SEX-TYPING OF GENDER IDENTITY: A CULTURAL PERSPECTIVE TO K-POP IDOLS’ PORTRAYALS OF PERCEIVED MASCULINITY

This study aims to investigate how individuals living in Turkey perceive masculinity through the external appearances of K-pop idols from a cultural perspective. A mixed-method approach was used for the research; qualitative and quantitative data were obtained. Initially, a survey was conducted to determine the participants’ perspectives on gender roles. Lastly in-depth interviews were conducted with two different groups selected from the survey participants to evaluate K-pop idols from a masculinity perspective and to understand the reflections of media discourses on society. Using Sandra Lipsitz Bem’s schema theory for determining gender roles, the participants’ approaches to gender roles were comparatively evaluated. As a result, contrary to media discourse, it was understood that the participants were not disturbed by the way K-pop idols reflected masculinity and did not think that they were dangerous to society. It was revealed that familiarity with K-pop music did not significantly affect the perception of gender identity compared to those who were not familiar with it. However, although the participants stated that they adopted an egalitarian gender approach, it was found that masculinity was evaluated within the framework of traditional roles.