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Young people from Sao Paulo in the korean wave: studing the practice of K-pop

Grant number: 13/27193-3
Support Opportunities:Scholarships in Brazil - Master
Effective date (Start): May 01, 2014
Effective date (End): September 30, 2016
Field of knowledge:Humanities - Anthropology
Principal Investigator:Rose Satiko Gitirana Hikiji
Grantee:Thiago Haruo Santos
Host Institution: Faculdade de Filosofia, Letras e Ciências Humanas (FFLCH). Universidade de São Paulo (USP). São Paulo , SP, Brazil
Associated scholarship(s):15/21629-0 - What kind of relation do you have with your idol? An anthropological study of Korean pop consumption in São Paulo, BE.EP.MS


In the 1990s the " Hallyu ," or the "Korean wave" , transnational disclosure movement of South Korean TV series , films and pop music has spread to several countries in Asia. In the past decade , K - pop ( Korean pop music) , taking advantage of the expansion of digital media, has been the main vector for promoting " Halyu " in countries outside the Asian region . Currently, in Sao Paulo, young people compete in K-pop´s dance and singing contests in which they imitate ("do cover" ) the performances and clothing styles of the K - pop idols . These leisure contexts have become prime locations to the contact between young descendants of Korean immigrants and not descendants. Both of them experience in that context the aesthetic and moral values related to Korean pop songs. This research seeks to understand the practice of K - pop in São Paulo and its consequences for the young people involved in it, mainly from the perspective of music and consumption of goods related to that musical genre. Studying the experience of these young people, I seek to understand the process of local ownership of globalized musical genres and its developments in their lives. Music, dance, performance and consumption are brought to focus in ethnographies that cover these competitions and trainings conducted among these youths. Moreover, ethnography in online spaces also serve as a clue to the design of networks of friendship, conflict, trade and searches for native categories of this practice. Finally, I will adopt the production of audiovisual material as ethnographic strategy. Use this tool facilitates the exchange of views and information between the social actors and the researcher.

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Academic Publications
(References retrieved automatically from State of São Paulo Research Institutions)
SANTOS, Thiago Haruo. Idols in images and sounds, fans in reaction: an ethnography of Kpop music practice in São Paulo. 2016. Master's Dissertation - Universidade de São Paulo (USP). Faculdade de Filosofia, Letras e Ciências Humanas (FFLCH/SBD) São Paulo.

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