Abstract
AbstractThis article explores how fans of K-pop, a mediatized musical genre from South Korea, negotiated the tugs of competing language norms within the transnational context of YouTube. The analysis focuses on interactions that emerged over thirty-three months and across eleven ‘reaction videos’ posted by two English-speaking fans. I analyze the semiotic process by which these two speakers’ utterances of Korean names came to be heard as hybrid by their viewers, how viewers invoked various ideological frames when evaluating these hybridities, and how local language practices and interpretations were shaped as a result. Specifically, I show how a purist ideology oflinguistic absolutism, which idealized the ‘correct’ pronunciation of words, was overwhelmingly dominant and how K-pop fans’ contextualizations of forms as hybrid, or theirhybridizations, triggered a discursive trajectory: once language was recognized as hybrid, it entered a pathway towardpurification, or the contextualization of language as pure. (Hybridity, metalanguage, ideology, new media, mediatization, Korean popular culture)*
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