Appreciating Assets: When Sex Sells…Retirement Funds?

Gendering Advertising Man 2If you’re reading this, you’re concerned about gender roles in Korea. And with any luck, it’s been a while since you’ve come across any blatant gendered marketing here. Maybe, because the notion is just no longer sustainable, especially when so many boy-bands are now using “girly” aegyo.

So, when this delivery truck passed my daughters and I as we were coming home from school last week, I was off like a flash. After all, my eldest daughter did say she wanted to try walking by herself sometime…

Gendering Advertising WomanAlas, it wasn’t really gendered marketing: as my panic-stricken daughters were catching up, wailing something about abandonment, I realized there was no real difference between the captions “Men’s wise choice: make/gain tax deductions” and “Women’s smart choice: increase your assets.” (And the puns only work in English too; but it’s still a very clever post title, yes?) And both had the same sub-text on the right:

Gendering Advertising ManThat reads “Tax reduction’s smart choice, get tax deductions on your assets,” and in the yellow box “Pension savings account, tax-reduction long-term fund, IRP (personal retirement pension).”

Ultimately then, while they did get my attention, they were just another lame example of sex sells.

Or not. Because with thinking about the crotch or buttocks of your heart’s desire, comes a deep concern about managing your retirement funds, right?

Reminding me of the fruits of those loins though, might have been a little more successful in persuading me to think more about my long-term future. Like what to do when my daughters start pretending not to know me as I snap away at the next yahan ad…

Related Posts:

Korean Sociological Image #93: Korea’s Dark Circles

Very busy with work and deadlines these days (sorry), I picked up these daily planner post-its to try to make more efficient use of my time:

Daily Planner(Source: ebay)

Korean Sleep Deprivation 1I don’t recommend them: at 8cm in diameter, they’re much too small to write in, whatever language you use. Much more interesting than my frustrations with my pudgy fingers though, is that example daily plan provided. It reads:

  • 11:30pm to 6am: Sleep
  • 7-9: Prepare for Conference
  • 9-12pm: Attend Conference
  • 12-1: Lunch
  • 1-3:30: Attend Exhibition
  • 3:30-6: Attend Hagwon (Institute)
  • 6-7:30: Skip 300 times
  • 7:30-9: Memorize English Vocabulary
  • 9-11:30: Watch Online Lectures

Did the copywriters consider that a typical worker’s daily plan? Or more as one the ambitious professional should aspire to, starting with the strategic investment of 1500 won for a pack of 30?

Either way, it’s an interesting example of how Korea’s study-hard, work-hard, sleep-when-you’re-dead norm gets manifested and perpetuated in daily life, and one that would probably be little changed for consumers in other (developed) East Asian countries. In contrast, US adults, for instance, may also get less than seven hours daily sleep in practice, but the eight-hours ideal is an enduring myth. And very, very few aren’t achieving that ideal due to attending hagwons.

Korean high school students sleepAnother manifestation of Koreans’ attitudes to sleep comes from a high school teacher friend of mine, who says a common saying students there goes something like “Four hours sleep, go to a SKY university; five hours sleep, you fail.” I was recently reminded of it by the second “dark circle” on the right, which you can read more about at the Hankyroreh.

In both cases, frankly I’m surprised that the sleeping time is so high

How about you?

Update: Some statistics, via The Korea Bizwire:

Toz, a business that rents meeting rooms, conducted a survey on 1,800 high school seniors who used their study center. Results showed that 31 percent of the respondents slept five to six hours a night, and 30 percent answered that they slept four to five hours.

In other words, six out of 10 high school seniors were only getting five hours of sleep every night. Those who slept more than seven hours represented only five percent of the respondents.

(For more posts in the Korean Sociological Image Series, see here)

Call for Papers: The 3rd World Congress for Hallyu

I’ve been asked to pass on the following:

wahs call for papers and contest flyerFrom the accompanying email (slightly edited by me):

…I am emailing on behalf of WAHS to inform you of an upcoming international conference in Dubai on Hallyu Studies. The conference, World Congress on Hallyu, is the third of its kind and aims to bring together academics, students, and organizations who have an interest in the phenomenon of the Korean wave, known as Hallyu. Currently, we have branches of research in the Middle East, Southeast Asia, North America, and Europe.

I have a attached a flyer for an official “call for papers” for undergraduate and graduate students. I hope that you can pass it along to students who would be interested in submitting to the conference or contest. The undergraduate student essay winners are eligible to win a cash prize for their research, while graduate students are eligible for free airfare and accommodation to the conference to present their research. Graduate students seriously interested in attending are urged to sign up for a WAHS membership to receive a discount conference entrance fee and possible stipends for our future spring conference.

More information can be found at the official conference website, via the Facebook page, or via Twitter.

Meanwhile, apologies that a bad flu and the start of the new semester has delayed the follow-up to my last post, and I’ll try to have it up soon :)

Korean Sociological Image #92: Patriotic Marketing Through Sexual Objectification, Part 1

The Chosun Ilbo August 7 2015 Korean Women Korean Flag Korean NationalismJoin with me please, in bursting out laughing at the caption to this image on the Chosun Ilbo website

Models pose with the taegeukgi or national flag in front of the Lotte World Tower in Seoul on Thursday, ahead of the 70th anniversary of liberation from the Japanese colonial rule.

…because of its eerie resemblance to a description of a “spontaneous demonstration” given in the TV adaptation of Animal Farm (1999):

Animal Farm 1“And now we go to our leader’s house, where earlier today, a spontaneous demonstration took place.”

Animal Farm 2“A grateful duck has written a new song for our beloved leader, and she is here joined by the chorus of the Animal Guard!”

Animal Farm 4Animal Farm 6Amimal Farm 7Animal Farm 8

No? I assure you, it’s much funnier in the officious, slightly hungover voice of the pig making the announcement. But the fact remains: promotions like Lotte’s are like theaters of the absurd. Because really: what was the point of the models exactly?

Was it because otherwise disinterested heterosexual men and lesbians feel more patriotic if they see attractive women? Was it because they inspire people to learn more about Korea’s history, and to be more concerned about Korea’s image abroad? Was it because other less objectifying, less patronizing methods have been tried and failed?

No? Then why are young female models so routinely used to promote nationalist causes in Korea?

As if Lotte Group was posing the questions to news outlets itself, perhaps half of all the illustrated news articles on its tower flag I quickly surveyed didn’t even mention the models at all. So too the first English article I encountered, which instead offered a borderline advertorial on its deep numerical symbolism.

It’s almost as if wrapping themselves up in the national flag and posing in front of highly symbolic, highly controversial chaebol mega-projects is just something young women spontaneously like to do.

But who can blame anyone for not paying attention? The trend for flag-wearing in (then) revealing clothing was set way back during the 2002 World Cup, when Korean women of all ages did indeed choose to do so of their own accord. A sexually subversive act then, it’s been debased by advertisers and wannabe media stars ever since, building on the already widespread use of young women as doumi (도우미/”assistants”) and “narrator models” to promote the most everyday and mundane of consumer products (indeed, one source described the Lotte models as “PR doumi”). It’s also been a good fit with the sometimes quite literal use of K-pop girl-group members’ bodies to promote Korean governmental and business interests abroad.

Also, no-one supposes that these models weren’t hired by Lotte Group, as part of an obvious ploy to counter criticisms of excessive chaebol power in Korean political and economic life, and that Lotte Group is not even a Korean company at all. Some tweeters I found via the seong sangpoomhwa (성상품화/sexual objectification) search feed on Twitter I subscribe to (who doesn’t?), for example, said:

“Lotte Group’s solution to weaken public opposition to its power: patriotic marketing + sexual objectification = a tall building with the flag and thin models wearing flags. In Korea, patriotism is used like this. Oh, how bold!”

“Who are these women? Don’t use yourselves as tools of sexual objectification. Especially on a meaningful day like today. How come you can use our national flag like that, which was used to support and give courage to the Korean independence movement?”

Which was in reaction to:

“[Here’s some] women in hot pants wearing the Korean flag like a skirt, in front of the Lotte Tower, which has been accused of causing problems with the the air force’s flight paths and [consequently] implementation of strategy during wartime. How wily: even Lotte Group’s promotion strategy is Japanese-orientated.” [James — Eh? Because Japan would be the enemy in the event of a war? And surely he means the building location, rather than the promotion?]

Sigh. Of course, I don’t pretend for a moment that a twitter wordsearch represents everything being spoken about a subject. So I’m sure that, somewhere, people are asking such questions as:

  • Why is it almost always only young female models are ever chosen for promotions like these?
  • Why only models with a very narrow range of body types?
  • What kind of gender and sexual roles are they promoting, when women are mere decorations for a cause?

As always, I’d be grateful for any pointers to where people are doing so. But, if it turns out people aren’t really talking about such a widespread phenomenon or belief though, then that’s precisely why we should look more closely at it. Because, as Amy Wharton explains in her book The Sociology of Gender: An Introduction to Theory and Research (2005):

…understanding gender requires us to go beyond the obvious and to reconsider issues we may think are self-evident and already well understood. Challenging the taken-for-granted is one essential component of the sociological perspective. In fact, sociologists argue that what people view as unproblematic and accept as “the way things are” may be most in need of close, systematic scrutiny.

So to encourage further conversation along those lines, and to highlight the issues raised by this example, next month I’ll examine another highly symbolic instance of Korean “patriotic marketing [through] sexual objectification” then demonstrating why it’s more problematic than it may at first appear (apologies for the split, but it’s necessary for 5000 words). Until then, I appreciate hearing your thoughts on the flag-wearing promotions, and any other questions they raise.

Apink military(Source: MMA Facebook Page; left, right)

If you can’t wait though, I encourage you to read “Angry Green Girl: Sexualizing Women for the Environment” at Sociological Images, to which I acknowledge my debt and inspiration for this introduction.

(For more posts in the Korean Sociological Image Series, see here)

Calling all Korean-Western Couples!

A Mixed Relationship(Source, edited: ufunk)

I’ve been asked to pass on the following by Dr. Daniel Nehring, a British sociology lecturer:

My project looks at the experiences of Korean-Western couples currently living in Korea, of any sexual orientation. It involves conversational interviews of approximately one hour, covering various aspects of everyday life in a transnational relationship; I interview the Western participants in English, while my Korean (female) colleague interviews the Korean participants in Korean. I work according to the code of ethical conduct of the British Sociological Association, so participation is confidential and anonymous, which includes not divulging one partner’s responses to the other(!). I am looking for participants aged 25 to 45 who are settled in Korea and currently live in a long-term transnational relationships. I could meet participants in a place of their choice; alternatively, the interview(s) could take place on Skype. I would be happy to answer any further questions about my research; my e-mail address is

I’d add that I’ve had the pleasure of meeting Daniel several times, and that he has conducted similar projects in Mexico and China; see here for one of his journal articles on the latter, which is still ongoing, while the Mexican interviews ultimately became part of a book.

Books I Read in 2014: (Part 1 of 4)

my personal space(Source: Luca Vanzella; CC BY-SA 2.0)

Yeah, I may be straining the definition of “fashionably late” here. But most of these 22 books were already quite old, so let’s make this post just as much about the subjects they raise as about their authors and contents, which I hope you’ll find much more interesting.

To that end, it’s very long, which I’ve had to split into four separate posts so as not to overwhelm you. But by all means, just skim ahead just to whatever catches your eye, or to Parts Two, Three, and Four that I’ll link to once they’re completed. And, if you’re tempted to buy one of my recommendations but want to know more about it first, or if you think I’ve misread something by one of your idols, please do let me know in the comments section.

For those of you interested in a breakdown of the authors, 15 of the 22 were written by women, with one more co-authored with a man; needless to say, I’ll never understand men who are too embarrassed to be seen reading female authors, especially when some women are turned on by those that do. (At which point, it behooves me to mention the crucial role of the book I was reading when I met my first girlfriend.) Unfortunately though, to the best of my knowledge only three of the books were written by people of color, or included chapters by them. But, frankly, correcting that remains a luxury I literally can’t afford: just two of the books were new ones ordered by me, and delivery charges often make second-hand books from overseas just as expensive as new ones in Korea. Most of the remainder then, came second-hand from the limited choices available at Fully Booked—since closed down—and Nampodong Book Alley in Busan, or from What The Book in Seoul.

Also complicating matters are my 900-ish books which arrived from New Zealand last year, after 14 years in storage, some 50-100 of which were well overdue for a read even before they were boxed. For example, tempting me from the corner of my eye as I type this is the 654-page The Prospect Before Her: A History of Women in Western Europe, 1500-1800 by Olwen Hufton (1995), which I see from my note on the inside front cover* that I bought on October 26, 1997. Like a lot of things associated with turning 18, I’m not sure I can wait any longer.

Finally, alas, my total pales in comparison to the veritable library read by the person who inspired me to keep track. But I have many uncounted journal articles as an excuse, and it’s still on par with that of a busy io9 writer, as well as an improvement on the measly 16 I read in 2013. With only 13 read so far this year though, I’m going to have to seriously up my game to reach my goal of 30 in 2015.

But that’s what are summers are for, right?

(*A habit I picked up from Clive James)

Seeing Through Clothes thumbnail#1) Seeing Through Clothes by Anne Hollander (1980)

One of those books that completely shifts how you look at the world.

As a student in the mid-1990s, I was constantly disappointed with art history books, which overwhelmed with references to artists, works, and movements that I’d never heard of. But I wasn’t a beginner; if they’d been adequately illustrated, I’d have been able to follow along. Instead, they just left me feeling frustrated and ignorant, as if I shouldn’t even bother reading if I didn’t already have a degree in the subject. Better to learn something else to dazzle women at cocktail parties with, I soon realized, after ranting about snobbish art history writers inexplicably failed to impress.

Twenty years and thousands of books later, many with lots of big words and no pictures at all, I’m much more confident in calling out bad academic writers. But I’m also less quick to judge authors for things that are often out of their control, having some practical experience of my own with the arcane restrictions editors place on the use of images, and I’m much more willing to accept where my knowledge is lacking, and which subjects will need more of a commitment from me than others. For those, I’ve learned to approach via angles which I already have some background in, and know in advance I find interesting.

With art history, my interest was slowly rekindled through Erving Goffman’s occasional allusions to it in Gender Advertisements (1979), which I’ve done extensive work on (scroll down the right sidebar), then later through John Berger’s Ways of Seeing (1972). With Seeing Through Clothes though, I’ve become a giddy, wide-eyed teenager again, as not only does it have over 300 accompanying photographs (if only I’d found it 20 years ago!), but it made made me realize that art is one of our main and sometimes only source on changing notions of fashion, beauty ideals, status, and sexuality for much of human history. Rather than a study of art for art’s sake, that’s what this book is about, which makes it much more interesting and accessible for the lay reader, and means it’s thick with facts and insights that completely overturn what you thought you knew about those subjects. It’s clearly had quite an influence too, being referenced repeatedly in the very next books on fashion—The Language of Clothes by Alison Lurie (1981), and Fashion, Culture, and Identity by Fred Davis (1992)—that I read a year later.

That said, it’s still a solid, academic, 504-page tome, not for the faint-hearted. Also, while the first chapter on drapery was interesting enough (which, again in hindsight, there’s rather a lot of in medieval paintings), and the next two chapters titled “Nudity” and “Undressing” were fascinating, I have to admit that the remaining three of “Costume”, “Dress”, and “Mirrors” were really quite dull by comparison; naturally and obviously perhaps, but I’m not just being facetious, as the difference was so great that it was a genuine relief to finish the book. Still, I heartily recommend buying a second-hand copy at least, even for Korea-based readers that would have to pay $16.95 delivery.

Sadly, Anne Hollander died just a few months after I’d discovered her.

The Politics of Women's Bodies#2) The Politics of Women’s Bodies: Sexuality, Appearance, and Behavior ed. by Rose Weitz (1998)

This was worth it just for Eugenia Kaw’s chapter, “Medicalization of Racial Features: Asian-American Women and Cosmetic Surgery“ (originally in Medical Anthropology Quarterly 7(1), pp. 74-89, March 1993), which led to the revelation I explained in my post “Those Damned Double Eyelids: How can a society still have Caucasian beauty ideals if its members explicitly don’t want to look White?“.

Of course, there’s still 19 more chapters on a very wide range of topics, albeit of widely varying quality, and although many are quite dated (I didn’t even bother with the final chapter on fetal rights), there’s still plenty to interest everyone. Personally, my three other favorites were:

Which has just reminded me that, many years ago, a (necessarily anonymous) reader emailed me on how to overcome that:

“…with Foucault, some people (like me) fall in love with him whereas others just wave him away. To answer your question [of which book is more appropriate for a beginner], his book, Discipline and Punish may be a better pick for you, indeed. It is difficult to understand (or appreciate) The History of Sexuality series truly without systematically following Foucault’s development of thoughts from his earlier books, just because Foucault himself was experimenting his ideas and didn’t really know where things were heading. I think Foucault finally clarified his thoughts, his plans, and his interests in Discipline and Punish and he completed them in History of Sexuality books. Besides, Discipline and Punish is more fun to read than History of Sexuality.”

  • Next, Chapter 5, “From the ‘Muscle Moll’ to the ‘Butch’ Ballplayer: Mannishness, Lesbianism, and Homophobia in U.S. Women’s Sports” by Susan K. Chen, which unfortunately is just as valid today as it was when it was written in 1993. For a good book on similar themes in a Korean context, I highly recommend Transnational Sport: Gender, Media, and Global Korea by (the awesome) Rachel Miyung Joo (2012), whom I’ve been fortunate to meet.
  • Finally, Chapter 8, “Selling Hot Pussy: Representations of Black Female Sexuality in the Cultural Marketplace” by Bell Hooks, who will already be familiar to many of you.* And I can see why: her writing style is very forceful and galvinizing, and I especially liked her brief examination of Tina Turner’s career, which she convincingly argues “has been based on the construction of an image of black female sexuality that is made synonymous with wild animalistic lust.” Then again, forceful writing doesn’t leave much room for nuance, so some of her arguments here are much too categorical for my taste.

(*By coincidence, as I type this I’m busy tweeting “15 Books That Changed Women Forever” open in another tab, where her 1981 book Ain’t I a Woman? is described as “a foundational text of intersectional feminism, explaining how the feminist movement failed to speak to women of color and the working class. Hooks continues to be instrumental in calling out mainstream feminism for its racism and classism.”)

My only, minor complaint with Women’s Bodies as a whole is that it exclusively looks at the US, which doesn’t become apparent until you’re already well into it.

#3) The Symptom of Beauty by Francette Pacteau (1994)The Symptom of Beauty thumbnail

From the introduction (p.13; emphasis in original):

The issue of beauty, as such, played little part in the initial feminist debates about ‘images of women’. Nevertheless, it formed the background against which the debates were staged. The anger directed towards advertising, for example, was basically in protest against a world of representations—in particular, the representation of a world in which a women was young, and ‘beautiful’ or she was nothing. The close-cropped heads, the burned bras, the functional overalls and the eschewal of make-up which characterized the appearance of feminism in the 1970s, represented the will to eject ‘beauty’ (seen as an oppressive male cliche) from the world of women.

Who among you wouldn’t want to buy it after reading that? Yet what followed was one of the most impenetrable volumes I’ve ever read, full of some of the worst excesses of postmodernist and poststructuralist waffle. Occasional semi-readable sections, for example Chapter 4—”The Girl of the Golden Mean”—which added slightly to my knowledge of 1950s narratives about female body shape, were scant compensation for the 19,000 won I’d wasted on a book I could barely comprehend.

In fairness, the back cover did promise “an intriguing psychoanalytic study of beauty that looks into the eye of the beholder and to the mind conjuring behind it”, and pointed out that the author is less interested “in the contingent object of desire than the fantasy that frames it”, and instead “considers the staging of the aesthetic emotion”—not necessarily a flaw of course, but certainly a red flag for those of us more used to focusing on those objects of desire (let alone us plebs not quite used to using the word “contingent” like that). Unspoken is that she also clearly assumes the reader is intimately familiar with the work of Jacques Lacan, although again I imagine that every undergraduate psychoanalysis student would be.

Still, most English speaking undergrads—and I’d venture even their French counterparts—would surely struggle to follow along as she applies her psychoanalytic lens to some extremely obscure figures and cultural works, the very first two discussed being the Sarrasine and The Unknown Masterpiece novellas by Honoré de Balzac (1830 & 1831), followed by the 5th century BC philosopher Hippias of Elis. Again, that’s not necessarily a flaw. But it is heavy going for the very first page of a book about a subject you expected to be much simpler.

Or am I just going to the wrong cocktail parties?

The Cult of Thinness Sharlene Nagy Hesse-Biber, Body Image Sarah Grogan#4) The Cult of Thinness by Sharlene Nagy Hesse-Biber (2007, 2nd ed.), & #5) Body Image: Understanding Body Dissatisfaction in Men, Women and Children by Sarah Grogan (2007, 2nd ed.)

Both excellent, comprehensive discussions of the subject of body image, but both written before the rise of social media (an issue I’ll address in a moment). So, I would encourage you to keep both names in mind, but to holdout for third editions.

When those do come out though, my preference would easily be for Sarah Grogan’s. Primarily, because this edition’s clear chapter structure means that information is easy to find (and hence a much better quick reference guide when I was asked for a quick contribution to an article on “Korean Primetime’s ‘Lookism’ Problem” for the Korea Times), whereas the vague, overlapping ones of The Cult (e.g., Chapter 5 “Becoming a Certain Body”, Chapter 6 “Joining the Cult of Thinness”) makes navigation difficult, and the content somewhat repetitive; this meant finishing the book became more of a chore than a learning experience. Also, because of personal preferences: first, because The Cult overwhelmingly discusses the US, whereas Body Image throws a much wider net, but with a focus on the UK; and second, because The Cult often breaks the text with random collages and so on, in contrast to the more spartan use of images in Body Image. I can hardly critique that on a blog of course, but when it’s in an academic book it does give the impression of catering to a much younger, less-informed readership.

In Body Image, the most interesting and eye-opening section for me was Chapter 5 on media effects, which raised my understanding of the subject to a new level by outlining the major theories of media influence—social comparison theory, self-schema theory, and self-discrepancy theory—and how these can and have been incorporated in strategies to overcome media effects. Students have asked me about the latter sometimes, but frankly I haven’t really known what to say; now though, they’ll be a core part of my presentations.

Also, the concluding paragraph from that section sounds quite prescient in light of recent shifts in model types and messages in advertising, although catering to attractiveness is also not without its critics (p. 132, my emphasis):

“Clearly, media portrayals of the slender (and muscular, for men) body reflect current cultural ideology of the body as well as promoting these ideals. However, since the portrayal of such imagery has been shown to reduce body satisfaction and create body concerns, this is surely sufficient reason for advertisers to opt for the use of models in a range of sizes. Although advertisers may argue that only thin models sell products, recent British evidence from a study by Emma Halliwell and Helga Dittmar [downloadable here] demonstrates that it is attractiveness, rather than size of models, that is crucial in making associated products attractive to consumers.

Originally, this post had 500 more words of breathless praise for Grogan’s book, and of what I learned from it. Wisely, I’ll race ahead to my conclusion instead, which I’d planned to be a lament on how dated both books were, the research I did for my article on the thigh gap teaching me that social media has had a radical effect on the ways and especially speed in which body image trends are formed and disseminated. And, as if to rub that in, theBellybutton Challengewas going viral as I began this post, followed by the “Collarbone Coin Test“(?) that’s emerged as I’m ended it.

Belly Button Challenge(Source: Mashable)

Skimming through Grogan’s book again a year later though, from which I realize I still have a lot to learn, I’m no longer convinced that things are that different to when I was young, and that insights gained about the effects of other, slower media are no longer relevant. Moreover, the rise of social media is hardly a uniform negative either, as a recent interview of young adult fiction writer Louise O’Neill recently taught me:

…Her books are equally unflinching about life in the social media age. “Social media is a double-edged sword,” says O’Neill, herself an enthusiastic user of Twitter. “There are extremely positive elements to it, particularly the way in which it makes it easier for us to connect and build our own communities. Even selfies can be positive – I think there’s something brave and amazing about teenage girls posting pictures of themselves saying, ‘This is how I look and I am beautiful’ but it’s also true that it can exacerbate feelings of not being good enough. There’s so much toxic competitiveness when you’re a teenage girl, so much are my thighs smaller than hers? Am I prettier? Do boys like me more? Social media adds to the pressure and then society tells young women that they must look sexy and act sexy but that they can’t be sexual beings.”

Comments such as this help explain why O’Neill’s books are read as much by the anxious mothers of teenage girls as by the girls themselves. “The key is to be honest,” she says when asked what advice she would give those parents. “I would hope mothers who read my books understand the pressures their daughters are under and why they are acting or behaving the way they are. Try to encourage honest communication, be open and interested, try to understand.”

So by all means, read “old” books on body image if you can get a hold of them, especially these ones. But also keep up with developments, these dozens of journal articles on gender and body image, freely available from Routledge until the end of September, being an excellent place to start (and one of the first ones is about Korean women!). And please feel free to discuss those in the comments too!

Addicted to Feminist Media Criticism Monday

In which I almost get carried away with my narratives about body-image and the Korean media—but discover an amazing role model instead.
Ok Tae-cyeon Lee Gook-joo My Ear's Pig(Source: SBS)

Remember My Ear’s Candy by Baek Ji-young, featuring 2PM’s Ok Taec-yeon? It was one of the songs that made me fall in love with K-pop, way back in 2010:

And I’m still quite fond of K-pop, although we’ve long since agreed to see other people. But, thinking about old flames over a drink last night, one thing led to another, and soon the whole family would be dancing to My Ear’s Pig, a parody performed with comedian Gang Ho-dong on the February 21, 2010 episode of 1 Night 2 Days. With lines like “My ear’s pig, number 1 rated wild pig…put it on top of lettuce”, it’s the perfect antidote to a rainy Monday (especially the guy at 1:48), 100% guaranteed to leave you grinning from ear to ear:

Here’s a longer version, which includes scenes from Gang-ho Dong’s month-long preparation for the performance:

But then I saw a 2014 version with fellow comedian Lee Guk-joo, and quickly sobered up:

Why? Because while Gang-ho Dong is often the butt of jokes because of his weight and size, he is also a former ssireum champion, and retains an image as a genuinely strong ex-wrestler…

…whereas Lee Guk-joo is overweight, in a country where a lot of television humor revolves around female comedians’ supposed ugliness and obesity. So, not knowing anything about her, and watching her perform for the first time above, it suddenly felt like I was joining in that all too common chorus of laughing at the fat girl; My Ear’s Pig, suddenly rendered a guilty pleasure at best, until I see Baek Ji-young perform it with people of a range of body types.*

But first impressions can be mistaken. Because Lee Guk-joo, it turns out, is the very last person in need of my pity:

Lee Gook-joo positive body image role model korea(Sources: Hikpop, Naesushi)

To learn why, read more about her cosmetic endorsements, her other cover songs, and her general, all-round spunkiness at Seoulbeats, in a post which I can’t possibly do justice to here. Sorry for the abrupt ending, but it’s true.

To further persuade you (my emphasis):

She is not allowing her weight to pigeonhole her personality, which she has expressed in an interview. Unlike what some would have you believe, she is fully capable of expressing her true self without apology and refuses to be discriminated for superficial reasons. Her physical makeup will neither hinder nor propel her for the simple fact that she has made up her mind not to be marketed through purely visceral means.

Having someone like this come into the market as a new role model for women is a welcome change in Korean entertainment. Lee Gook-joo doesn’t shy away from the spotlight because others would deem her unworthy, but rather she exhibits a glowing confidence that isn’t to be underestimated. She is a role model for those of us who appreciate a fun, outspoken woman who isn’t afraid to work her way to the top…

I’ve never been so happy to be so mistaken.

And how was your Monday? ;)

Related Posts:

  • Are Gorgeous Comediennes Really That Rare? Your Thoughts (The Atlantic)
  • What Donald Duck, Hani, and Big Tits Taught Me About Body-Image in Korean Comedy (The Grand Narrative)
  • “I am a plus sized girl living in Korea and I feel so unattractive.” (Life)

*The lyrics do require meat-lovers, but not necessarily those with the girth to match. And that applies to Baek Ji-young’s lines just as much as her partner(s)’.