The Influence of K-Pop Culture on Beauty Standard in Society on Feminism Perspective Putri Rosita Debriyanti
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Introduction This paper describes about Korean pop culture (K-Pop) that influences the concept of beauty standard which happens in society. Each country has a different cultural baground. It was certainly affect the mindset and the concept of beauty among the society. Being beauty is a thing that dreamed by all women. Besides to innerbeauty, outer beauty are also important. It makes everyperson has its own standard of beauty. Feminism is the struggle of women demanding equal rights but in the difference of sex. The purpose of this ideologi or movement is to emancipate every women through mobilization of solidarity among women (Nancy, 1989 : xxvii). Based on this, it means to encourage women to realize that each woman is different. Both men and women are different for each personal. Stereotypes perspective resulting the loss of individual consciousness and identity. Both men and women have the similarities and differences that natural and is based on culture. Feminism basically means the affirmation of the full humanity of women in which all the ways women have been defines as inferior, secondary and dependent on men in the past (Sandra:2012).women are affirmed as fully human, not partly human or complementary to the male, but with all human attributes and capacities, in relationship of both autonomu and mutually with other humans, male and female, as well as ecosystem. Feminism is not a universal movement with homogeneous concept that can represent all women. As highlighted in “Feminism Thought” (Tong, 2004) feminism is a very broad concept and complex. Feminism is a word which cover a variety of approaches, views and frame of mind that is used to explain the oppression of women and the solution is used to destroy the oppression. In this paper, feminism is about women that has many concept. The concept is including the standard of beauty. Women can never be separated from the beauty. Nowdays Korea is being trending topic that has related to beauty even many people have known the term as Korean Pop Culture. Pop
culture is style, idea, perspective and attitude that different with the mainstream culture in which the preferences is considered by informal agreement. It has influenced by mass media since 20 era then it developed continously by every culture, the ideas has reach in the daily culture. As the result, pop culture gets many critics from some scientist and the maintream culture that usually from the religi community in which assume that pop culture is superficial, consumerism, sensasionalis and immoral. But by the goverment of Korea, pop culture can be used well and it is being soft power to extend the influence of South Korea to abroad.. The Korean Pop Culture is begin with the appear of Korean drama in some television and it has be the first of the development of Korean Pop Culture. These success is continued by the spread of K-Pop (Korean Pop) in which the actors are Boyband and Girlband. K-Pop (an abbrevation of Korean Pop or popular music) is a musical genre consisting of electronic, hip-hop, pop, R&B, music originating in South Korea (Hannah:2013). K-Pop applies the music with American pop, rock, and tecno into the music. Morever a dance group, korean music is still dominated by dance group of this day. K-Pop is not just music. K-pop has grown into a popular subculture among teenagers and young adult throught Asia, resulting in widespread interest in the fashion and style of Korean idol groups and singer. Besides the music is so energic that makes this music is more familiar in the country. Korean pop or K-Pop is more popular. It is hug hit among korean and international students. With korean music getting recognize on Asian market, as well as at a worldwode level, K-Pop is becoming extremely popular among both korean speaking people and non korean. Although the K-pop quite short, rapidly spread of K-pop music radio is shaping. In addition, K-Pop becomes more develop through the various popular music channel like MTv, internet and others. Moreover, indirectly KPop also has influenced the mindset of society in many fields, especially for the perspective of beauty in culture now. 2;
Discussion A; The Phenomenon of Korean Pop Culture The phenomenon of Korean Pop Culture (K-Pop) is indicated by increasingly spreading of the Korean music. K-Pop is the music that has pop genre from South Korea that succed dominating of world market that develop continously with many style and the characteristics that they bring. Such as
fashion, hair style and make up, language and modern lifestyle that suitable that korean culture. It called as phenomenon because the coming of K-Pop is not only being an entertainment consumption, but it has given an effect that persuading. Moreover, being an imitation center and the development of new ideas in worldwide are interested on it. The fashion that being style and inspiration in the world. The hair stytle and make-up are being an imitation of society is majority for imitating can be looks like K-Pop character that famous. It brings big effects to daily life of society, both its fashion, music, drama and lifestyle. Society begin interest to something about Korean. In fashion, korean usually has the characteristics of fashion that trendy in which usually has the mini size, or stric that makes people looks sexy. For the korean music has characteristics in which Korean music has risen with the power of group vocal, whether its boyband and girlband. Usually Korean music has some components in which the music that has the varian of music dance, hip hop, pop genre and it has the choreography and interest custum. Moreover, the music has energetic rhytm, the personels are handsome and beautiful, moreover
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Korean Drama, is the first of korean product that spread in the world market. For lifetyle, korean people usually show their beauty, body that it is a bit vulgar. It happens because the socialization of K-Pop is bit by bit widespread and develop in the daily life. Thus it is called as Korean Pop culture phenomenon. Korean pop culture has spread almost in worldwide include Asia, United State and others that it has strong effects of Korean pop culture. The Korean Pop culture is also develop continously by coming of many products, such as mobile, fashion, cosmetics and others. Korean pop culture has been spread being an alternative way of korean people to insert some varian products that connect the Korean Pop to some countries. It must be realize that Korean products has widespread in the world market. It shows that phenomenon is not only being a public consume in one field. But it has
enter widely into culture that makes society are amazed interest and have purpose to imitate and apply the Korean culture in their life.
B; The influences of Korean Pop on Society
The coming of Korean pop culture is caused by the power of dance music and Korean drama that has reached the dominated world market gives many effects for society in every countries. with every countries that they bring, almost of the Korean production gets highrate. Society have free coice and easlily to get the information from the media. The influences of Korean Pop can be seen from many fanspages, whether it is in the cyberworld and the reality life. It can be an impact from the consume media or internet on the society. Not only that, it can be seen that some people are interested to learn the language. Moreover increasingly there are some korean restaurant that has spread in some countries. It shows that there are desire of culinary lovers to the Korean foods. The photos and picture can be find everywhere. Thus can be seen that there are many Korean lovers community are doing gathering. K-POP culture epidemic has left any kind of impact in people's lives. The rise of a culture of K-POP, providing considerable impact, both positive impacts and negative impacts. The positive impact of the phenomenon of KPOP is, the rise of various female music boyband and girlband who are motivated and adopt the style of Korean POP. Many designers got the idea and inspiration to create fashion in which combined with K-POP culture. Musicians and Indonesian music get new ideas in music, the creation of choreography which eventually envoke to the creative idea which is the source of K-POP is a phenomenon that appears. As long as it is in the case of adoption or earned is an appropriate and not contradict so this will give a new twist to the entertainment music, so that it can survive and not eroded by the entry of new culture. It is also brings a problem in the negativity caused by the phenomenon of K-POP. The existence of a new culture in and continues to grow, continuously received and absorbed by the society that ultimately bring the community become an interest in the original culture decreased or even disappear. The rise of K-POP culture to make some people, especially teenagers become more interested and feel more proud to imitate and adopt the K-POP culture that they witnessed. This is supported by the height of the products of the Korean public to support the process of imitations K-POP
artists there. The use of fashion style appropriate to the Korean models, which in essence was incompatible with the values and norms of modesty fashion. Lifestyle that has hedonic attitude of the incoming and absorbed in the daily life of society.Society are easily to idolize the Korean pop stars and finally they try to adopt and imitate the culture that they brings. It is begin from the fashion style, hair style, or even the act that is point to hedonism, liberalism and even the negative effects. C; The stereotype/concept of standard of beauty in the society
As revealed Bungin (2007: 221) that beauty is represented in such a whiteness of skin, black hair, thick and straight, slim-bodied, has a freshness, their pure, luxury, elegance and flawless charming. Meanwhile, Prabasmoro (2003: 106) in his book reveals that naturalized beauty with white skin color. Then Anthony Synnot (1993: 22-282) reveals that women have part of body that is created as an object of beauty and have a social meaning in the society, From that various concept, we can conclude that face becomes a basic determinant of the perception of the meaning of beauty and ugliness of individuals. The next part body is hair, which is a symbol of individual identity. The skin is also a part that is shown by the media. Because in the various media, such as print and audiovisual (commercials, movies, sitcoms, etc.) beautiful skin is also often published. In addition, the concepts of beauty that then adopted by the mass media in presenting the concept of beauty as it is published in the advertisement or music program in television. As one of the communication media, tv program becomes one of the tools in communicating the message. Advertising is not only influence society to change attitudes directly, but what is in the advertisement are able to influence what society thinks. Advertising can influence people's perception of a phenomena that are considered important. The influence of the mass media industry is not only in the context of technological sophistication, but it happened to more specific that actors and actresses that play a role in the media industry. So, what happens in a society is a social context that is different from the public. Because of the concept of perfection that is believed by the public is also different in the mass media. As a result, majority of society assume that beauty is has whitening skin, has a long nose, has a sharp cheek, slim body. Moreover, society also assume that people who has white skin hs the symbol of fresh, pure and beautiful. Whereas, people who have not the criteria like that has the symbol
that contrast. Because of the stereotype that shaped by media people have to try to get desire of beauty, the way to get perfect beauty by treating, such as Tweezing, waxing, threading, dieting, foundation, mascara, eyeliner, eyeshadow, uncomfortable shoes, skimpy clothes at night, smiling, sitting in the sun or rain in the float parade, even do plastic surgery.
D; The standard of beauty on feminism perspective
On feminism perspective has different concept in which the concept is different with the reality recently. In thin concept, feminism explain about beauty. Naomi Wolf, "the myth of real beauty always refers to behavior (inner beauty) and appearance (outer beauty) "(Wolf, 2004). Actually, the inner beauty beauty here is more emphasis on the personality of the maturity person. If someone can bring a positive emission to the surroundings, wherever she is, she can be said to radiate beauty from within his own. Arguably the beauty of a woman's personality the most important role, although it may not be instantly recognizable by others. Factors that including are the personality, intelligence, grace, politeness, charisma, integrity, stability and flexibility. While that can be felt by the surrounding of a woman with inner beauty, such as patience, a smile she said, and his words are likely to respect others (used to saying sorry, please, and thank you). A woman who is truly beautiful to be complete by the outer beauty (physical attractiveness) and the inner beauty (Tjahyaningtyas, 2012).
E; The relation between Korean Pop Culture Phenomenon with the Stereotype
of Beauty in the Society The relationship between K-POP phenomenon that showed up with the influence on the concept of views on feminism, especially in the concept of beauty. Society easily get kinds of varian information including the foreign cultures through globalization. It is not be avoid that the entering of K-POP culture directly hit on the activities of the society's life. Society with a low level of human resources often receive the foreign cultures without filtering of culture as what is appropriate. Often people accept the culture to absorb and then adopted on their life by following the development era.
K-POP culture that strongly go through the different types of music, films, fashion and make-up. It is absorbed raw by the majority of society, young people in particular. It is not only keep abreast of the times, but rather a form of fault on concept of beauty because majority Korean society is very regard regard for beauty and it greatly affects the concept that eventually formed the concept of beauty in society are often be published by the media. It makes society lose its identity of beauty and also and also the distinctive of gratitude for God's gifts and they tend use identity they consider to be a modern culture in the changing times. K-POP success being the influence in different parts of the world, affecting the public on concept of beauty and the subsequent Korean manufactures the beauty products in order to raise the culture of Korean expansion. The resulting product typically includes a wide range of cosmetic products, wigs and even plastic surgery services.
Conclussion
The Korean pop culture phenomenon comes because of globalization effects and the interest of music and Korean movie that are able to dominate world market and give some impact to each country that is influenced by KPop. Society easily accept new things without filtering, and also the globalization effects make K-Pop increasingly adapted in the society. Society idolized K-Pop stars and then try to adopte and intimidate the culture that they bring. Korean people are very respect for beauty. But the beauty sometimes is not valid with the feminism perspective. Because of society try to get the perfect beauty with many ways, such as tweezing, waxing, threading, dieting, foundation, mascara, eyeliner, eye-shadow, uncomfortable shoes, skimpy clothes at night, smiling, sitting in the sun or rain in the float parade even they do the plastic surgery. This action tends on hedonism and kapitalism. This is the impact of feminism perspective in society which is influenced by mass media.
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