New Gender Perspectives: Soft Creator and Strong Advocator in the New Korean Wave Era

Abstract

This study explores the kinds of power K-pop idol stars have obtained and how they handle gender problems, because K-pop has a great deal of influence on global fans who want to identify with K-pop stars. First, under the heading “New Gender Images: Soft Power and Strong Power,” I show how the male groups’ performance and communication methods create a soft power contrary to the traditional notion of masculinity. I also discuss the Ssen unni (“the girl-crush woman”) phenomenon that reflects on what women desire. Using strong power, Ssen unni can criticize how women are forced to be submissive and voiceless and use their powerful voices to reveal their desire to be professional singers. Second, in “I Am Different: Produced by Soft Creator and Strong Advocator,” I select the key images produced by colors, gestures, and spaces in the music videos for “DNA,” “Dalla, Dalla,” and “Lion” and analyze how the theme “I Am Different” is expressed using both soft and strong power. In conclusion, as creators, the Bangtan Boys (B.T.S.) clearly generate a new world full of consolation and social changes, while the girl groups ITZY and (G)-I DLE exist as strong advocates for women who need role models to inspire them to find their own identities.