Stereotypes formed towards K-pop boy bands/idols amongst the North Indian population

Background

Here is a little trivia story behind why I choose this particular topic to work on. It goes back to the time when I was still a high school student studying in Jaipur, Rajasthan. My boarding house had a mix of international (mostly Thai) and Indian (mostly North Indians) students. We had both IB (International Baccalaureate) and CBSE (Central Board of Secondary Examination) students in the boarding house. Most of the international students joined IB. I joined the CBSE branch. On my first day at breakfast when I was standing in the queue, one of the boys commented “Madam Aap Galat Jaga Aaye Ho” (which means Madam you have come to the wrong place) thinking that people who look like me do not understand Hindi (so I would not understand what he said) and do not go to the CBSE school. Most of the students from my school were not aware of how people from Northeast India looked like. While that happened in the hostel, in school I was always teased by my classmates and some of my friends from other classes for my music choice (K-Pop in particular) and the kind of TV shows (Korean Soap Operas and Movies) that I watched. Apart from me, there were only two other girls from the entire school that I know appreciated K-Pop music. Some mocked me for choosing this kind of music, while it did not matter to others. The ones who mocked me used to say things like “Sab Tumlog Chinki Ek Jese Dikhtey Ho Isiliye Tujhe Aise Hi Gaaney Pasand Hai” (You all Chinki people look alike, that is the reason you listen to this kind of music), “Tujhe Kya Aise Hi Ladki Jaise Log Pasand Hai” (You only like female looking people) and others. I particularly remember an incident that happened during Makar Sakranti at one of my friend’s place, we were taking turns playing music in the speaker while flying kites. When it was my turn, I played a Korean song. Immediately my friend stopped me and said “Sun Aise Ganey Bajayengey Toh Padhose Waley Pagal Samjhengey, Aise Thodi Kartey Hai” (Listen, dude, do not play all these songs what will the neighbours think of us? They will this we have gone mad). When BTS first appeared on VH1 during BBMAs a lot of my classmates criticised BBMAs for putting up such a foul show. Many commented, “Ye Sare Chakke Kaha Se Aa Jatey Hai” (‘Chakka’ is a homophobic slur which is mostly used in North India), “Sare Ladki Lag Rahe Hai, Makeup Lagarkar Aaye Hai” (All of them look like girls, they have also put on some makeup as girls do) and many called them female due to lack of facial hair growth. This surely made me uncomfortable and out of place, but this does not mean I did not have a good time at Jaipur. I have friends with whom I am still connected, we help each other whenever needed. It is because of them that I was able to collect response for my survey form because they helped me in circulating the forms. Moreover, I do not blame them for having such stereotypes. Stereotypes exist everywhere. It is because of the kind of grooming they (not everyone) had in their culture and limited exposure towards a certain genre they had formed that kind of opinion. To better understand the source of those stereotypes in North Indian culture I have chosen this particular topic.

Introduction

Stereotypes are an overgeneralization of a generalized belief towards a certain group/category/culture. The idea of racism and masculinity has always been shaped socially, culturally and historically. Binaries are often created when every man and woman are expected to fulfill a fixed role in a particular society. When it comes to being a man in India, the idea of ‘Macho Man’, ‘Protector’, “Men don’t cry”, “Men don’t apply make-up” and others have been reinforced by family members, school teachers, culture and others. This paper is an attempt to understand the transition in Indian masculinity due to K-pop Hallyu. With the influence of K-pop Hallyu, the concept of masculinity is a subject to change. It is fluid in nature. The concept of ‘New Male’ has now been emerging with the emergence of K-pop culture in India. With K-pop getting global attention, viewers of K-pop are getting more sensitive towards the East Asian community. They understand the diversity in their facial features and do not categorize all of them as similar. In this paper, the author also attempts to understand whether people above the age of 35 years are more resistant to this concept of ‘New Male’ or the younger generation. Which generation is open and more accepting towards new opinions and ideas regarding K-pop and East Asians in general.

Key Words: Stereotypes, Racism, Masculinity, Bias, K-pop, K-pop Idol, East Asia.

Literature Review

How are stereotypes formed and learned?

Stereotypes are a representation and evaluation of others that results in unequal social relations. They are formed by making fixed representations and unchanging stark to the identities of those who engage and perpetuate them (Pickering, 2015). Stereotypes are formed due to implicit and explicit biases. Human beings hold unconscious implicit assumptions and biases that influence their judgements of others. Their life experiences and cultural upbringing shapes the way they think and behave. Implicit biases manifest the social and physical characteristics of a person or a group of people dictated by stereotypes that are based on a person’s age, gender, race, ethnicity or others (Handelsman & Sakraney). Explicit biases involve conscious self-reported attitudes which shape how people behave in the presence of others. Implicit biases are automatic and unintentional, whereas explicit biases are explicit and intentional (Handelsman & Sakraney). Human beings have an innate tendency to construct an authoritarian personality due to the underlying insecurities and disposition of fear, anxiety, values and impulses (McFarland, 2010). This results in identifying in-groups to feel the sense of security and generalising the out-group rather than seeing them as an individual to assert social dominance (McFarland, 2010). Stereotypes are integral to a certain group or a member of a specific group/category to support the existing relation and structure of power of advantage, which may lead to endorse the existing pattern of discrimination and inequality (Pickering, 2015). Stereotypes do not only define and place others as inferior but also validates those who stereotype others (Pickering, 2015). In certain cases, people adapt themselves to certain stereotypes under the pressure of social conformity. People partake in the characteristics of a certain category such a social class, gender, stereotypes and others to align themselves with a certain group or understand a certain group of people due to social, cultural and historical reason (Pickering, 2015). Social learning, social perceptions, group norms and reference groups play an important role in developing stereotypes (S, 2016). Socio-cultural conditioning plays an important role in influencing people to build stereotypes, people tend to pick up what their culture has already defined for them and tend to perceive things from that lens (S, 2016). Stereotypes lead to attitudinal biases. Attitudinal biases mean manifesting a favourable attitude towards a group or category than the others (Greenwald & Krieger, 2006). For example, if two candidates are equally qualified for a job application, one favours the other based on their race and other implicit bias that the recruiters have. These biases can be both favourable or unfavourable, when a particular group or a person designates favouritism to a group they belong then it results in ingroup bias (Greenwald & Krieger, 2006). In a socio-cultural setting, we are brought up in a way to have a positive bias towards the group that our society assigns to us, in a way our surroundings conditions us to have that kind of bias. The theory of the “Out-Group Homogeneity Effect” says that human being tends to see their in-groups as more diverse than the out-group, they perceive the outgroup to be more similar to one another (Dixon, 2018). They tend to categorise people into different boxes based on their assumptions or experience. Additionally, schema theory supports this argument of the “Out-Group Homogeneity Effect” by saying that human beings organize information in their mind by creating an unconscious category (these categories are called schemas). Humans do this because they come across millions of information every day, to simplify that information into easily comprehensible information they create categories. This also helps us save our cognitive energy and not drain it altogether (Dixon, 2017). Such categories help us memorize information easily and used that stored information whenever needed.

Traditional Masculine Roles & Body Image in Indian Society

Hegemonic Masculinity refers to the concept of a real man that various societies reinforce by referring to the traits that particular culture or society sees as a trait to define masculinity/men, anything which is out of that box is considered feminine/female (Kareithi). The concept of Hegemonic Masculinity is being reinforced in Indian society from time and again. At a very young age, boys are being trained to be the “Protectors” and “Providers” for their family, they do this by asserting dominance and not showing their weaknesses because “Men are supposed to be strong”. They are not expected to cry or seek out for help. This naturally normalizes male aggression because it is alright to show anger but not cry (Philip, 2015). Popular Hindi films have repeatedly cast “Angry You Man” as a protagonist in the movies. The construct of “Angry Young Man” represented by Bollywood has now become a shared fantasy of masculinity amongst the Indians (Chattopadhyay, 2019). The “Sex Role Theory” describes innate biological behavior between the sexes, it posited gender binaries of masculinity and feminity as discrete standards of learned behavior. The theory explains that as males and females develop, they learn to internalize distinct styles in life relevant to their lives through the process of socialization (Martin, 2010). It explained ‘Masculine’ & ‘Feminine’ as monolithic. The ideal body type for a masculine appearance in India is the tall and muscular body type. During the course of development young boys are bombarded with messages about how they should dress up, behave, and appear. Applying makeup, wearing floral shirts and accessories, having a lean physique are associated as feminine, and are taught by society that boys do not appear in that manner because it is not considered to be masculine (Martin, 2010). These stereotypes are being passed on from one generation to another and are continuously being re-learned and reinforced in Indian society. In a survey conducted by “I DIVA,” they asked Indian women what they find most attractive in men; women talked about various characteristics that they look for, in an attractive man. Some of those characteristics were “Ambitious”, “Facial Beards”, “Honesty”, “Intelligence”, “Family Men”, “Respectful” & “Hygienic” (Ann, 2019). These ideas of attractiveness are formed due to the stereotypes learned and reinforced in India. At home, school, workplace and others, we are being told that men are supposed to be ambitious to be able to earn better for their family, men are supposed to have a muscular physique and have a facial beard. Facial beardedness is judge as a better fit for long-term relationships than clean shaved facial features (Hindustan Times, 2018). We create these schemas in our mind and memorize them unconsciously, and these schemas then guide us to behave and think in a certain way.

Origin of K-Pop Wave in North India

K-pop is Korean popular music that originated in South Korea, the K-pop music includes various genres under its umbrella. It can include jazz, classical, dance, folk, hip-hop, electronic, country and others (Korean, 2021). Artists performing K-pop music are Known as K-pop idols. They are involved in both dancing and singing. K-pop wave is commonly known as K-pop Hallyu, first became popular in East Asian countries like China & Japan in the 1990s (Reimeingam, 2014). Korean Pop music is a fusion of Westernised modernity with the right amount of Asian sentiments (Reimeingam, 2014). In India, the K-pop Hallyu originated in the early 2000s in the North-Eastern states, but it was not spread across different parts of the country. Although K-pop existed in all the seven Northeastern states of India since the early 2000s, we can only trace back the origin of K-pop in Manipur. In Manipur due to a ban imposed in Bollywood movies by The Revolutionary People’s Front due to misrepresentation of Northeastern people in Hindi cinema gave rise to K-pop culture and Korean Hallyu in general (Reimeingam, 2014). The prime source for entertainment in Manipur was pirated Korean DVDs, Korean broadcast channels like KBS World, Arirang Tv and others. However, in Northern India, the first hit of K-pop Hallyu was when Psy’s Gangnam Style made it to Billboard charts in 2012, but Psy’s Gangnam Style did not lead the common population to explore K-pop music on a large scale. Until recently till the popular boy band, Bangtan Soneyodan popularly known as BTS became a global celebrity K-pop was not known commonly among the North Indian population. The boy band BTS has a huge Indian ARMY fanbase now. Other K-pop bands like Blackpink, Twice, Shinee, Exo, TXT (Tomorrow By Together) and others have also become popular in recent years. K-pop music is commonly popular among the younger generation in India. The technicolour universe, stylish fashion sense, impressive choreography, song composition and others have attracted the attention of the younger generation (Majumdar, 2016). Additionally, each album has a different concept and message for the fans. Especially in the case of BTS, their albums are interconnected with each other. It goes in the form of a story that has different parts in different albums. They convey relatable messages like heartbreak, being young, loving yourself and others (Majumdar, 2016). Gen Z and a few of the millennials are the major consumers of K-pop music in Northern India.

Transition Of The Idea Towards Racism and Masculinity Within K-pop Viewers

With the exponential growth of digitization, K-pop culture has reached Indian viewers and other international viewers. With popular boy band ‘BTS’ entering the Billboards and American Music Awards, the K-pop industry has begun to take its stand globally. As the K-pop industry continues to grow there is an emergence of the concept of ‘New Male’. The ‘New Male’ is seen to use various kinds of beauty products such as bright makeup, eyeliner, blush and others. They openly express their emotions to connect with their fans. They have an image of a ‘Flower Boy’. Boy bands like BTS are seen to take their stand as males, but connect with people by their feminine side. This concept of ‘New Male’ is an outcome of the Korean concept ‘Hwarang’. They are the young noblemen from South Korea who studied culture, applied makeup and were warriors. K-pop idols are seen to use makeup and skincare products outside their professional life as well, to maintain their skin and hygiene (Arambam, 2019). The influence of K-pop in India has led to the acceptance of gender fluidity. Now we see androgyny in male fashion. Even though before the influence of K-pop androgyny did exist in India in a few numbers, they were often subject to stereotypes and being generalized as homosexuals. There have been cases in India when all the people with Mongoloid features were being stereotyped as people who all look alike because of facial features. Everyone with that kind of facial features has been called out ‘Chinese’ or ‘Chinki’. Although it has not completely changed, K-pop viewers have become much more aware, mindful and sensitive to such situations. With the advent of digital technology now there is a transition in the Indian viewers about masculinity. Although K-pop contests had started in different parts of the Northeastern states, it has slowly come to the Northern Indian parts as well. In the year 2018, Delhi hosted its first K-pop contest. Boy bands like EXO, BTS, Shinee, IKON, Pentagon, TXT, Winner, Ateez, GOT7, Monsta X and others have a huge impact on Indian viewers out of which most of them are Genz (Arambam, 2019).

Study

Purpose of the study:

A small survey was conducted among the Northern Indian population to understand their association and experience with K-pop & K-pop idols. Whether stereotypes are built around K-pop male idols/artists based on the idea of hegemonic masculinity and the stereotype that all East Asian boys look alike, and if at all K-pop has influenced its viewers to bring a transition in such kind of ideology. Based on the author’s personal experience and literature review, the author has chosen North Indian population as a sample to study.

Hypothesis:

“North Indians Above Age 35 Have Greater Stereotypes Towards K-pop Music & K-pop Boy Bands/Idols/Artists’’

Participants:

A total of 61 people from North India participated in the survey, ranging from 13 years to 59 years old. The subjects of this study were blinded to the hypothesis.

Questionnaire:

The first questionnaire had 16 questions in total to gauge the participants personal understanding of K-pop, the emotions people attach with K-pop, their idea of masculinity and femininity. The age of the participants was asked to test the hypothesis.

The second questionnaire had only two questions. It was “How did they feel after feeling the form” and “Why did they feel so”.

Both the questionnaires had MCQ, one-word answers and short answers. The first form also had pictures of some of the idols.

Below are the pictures that were added to the questionnaire.

Procedure:

1. Circulated both the survey form amongst friends, family and relatives who have North Indian friends or who are from North India.
2. Uploaded both the survey forms on different social media platforms like Linkedin, Facebook and Instagram for my connections from North India to be able to fill in the form.
3. Stop receiving responses from participants.
4. Analyze the results.

Results & Analysis

The results have shown that 21.3% of the participants do not attach any emotion to K-pop music, while for 14% it brings happiness, 9.8% of the participants attached it to joy, 1% of them felt positive through K-pop music and the rest did not know or were curious about the music. For 18.1% of the participants K-pop music meant nothing, its entertainment for 3.3%, safe space for 1% of the participants, it was new for 4.9% and the rest felt disinterested. Out of the people who felt nothing about K-pop music and were disinterested, 95% of them were above the age of 35 years. 85.2% said that they will feel happy if their parent/child will listen to K-pop music, 1.6% said that they will feel embarrassed, 3.3% felt nothing, 8% did not care. About 15% of the participants said that all the idols looked alike, they could not spot the difference in physical features. Out of the people who said that all the idols looked alike, 98% of them were above the age of 35 years. Only 23% of the participants encourage their parents/children to listen to K-pop music. 55.7% of the participants listened to K-pop music when they were alone, 100% of them were below the age of 35 years. About 30% of them explained that they listen to K-pop music when they are alone because they are being judged by people around them for listening to K-pop music, which is based on the language that they do not even speak or understand. 26.2% listened to K-pop music during family gatherings, while 60.7% of them listened to English songs during family gatherings. This can also be seen as a product of post-colonialism, because of which the common population has access and understanding for the language English whereas Korean is an unfamiliar language. So they choose familiar-sounding songs than unfamiliar ones. Automatically they are biased towards the language which is known to them, and resistant towards the unknown. According to 36.1% of the participants, women are beautiful, 4.9% said they are cute, 0% feel that women are handsome and 50% feel women are all three (Handsome, cute and beautiful). 37.7% felt that boys are handsome, 3.3% felt that boys are cute, 0% felt that they are beautiful and 54.1% felt that men are all three (handsome, cute and beautiful). Out of the people who felt that men are handsome and women are beautiful, 99.99% of them were above the age of 35 years. Above 80% of the participants associated heels and skirts as feminine, more than 60% of the participants attributed beauty products like lipstick, mascara and eyeshadow as feminine. 65.6% associate earrings with femininity. Less than 50% of the participants attributed belts, chokers, pants and skinny jeans as feminine. 26.2% of them attributed facial hair growth as feminine. Less than 30% of the participants associated crop-top, skirt, choker, heels, eye shadow, lipstick and mascara as masculine/men-like. 39.3% associated skinny jeans with masculinity, 36.1% attached earring with masculinity. More than 65% of the participants associated masculine with facial hair growth, belts and pants. 100% of the participants above 35 years of age-associated masculinity with only belts, facial hair growth and pants with masculinity and the rest other than these as feminine. There was nothing that they attributed as both masculine and feminine at the same time. 100% of people who listened to K-pop music associated both masculinity and femininity with crop tops, skirt, mascara, heels, earrings, eye-shadow, pants, lipstick, skinny jeans, belts, facial hair growth and choker. 100% of the people above the age of 35 years called the idols feminine or beautiful. Also according to people above age 35 years, all the idols looked the same there was no difference. After seeing the pictures of male idols 8.2% found them beautiful, 11.5% found them cute, 11.5% found them handsome, 2% called them girls and 65.5% called them all three (Cute, Handsome and Beautiful). 99.99% of the people above the age of 35 years called the K-pop idols beautiful because of their lean physique, lack of facial hair and what they wear.

From the above results, we can conclude that the hypothesis “North Indians Above Age 35 Have Greater Stereotypes Towards K-pop Music & K-pop Boy Bands/Idols/Artists’’ have been proved true. This is because people above the age of 35 who participated in the survey associate masculinity with facial beards, being though, emotionally less expressive and others, based on the stereotypes that have been passed on to them from generations. They do not see the diversity in facial features of East Asian men, rather see them as more similar based on their in-group and out-group bias where they see North Indian facial features as more diverse and East Asian facial features as similar to one another.

Challenge Faced During Data Collection For Survey

● Some people older than the age of 40 years were resistant to fill the form because K-pop music is stupid and has no meaning according to them.

Limitation of the study

● Only mainstream K-pop idols were there in the picture series of the questionnaire.

● Questions could be framed in a better manner. It was very directive, it could have been more subtle (Brought into notice by the survey participants).

● The population that participated in the study cannot be generalized for entire North India.

● This paper only talks about the binaries, it does not address the other genders who do not identify with the binary gender.

● Link for a music video could have been added in the form for those who have never experienced K-pop music, although it will not give a comprehensive view on the K-pop industry as a whole. But they could have gotten a taste of it.

● Ageism: Thinking that people of a certain age will behave in a certain way.

● Only people who can read and understand English can participate in the study.

● People who have access to the internet and gadgets automatically become my target audience, when more than half of the Northern Indian population do not have access to both internet and gadgets.

Conclusion

With the change in time the concept of masculinity has been evolving, now it has become more fluid. Younger generations who are a regular consumer of K-pop music are less prone to stereotyping K-pop idols/artists. They also understand the diversity within Korean culture, music and facial features. They are aware of the differences that not all East Asian people are the same. Use of beauty products and accessories have an egalitarian view towards both male and female. Although we do find many who look down on men who do not fit into the hegemonic construct of masculinity. It is safe to say that digitization of K-pop culture has been changing the traditional narrative on men & masculinity in younger generations. However, older people and some of the younger people who do not consume K-pop music are rigid to such changes because the stereotypes have been deep-rooted into their memory over the period.

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