#MOOTOO: An Exploratory Study on Mamamoo as Purveyor of Feminism Ideals

Abstract

Feminism has been a polarizing topic for many years and decades, challenging the norms of how women should follow in accord breaking the barrier for people who are marginalized due to their gender and sexuality. At the same time, music artists have been creating subtle messages for listeners and audiences to catch onto their hidden advocacies that can help either empower said listeners and audiences or be taken aback by their music or performances. This is no different with K-pop idols, where some write their songs and insert themes that either divide audiences or unite them due to messages inserted, like environmental issues, feminism, and mental health. One of the well-known K-pop girl groups that have been outspoken in advocacy for feminism has been MAMAMOO. Based on the findings, MAMAMOO does have an influence on how feminism has been perceived by fans, creating a platform that can help avid and other casual listeners to identify female empowerment and be influenced by the girl group. However, it should be noted that not all feminist issues were tackled by MAMAMOO, leaving room for more before fully calling them a feminist girl group.