Reworking the Cultural Imaginary: K-Pepsi Chile, Neo K-Pop, and Exoticized Otherness

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dc.contributor.authorWonyung, Min
dc.date.accessioned2022-11-03T16:51:48Z
dc.date.available2022-11-03T16:51:48Z
dc.date.issued2022
dc.date.updated2022-08-24T05:45:17Z
dc.description.abstractThis study will analyze the stylistic components and expressions of Korean popular culture found in advertisements featuring K-Pepsi Chile. In 2020, Pepsi Chile recruited five male K-pop fans talented in dancing and singing to form a Chilean K-pop group called K-Pepsi Chile. What elements of K-pop are shown in these ads, and how did Chilean K-pop fans perceive and reinterpret their Koreanness? To answer these questions, a content analysis will be conducted on the K-Pepsi Chile music videos. YouTube users' comments on the videos and the results of three focus group interviews with self-declared Chilean K-pop fans between the ages of eighteen and twenty-eight will also be analyzed to determine fans' perceptions of the presence (or absence) of the elements of K-pop and Koreanness in K-Pepsi Chile. Through this analysis, the study will explore the possible presence of stereotypes about K-pop and Korean culture. Additionally, it proposes the hypothesis that Chilean K-pop fans' negative perception of K-Pepsi Chile resulted from their identification of inauthentic K-pop elements in K-Pepsi Chile. The K-pop fans' rejection of K-Pepsi Chile resulted from their interpretation of it as an expression of Orientalism rather than a manifestation of Korean popular culture.
dc.fuente.origenSIPA
dc.identifier.doi10.1353/seo.2022.0005.
dc.identifier.issn2331-4826
dc.identifier.urihttps://muse.jhu.edu/article/859823
dc.identifier.urihttps://repositorio.uc.cl/handle/11534/65317
dc.information.autorucInstituto de historia ; Wonyung, Min ; S/I ; 165600
dc.issue.numero1
dc.language.isoen
dc.nota.accesoContenido parcial
dc.pagina.final95
dc.pagina.inicio77
dc.revistaSeoul Journal of Korean Studies
dc.rightsacceso restringido
dc.subjectCultural imaginary
dc.subjectK-pop consumption in Latin America
dc.subjectOrientalism
dc.subjectK-Pepsi Chile
dc.subjectK-pop elements
dc.subjectK-dry pop
dc.subjectNeo K-pop
dc.titleReworking the Cultural Imaginary: K-Pepsi Chile, Neo K-Pop, and Exoticized Otherness
dc.typeartículo
dc.volumen35
sipa.codpersvinculados165600
sipa.indexScopus
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