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All Journal International Journal of Local Economic Governance Interaktif: Jurnal Ilmu-Ilmu Sosial Asia-Pacific Management and Business Application ARISTO Jurnal Kreativitas PKM Jurnal Manajemen Komunikasi Jurnal Ilmu Komunikasi Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat INJECT Interdisciplinary Journal of Communication
Maya Diah Nirwana
Universitas Brawijaya
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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AI-Mediated Visual Narratives and the Construction of South Korea's Cultural Identity in K-pop Music Videos Khusnawati, Meilia Afina; Nirwana, Maya Diah
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.5818

Abstract

This study examines how artificial intelligence (AI) mediated visual narratives in aespa’s music videos construct and circulate South Korean cultural identity within the global digital sphere. Grounded in Stuart Hall’s theory of representation, the research adopts an interpretive qualitative approach using an intrinsic case study design. Two official music videos, Next Level (2021) and Savage (2021), are analyzed as cultural texts rather than entertainment products. Through systematic visual analysis, the study investigates how AI-driven aesthetics such as digital avatars, metaverse environments, glitch effects, and posthuman imagery interact with traditional Korean cultural symbols, including hanbok-inspired costumes, mythological references, architectural motifs, choreography, and linguistic hybridity (Konglish). The findings reveal that AI functions not as a neutral production tool but as a representational system that actively articulates meaning. By strategically combining tradition and futurism, aespa’s visual narratives produce a hybrid form of “Koreanness” that is simultaneously locally rooted and globally legible. This hybrid identity is encoded by the entertainment industry through AI-mediated visuals and decoded by global audiences within digital platforms, enabling the effective circulation of South Korean cultural identity without erasing cultural specificity. The study contributes to digital cultural studies by demonstrating that AI operates as a cultural agent within popular media, shaping how national identity is negotiated, commodified, and reimagined in contemporary global culture.
Co-Authors Alfira, Nisa Ali Maksum Ali Mashuri Amalia, Thia Avicenna, Fitria Destrity, Nia Ashton Destrity, Nia Asthon Dian Kartika Putri Fidarijanthi, Ratu Aulia Hakim , Muhammad Lukman Handayani, Sri Khusnawati, Meilia Afina Lusi Andriyani Mudji Astuti Nurrahmah, Queen Intan Rachmat Kriyantono Reza Nugraha, Reza Sigit Hermawan Sri Handayani Tamitiadini, Dian Utami , Ima Hidayati Wawan Sobari Yuyun Agus Riani