Maria Rhodora S. Salazar
Enderun Colleges

Abstract
In the 1990s, the Korean wave that is also called ‘Hallyu’ started to become recognized as a major cultural phenomenon in Asia, resulting in an incredible rise in foreign demand for various Korean products. Hallyu first rolled out in China and Japan, and later to countries in Southeast Asia, including the Philippines. The present study which delves into ‘Hallyu’—particularly K-dramas—is a feminist reading of the middle-aged women’s reception on how empowered female characters are portrayed in K-dramas, in relation to the Western values and ideologies. Moreover, this study aims to explore how middle-aged Filipino women gaze at the characterization of empowered/disempowered women in K-dramas in relation to their own lives. This study employs mixed method approach using an online survey (N=34) and seventeen semi-structured interviews for data collection. Textual analysis of the data is anchored in Hall’s encoding-decoding theory, dual-systems theory, and the female gaze concept. The results reveal that the middle-aged Filipino women perceive the interaction of power and oppression brought about by the influence of Western values and ideologies of patriarchy and capitalism depicted in male villains’ aggressive and violent behavior, the male dominance over women, and the perennial characterization of heroes as heirs to the family-owned companies. Through the concept of the female gaze, the middle-aged Filipino women’s dominant readings of the characterization of empowered/disempowered women in the K-dramas uncover values of self-confidence; courage; independence and financial freedom; competence; hard work in overcoming challenges in life, solving problems, and achieving one’s goals; leadership and authority; and perseverance and determination.

Keywords: female gaze, empowered women, capitalism, patriarchy, hallyu, SDGs 5 and 10
 

APA Reference Entry: 

Salazar, M.R.S. (2025). The female gaze and the middle-aged filipino women’s reception of empowered/disempowered women in korean television series. PCS Review, 17(1), 87-114.