Stars Surrounded by Darkness

Abstract

K-pop has experienced a surge in global popularity, largely attributed to the globalization strategies implemented by the entertainment industry, including the establishment of a star system. Within this system, female idols have been theorized as sexualized pretty dolls by their companies. The aim of this study is to examine how the presentation of female idols has altered over time. Through the lenses of gender display and objectification frameworks, and employing content analysis as the research method, the study analyzes the music videos from different generations in K-pop. From the coding results, the study concludes with the inherent inequality faced by female idols within the industry and explores the complexities of popular feminist themes in the current generation, which can simultaneously empower and constrain them.