Virgen Milagrosa University Foundation

Special Science High School

S.Y. 2019-2020

Popping the KPOP Bubble: Behavioural Effects of KPOP Movies and

Songs to Student Fans

Group IV

Ma. Nadine M. Castro

Chennille Ann Bleu G. Camara

Ezekiel R. Bautista

Ma. Trisha Mae A. Tamondong

Lee Ian Belle M. Gelido

Daniel I. Balacoa

Joan Ruth P. Raguindin

 CHAPTER I

I. Background of the Study

What is K-pop? It is referred as the Korean Pop Music which originated in Korea. K-pop music
is now viral in the Philippines. It captures the attention of many people, especially on
teenagers. We are curious on how people interact on this kind of music. We want to know on
how it. At the turn of the millennium, we have seen the advent of a new milieu in broadcast
media wherein the flow of media texts has become boundless and widely globalized; thus the
emergence of such trends as Latin telenovelas, Chinovelas, and even Thai movies. But what is
arguably the most phenomenal and impactful of these developments is the boom of K-pop or
Korean pop. K-pop music have been making waves worldwide since the 90‘s, but did not really
penetrate into the average Filipino‘s consciousness until the late 2000‘s. This is a study about
K-pop behavioural effects in the Philippines. K-pop entered the Philippines in the mid-2000
along with the proliferation of Korean dramas or Koreanovelas‘ in local television. Although K-
pop is only one component of the Hallyu or Korean wave‘ (which also includes Korean movies
and TV programs), it elicited the greatest amount of interest among the Filipino audience. A
momentous event in the history of K-pop in the Philippines is the Pops in Seoul concert in
2008. Pops in Seoul is a Korean music program aired in the cable channel Arirang TV. In July
15, 2008, Pops in Seoul held an event at the Manila Film Center as part of its 1000th episode.
This was the first ever fan event in the country that brought different K-pop fans together, and
sparked the creation of many associations and fan clubs. And then came Nobody. Nobody is a
song performed by the Wonder Girls, a group of female K-pop performers. The effect of
Nobody was so tremendous that it became a nationwide phenomenon. What was once a tiny,
marginalized group of fangirls‘ grew to several thousands. Since then, K-pop fandom in the
Philippines has grown exponentially, giving birth to countless fan organizations all over the
country. K-pop fans are also remarkably active in textual production. In the Philippines, quite a
number of K-pop fan conventions have been held since 2009. As a matter of fact, the 1st
Philippine K-pop Convention, which was held on December 5, 2009 was described by allK-
pop.com to be ―not only the first K-pop convention of the Philippines; this convention is the
first of its kind, period. The enthusiasm of Filipino fans has also caught the attention of Korean
producers themselves. Since 2008, several K-pop artists have already been to the Philippines
for concerts and promotions. Filipino K-pop fans have also caught up with the trend of fan
production. Most active fans have their own fansites, where they blog about their favorite
artists, post fanvids‘ or fanart‘ which they themselves created, and interact with fellow fans.
Several K-pop fans actively participate in K-pop performances and competitions, and have
become some sort of celebrities within the fan community themselves. Fan fiction writing,
usually done in fandoms based on fictional texts and characters, is also now applied to K-pop
music fandom. Hence, overall K-pop fits in our generation particularly in the 21st generation
which has already accepted the K-pop civilization. Our School has been also conquered by the
pop music, it ruled the school. Even on morning assemblies like on exercises. Even on the
physical education we study it.

II. Statement of the Problem

This study aims about k-pop movies and songs can effect the student fans.

1. For you, what is KPOP?

2. Why do you love KPOP?
3. Do you think K-pop is only for teenagers or young adults? Does it also produce music
for other age groups?
4. How is it being a fangirl/boy? Is it hard? Why?
5. What can K-pop influence to you as a student?
6. Did you ever think that K-pop might be a nuisance in your studies?
If yes, please explain why.
7. Do you also believe that K-pop is just for entertainment only?
Please explain why you do so.

III. Scope and Delimitation

This study will focus primarily on the Kpop songs and movies among the students of the
VMUFSSHS, regardless of gender and socio-economic status. Using the methods of survey
and focus interviews, the study will describe the processes of the student fans’ consumption of
Kpop media. It will also determine the behavioural aspects present in Kpop that students could
relate with, and how the content gratifies the needs of the fans. In this study, it shall be
understood that Kpop not only refers to the music per se, but also the videos with Kpop idols
and group in it including official music videos and other television shows featuring Kpop artists.
In South Korea, Kpop artists frequently appear in talk, variety, and reality shows. These
television shows will be included in the media text that served as the basis of the Kpop
audience’s response. In addition, the researchers will focus on understanding the consumption
of the fans by describing the behavioural offerings of Kpop in the survey questionnaires, as
well as the different ways of how Kpop gratifies the needs of the fans.

It will not attempt to look into other reasons such as other economical, psychological and
sociological reasons, but only focused on the four different behavioural offerings (language,
visuals, cultural capitals, story) and the gratification of the four types of needs (information,
personal identity, social interaction, entertainment). The term “fandom” in this study shall be
understood as the emotionally involved consumption of media texts, opposing to the gathering
of people with the same interest for an artist or media content. Also, the study will not attempt
to generalize the VMSSHS student Kpop fans, but rather will isolate cases and will attempt to
understand the individual fandom of the student fans by means of focus interviews.

V. Conceptual Framework

In order to have an idea to this study, a paradigm is prepared to show the concept of the study.
The study shows on the behavioural effect of the k-pop movies and song to student fans.

Input Process Output

Popping the KPOP

K-pop Movies Interview and Bubble: Behavioural
Effects of KPOP
and Songs survey Movies and Songs
to Student Fans

Fig. 1 paradigm of the study

The independent variable or the input of the study is k-pop movies and songs, which will be
tested in order to get the desired result. The method or the process that will be used in the
study is survey. In translating the theoretical framework into specific concepts used in this
study, the researchers will specify the audience to be VMSSHS student fans. The media
content will be understood as Korean popular music, videos and television shows. The
information processing of the student Kpop fans will refer to their different patterns and ways of
consuming Kpop media content. On the other hand, the theoretical model of the different
media purposes was retained in the conceptual framework. Information is the knowledge that
fans gained from the exposure to Kpop media content. Personal Identity will refer to the fans’
personal growth, personality changes, dreams, goals and aspirations that were gained or lost
during the process of consuming Korean music and videos. Social Interaction will pertain to the
social relationships with family, friends and fellow fans that will be affected by the fans’ Kpop
fandom. And lastly, entertainment will denote how Kpop provided happiness, amusement,
diversion and other entertaining purposes to the consumers. Through this results the
researchers will be able to identify the behavioural effect to student fans.
VI. Significance of the Study

Fans are the most active and passionate media audiences. Their lives and their culture are
excellent reflections of how media texts are translated into everyday practices of consumers
and how these texts can actually go beyond the realm of mass media and penetrate other
dimensions of culture and politics. But at the same time, it can also be said that fans are the
most misunderstood media audiences. The simplistic and negative depiction of fans in the
media, as mentioned earlier, will overshadow the complex culture of fandom which, we
believe, is a fertile ground for audience research. The present study aims to fill this gap in local
media scholarship, and open new windows for future research. Moreover, fandom does not
exist in a vacuum; the social actors that are involved in fandom are people who are also
players within the political and economic structures of their society. We believe that this is one
aspect that has been left out in the discussion of fan culture in the Philippines; and this is what
I think this study can contribute to the scholarship of broadcasting. We also believe that this
study will benefit the fans themselves, particularly the students of VMSSHS. We hope that this
will inspire the student fans to assert their own power and facility. This study will help the
students to know the benefits of K-Pop, the influence of K-Pop and the Impact of K-Pop in
terms of Behavioural Habits of the Participants which is the Virgen Milagrosa University
Foundation Special Science High School.

VII. Definition of Terms

The following terms shall be understood in context with the study. The researcher will provide
this section in order to inculcate the meaning of various terms in relation with the current
research endeavour.

Entertainment company – the agency that manages the assets, schedules, and production of
materials of the Kpop artists.

Fan – a person with an intense enthusiasm or attachment to Korean popular music, videos and
artists.

Fan Club – an organized fandom established by a group of Kpop fans who share the same
interest for a certain subject of their attention and enthusiasm.

Idol – a singer trained by an entertainment company marketed as an idol for the general public.

Korean Popular Music (Kpop) – a genre of pop music that originated from South Korea and
performed by Korean idol singers and groups.
Kpop Music Video (MV) – the official music video of a Kpop song originally performed by a
Kpop artist and produced by their official Korean entertainment companies.

Media Content – other music, video clips, and music videos which contain or are related in
anyway to Kpop or Kpop artists.

Needs – the different psychological or sociological necessities/wants of the fans that are
gratified by consuming Korean popular music and videos.

Teenager – in this study, Filipinos of age 13-16.

 CHAPTER II

(not yet done)

Related studies

Foreign

The Philippines media sensitively portrays the Korean wave focusing on the historical,
emotional, and behavioural perspective. The Japanese colonial dominance in Asia still remains
and brutal memory, in particular for both China and Korea. This antagonistic feeling toward
Philippines has revealed a long term official ban of Philippines cultural content in Asia. The
Philippines newspaper coverage studied for this research portrays the Korean wave in a
dominant manner. It clearly depicts South Korea as the underdog compared to Philippines.
“The reality that South Korea had emerged as a rival hit many Japanese with full force, when
the countries were co-host of soccer’s World Cup and South Korea advanced further than
Philippines. At the same time, the so-called Korean wave television dramas, movies and music
from South Korea swept Philippines and the rest of Asia, often displacing Philippines pop
cultural exports”. Through the Korean wave has spread to many Asian countries, there is no
doubt that it has found greatest success in China. From soap operas to game shows to Korean
popular music, foreign media content have been a staple in the programming of Philippine
broadcast media. Because of the continuing importation of foreign shows by the country's
biggest networks, the researchers will have a reason to believe that the Filipinos have very
positive response to these foreign products, including Korean popular music. This is the
reason why this current study looked into three types of foreign material that created a huge
impact on the Filipino audience in recent years. These materials included: Spanish-language
soap operas; Japanese animated series, popularly known as anime; and Asian dramas, also
known as Asianovelas. These three types of programs, in one way and time or another,
affected the viewing habits of the Filipinos. Spanish-language soap operas, Japanese
animated series, and Asian dramas were all very well-received in the country. Most of the
studies analyzed the audience and found out that their reason for the consumption of these
products included the attractive physical appearance of the actors, the good values presented
in the content, and the high-quality production of the TV shows. The researcher believed that
the same elements were present in Korean popular music, and this presence was the reason
why many Filipino teens became very much attracted to Kpop music, videos and artists.
Local

For some it may be a previous scholarly endeavour, or even an emerging social necessity. For
me, it was an encounter with students of VMSSHS. Anchoring on the objectives of this study,
the researcher reviewed related studies that are significant of the following concepts: reasons
for the fans active media consumption; Filipinos as active fans; popular foreign media in the
Philippines; and the Korean Wave in Asia and the Philippines. The popularity of K-pop has
become so entensive that authorities and nationalist fear that it is leading to a xenocentric
preference for Korean styles and ideas. And today, we witness the gargantuam amount of K-
pop merchandise adoming the shelves of shops and hundred of thousands of Filipino
teenagers and other adolescents individuals spending a substantial amount of their money on
buying such merchandise, purchasing their favourite stars/singers album and not to mention
concert tickets, the cheapest are which are usually enough money to buy a high technology,
high phone or even more essential stuff that can be of used for example a K-pop group called
BTS sells their general admission tickets for 9450 pesos (SM tickets).

CHAPTER III

METHODS AND PROCEDURES

In this chapter, the research design and methods will be discussed, along with the concepts
and indicators, units of analysis and sampling, data gathering and data analysis.

I. Research Design

In understanding the phenomenon of Kpop fandom among the Filipino teens, the researchers
chose qualitative paradigms. Pen and paper survey (traditional) will be employed in order to
get a quantitative overview of the frequency, ways and reasons of the fans’ consumption. The
researchers will also utilize focus interviews on five fans in order to isolate the phenomenon
and the units of analysis. Since the researchers will study cases bounded by time and activity,
it was more apt to use cross-sectional approach of data construction, analysis, and
interpretation.

II. Respondents of the Study

Our research on K-pop media will take off from the avid fan students at the Virgen Milagrosa
Special Science High School. The study will be Popping the KPOP Bubble: Behavioural
Effects of KPOP Movies and Songs to Student Fans, that will be conducted by our research
group. The study will describe the K-pop behavioural effects by studying the online behavior of
members of a local fan club. Through the constant comparative technique of the Grounded
Theory Approach, I integrated the findings of these two theses to formulate a comprehensive
overview of how K-pop fandom works.

V. Instrument of the Study

The survey questionnaire will be divided in the following sections (each are variables
measured in this study): 1) profile of respondents; 2) consumption; 3) cultural offerings; 4)
needs. The questionnaire aims to measure the Special Science Student fans’ patterns of Kpop
consumption. The first draft of the questionnaire will undergo numerous validations from the
adviser. Meanwhile, the focus group discussion guide will be outlined based on the main
purposes of the instrument which are: their favorite group, reasons for their fandom and
favoritism, how it impacts their life academically, socially and holistically, and the implications
of being a Kpop fan.

VI. Respondents of the Study

Data Gathering

*TENTATIVE TIME AND PLACE AND PROCEDURE*

The researchers will conduct a survey among the SpeciaL Science Student Kpop fans in order
to collect data regarding their patterns of consuming Korean music and videos. The survey
sampling will be purposive in order to specifically target the population of Kpop fans.
Traditional survey will be employed on a total of 50 respondents. A survey will be conducted in
order to give representation to both Kpop fans who are active attendees of fan club events,
and also virtual Kpop fans who are active in various Internet Kpop communities.

Data Analysis

The researcher used thematic and framework analysis in analysing the data. As what Rabiee
mentioned, the main aim in the analysis of focus group interviews is to reduce the large
amount of data generated from the data collection.117 Using the two techniques mentioned,
the researcher reduced and sifted through the most important findings. The researcher made
use of themes that were deduced in categorizing the findings. Meanwhile, Krueger’s
Framework Analysis guided the sifting of data. The five key stages of this analysis involved the
following:

a. Familiarization – watching recorded discussions and interviews, reading transcripts and

listening to tapes

b. Thematic Framework – developing categories and themes by lifting out texts and phrases
from transcripts

c. Indexing – sifting the data by lifting quotes and comparing them

d. Charting – arranging lifted quotes into the newly developed categories and themes

e. Mapping and Interpretation – managing the data and interpreting them accordingly.

All these steps helped in managing the large amount of data and reducing them into

more pertinent findings relevant to the study.

(INTERVIEW QUESTIONS)

KPOP - is an abbreviation for Korean pop music (also referred to as GaYo or KaYo music) and
a musical genre originating in South Korea that is characterized by a wide variety of
audiovisual elements.

Bias - In Kpop, the member of an idol group that is your favorite. A person may have one
ultimate bias, and many other biases from other idol groups, or only have one ultimate bias.
This term is derived from "having a bias towards a particular person."

Fandom - the fans of a certain group or a famous person.

Daebak - awesome, the best

OTP - One True Pairing

Feels - feelings

MV - music video

Aegyo - Korean word deriving from the joining of the two Chinese characters for “love” and
“beautiful.” A feminine trait that has come to reference actions by men or women that could be
considered cute or charming.

QUESTIONS

2. How did you know about KPOP?

3. How did you come to love the Genre?

4.

5. What are your fandoms?

6. Who is your ultimate bias?

7. What is your ultimate fandom?

8. How is it being a fangirl/boy? Is it hard? Why?

10. Did you ever watch any concert of any KPOP artists live?

If yes, what group or artist? If no, why?

11. If you are given the chance to meet and greet your ultimate bias,

what would you do and give to them? :)

Full Name: Mary Ann Gely Pulga

Age : 18

Course&Year: BEED 3-1

School : Leyte Normal University

1. KPOP is my addiction, an extension of myself of which I can't live without.

2. I was infected by a friend who also likes KPOP as much as I do.

3. The music is catchy, plus the lyrics are worth listening to. (plus the singers are good-looking,
like seriously)

4. I don't have an idea, honestly speaking :D I just love it for the heck of loving it :D

5. My fandoms include BANA(B1A4), L.O./\.E. (NUEST) , SOne (GIRLS GENERATION), E.L.F

(SUPER JUNIOR), Shawol (SHINee), Inspirit (INFINITE), Exotic (EXO), Aff(x)tion (F(X)), and
Melody (BTOB) :D

6. Can I mention two names? Amber Josephine Liu and Park Chan Yeol.

7. I have two. AFF(X)TION AND EXOTIC.

8. It isn't actually. I mean, I love being a fangirl and for IlHoon's sake it's what I do best :D
haha. I wish Fangirling could be a job though *O*

9. YES I DID. My items include Albums, posters, magazines, I.D laces, lomo cards, stickers,
Do I have to mention everything? hahaha. :D

10. No, not yet. My friends and I made a deal though: NOT TO GET MARRIED TIL WE SEE
EXO LIVE.
11. Rape ChanYeol. OK NO. hahaha. I haven't thought about it, hmmmmmmm... I guess... hug
them? or steal them a kiss? XD

Full Name: Jerome P. Malibago

Age : 16

Course&Year: BSHRM 1

School: Leyte Normal University

1. KPOP is happiness

2. I don't remember, I guess on TV or on the Internet.

3. I love the genre because it is unique. And KPOP artists dont need to wear revealing clothes
just to get attention. :)

4. I love KPOP because it makes me happy and because of KPOP I learned how to dance.

5. BLACKJACK(2ne1) V.I.P (Big Bang) LO/\E (NUEST)

6. Minzy of 2NE1

7. BLACKJACK
8. Being a fanboy is very hard. Because many people will judge and laugh at you.

9. I have posters, ballers, photo cards, albums and shirts.

10. No. Because I don't have enough money.

11. My ultimate bias group is 2NE1, I will give them Dried Mangoes because they love the
taste of it and take a picture with them or have a conversation with them :)

Full Name: Rochelle D. Omillo

Age : 17 y/o

Course&Year: BEED 1

School: Leyte Normal University

1. KPOP is now widely known in the world, specifically here in the Philippines and I bet they
will maintain this 'dominating all the charts in the universe' concept.

2. Long story, short. 8D

*it was my birthday, 2009

*thru Arirang Pops in Seoul

*Gee of Girls Generation was on

AND THE REST WAS HISTORY!

3. The addicting rhythm + the oh so gorgeous faces + magnificient effects on their music
videos.. now tell me, who wouldn't love them?!

4. KPOP is like half of my life now..

it became my stress reliever and my source of happiness.

i'm not actually good with words when it comes to explaining how i feel about a certain topic..
so i guess that's it? hahaha.

5. Actually.. I like everything about KPOP so I basically like all the groups.

But if I'll pick my minor top 5, it'll be - T-ARA (QUEEN), B.A.P (Baby),

Teen Top (Angel), A Pink (Pink Panda), SISTAR (Star1)

Full Name: ANONYMOUS

Age : 17 y/old

Course&Year: AB POLSCI 1
School: Leyte Normal University

1. KPOP is my sanctuary, whenever I feel lonely I just listen to KPOP. When my Dad died, I
listened to KPOP songs all the time, especially when I was alone. KPOP makes me happy in a
sense that I go crazy just by hearing their songs.

2. Around 2009, we were reading e-books, at that time we were reading "She's Dating The
Gangster", the author used Kim Kibum as the character of Nathan Dizon, anyways, so yeah,
we searched and search and came to know that Kim Kibum was a part of Super Junior. That's
the start. <3

3. I remember the first KPOP music video I saw was Sorry Sorry by Super Junior, and my
mouth was literally hanging open. To make it short, their songs are addictive and their MV's
are daebak(great/awesome)!

4. Same as written above, I couldn't understand the lyrics, well not until I search for the
translations though, but I could relate to the melody and I feel light-hearted when I hear KPOP
songs.

Conducted by : Liana Cruz & Cristina Khay Daya

MTh 9:00-10:30

Interview #1

Interview #2

More at kpopdictionary.tumblr.com

KPOP DICTIONARY

INTERVIEW ON KPOP FAN GIRLS/BOYS

Interview #4

6. Ultimate of the ultimates? Kim Myungsoo <3

7. EXO, SNSD (S<3NE), INFINITE (INSPIRIT)

8. In a way. Especially the needs in terms of money. I will be like, "MONEEEEEY WHERE ART
THOU WHEN I NEED YOOUUUU?" Everytime my

favorite groups releases an album or if I saw an item related to them that

caught my eye and I wanted to buy that certain merch and I'll realize that I'm super broke. It
breaks my heart and at the same time, it really kills me because I'll still find a way to buy THAT
certain thing. so yeah, ITS HARD. ;____;

9. Many to mention, but of course the 'EXO items' are the most precious ones. :)

10. SS2(Super Show 2, Super Junior). It was April 10 of 2010; one of the most memorable day
for me. My sister bought 2 tickets and i was forced to accommodate her.

11. my heart, body and soul: MY ALL

just kidding! haha. (well technically, i'm 50% serious about my

statement above :P)

no, seriously.. i'll just say all the things that i wanted to say.. (pfft -.-) how much i love him.. how
much i idolized him.. how much i looked up to him as my role model and inspiration in all sort
of things.. and i'll give him my personalized stuff (secret.. with cherry on top) :D

5. ELF(Super Junior), Shawol(SHINee), Exotic(EXO), BlackJack (2ne1)

6. Leeteuk of Super Junior <3

7. ELF! <3

8. IT IS VERY VERY HARD. You have to have lots of money if you're a fan girl. It is just
heartbreaking not to be able to go to concerts of your bias groups, not being able to buy their
albums, items and merch.

9. Yes, I've already bought albums, ballers, lanyards, keychains. Well I bought a lot 'cause I
am a seller of KPOP Items.

10. Unfortunately, no. :( As usual, it is because of not having enough money.

11. I would talk to him and tell him that I really really loved them, eherm him. And that I was
really glad I've known them, that they made me feel happy whenever I'm sad. Well, I'd ask to
take a picture with him, and give him a self-made scrapbook or something.

III. Hypothesis

BAD
1. Teens spend too much time watching music video, drama, searching information about K-
pop idols as a result they lack of sleep, staying up late and sometime skipping meal.
2. It can cause them by having eye diseases, memory loss or even tend to be depression-
prone and autism-prone.
3. They can suffer from physical, mental and psychological problem because of heavy K-pop
addiction.
4. It could also can distract their studies.
5. Lack of social contact and also affect relationships between children and parents
6. The temptation of buying their album or even drama.
7. Sometime they got too emotionally attached with the drama.

GOOD
1. Most Korean music has clean lyrics and positive message. They are far less likely to findson
gs about partying, drinking or hook-ups rather than American song.
2.They use good languages
3. Korean music video and onstage performances feature has cleaner dance moves and lessr
evealing clothing.
4. The change to learn about a new culture and language for the first time and broaden our
perspectives.
5. Can make a lot of friends with similar interests.
6. Learned how to respect different culture