CL, Dr. Pepper, and Gendered Mastery

Bear with me today, because we are gonna watch some videos. And this is a work in progress that started with a simple observation in CL's video, above that of even "Is this a Dr. Pepper ad?" I was more struck by the fact that the "jiggle girls" in this video are not wearing any shoes. It's just a little thing, but it sparked off an entire avalanche of thinking around a few issues that I'm going to talk bout in this post. 

So, this video just came across my desk and immediately piqued my Cultural Studies interest. A lot of different keywords and theory nuggets could be invoked here, several of which have recently entered the popular discourse and theoretical imagination: objectification and commodification of the female body, the heterosexual male gaze (even if it isn't employed by a male heterosexual), and sexual fetish totems.

First, the video.  

Structurally, no different from Ice Cube and NWA demonstrating their mastery of the field and art, as well as over female bodies, by linking fictive criminality with the objectification of said female bodies as a sign of their virility and male power. Indeed, this is not very different from many videos in the genre. Behold, a classic example from the genre and exemplary work:

For CL to flip that in her video would be too much for a Korean audience,  yet utilizing women in the same way in her video is still (perhaps paradoxically) still a natural fit. It is a display of her mastery over her sector of the rap field, and the use of dominated female bodies seems pretty semiotically familiar to a South Korean audience that is quite used to this formula as it evolved in the United States, the culture in which the form originates. In this video made by BIGBANG, one can see the particular Korean expression of this semiotic language of masculinized mastery in therap field in not only the rappers' domination of all the women in the video as servile sexual objects, but also in the way nationality is employed in this process, as the fact that modern versions of the Korean traditional hanbok are being worn by the Caucasian, western women as they playfully indulge the men their sexual flirtations is one lost on nary a single Korean viewer. This is a semiotic wink to the strong message here that a masculine Korea has dominated the West as symbolized by the sartorial domination of its women, as they wear the feminine hanbok even as the men wear exaggerated forms of  western dress. Indeed, the Korean male dominating the women of the metropole is as significant to the solidification of their assertions of internationalized male mastery as it is to the vainglorious drive to be seen as an internationally recognized Korean musical act. It all kind of blends together. It is here that I am reminded that there is an entire genre of pornography dedicated entirely to the idea of power play through clothing, with abbreviations such as CMNF (Clothed Male Naked Female) and ENF (Embarassed Naked Female). 

But back to CL's video here: I think she's also channeling the attitude of Trina, who is definitely "da baddest bitch" and is indeedis the archetype of contemporary rap female baddassery in the rap field in the United States. She sings the anthem of a masculinized mastery in rap that has truly been flipped onto its back and thrown in the face of the men who have antagonized her.

Trina here does it in the way that Americans can accept and let her get away with, but CL could never go this far, at least not in Korean culture,  unless it becomes a runaway hit and she can get away with overt rejection of male supremacy in Korea under the protection of the global gaze, in the same way that PSY got away with murder here with his own runaway hit videos. 

Trina is someone with whom CL must surely be familiar, especially in that her own music video "the baddest girl" seems to be functioning in the same mode (and even share the same music video titles) of social pushback against traditional male-defined roles of femininity.

But of course CL could never take her assertions of sexuality and throwing that back in the face of male sexual power in quite the same literal and direct way, which is why it's channeled through traditional symbols of sexual ownership, namely the barely clad girls writhing in front of the camera in her Dr. Pepper video at the top of this post, as ubiquitous symbols of her mastery. 

Semiotically, there's actually quite a bit going on here. One thing that strikes me about this video is the fact that she is the only woman amongst every female in the video who gets to wear high heels, which is very symbol of female sexual power. It strikes me that all of the other women, the backup dancers on the ground, are shown without their faces and stripped of any symbol of female sexual assertiveness. In a way, the only women who are stripped of that power and opened to the mastery of others as represented by the heterosexual male gaze, are the women writhing on the ground, and this imagery makes it very clear that the women who are presented semiotically as signs/accoutrements of male mastery, very much does not include CL, who literally stands on top of things, performing and laying down the raps with the other male rappers featured in the video. She is not a girl who gets fucked but does the fucking, along with the men. IN this sense, the aesthetic deployment here is one found in CMNF (Clothed Male Naked Female) pornography. Such an aesthetic was not lost on Robin Thicke in his photo shoot for Treats! Magazine, a photo shoot and set of semiotic, sartorial ideas that was the inspiration for his music video "Blurred Lines."


Indeed, the interplay between clothing and power is apparent in Thicke's final video, in which he is clothed in the ultimate embodiement of male power, in a classic dark gray suit, open-collared black shirt, and aviator glasses. The women are obviously objects of his gaze and control, and are conspicuously unclothed. CL employs this mode of sartorial domination in her Dr. Pepper video, to great effect. This mode of semiotic employment is one not lost on the viewer, even if the particular points of its deployment are not consciously obvious. Indeed, the meta-argument in the symbolic empowerment of the men in the actual defrocking of all the women in Thicke's video speaks to a visible, visceral sexual domination of women in that video, and is a semiotic mode that CL deploys quite well in her own video. 

On "Cultural Appropriation"
But a big question, beyond what's going on in CL's video, in how Korean popular music gets away with so much cultural appropriation without rebuke or much pushback from hip hop fans who often point out the inherent contradictions in the process of appropriation. Why Korean cultural appropriation of African-American culture in K-pop seems to work without arousing much ire:

It's an inherently conscious cultural appropriation.
It's a fairly conscious process, in which the cultural borrowing is always inherently attributed. In the case of South Korea's relationship with the UNited States, it's important to remember that this is not a case of a white American overculture borrowing African-American cultural forms and calling them its own, which is why its so irksome and an issue in the USA, but borrowing any aspect of black culture and using it in a Korean context is different because the act of borrowing is obvious as the borrowing isn't perceived as just African-American, but rather American, and hence a part of the neo-colonial US-Korea relationship. In short, unlike the American overculture discovering Elvis after an appropriative act of borrowing down, a Korean musical act channeling the style and execution of American hip hop is borrowing up in very essentially different power relationship to the culture at the periphery and the one that defines the center of the metropole. 

A Point of departure
A point of departure for CL, as well as a turning point in K-pop....