Nanay, Tatay, Mommy, Daddy and Family. Because of all of you, I would want to live nowhere else but in Pasay. Jem, Nessa, Plinky, and Jea, I hope we become friends forever, through thick and thin. Camille, Charm and Chi, I had no real friends in UP, until you came. Because of you guys, UP life became bearable and fun. My favorite girl MG, my favorite partner Gen, my favorite director Jopet, my first friends JT and Janine, my frenemy Ryan, my Kpop buds Kem, Ana, Dove, and Karen, also Bianca, Rox, Dane, Mel, Micah, and every single classmate I’ve had, you touched my life somehow and I hope I touched yours too.
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Sir Reev Robledo and Sir Bryan Tibayan, thank you for making me realize my strengths and limits. Ma’am Maeanne Los Banos, thank you for instilling in me the value of fortitude. Ma’am Almond Aguila, thank you for teaching me proper thesis writing. Ma’am Melba Estonilo, thank you for teaching me the values of precision and discipline. Ma’am Pearl Manalili, thank you for your guidance and patience. Most especially, Lord God. You gave me a life that’s so blessed with a happy family and supportive friends. I will always strive hard to be a person truly deserving of all these blessings.
Thank you, and most of all, I love you. v Dedication To the One above, my only Lord. To Mama and Dad, my pillar and strength. To Ate Agnes and Jed, my friends and confidant. To Jimmybee, my life’s happiness. To all Kpop fans, this one’s for you. To Big Bang, the one who inspired all these. And to you, who’s actually reading this two-year endeavor. Understanding the Filipino Teens’ Consumption of Korean Popular Music and Videos, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.
This thesis looked into the popularity of Korean popular (Kpop) music among the Filipino teens aged 15-19 years. The study used the combined assumptions of Straubhaar’s Cultural Proximity Theory, Ball-Rokeach and De Fleur’s Media Dependency Theory, and Blumler and Katz’s Uses and Gratifications Theory. The researcher conducted both traditional and online surveys among 270 Filipino teenage Kpop fans, and focus interviews to six (6) Filipino fans of the Korean groups Girls’ Generation, Super Junior, Shinee, SS501 and U-Kiss.
The researcher determined the variables of consumption of Kpop content, cultural offerings present in Kpop content, and needs of the fans satisfied by Kpop content. The study found out that Filipino teens are highly exposed to Korean popular music, and consumed these media texts everyday by utilizing various media, most specifically the Internet. The Filipino fans are also attracted to the cultural offerings of Kpop content, especially the visual elements including the physical appearance of the artists (face, fashion, hairstyle) and visual aspects of the music videos (choreography, sets).
It was found that consuming Kpop content gratified the entertainment need of the fans through its appealing visual elements and high-quality content (songs, choreography, and talented artists). vii ABSTRAK Alanzalon, S. M. (2011). Kpopped! Pag-aaral ng Pagkonsumo ng Kabataang Pilipino sa Popular na Musika at Bidyong Koryano, Tesis, Unibersidad ng Pilipinas Kolehiyo ng Pangmadlang Komunikasyon, Ang tesis na ito ay sumuri sa kasikatan at kalaganapan ng popular na Koryanong (Kpop) mga awitin at bidyo sa mga tinedyer na Pilipino edad 15-19 taon.
Sa pag-aaral ng kaganapang ito, ginamit ang pinagsamang asumpsyon ng mga teoryang Cultural Proximity ni Straubhaar, Media Dependency nina Ball-Rokeach at De Fleur, at Uses and Gratifications nina Blumler at Katz. Nagsagawa ang mananaliksik ng tradisyonal at online na sarbey sa 270 na kabataang Pilipino, at anim na pokus na panayam sa mga tagahanga ng mga sumusunod na grupong Koryano: Girls’ Generation, Super Junior, Shinee, SS501, at U-Kiss. Sinuri ng mananaliksik ang mga konsepto ng pagkonsumo, elementong kultural, at pangangailangan ng kabataang Pilipino.
Natuklasan ng saliksik na mataas ang pagkakalantad ng mga kabataang Pilipino sa Kpop, at ginamit nila ang iba’t-ibang midya sa pagkonsumo, lalo na ang Internet. Nagustuhan nila ang Kpop dahil sa mga elementong kultural, higit lalo ang mga biswal na aspeto tulad ng panlabas na kaanyuan ng mga Koryanong artista (mukha, porma, ayos ng buhok) at ang kalidad ng mga music video (koryograpiya, set). Ang pagkonsumo ng Kpop ay nakatulong sa gratipikasyon ng kasiyahan at katuwaan ng mga kabataan dahil sa mga kahali-halinang biswal na elemento at mga dekalidad na produkto (awitin, sayaw, artistang may talento).
Influence It has changed my habits and desires It provided me icons/idols to look up to It made me realize my own fan identity It didn’t influence me at all * Multiple Respone The Fans’ Lifestyle Since the reinforcement of certain values influenced the choices in life that the respondents make, it can be noted that there were aspects of the respondents’ lifestyle that have been impacted by their consumption of Kpop. The researcher derived five aspects (see Table 18) based on the theory of Uses and Gratifications. 63 In effect, Table 18 shows the overwhelming lead of music choices as the top aspect of the respondents’ lifestyle that has been influenced by Korean music.
Nearly all (108) traditional survey respondents chose music choices while a big number of 131 online respondents also chose the same aspect. Meanwhile, fashion choices and habits also had substantial portions of positive response. More than half (72) of traditional survey respondents were influenced fashionwise, while 87 online respondents also chose fashion choices. Sixty-one (61) participants of the traditional survey said that their habits were influenced, while 84 online respondents said the same. The results reveal that predominantly, the respondents’ preference for music have been affected by their consumption of Korean music, since primarily, Kpop is a form of popular music. Significant portions of the respondents were influenced fashion-wise as well as with their habits.
Both surveys, however, revealed that the respondents’ beliefs weren’t influenced, which negates their search for the strengthening of their values. Table 18. Aspects of respondents’ lifestyle influenced by Kpop Traditional Survey No. 108 72 61 52 23 N = 120 Online Survey No. 131 87 84 69 35 N = 150 Aspects of Lifestyle Music choices Fashion choices Habits Social life Beliefs * Multiple Response 64 Kpop Fans’ Need for Social Interaction McQuail mentioned in his study that the audience may utilize the media in order to gain a sense of belongingness, and in order to do so, they need to interact with people around them. 134 Consuming media texts, such as Korean popular music and videos, encourages audiences to gain insights on the situations of fellow consumers of the same text.
The researcher attempted to understand how the exposure to Korean pop music helped the Filipino fans satisfy their needs to interact with their fellow Kpop fans, and whether their need for social interaction pushed them to join social groups of Korean music fans. Joining Social Groups As shown in Table 19, nearly three-fourths (72%) of the traditional survey respondents have joined or participated in a social group or organization dedicated to Kpop, while only 15% haven’t joined any form of social groupings. On the other hand, the table also reveals that more than three-fourths (78%) of online respondents have also joined or participated in a social group dedicated to Kpop music and artists.
Both traditional and online surveys reveal that 12% of the survey participants were just planning to join in the future. Media audiences seek a sense of belongingness in order to gain understanding of the situations of fellow fans. 135 They also need social interaction in order to connect with their families, friends, and the society. Consuming media texts have the potential to meet these needs for social interaction, and the results of the survey reflect this fact. An overwhelming portion of the respondents were members of Kpop fan groups and organizations, while a few were planning to join in the future.
This is due to the fact that in the first place, these respondents were virtual fans who frequented Internet communities and forums. However, large portion (106) of online participants also picked fan clubs, while only a third each preferred fan conventions (57 responses) and fan meets (52 responses). In total, online forums and fan clubs were the top choices of the respondents. The results can be attributed to the fact that 150 of the 270 respondents were online participants, while all of the 270 respondents identified themselves to be associated with the respective fan clubs of their favorite Korean artists.
