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1- How does these manifestations challenge the traditional gender norms in South Korea
and globally.
Male K-pop artists, both within South Korea and on a global scale, exert a notable influence
in challenging conventional gender stereotypes through the manifestation of a distinct form
of masculinity commonly known as "soft masculinity." This particular manifestation of
masculinity is experiencing a growing trend in popularity. This can be discerned from their
observable physical attributes, as well as their manner and attitude. This argument holds
validity not only within the specific context of South Korea, but also on a global scale. The
prevailing concept of hegemonic masculinity in South Korea has experienced a significant
transformation due to the emergence of soft masculinity within the K-pop industry. The
nation under discussion, having been significantly influenced by the principles of
Confucianism and traditional notions of gender roles, is currently undergoing a period of
swift transformation in this regard. The observed phenomenon can be attributed to the
significant impact of traditional gender norms prevalent in South Korea, which have
persisted over an extended period of time. The aforementioned predisposition is observable
in several manifestations, such as the embrace of androgynous aesthetics, theatrical
performances, and the utilization of cosmetics within the male K-pop idol community.
Furthermore, this phenomena has been observed in contemporary times. Jin (2016) highlights
an ongoing scholarly debate on the emergence and expansion of the soft masculinity
movement in South Korea, suggesting a potential correlation with the evolution of gender
norms within the society. Jin posits that the underlying cause of this dispute can be ascribed
to the shifting nature of gender norms. The assumption indicated above is substantiated by
the evidence offered by Jin (2016), who cites an academic argument. K-pop, short for Korean
popular music, is a cultural phenomenon that exerts a twofold influence by actively shaping
and accurately reflecting the trajectory of society. K-pop is a shortened form of the term
"Korean popular music." K-pop, derived from its Korean counterpart, has garnered
substantial appeal.
There exist other significant aspects that warrant attention, encompassing the global
influence of Korean popular culture and its potential to modify conventional gender norms.
The aforementioned subgenre has demonstrated a consistent rise in popularity over an
extended period, suggesting its capacity to successfully surpass linguistic and cultural
barriers, thus captivating a diverse global audience. The prevalence of this specific subgenre
has exhibited a consistent upward trend over a substantial duration. The exponential surge in
the popularity of Korean pop music has exerted a significant influence on the emergence and
dissemination of diverse manifestations of masculinity, facilitated by the music's pervasive
impact. The dominant Western-centric notions of masculinity, often associated with traits
such as toughness and strictness, have encountered significant resistance from alternative
forms of masculinity that have effectively contested them. This line of argument posits that
instead of adhering to a singular, comprehensive definition of masculinity, it is more
appropriate to recognize the existence of multiple unique expressions of masculinity that can
peacefully coexist. The perspective being expressed presents a potential critique to the
widely accepted concept of hegemonic masculinity as initially posited by Connell (2005).
The widespread success of K-pop not only challenges the notion of a fixed and unyielding
portrayal of masculinity, but also prompts inquiries into the malleability of gender expression
due to its embrace of a more feminine kind of masculinity. This phenomenon can be
attributed to the adoption of a more feminized form of masculinity within the realm of K-
pop.
2- Understand both female and male response to this and how the representation of non-
hegemonic masculinity by male K-pop artists contributes to discussions of cultural
globalization and gender diversity, especially in regions where soft masculinity may be
 less accepted or understood.
Male K-pop singers that exhibit masculinity in a manner that is not dominant tend to generate
a wide range of responses from their audience, who include people of both sexes. These
responses might vary from admiration to repulsion to confusion. These images have a major
and profound effect, not only on the discourses that surround gender diversity but also on the
process of cultural globalization. Women have readily internalized the concept of soft
masculinity as portrayed in the arena of K-pop, both in foreign contexts and within the
confines of South Korean society. This is true within the constraints of South Korean society
as well as in international contexts. This is especially true in situations that take place in
other countries. The allure is in the manner in which preexisting gender norms are being
called into question, which, in turn, broadens the definition of what constitutes masculinity
while also enhancing the emotional expression of that masculinity. The findings of the study
that Kim and Ryoo (2011) conducted shed light on the widespread consumption of Korean
popular culture around the world. The research lays a significant amount of attention on the
role that female devotees play in the propagation of non-traditional masculine features. The
response is especially difficult for males to come up with, particularly in circumstances in
which the concept of weak masculinity may be received with rejection. Certain individuals
have the capacity to operate as wellsprings of motivation and independence thanks to non-
traditional displays of masculinity. This encourages those persons to perform an in-depth
investigation of how their own gender identities function in their lives. However, in cultures
that are undergoing such a significant cultural shift, it is not inconceivable for those who
staunchly support deeply ingrained conventional notions to express their objections, which
can subsequently lead to disagreements and confrontations between members of the society.
When ideas concerning gender diversity and the internationalization of cultural phenomena
are taken into consideration, it is vital to conduct an in-depth critical analysis of how K-pop
depicts non-hegemonic masculinity in its music and videos. K-pop is not just a vehicle for
amusement, but it also serves as a cultural ambassador by propagating diverse views of
masculinity on a global scale. This is one of the many roles that K-pop performs. This
phenomenon throws insight on the dynamic nature of cultural exchanges and adaptability,
both of which constitute a challenge to the concept that civilizations are static and
unchanging. Adaptability is the ability of a culture to adjust to new circumstances. K-pop can
serve as a conversation starter regarding diversity and inclusion in circumstances where there
may be restrictions on the understanding or acceptance of soft masculinity. By undertaking
an analysis of how other countries reacted to the untypical portrayals of masculinity in K-
pop, researchers may be able to get useful insights into the evolving gender norms that are
occurring within the context of a globally networked media landscape. Academics such as
Sun Jung (2014) have conducted research on the construction of East Asian modernities and
global cultural flows through the medium of Korean popular culture, generally referred to as
K-pop. These studies were conducted through the lens of K-pop. These works have been
presented in scholarly journals as published articles. The findings of these investigations shed
insight on the ways in which regional and global discourses on gender and identity interact
with one another.

References
Connell, R. W. (2005). Masculinities (2nd ed.). University of California Press.
Jin, D. Y. (2016). K-pop idols in the global media landscape. Media International Australia,
161(1), 86-100.
Kim, H. K., & Ryoo, W. (2011). Globalization of K-pop: Transnational reception of girl’s
generation. Asian Music, 42(3), 71-79.
Sun, J. (2014). K-pop, Indonesian fandom, and social media. In K-pop – The International Rise
of the Korean Music Industry (pp. 153-172). Routledge.