BTS, ARMY battle K-pop negative 'Koreaboo' trend
The Korea Society for Journalism and Communication Studies (KSJCS) organized an academic seminar on BTS, “K-pop Beyond BTS: Media technology, creative industries and fandom culture,” on Wednesday at Yonsei University, Seoul. Courtesy of KSJCS, Korea Times file
By Dong Sun-hwa
K-pop sensation BTS has blazed a trail to U.S. music markets, but the seven-piece band and its followers are still battling prejudice and discrimination against Asia and its pop culture.
Some still taunt the group over what they argue are signs of the members' lack of masculinity ― putting on makeup, dying their hair rainbow colors and wearing “excessively” fancy outfits. They also regard them as “puppets made by agencies” with no musical prowess. Hence, ARMY, the global fandom of BTS, has also been attacked for its “odd” liking.
The “Koreaboo” phenomenon in the U.S. is an indication of such prejudice and discrimination, researchers at Sogang University in Seoul said Wednesday. Although Koreaboo is a derogatory term referring to those overly obsessed with Korean culture, it is now widely used in the U.S. to indicate K-pop fans.
“K-pop fans attempt to distinguish themselves from the Koreaboos for self-defense,” Marisa Lilette Luckie said in Korean during the “K-pop Beyond BTS: Media technology, creative industries and fandom culture” seminar at Yonsei University, Seoul. “To prove they are 'normal' followers who respect Korean culture, they define the Koreaboos as being different and blast the Koreaboos' abnormalities."
She added: “They should convince the others that they are normal to avoid being condemned. This discloses the bias against Asian culture is still found in America.”
Seventeen researchers from around the globe gave lectures on BTS and Korean culture during a seminar on Wednesday at Yonsei University, Seoul. Courtesy of KSJCS
Luckie and her co-researchers ― Won Yong-jin, Pang Hui-kyong and Lee Jun-hyung ― also pointed out the blurry distinction between Koreaboos and K-pop fans is a sign that K-pop has not yet been smoothly embraced in the U.S.
They revealed BTS has been changing the perception that “Asians are unattractive,” but the discrimination has not been completely rooted out.
“The phenomenon also shows that today, discrimination against Asia and its people has become more indirect. People are now discriminant of those who relish Asian cultures as well," Luckie said.
“The discrimination has become ethnic too. As the culture of the minorities in the U.S. gains popularity, the Americans seemingly found it impossible to get involved in racial discrimination, hence have displayed signs of more 'specified' ethnic discrimination.”
“K-pop Beyond BTS: Media technology, creative industries and fandom culture,” an academic seminar on BTS, was organized by the Korea Society for Journalism and Communication Studies (KSJCS) and sponsored by BTS's agency Big Hit Entertainment. It was held to discuss various cultural phenomena led by Billboard chart-topping BTS.
Seventeen researchers from around the globe spoke at the seminar, which had four sessions: “Landscape of K-pop,” “BTS & Transcultural Fandom,” “Globalization & Cultural Hybridity” and “Platforms & Media Technology.” Some 200 people attended.