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

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    Genre
    Thesis/Dissertation
    Date
    2022
    Author
    Souders, Avery
    Advisor
    Morris, Nancy, 1953-
    Committee member
    Fernback, Jan, 1964-
    Seo, Soomin
    Department
    Media Studies & Production
    Subject
    Mass communication
    Multimedia communications
    Globalization
    Hybridization
    K-pop
    Parasocial relationship
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/8039
    
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    DOI
    http://dx.doi.org/10.34944/dspace/8011
    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.
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