Literature Application

Concerning whether sexual elements in music contexture will affect sexual attitudes, empirical experiments have been conducted by sociologies Kistler and Lee to find the correlations. Experimental evidences showed support for hypothesis that highly sexual content had effects on reinforcing gender stereotype. When relates to SNSD, I am in conformity how the influence is formed but in contradictory questioning the direction of influence in the article.

Kistler and Lee explained the formation of influence referring to concepts of “social cognitive theory” and “parasocial interaction” (Kistler and Lee 2009: 69). The social cognition theory indicates “human have the capacity to learn through symbolic environments, such as through media portrayals” (Ibid.). After learning, attitudes is enhanced by involvement of viewers to the protagonist of media script (Ibid.). I believe the processes revealed in the article are verified by the process of how fandoms are affected or even the formation of the fandoms. Refer to the idea that Korean fandoms are encouraged to show activeness by mimicking idols talked in the class, there are numerous SNSD’s fans passionate about learning the dance and making cover videos. These behaviours are the combination of learning and evolvement, resulting fandoms’ affection and absorption of  the attitudes conveyed by MV or any forms of content. The second part stated the direction of the sexual attitudes. Although the experiment targeted both men and women, the results for men were significant while were ambiguous for women. Considering there is a large proportion of SNSD’s fans is women, I cannot agree with the findings. For example, “Geniesns” is categorized as sexy MV because of waving hips, bare legs and uniform fantasies. But the theme of “fulfilling the wishes” made the overall impression becomes the encouragement of women’s assertive self-disclosure, and leads a positive direction of sexual attitudes.

In conclusion, the article preciously analyzed the formation of influence. While since SNSD never published any highly sexual videos, considering current level of sexual elements and gender of their fandom, I believe idols positively undermine the sexual stereotypes in contradictory to authors’ opinion.

Wenhui Fu

 

Bibliography:

Michelle, E. Kistler and Moon J. Lee. “Does Exposure to Sexual Hip-Hop Music Videos Influence the Sexual Attitudes of College Students?” Mass Communication and Society 13, no. 1 (2009): 67-86.

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