Does K-Pop Reinforce Gender Inequalities? Empirical Evidence from a New Data Set
Asian Women December 2017, Vol. 33, No. 4, pp. 27-54 Does K-pop Reinforce Gender Inequalities? Empirical Evidence from a New Data Set Xi Lin Korea University, Korea Robert Rudolf Korea University, Korea Abstract As K-pop has become a cultural ambassador for Korea, attracting millions of fans across the globe, the sexist portrayal of both female and male idols in K-pop products stands in conflict with the gender-mainstreaming policies to which the country has committed itself. Using a unique and newly collected data set of 6,317 K-pop fans from 100 countries around the world, this study examines the relationship between individual K-pop consumption and gender attitudes of K-pop fans. Findings suggest that a higher level of spending on K-pop related items and activities is related to less egalitarian gender attitudes. Interestingly, this correlation is stronger for fans from already less gender-equal nations. Results indicate that the industry that is actively promoted by the Korean government includes elements that might reinforce a sexist culture and traditional gender roles both within Korea and around the globe, further obstructing women’s pursuit of equal opportunities. Key words K-pop, sexism, sexual objectification, gender stereotypes, gender attitudes Introduction Since the late-2000s, the Korean pop music industry (K-pop), as part of the larger Korean Wave (Hallyu) phenomenon, has experienced un- precedented international success. With K-pop fans as the mainstay of the increasing Hallyu fan base, which just reached 59.4 million in 2016 (The Korea Foundation, 2017), the rise of K-pop has not only brought in hun- dreds of millions of dollars in music export revenue for Korea (KOCCA, 2016; Yonhap, 2016) but has also contributed to the boom of Korea’s cos- metic, fashion, tourism as well as plastic surgery industries.
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