Redefining Womanhood in Generation Z: An Analysis of Gender Representation and Awareness in K-pop Culture

Abstract

This study aims to explore gender awareness and representation in current K-pop industry through analyzing music videos, lyrics, and social media of three K-pop girl groups Red Velvet, LOONA, (G)I-DLE against gender discrimination in K-pop industry and patriarchal society in South Korea. The study adopts a qualitative approach with content analysis, including textual analysis and media analysis. The results of this study indicate that more people have been aware of the fact that women are not limited to single gender role imposed by society, and South Korea has begun to break gender norms and stereotypes, embody female power, and represent non-heterosexuality through K-pop culture. To conclude, representations of women are often defined by how men see women (termed the 'male gaze'), or by how society expects women to look and behave; however, more cultural products of K-pop girl groups whose audience is mainly generation Z convey the message of refusal and resistance to what society expects female to look and behave, and determination to just be who they are.