Ruiyao Zhu-33832865

With the rise of K-Pop and KDramas as a global phenomenon, the West’s view of South Korean men has dramatically shifted. For instance, the idea of heterosexual men wearing makeup in Korea is groundbreaking and socially revolutionary from Western perspectives (Seo, 2024). 

However, is it really true that there are no ships going upstream on this river?

In the early to mid-20th century (2000-2010), YouTube fosters a unique ecosystem for cultural diffusion (Xu, Park and Park, 2015), and Korean pop music MVs (music videos) experienced significant changes. During this period, feminist ideas gradually appeared in MVs. Some female idols use their music to speak out and draw attention to matters of gender equality. Meanwhile, South Korea’s Women’s rights activists continue to fight back (Sinai, 2024). Women no longer existed solely as being dependent on men, but conveyed more independent consciousness and subjectivity through music and performance. Taking BoA’s “Girls on Top”, Brown Eyed Girls’ “Abracadabra” and Lee Hyori’s “Bad Girls” as examples, we can explore the emergence and development of feminist ideas in Korean MVs during this period.

(Sinai, 2024)

1. BoA’s “Girls on Top” (2005): The first signs of female independence

Korean solo singer BoA ​​appeared in “Girls on Top” with a strong and independent attitude, and the MV showed her control and power on the stage. The lyrics advocate that women pursue their own power and do not need to cater to traditional gender roles. The song sings “Don’t compromise anymore, be the top existence (SMTOWN, 2005)”, which directly expresses the desire of women to dominate. BoA’s styling in the MV is neutral, breaking through the traditional “sweet” or “sexy” stereotypes, and appears in an independent and confident attitude. Her dance performance emphasizes strength and control, getting rid of the weak characteristics of the traditional female image. This song conveys the concept of female self-realization through the song and MV. It is the first work in the history of Korean pop music that clearly takes female independence as one of the themes.

2. Brown Eyed Girls “Abracadabra” (2009): The combination of sexiness and power

The MV for “Abracadabra” is known for its bold sexy style and strong visual impact, with the members showing a sense of control and power. The lyrics revolve around love and desire, but in the way of expression, the female character takes the initiative and dominates the direction of emotions and relationships. In the MV, the members show their control over their own charm through their cold and confident eyes, postures and dance. The iconic “crotch dance” not only triggered huge discussions, but was also interpreted as a symbol of women’s dominance over their own bodies and desires (Brown Eyed Girls, 2009). Brown Eyed Girls showed the public through “Abracadabra” that women are not only objects to be watched, but also the leaders in relationships. This kind of sexiness is active and confident, rather than simply catering to the male gaze.

3. Lee Hyori’s “Bad Girls” (2013): A bold attempt to break stereotypes

In “Bad Girls”, Lee Hyori satirizes the traditional social definition of “good girls” through exaggerated narrative and visual effects. The MV tells the story of a woman who grows from a “bad girl” to a woman who controls her own destiny, satirizing those social norms that try to restrict women’s behavior. In the MV, Lee Hyori redefines “bad girls” in a rebellious and humorous way. She challenges society’s expectations of how women “should be” and shows that women can choose different roles and attitudes in life.At the same time, the stage of this song unfolds with a female singer and male dancers. The dance moves in the picture are women in the role of controlling men. The work has a clear rebellious spirit, directly questioning the traditional norms of gender roles, and bringing more possibilities for feminist ideas in pop music (Lee, 2013). 

(Lee, 2013)

In the mid-20th century, South Korea’s music and video culture laid a good foundation for the development of feminism and became the basis for many women to understand themselves and break through obstacles. Although with the conservative development of the regime or society, similar male assault incidents such as the “Nth Room” Incident still occur in South Korea today, and the development of feminism still faces great obstacles, this is still a beginning worthy of attention and deep thought.

References:

Brown Eyed Girls (2009). Brown Eyed Girls ‘Abracadabra’. [online] http://www.youtube.com. Available at: https://www.youtube.com/watch?v=ofwFr8o8p0Y [Accessed 12 Aug. 2023].

Seo, H. (2024). Feminism in South Korea – The Yale Globalist. [online] The Yale Globalist. Available at: https://globalist.yale.edu/2023-2024-issues/feminism-in-south-korea/.

Shownu Brasil (2016). CUT. Shownu (Lee Hyori) – Bad Girls (20’S CHOICE 2013). [online] YouTube. Available at: https://www.youtube.com/watch?v=mQjR0UopxOU [Accessed 25 Nov. 2024].

Sinai (2024). International Women’s Day: Anti-Feminism, Brave Voices & Hope for the New World in South Korea. [online] Genius. Available at: https://genius.com/discussions/466169-International-womens-day-anti-feminism-brave-voices-and-hope-for-the-new-world-in-south-korea [Accessed 26 Nov. 2024].

SMTOWN (2005). BoA 보아 ‘Girls On Top’ MV. [online] http://www.youtube.com. Available at: https://www.youtube.com/watch?v=MJxaWZk8Vs8 [Accessed 2022].