Gaenyeomdol: Challenging Stereotypes of K-pop Idols

Abstract: K-pop idols have been considered the epitome of industry-manufactured and government-engaged cultural commodities. Such a monolithic representation has been complicated by the advent of gaenyeomdols, a new type of K-pop idols who are keen on social issues and ardently engage in activism. Based on the critical discourse analysis of the late Jonghyun of the K-pop group SHINee, this study argues that gaenyeomdols have disrupted the stereotypical narratives and images of K-pop idols by genuinely expressing themselves in musical and social media spaces; engaging with sociopolitical, historical, and international issues; and inspiring fans to engage in participatory actions beyond the realm of popular culture. This study further points out that gaenyeomdols have challenged the hegemonic dominance of Western celebrities in the discourse of transnational celebrity activism, echoing the ultimate goal of activism based on their social, political, and historical specificities.