“I’m Taking Over You”: Marketing Tactics of the K-pop Industry Towards the West
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2023-07-03
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en
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This thesis explores the strategies employed by the K-pop industry to effectively market itself to an American audience and subsequently gain widespread popularity in the Western music market. By investigating the intersections of transnationalism, parasocial interaction, and Orientalism, this study sheds light on the multifaceted factors contributing to the recent boom of K-pop in Western societies. It emphasizes how the genre transcends national borders through its music, visual branding, and fandom networks. Furthermore, this study delves into the concept of parasocial interaction, exploring how K-pop cultivates a sense of intimacy and connection between artists and fans. It will also discuss fandoms’ ability to mobilize and promote artists, their passionate engagement in activities such as streaming and voting, and the presence of consumerism. This thesis explores how the K-pop industry actively fuels this fandom energy by providing interactive experiences, exclusive content, and a competitive environment.
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