Comunicación, cultura y género: análisis de la representación de las masculinidades en el.fandom k-pop en Quito-Ecuador

Abstract

The article explores the impact of k-pop on the construction of new masculinities in Quito, Ecuador. k-pop, as part of the Korean Wave or Hallyu, has gained global popularity and has influenced cultural and social perceptions, challenging traditional gender norms. The research focuses on how k-pop promotes a greater diversity of gender expressions among young quitenios, revealing a more inclusive and equitable emerging masculinity. Previous studies and theories on diversity and performativity of masculinities, such as those of Connell and Butler, underscore that gender identities are not static. Through clubs and cover groups, such as the SWAT group, young Ecuadorian men reconfigure and normalize new forms of masculinity. The globalization of k-pop culture, facilitated by TIC, has allowed the appropriation and re-signification of this culture by young people, shortening territorial and cultural distances. However, a duality persists in the perception of masculinity in Ecuador and Latin America, influenced by both global openness and deep-rooted traditions. The results of the study show that k-pop provides a platform to explore and redefine masculinity, moving away from traditional roles and adopting a more artistic and disciplined lifestyle. The k-pop phenomenon in Quito promotes a more open and globalized mindset, influencing a significant cultural shift in gender perception