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As South Korean pop music (K-pop) gains popularity globally, people start to realize the exploitation and gender discrimination undermined in the patriarchal society that girl groups go through. This study aims to examine how exploitation is inflicted on female idols and how it influences fashion trends and the evolution of the representation of girl groups in the K-pop industry through analyzing music videos (MVs) and the lyrics of title tracks from different K-pop girl groups from the 3rd generation to the 5th generation with postfeminist lens. The results of the study indicate that K-pop girl groups undergo three stages of transformation in media representation. First, girl groups experience hypersexualization or infantilization by wearing high heels, miniskirts, and school uniforms, in order to satisfy male gazes from male fans. Second, the popularity of girl crush makes girl groups choose boots and leather clothes to indicate girl power, which explores the female fanbase. Third, K-pop producers conceptualize girl groups to satisfy different ideologies, meaning that members of girl groups have to give up authenticity to achieve synchronization and coherence. To conclude, dominated by a patriarchal society, girl groups satisfy the male gaze while empowering sisterhood and questioning heterosexuality with the influence of feminism, which indicates a postfeminist landscape.
Jiayi Chen (Thu,) studied this question.