Focusing on feminist discourses within the structure of the patriarchal gaze, this paper analyzes the ability of female creators in the K-pop industry to dissolve male-dominated visual pleasure by using the K-pop girl group (G)I-DLE and their self-composed song Nxde as a case study. By exploring the songs promotional strategy, arrangement, music video, lyrics, and social reactions, the study uncovers its unique attempt to subvert traditional gender narratives. The promotional strategy and arrangement critique the objectification of women through satirical elements; the music video deconstructs patriarchal societys traditional perceptions of beauty and desire through aesthetic choices, homage to classic female figures, and innovative camera language. However, societys response to Nxde reveals a contradiction between feminist ideals and commercial realities, and its stage performance and image remain controversial for catering to the male gaze. Research has shown that while female creators like (G)I-DLE have actively challenged patriarchal structures through their artwork, the complete dissolution of the male gaze in a highly commercialized industry like K-pop remains a complex and unfinished topic. However, works like Nxde are an important step forward in redefining the image of women in mainstream media and feminist narratives in pop culture.
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