Bad Girl, Good Girl: Women’s Representation in Korean Pop Music Videos

This thesis examines the representation of female Korean pop stars in music videos, specifically looking into how these music videos serve as a medium for communicating gender ideals. I examine K-Pop's damaging presentations of women and the multilayered ways that such representations shape the “ideal” woman, societal expectations, societal treatment, and its consequences. South Korea, as a country of total media saturation and high technological advancement, leaves individuals surrounded with various ways to “learn” gender and properly enact it in their daily life. This builds and reinforces gender constructs on systemic and personal levels. K-Pop is unique in its strict organizational structure and emphasis on conformity, and both of those aspects lend to an even more intense and streamlined depiction of what a South Korean woman is meant to be. The music video is an ideal cultural artifact to examine due to the overlapping audio and visual elements, including lyrics, choreography, makeup, and outfits.