The New Pied Pipers: The Globalization of K-pop and the Role of Parasocial Relationships

Abstract

This thesis uses the commonly cited concepts surrounding globalization and hybridization to explore the ways in which parasocial interactions and relationships develop between American fans and K-pop groups. A qualitative content analysis of WeVerse, V Live, and YouTube comments has been conducted to get in-depth knowledge of the ways that fans interact with their idols. From various postings on these sites, 50 English-language comments were sampled from each. These public posts showed the varying intensity of fan interactions with idols over social media. Reactions were most present in video livestreams and official K-pop account posts relating to promotional activities and idol birthdays. Many posts show a collection of fan infatuation and longing for some real-world relationship, be it friendly or more intimate. From this, it can be concluded that parasocial relationships are better developed through interactions over social media sites, which has only become a viable option in the last decade. Furthermore, globalization and hybridization are catalysts for new cultural phenomenon like K-pop to emerge in the American mainstream. While globalization has been pushed forward by the expansion of the internet, hybridization has solidified its place as a joining of cultures from different countries. In the area of K-pop, this is seen by the combination of English being mixed in with Korean lyrics to create a catchy chorus or the use of instrumentation reminiscent of American pop and hip-hop and rap.