Korean Wave and Soft Masculinity: The Linguistics of Male Idols
- Hanh Nguyen Dinh
- Dec 12, 2024
- 6 min read
Updated: Dec 16, 2024
Đinh Hạnh Nguyên - Hallyu, or the Korean Wave, captivates millions globally with its unique blend of drama, music, and culture, particularly through male idols who challenge traditional masculinity, making this cultural shift deeply significant to me as a fangirl and linguistics enthusiast.
The development of soft masculinity in South Korea
In the past, the "salaryman" persona that was popular in the 1980s and 1990s was a common representation of the rough and tough style that defined South Korean masculinity. Media representations of men as tough, unyielding characters—often in gangster movies or as disobedient young people in dramas—helped foster this image (Elfving-Hwang, 2013). However, a significant change occurred with the rise of K-pop in the middle of the 1990s. A new male image that welcomed tenderness and beauty was made possible by groups like Seo Taeji and The Boys, who started incorporating a variety of musical styles and aesthetics that questioned conventional masculinity.
Wearing makeup, acting cute or even sobbing; why not?
Soft masculinity is distinguished by characteristics traditionally associated with femininity, such as tenderness, emotional expressiveness, and concern for appearance while preserving components of traditional masculinity. Terms such as kkotminam (꽃미남, flower boy), which characterizes male idols with delicate features and a sophisticated sense of style, have emerged as a result of this hybridization (Baruah, 2021). This idea has been a key component of many drama projects to draw in female viewers. The flower boy craze developed as a result of Korean dramas like "Boys Over Flowers," "Flower Boy Next Door," "Flower Band," and "Flower Boy Ramen Shop."
Particularly in this flow, K-pop idols have gained prominence both in South Korea and internationally, advancing a new ideal of male beauty that incorporates clothing and makeup that are traditionally associated with women. Their extravagant hair, delicate makeup, and softer-looking features stand out in contrast to the stereotypically masculine image typically portrayed in the media. By displaying their usage of makeup and defying gender stereotypes, celebrities like BIGBANG and EXO have been instrumental in normalizing these behaviors. Members of the well-known K-pop group BTS, for instance, are frequently seen wearing jewelry, having pastel hair, and promoting skincare products—all characteristics that are typically associated with femininity (Khurana, 2023 & Lee et al., 2020).
Aegyo (애교) is another essential pattern that blurs the boundaries between traditional masculinity and femininity. It includes cuteness and charm and is vital to how male stars engage with their followers and show themselves. In South Korea, aegyo is a culturally distinctive expression that emphasizes fun and attractiveness, which are frequently connected to feminine characteristics (Luo, 2023). Aegyo is a common way for male idols in the K-pop business to interact with fans and show off a side that is different from the traditional masculine image of stoicism and strength. Cute gestures, funny phrasing, and voice inflections are all examples of this performance that are frequently viewed as endearing rather than demeaning. By integrating aegyo into their identities, idols are able to establish an emotional bond with their followers that goes beyond gender stereotypes.
The linguistic component of this cultural transition is also notable (Luo, 2023). The vocabulary used to describe masculinity has changed; words that once stressed hardness are now used to describe vulnerability and beauty. When speaking to fans or other group members, male idols frequently use loving language to publicly show their appreciation, love, and support. Phrases like “I miss you” (보고싶어요) or "You are precious to us" (소중해요) or “I love you” (사랑해요) are common in their interactions, which establish an emotional bond that deviates from the stereotypically masculine norm. Some artists even write letters or send messages, sometimes to express their gratitude to fans or to show their love and respect to their fellow members or seniors. This linguistic openness is further amplified by their actions—hugging, hand-holding, and tearfully sharing moments of joy or hardship—on public platforms.
Controversy related to soft K-pop idols' masculinity
Discussions concerning race, gender identity, and cultural appropriation have been triggered by the way K-pop idols' soft masculinity has been received around the world. There are worries about how this new portrayal of masculinity may affect racist views of Asian males, even if many fans find it admirable. While K-pop challenges Western hegemonic masculinity, some argue that it also runs the risk of perpetuating preconceptions about Asian men as effeminate or less manly.
Take Dzień Dobry TVN, a Polish morning show as an example, facing backlash from fans for their disrespectful commentary on BTS‘s Jungkook and J-Hope. The hosts, who had never heard of Jungkook, characterized his appearance as "not very masculine" and "more like a little boy than a man" during a segment discussing TC Candler's "100 Most Handsome Faces" list for 2019. (Lyons, 2020)
MCs’ comments on Jungkook’s appearance (Source: Koreaboo)
In order to compare beauty standards, a reporter from the show also asked random Polish residents what they thought of Jungkook's appearance. Because of his earrings, one of the interviewees compared "Jungkook" to a cow. Others claimed that because of his "feminine" appearance, they were unable to determine if he was male or female (Lyons, 2020).
Residents’ comments on both J-Hope & Jungkook’s look (Source: Koreaboo)
More opportunities to express one's identity
Additionally, the emergence of soft masculinity has given fans a forum for a variety of identity expressions. K-pop idols encourage many young guys worldwide to embrace their own softer features without worrying about social criticism (Ayuningtyas, 2017). In societies where conventional ideas of masculinity are still inflexible, this acceptance is especially important. In stark contrast to prevailing ideas of masculinity that place a premium on violence and emotional control, K-pop celebrities' soft masculinity, for instance, is frequently seen by Western admirers as both invigorating and stylish. People may reconsider what it means to be a man in different cultural situations as a result of this admiration, which may encourage them to embrace elements of soft masculinity without worrying about being mocked (Azizah & Dwiyanti, 2021).
Conclusion
As an undergraduate studying linguistics and cultural studies, I find the concept of soft masculinity in K-pop both fascinating and inspirational. It symbolizes a cultural change that places a higher importance on inclusion and emotional intelligence—qualities that are becoming more and more crucial in our globalized society. We can learn more about how culture and communication affect our understanding of gender and identity by examining the words and actions of these role models.
To sum up, the Korean Wave and its advocacy of soft masculinity via the language of male idols present a novel and progressive viewpoint on gender norms. It is evidence of how language and culture can influence social norms and promote constructive change. In areas where conventional masculinity has been strictly defined, this change is especially important. In addition to changing their personal identities, K-pop heroes' embrace of grace and tenderness also changes how people view masculinity globally by providing audiences with appealing alternatives to toxic masculinity. The Korean Wave is still having an impact on discussions about identity and representation around the world as it gets more integrated. This movement's linguistic changes reflect a larger cultural shift that values the variety of gender identities and expressions. The journey toward redefining masculinity is ongoing, but K-pop has unquestionably had a revolutionary impact, opening the door for future generations to accept a wider range of gender expression.
References
Ayuningtyas, P. (2017). Indonesian Fan Girls’ Perception towards Soft Masculinity as Represented By K-pop Male Idols. Lingua Cultura. https://journal.binus.ac.id/index.php/Lingua/article/view/1514
Azizah, N., & Dwiyanti, A. (2021). South Korea in Reconstructing Masculinity as Brand Image of the State’s Economic Diplomacy. Sociología Y Tecnociencia. https://doi.org/10.24197/st.2.2021.1-22
Baruah, R. (2021). The Flower Boy Trend of South Korea: Changing Language of Masculinity. Doing Sociology. https://doingsociology.org/2021/09/16/the-flower-boy-trend-of-south-korea-changing-language-of-masculinity-rupsikha-baruah/
Elfving-Hwang, J. (2013). Aestheticizing Authenticity: Corporate Masculinities in Contemporary South Korean Television Dramas. Asia Pacific Perspectives, Vol.15, no.1, 55-72. https://jayna.usfca.edu/asia-pacific-perspectives/pdfs/elfving-hwang_-_aestheticizing_masculine_authenticity_in_so_korea.pdf
Khurana, A. K. (2023). Soft Masculinity & K-Pop. Mindless Mag. https://www.mindlessmag.com/post/soft-masculinity-in-k-pop
Lee, J. J., Lee, R. K. Y., & Park, J. H. (2020). Unpacking K-pop in America: The Subversive Potential of Male K-pop Idols’ Soft Masculinity. International Journal of Communication. https://ijoc.org/index.php/ijoc/article/view/13514
Luo, S. (2023). The Research on the Portrayal of Soft Masculinity by K-pop Idols on Social Media. Lecture Notes in Education Psychology and Public Media. https://www.semanticscholar.org/paper/The-Research-on-the-Portrayal-of-Soft-Masculinity-Luo/150765f933d1506a8467a656f5eaf9556a4668f8
Lyons, S. (2020). Polish TV Show Under Fire For Remarks About BTS's Jungkook And J-Hope. Koreaboo. https://www.koreaboo.com/news/bts-jungkook-j-hope-polish-tv-show-dzien-backlash-racist/
Would you date a man who has a soft personality and is not very masculine?
0%Of course, it's tottaly fine!
0%Ewww, why would I?
0%It depends...
0%I don't mind
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