Perception of the Deconstruction of Beauty Standards in Korean Female Idols’ Music Videos

Abstract

This study examines the deconstruction of beauty standards in Korean female idols’ music videos, with a focus on Hwasa and Jeongyeon. It aims to understand how respondents perceive these changes and what factors shape their perceptions. Using a qualitative approach guided by interpretivist and constructivist perspectives, data were collected through in-depth interviews with purposive and snowball sampling. The findings indicate that respondents recognize a shift from previous beauty standards to broader definitions that encompass talent, performance, and self-presentation. While some respondents still consider appearance important, all accept and appreciate the evolving standards reflected in the music videos. This research makes an academic contribution by providing insight into the perception of global beauty standards within Indonesia and applying theoretical frameworks of perception analysis. Practically, this study serves as a foundation for future research on beauty standards and fosters public awareness regarding diverse physical attributes, including body shapes, facial features, and skin types. Future research could explore similar shifts in male idols, cross-cultural respondent perceptions, or the influence of social media in shaping evolving beauty standards. And also, further research can explore the concept of beauty, whether it is in line with another Pop industry in another country.