Avatars, sexualization and affectivities

: the case of K-pop girl group AESPA

Abstract

Korean popular music, or K-pop, and virtual worlds have each experienced increasing interest in the last years, reason why their union, from which resulted unique experiences to the audiences of this music genre, is hardly surprising. One novelty is the female K-pop group Aespa, which counts with the presence of four members and their respective avatars. Despite its creative concept, this group has raised apprehensions among netizens related to the sexualized design of the virtual idols. This thesis then, attempts to examine, from a feminist perspective, the contribution of Aespa’s avatars to the sexualization and objectification of the female idols, as well as analyse the affective responses of the idols and fans towards these entities. It is a thesis that succeeds studies dedicated to denounce the gendered use given to technologies, albeit with a focus on the K-pop industry, and that also emphasizes the need for critical reflection on an entertainment product of growing international consumption.This study was developed by relying on mixed research methods. In order to achieve the objectives outlined, we selected and conducted a visual analysis of the promotional images of Aespa, analysed the narrative present in audio-visual contents of the group, designed and implemented a questionnaire aimed at adult female South Korean fans, and interviewed fans as well.The results suggest the avatars of Aespa contribute to the female idols’ sexualization and objectification 1) through their own existence and sexualized design, 2) by being the guiding force of their concept and thus, dictating all choices related to the group’s aesthetic, and 3) by appearing as additional sexualized elements in some of the group’s images. The avatars were also perceived as capable of holding affective power over the idols, who appeared to manifest signs of body dysmorphia in response. Finally, it was also possible to conclude that even though the avatars seem irrelevant to the fans, the idols appeared capable of influencing fans’ subjectivities and embodiments. These results propose that the avatars can indirectly influence the fans through the idols.

Date of Award	5 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Beatriz Puertas Hernandéz (Co-Supervisor) & Tânia Ganito (Supervisor)