The Role of (G)I-DLE in Promoting Feminist Ideals in K-Pop: Challenging Traditional Stereotype or Commodifying Feminism?

Loh, Wee Jenn (2024) The Role of (G)I-DLE in Promoting Feminist Ideals in K-Pop: Challenging Traditional Stereotype or Commodifying Feminism? Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the presence of feminist themes in K-pop girl group (G)I-DLE's music videos, focusing on their efforts to challenge traditional gender stereotypes. Using a semiotic analysis of the group's three iconic music videos, "Queencard," "TOMBOY," and "Nxde", the research investigates how feminist ideologies are conveyed through lyrics, visuals, performance styles, and storytelling. Roland Barthes’s theory of denotation and connotation serves as the analytical framework to interpret these messages. The findings reveal that (G)I-DLE’s content aligns strongly with postfeminism theory, highlighting their role in reshaping gender norms. The study also analyzes fan reactions to their feminist messaging via comments and fan reaction videos on YouTube and Bilibili, uncovering key themes such as individualism, empowerment, and critiques of societal issues. While YouTube audiences were generally supportive, often viewing (G)I-DLE’s content as a bold critique of patriarchal norms, Bilibili users expressed skepticism, emphasizing concerns about the commercialization of feminist themes. This contrast underscores the significant impact of cultural contexts on audience interpretations. By comparing perspectives across these two platforms, the research contributes to the global discussion on gender roles, empowerment, and societal critique within the K-pop industry.