The Influence of K-pop on Chinese Fans’ Gender Perspectives: A Comparative Analysis Based on BTS and Blackpink

As the platform economy continues to infiltrate all aspects of people’s lives, internet platforms have emerged as key arenas for the development of pop music. K-pop, a globally recognized pop culture phenomenon known for its globalized marketing strategies and stage performances that reinforce gender binary traits, is epitomized by BTS and BLACKPINK. These groups have significantly influenced the gender perceptions of their fans worldwide. This research employs the methods of textual analysis and critical discourse analysis to comparatively analyze two songs by BTS and BLACKPINK, their respective stage performances, and the comments of Chinese fans. The research reveals that BTS, as a male idol group, has transitioned from reinforcing traditional masculinity to expressing universal values. On the other hand, BLACKPINK, as a female idol group, despite incorporating elements of power and cultural hybridization, has yet to break free from the stereotypical image of women within the traditional binary concept of gender. The interplay between agencies’ globalization strategies and the participatory culture of fans has had a dual impact on the gender concepts of Chinese fans. Firstly, the dissemination of universal values has further expanded the cultural influence of K-pop. Secondly, the participatory fan culture has perpetuated the gender digital divide, which is a manifestation of post-feminist modernity in popular culture.