The Research on the Portrayal of Soft Masculinity by K-pop Idols on Social Media

Abstract

As a result of the Korean Wave, K-pop as a form of music has flourished over the world. The music genre is also noted for its visual-oriented production, and K-pop boy groups are pointed out for their identifiable aesthetics, which defy hegemonic notions of masculinity. Despite numerous research carried out on the new form of soft masculinity that many idols exhibit and how this alternate masculinity will influence society, there is a gap in carrying out specific case-by-case evaluations of idols on how soft masculinity is purposefully performed through social media. This project will hence analyze how a soft masculine image is portrayed online with media by conducting in-depth case studies of four popular male idols through three major social media platforms YouTube, Instagram, and TikTok, where official content is released. Patterns were then identified and summarized into findings. Results showed that fashion pieces are soft in color and material, they engage in child-like activities and behaviors, and are more expressive and vulnerable with their emotions. By doing so, they are able to curate an approachable image without completely leaning toward femininity, making them more appealing to female audiences. This alternate form of masculinity has challenged traditional norms, but most fans still recognize soft masculinity as a performed persona for media. In real life, hegemonic masculinity still prevails.