Korean Soft Power: K-pop Media Consumption Through the Lens of Attraction Psychology
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Date
2023
Authors
Centerwall, Jordyn
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
This research examines whether attraction psychology can be used as a lens to understand the transcultural consumption of K-pop music, a culture medium I identify as a South Korean soft power resource. A tertiary qualitative content review of prior scholarship containing interviews with non-Korean K-pop fans in a variety of different countries was conducted. In order to perform a comparative analysis, the articles selected are studies about non- Korean K-pop fans in general, and BTS fans specifically. Using content analysis in Dedoose, articles were coded for elements of attraction including proximity, similarity and reciprocity, all of which have been determined by prior psychological research to be crucial in forming and maintaining relationships. Positive dissimilarity was also coded for since it came up in one source specific to parasocial relationships. From the coding, significant evidence was found that fans experience satisfaction of these elements of attraction through their consumption of K-pop. There were also differences in what codes applied in certain populations and between sources specific to BTS versus more generally about K-pop. In probing these comparisons this research suggests a further investigation into how soft power’s attraction is defined and may function on an individual level.
Description
67 pages
Keywords
Soft power, K-pop, Attraction Psychology, South Korea