Student Theses and Dissertations

Date of Award

Winter 12-23-2024

Document Type


Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication



First Advisor

Allison Hahn


This paper examines the K-pop fan activism directed at Korean entertainment agencies to urge engagement with the Black Lives Matter movement. Data was gathered fans’ hashtag campaigns on Twitter (now known as X) during June 2020 and analyzed through content analysis. The resulting comparative study asks how activist campaigns affected international opinion of the K-pop industry. Through this analysis, I seek to understand how fans’ desire to see foreign companies engage with a global social movement, and how the company's resulting action impacts fans' perception of the industry as a global culture force.



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