível elevado de cinematografia e que apresentam uma evolução coesa nos seus vídeos musicais, cujo são altamente visuais e conceptuais, com inúmeras narrativas interligadas entre si. Uma vez que foram explorados os seus produtos entre os anos 2013-2020, foi possível observar uma evolução, não só musical, mas visual, conseguindo desenvolver o seu estilo à medida que apresentavam novas eras e conceitos. Esta análise não só ajudou a conhecer o grupo e os seus trabalhos, como ajudou a entender o porquê de o grupo ser tão célebre dentro da indústria musical nos dias de hoje. - i - - ii - Keywords K-Pop; Music Industry; South-Korean Culture; BTS; Visual Analysis. abstract In a time where the act of listening to music is present in people's daily lives, K-Pop has proven to be a unique musical style, full of talented artists and exceptional visual products, increasingly consumed by listeners from all over the world. This research aims to demonstrate the power that visuality has in the K-Pop industry, how through this power its products can capture the attention of consumers and how they differ from western audiovisual products, focusing on the music videos and consolidated through the analysis of the aesthetic evolution of BTS’s audiovisual products. This dissertation was created with the aim of exposing this musical style and its visual contents, mainly in the portuguese territory, since it is expanding rapidly, mainly in the last three years. Also, K-Pop is, still, a new subject with little research and development in the academic scenario. The methodology used was based on bibliographic research on the social, cultural and historical aspects of South Korea, as well as the music industry, focusing on the history and importance of the music videos. To unveil the evolution and characteristics of K- Pop’s audiovisual products, several music videos were viewed between the period of 2009-2019, connecting them through their common characteristics. For BTS’s case study, an historical investigation of the group, their evolution and albuns was carried out, as well as the observation of their music videos in order to extract information, details and symbologies, exposed in a progressive timeline, between 2013 and 2020. It was concluded that music videos are one of the most important products in the music industry, uniting the sound with the image in a way, now inseparable. Through their visuality, K-Pop music videos are proved to be one of the most celebrated products of this music genre, presenting several features, visual choices and unique concepts that make K-Pop such a different style when compared to other music genres. Using as an example the K-Pop group BTS, through the analysis of their audiovisual products, it was concluded that their products have a high level of cinematography, presenting a cohesive evolution in their musical videos, which are highly visual and conceptual, with numerous narratives connected. Since their products were explored between the years 2013-2020, it was possible to observe an evolution, not only musical, but visually, managing to develop their style as they presented new music eras and concepts. This analysis not only helped to get to know the group and their work, but also helped to understand why this group is so famous within the music industry today. - iii - - iv - ÍNDICE Índice de Figuras ................................................................................................................................................... 03-19 Glossário ............................................................................................................................................................... 21-22 Introdução ............................................................................................................................................................. 23-26 Capítulo 1: Contextualização ............................................................................................................................... 27-35 O berço do K-Pop ............................................................................................................................... 27-29 O hangul como sistema de escrita coreano ........................................................................................ 29-30 A sociedade moderna sul-coreana ..................................................................................................... 30-32 A música coreana antes do K-Pop ..................................................................................................... 32-35 Capítulo 2: A Cultura do K-Pop .......................................................................................................................... 37-53 O florescimento do K-Pop ................................................................................................................... 37-42 O idol e a sua persona ........................................................................................................................ 43-44 O papel do fã no sucesso do idol ........................................................................................................ 44-49 A divindade de um idol ........................................................................................................................ 49-53 Capítulo 3: A Globalização do K-Pop ...............................................................................................................
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