From New Man to New Lad: The Myth of Masculinity in NCT 127’s 'Kick It' Music Video

Muhammad Khamaduddin

doi:10.15294/rainbow.v9i2.39915

Abstract

K-pop has been promoting various mythical masculinities to global audience through the boybands’ performances, in which it interests a huge attention. This study uses qualitative approach to uncover the myths behind the representation of masculinity in NCT 127’s “Kick It” music video which was released in 2020. Beynon’s classification of masculinity in media (New Man and New Lad) is used to classify the masculinity depicted in the music video. Moreover, Barthes’ semiological model is employed to explore the denotation, the connotation, and the myth of the music video. Furthermore, the author captures five representative scenes to be analyzed. This study shows that the depictions of masculinity in the music video are varied. Mostly, the music video displays New Lad masculinity, but some scenes also depict New Man masculinity, or even the combination of both (hydra masculinity). Moreover, the uncovered myths in the music video are basically about the relationships between masculinity, violence, sport, and consumerism.

Highlights

The difference between male and female in society is defined by culture, history and geography (Beynon, 2010, p. 1)
This scene is basically a representation of masculinity and violence, but further, it can be the representation of mythical masculinity among Asian men, especially Chinese men
Masculinity is a social construction, in which men have to fit in with it in order to be accepted by society

Summary

INTRODUCTION

The difference between male and female in society is defined by culture, history and geography (Beynon, 2010, p. 1). Noviasari (2013) conducted a semiotic study of the representation of masculinity in two Super Junior’s music videos, ‘Mr Simple’ and ‘No Other’ She uses Barthes’ semiology and some related articles to come up with the finding. The author used Barthes’ semiology as analytical framework along with Beynon’s classification of masculinity: New Man and New Lad, to uncover the myths behind the representation of masculinity in NCT 127’s ‘Kick It’ music video. This research was conducted to uncover the myths behind the representation of masculinity in K-pop music videos since it has a big influence nowadays in promoting certain masculinities to global audience. The author employed the classification of John Beynon on masculinity in media: New Man and New Lad, to be the measurement to classify the masculinities constructed in the music video. This research came up with the finding of the myths behind the representation of masculinity in the music video manifested through the performance of New Lad, New Man, or even the combination of both (hydra) masculinity

METHODS

AND DISCUSSION

CONCLUSION

Introduction