SOFT POWER ANALYSIS THROUGH KPOP IDOL IN PRESEVATION AND CULTURAL PROMOTION

Abstract

Pop culture is a phenomenon that emerged as a result of globalization. This phenomenon is very diverse and often changes over time. It is influenced by rapid advances in technology and mass media, which facilitate its spread in society. One prime example of the spread of popular culture through soft power is Korean Pop (K-pop), which has attracted global attention and spread to various countries worldwide, creating the Korean Wave phenomenon. This research uses qualitative methods with a descriptive approach to analyze literature data from multiple online and offline sources, including articles, journals, photos, and videos related to the Korean Wave through K-pop. The theory used in this analysis uses the soft power theory proposed by Joseph S. Nye Jr. and the visual image theory by Walter Lippmann. The analysis results show that in its efforts to preserve and promote its culture, South Korea implements an imaging strategy involving various levels of society. K-pop idols play an essential role by integrating traditional Korean elements into their music videos (MV). These conventional elements include backgrounds in the form of royal buildings, the use of Hanbok, and aspects of traditional South Korean music. This strategy succeeded in packaging conventional elements in an attractive and modern context without losing their essence, strengthening the image of Korean culture and increasing K-pop's global appeal.