Does K-pop reinforce gender inequalities? Empirical evidence from a new data set

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.