KOREAN WAVE AND CONSUMERISM: A SEMIOTIC ANALYSIS OF NEWJEANS’ MUSIC VIDEO AS A CRITICAL EDUCATIONAL TOOL BY UM VISUAL COMMUNICATION DESIGN STUDENTS

KOREAN WAVE AND CONSUMERISM: A SEMIOTIC ANALYSIS OF NEWJEANS’ MUSIC VIDEO AS A CRITICAL EDUCATIONAL TOOL BY UM VISUAL COMMUNICATION DESIGN STUDENTS

faculty of Literature

Visual Communication Design

October 23, 2024

RESEARCH

SDG 4

This study reveals the codes of reality, representation, and ideology within the music video by the K-pop girl group NewJeans, utilizing John Fiske’s semiotics theory. The analysis examines how pop culture influences consumer behavior, offering critical insights into media consumption and popular culture understanding.

A recent example of the Korean Wave that has captured attention is the collaboration between NewJeans and the iconic Powerpuff Girls in their music video, New Jeans. This collaboration is part of NewJeans’ comeback album, Get Up, and celebrates the 25th anniversary of The Powerpuff Girls. The video illustrates the relationship between global pop culture and consumerism, especially among NewJeans’ dedicated fans.

Through John Fiske’s semiotic theory, this research seeks to analyze the various codes present in the video. By interpreting the codes of reality, representation, and ideology embedded within, the analysis provides a deeper understanding of how pop culture can shape consumer behavior and perceptions of media.

This research not only uncovers the visual aspects and hidden meanings behind the music video but also contributes by offering a critical perspective for the younger generation in understanding and interpreting popular culture content. Therefore, it aims to enhance critical awareness and understanding of media, while also educating on the influence of pop culture on everyday life.