The Representation of Non-Heterosexuality in YouTube: Study on K-Pop Girl Group Music Video

Abstract

Since the late 2000s, the Korean pop music industry (K-pop) has made significant progress outperforming the music industry of other countries. The abundance of South Korean media content showing the concept of “Girl Band” is engaging because of changes in gender representation in the Korean pop music industry. This study focuses on the representation of non-heterosexuality in the music videos of the K-Pop girl groups Mamamoo, Loona, and Red Velvet. The Music Video (MV) of the three girl bands shows other sexual orientations, as is often shown in the South Korean media. By observing the three music videos, the author found that South Korea has begun to represent several sexualities and genders that exist through the KPop industry. This study aims to analyze how the South Korean entertainment industry began to represent non-heterosexuality in the music video clips of K-Pop girl groups. The method used in the study uses a qualitative approach with semiotic analysis by John Fiske. The results of this study indicate the existence of a non-heterosexual ideology implied by the three girl groups through the content in the music video uploaded on the Youtube media platform

Analisis Semiotika Perjuangan Perempuan dalam Musik Video Lim Kim “Yellow”

“…Hal ini membuat idola atau penyanyi perempuan K-pop merupakan bentuk budaya patriarki Korea memaksa pekerja perempuan untuk tunduk, pekerja sekali pakai, dan modalitas dominan neoliberal, rasionalitas pasar berorientasi layanan sejak 1997 (Kim, 2018). Mereka dituntut untuk memenuhi harapan kedudukan yang didefinisikan secara sosial dalam publik yang didominasi oleh laki-laki baik stereotip Barat tentang perempuan Asia sebagai objek intim yang eksotis ataupun kedudukan patriarki Korea selaku penurut, rapuh, serta polos (A. H. A. Putri, 2021).…”

“…Dalam wawancaranya dengan vice, penyanyi semenjak debut sebagai musisi K-pop, penyanyi merasa tidak nyaman dan merasa terkungkung dengan kriteria tertentu seperti penampilan fisik yang dituntut sempurna yang seperti harus hidup seperti itu selamanya (Kwon, 2019). Mereka dituntut buat memenuhi harapan kedudukan yang didefinisikan secara sosial dalam publik yang didominasi oleh laki-laki baik stereotip Barat tentang perempuan Asia sebagai objek intim yang eksotis ataupun kedudukan patriarki Korea selaku penurut, rapuh, serta polos (A. H. A. Putri, 2021).…”

The Awakening of Female Consciousness: Study on K-Pop Girl Groups Music Videos

“…Actually, K-Pop stresses "lookism" (prejudice or discrimination against someone's looks) and has very sensual content, so it attracts many viewers' attention. The stage performances and music videos act as a visual marketing tool that always places more value on the performers' physical attractiveness than their musical talent [2]. Particularly in girl groups, K-Pop idols frequently wear costumes and have sensual dance choreography because they are expected to fit into socially defined roles that are predominately held by men, such as exotic sexual objects according to Western stereotypes of Asian women and submissive, crumbly, and innocent women based on Korean patriarchy.…”

“…However, several K-Pop stars, like Heechul from Super Junior and Amber from f(x), seemed to question gender stereotypes through androgynous imagery. They demonstrated gender equality, particularly for female groups who frequently fall victim to prejudices [2].…”