K-Pop and the positive impact of transnational culture

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난날믿어내등이아픈건
날개가돋기위함인걸
“I believe in myself;
My back hurts in order to let my wings sprout.”
                                                                                      -Wings by BTS
Culture, according to Google Dictionary is defined as “the ideas, customs, and social behaviour of a particular people or society.” In the globalised world, integration of culture has become possible through mass media. K-pop fandom is one of the most vastly growing phenomenon across the world and Jammu & Kashmir, a Union Territory in India is no exception. This can be seen from the fact that Facebook pages selling K-pop merchandize specifically in J&K are quite active and popular. Understanding the penetration of K-pop in the minds of Jammu’s teenagers is essential because the Korean culture is entirely different from the Dogra culture (of Jammu). However, the influence of K-pop in such that teenagers not only enjoy the music but follow the bands passionately, becoming part of the fandoms identifying with terms like “Army, Kiss me, Single, Hottest”. Along with instilling a sense of affiliation in teenagers for liking similar music or band, K-pop also paves way for curiosity for the Korean culture.
Since K-pop is in Korean language and the teenagers living in Jammu who listen to K-pop do not understand the language, if they like the music, they try memorizing the lyrics first without knowing its meaning just to be able to sing along. The next step is to understand the lyrics and since the lyrics in K-pop are always motivational, it leaves a positive image of the Korean culture. Teenagers often feel alienated and misunderstood but the uplifting words in K-pop music acts as a virtual push towards confidence and motivation. It is essential to study the K-pop phenomenon in Jammu because it is a disturbed state which is why teenagers here do need a positive escape from the existing circumstances. BTS Army has raised money worldwide for charitable purposes. And in Jammu, teenagers wish to embrace K-pop culture by buying merchandise, making fan pages, using fandom phrases or K-pop lyrics in everyday life. They do so even with those who do not understand the language or the reference just to lure them into the fandom as well.
What motivates a teenager to choose K-pop over other kinds of music?

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