The Grand Narrative

Adidas’ “Me, Myself Campaign”: Refreshing Body Images for Korean Women?

Posted in Body Image, Cosmetics, Dieting, Exercise, Korean Advertisements by James Turnbull on February 7, 2009

아디다스의-2009-우먼스-캠페인-미, 마이셀프And here’s the other reason I have the focus on the blog that I do!

Seriously though, while I am never lacking for pictures of attractive Korean women in sportswear and bikinis to attract “readers” to the blog with if I do so choose, there is still reason to single out this week’s Korean launch of the global Adidas ”Me, Myself” (미,마이셀프) campaign here. Consider its claimed raison d’être, however perfunctory its sentiments may be in practice:

Impossible standards of beauty continue to be foisted on young women today. Flip through any fashion magazine, and you’ll find super skinny supermodels on almost every page. Not to mention on billboards, on television and movies and the Internet. Young women feel pressured to live up to this standard of beauty, often to the detriment of their mental and physical well being.

Instead of pressuring women to conform to this impossible standard of beauty, sportswear giant Adidas wants to inspire women to be themselves.

With its new campaign philosophy, ”Me, Myself,” women are encouraged to be healthy, happy, fit, full of life and be true to who they are. It celebrates women’s individuality, confidence and motivation.

To launch the ”Me, Myself” campaign in Korea, adidas staged a unique fashion show featuring its spring/summer women’s wear line at Kring, Daechi-dong, southern Seoul, Wednesday. Korean celebrities like singer Solbi and girl group Afterschool were spotted at the event.

And crucially:

Unlike in most fashion shows with gaunt-looking models, the Adidas models were healthy and glowing. They showed that women could look stylish while working out at the gym, doing complicated yoga moves or swimming in the pool.

Granted, it comes from a blatant advertorial, but that last is much more important than it may sound at first. As while on the surface modern Korean exercise culture is very similar to its Western counterpart(s), albeit naturally with more of an emphasis on hill-walking and, in turn, free open-air facilities in those hills for its rapidly aging population to use, in practice Korean women have generally interpreted the modern Western imports of gym culture and health consciousness through their preexisting notions of consumption and feminine passivity (see here, here and here), often with quite startling and absurd results.  Indeed, one could argue that their gym-going merely serves to allow many Korean women to feel a certain sweet self-satisfaction in the mere act of doing so, never actually having to face the challenge of exercising to the extent that, say, sweat interferes with the cosmetics that many wear while doing so, or that it burns off excess fat. Instead, a vast and unregulated industry of passive dieting methods (e.g. diet pills, aroma therapy, diet crème, and diet drinks) takes that place, overall giving the impression that dieting is simple, easy, quick, and effective without pain, so long as women consume various products.

아디다스의-2009-우먼스-캠페인-미,마이셀프-tracksuit-bikini

Which is not to say that all Western women (or men) don’t also waste a lot of time at gyms, nor that the act of attending one isn’t also de rigeur for the trendy modern urban professional, and much less the quality of the exercise done there. But…well, as those links above make clear, these things – like so many other trappings of modernity here -  are just so magnified here, almost like a hyperreal parody of the goals of modernity itself. In this particular case though, lacking an educational background of critical thinking, Korean women are to a certain extent its victims, which again renders any alternative message of self-agency and of being proactive in naturally achieving one’s desired body image worthy of getting out to as wide an audience as possible.

I dare say, however, that that message could have been done somewhat more effectively had anything at all about the campaign been included on Adidas’ Korean website (let alone in Korean), especially as news coverage seems to have concentrated rather more on the celebrities that attended instead. Being in the job-market myself soon though, then I’ll gladly take on that responsibility of ensuring that the site is regularly updated from now on (there’s my contact details in the top-right corner!), but until that point then I guess that this post and these Korean videos of the event will have to do:

If for some reason the videos don’t work, which I’m afraid often seems to happen in Internet Explorer, try here and here instead.

( Image sources: first, second, third )

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and despite this blatant advertorial in today’s Korea Times too

For Every Birth, a Korean Career Dies

Posted in Childbirth, Korean Demographics, Korean Economy, Korean Feminism, Pregnancy, Sexual Discrimination by James Turnbull on February 5, 2009
pregnancy-means-being-fired-grazia-italian-womens-magazine-advertisement( Source: I Believe in Advertising )

Not technically Korean sorry, and surely the advertisement in Italian women’s magazine Grazia would have been much more effective in things both sexes read? Still, it’s definitely creative, and as you can see from this graph below (source), its message would be just as relevant to Korean readers:

international-comparison-of-female-labour-force-participation-rates-in-oecd-2007

Actually I’m surprised that that figure for Korea is so high, regularly hearing that Korea has the lowest rate in the OECD, and which given the high numbers of Koreans in tertiary education and the low wages in the types of jobs open to young women (and men), both of which will only be exacerbated by the current financial crisis, it may still well be if the age range is extended from 25-54 to 15-64. Regardless, it’s very low, and while I’ve written a great deal on the blog over the last two years as to the reasons why (see here and here for starters), a picture really does say a thousand words.

Or more graphs to be precise, the next one below (source) clearly showing Korea’s sharp “M-shaped curve” of women’s labor force participation, the result of women entering the labor force after finishing their schooling, then leaving in droves as they find it impossible to juggle children and work, then returning gradually once the children reach school age, finally to leave again as they retire. This is in contrast to the “upside-down U-curve”  of – let’s face it – more enlightened countries (at least when it comes to the position of women), and the “n-curve” for men, which is usefully included as a comparison:

womens-labor-force-participation-rate-by-age-bracket-2002-south-korea-etc

Unfortunately I couldn’t find an online graph showing how Korea’s women’s labor force participation rate has changed over time, but I do have the figures below from page 24 of Working Korea 2007 published by the Korea Labor & Society Institute, which you can compare to the rates of some other countries through these graphs that I could find (source), luckily for the same age range of 15-64:

  • 1980: 38.2%
  • 1980-84: 38.6%
  • 1985-89: 40.0%
  • 1990-94: 40.%
  • 1995-99: 41.5%

the-rise-in-female-labor-force-participation-as-a-percentage-of-all-working-women-graphs

In this case, Korea’s figures most resemble Mexico’s I guess. For the sake of future reference, here are some more recent, albeit depressingly similar figures:

  • 2005: 41.7%
  • 2006: 41.9%

Being so…er…ripe for it, then ideally this or a similar ad will also appear in Korea sometime soon; either way, I’m sorry if in the past I’ve sounded a little like a stuck record, so regularly lamenting the low position of women in Korea and all, but hopefully all of the above has provided a stark demonstration as to why I have the focus on the blog that I do!

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A Small Victory for Independent-Minded Korean Students? (Updated)

Posted in Korean Children and Teenagers, Korean Demographics, Korean Education, Korean Sexuality by James Turnbull on February 4, 2009

korean-couple-in-bar

(Update: One more reason unfettered access to student loans is so important is because only 60 out of 400 Korean universities allow students to pay their tuition with credit cards. For more on why these odd rules exist, and on Korean student loan rates and information in general, see here)

Why do Koreans generally stay at home until marriage? With some figures on the numbers of different household types in Korea now at hand, then I’ve recently been re-examining that question, but still see no reason to change my view that the combination of high rents and low wages is primarily responsible, or at least much more so that universal panacea for inquisitive foreigners otherwise known as “Korean culture.” But there are other factors of course. Consider this from Mondays’ Korea Times:

Student Loan Plan Shelved

By Bae Ji-sook, Staff Reporter

A plan to allow students to get loans without their parents acting as guarantors has been scrapped, the Ministry of Education, Science and Technology said Sunday.

The National Assembly recently withdrew the measure since Korean civil law does not allow adolescents to make legal decisions on their own, the ministry said.

The initial plan aimed to help students who were unable to get loans because their parents were divorced or were from single parent families.

”If necessary, we will seek a revision of respective civil laws. Since its purpose is to help poor students pursue higher education, student loans should be available to more students, without barriers,” a ministry spokesman said.

Why do I suggest that this might be a victory? Well, because while the scrapping of the plan is certainly a tactical defeat so to speak, given the ministry’s apparent attitude as revealed by that last statement of theirs,  then it does look like that university students will ultimately be given the opportunity to secure loans without the approval of their parents.

That students necessarily should take up the offers of loans is of course debatable, and I speak from bitter experience when I say that eighteen and nineteen year-olds of any country are not exactly well-known for their prudence and financial sophistication when given sudden access to lots of money, to be paid back in some distant future. But the only way for young adults to leave the family nest against the wishes of their parents, the move by implication meaning that they’d be – heaven forbid – openly engaging in premarital sex, as opposed to the present-day subterfuge in love-hotels that maintains their (and thus their family’s) reputations? That is of course by having the funds to do so, and sometimes an adult’s simply got to do what an adult’s go to do, debt, reputation or otherwise.

korean-woman-leave-the-body-out-of-body-experience

Personally, my father and I are very glad that student loans were available to me as a 19 year-old myself back in New Zealand, as we were literally very close to blows by that point, and it was simply essential for our relationship that I move when I did. Fourteen years later, both that and many other aspects of my life are much much better as a result, so much so that even if I could go back in time I’d still make the move, even with knowledge of my struggling with a mountain of debt today before me. But with no loans available, and so having to have had stayed at home instead? I shudder to think.

On a final note, I have a question for readers, particularly those with Korean partners and/or friends and/or students who are young enough to be university students themselves and/or remember how the Korean student loan system operates. Do all students currently require parental approval, regardless of their age? Obviously that would have quite an impact on their ability to leave home! Or is there a cut-off point, after which even the Korean state acknowledges them to be an adult, and responsible enough for his or her own financial decisions? My wife didn’t get loans herself, which I’m thankful for, but with that and her university days being so long ago then unfortunately she can’t remember how they operate exactly, so I’d be grateful for any information.

(Image sources: Raysoda )

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Sex and Gender in the Korean ESL Industry: Students on Top?

김사랑-kim-sa-rang-누가-그녀와-잤을끼-who-slept-with-her-sexy-korean-teacher-purpleReady for a quick quiz? Name three of your high school teachers. Now. No, don’t think, just say the first names which come into your head.

Finished? Okay, assuming that you actually had one, then I’d wager good money that at least one of those three was a particularly attractive member of the opposite sex. And what’s more, that your memories of him or her are much more vivid than those of the others too. Or am I just projecting?

Being in my thirties myself, then most of my teachers are nothing but a complete blur, and only for a select few can I still remember both faces and names. But my memories of one particular female teacher? Sigh. I’ll wisely restrain myself here, but I could wax lyrical about both her and what I learned in her classes, and the contrast between the quality and quantity of those memories and those of the male teachers I remembered – also excellent teachers, and of majors I took up at university too – is simply too great to pass off as being due to other, asexual factors. But jokes about blood being diverted from the brain aside, what impact did that have on my learning?

wet-dream-2-ebaabdeca095eab8b02-sexy-korean-teacher

According to this study in Thursday’s Korea Times, in fact it may well have hindered it. As author Thomas Dee demonstrates, based on test scores and self-reported perceptions by teachers and 25,000 eighth-grade students, simply having a teacher of the opposite sex harms a student’s academic progress, attractive or otherwise. In brief:

…having a female teacher instead of a male teacher raised the achievement of girls and lowered that of boys in science, social studies and English. Looked at the other way, when a man led the class, boys did better and girls did worse.

The study found switching up teachers actually could narrow achievement gaps between boys and girls, but one gender would gain at the expense of the other. Dee also contends that gender influences attitudes. For example, with a female teacher, boys were more likely to be seen as disruptive. Girls were less likely to be considered inattentive or disorderly.

In a class taught by a man, girls were more likely to say the subject was not useful for their future. They were less likely to look forward to the class or to ask questions. Dee said he isolated a teacher’s gender as an influence by accounting for several other factors that could affect student performance…

For the record, as there was no variable for a teacher’s attractiveness in the study then the jury remains out on the role of particularly attractive teachers, and Dee is also careful to point out that he is not advocating single-sex schooling, largely just passing on the correlations he noticed without really speculating as to the reasons. To buttress his point that “in a class taught by a man, girls were more likely to say that the subject was not useful for their future” though, I recommend reading this recent study from The Economist, which found the decidedly non-PC result that both men and women were prepared to take considerable cuts in pay at a first job provided that their boss was a man (although of course it wasn’t presented like that to test subjects!). But for some of the (naturally) many criticisms of Dee’s study then please read the article itself, and unfortunately those will have to do too, a suspicious absence of the article at the Korea Times website leading to me finding out that the article is in fact three years old, and so that link (to USA Today) above is the only one I could find that isn’t now dead. My misguided faith in the KT’s reliability as a timely and current news source aside, the subject does still have a certain timeless quality about it, and got me thinking about how the same dynamics operate for adult learners, my just so happening to be writing about marrying a former student of mine at about the same time as I first read that too. Surely they would be even stronger, given that students are more sexually experienced, and can and *cough* do sometimes consummate their relationships with their teachers?

Discussing the same subject here in 2007, Gord Sellar writes:

My first year in Korea, my roommate, a guy who spoke Korean pretty well, advised me that I needed to find a female teacher. Not a sleeping dictionary, mind you – his point was that the teacher didn’t need to be a girlfriend. All that was necessary was that I find an attractive female teacher, because having an attractive instructor of the opposite sex brings out approval-seeking behavior, and in the context of language study, if increased mastery of the language triggers praise from the teacher (as it should), then an autocatalytic cycle will be launched: you’ll study hard because your teacher will praise you, and that will make you study even harder.

lee-hyori-유고걸-you-go-girl-이효리-sexy-schoolteacherAnd having an attractive female Korean teacher myself for over a year, then I can personally vouch for the effects of this, even though I was engaged at the beginning of that period and married towards the end, and didn’t for a moment seriously entertain that there was any chance of us getting together even if we’d both been single. My mind did tend to wander, however, when her back was turned, and which I was inordinately pleased that year to discover sometimes happened with me and my own female (adult) students, one of them naively both passing on her and her classmates’ Cyworld addresses one day and assuming that my Korean was much worse than it was.

Fond memories of descriptions of my (then) firm, apparently delicious-looking buttocks aside though, you don’t need your wife to be an ex-recruiter to be aware of the blatant racial, sexual and ageist-discrimination that occurs within the ESL industry here, and young college graduates are definitely not only chosen for their relative naivety and willingness to accept bad conditions. Nor – with the proviso that I acknowledge that I’m indirectly justifying discrimination here, but will continue for the sake of argument – can university deans and institute owners be entirely blamed for what the majority of students (or their parents) seem to want, and I’ve personally been on the wrong end of that many times, most notoriously at a place at which students and management blatantly favored the short, shuffling Asterix-like figure among us four foreign teachers, simply on the basis that he drank with his students almost every night. That he: looked closer to fifty than his actual age of thirty-five; often came to class in the same clothes he’d slept in; was regularly to be found passed out on a dirty couch in the hallway next to the staffroom, where he’d be mistaken by students as a homeless guy who’d wandered in for the warmth; and that his lesson prep consisted of grabbing whatever random piece of paper with ten questions about some subject was closest to hand, hastily scribbled years ago in five minutes…all this could not dim his alcohol-fueled stardom. To put it mildly, it was just a tad demotivating to us other teachers to have our teaching ability, qualifications, experience, and hard work constantly thrown in our faces, and so no foreign teachers (but for Asterix) ever ended up renewing their contracts there.

But let’s return to my great buttocks, or more specifically the motivations of the Korean women that I’d wager make up at least 70% of adult language students, or at least of those with the ability and/or inclination to join native speaker’s classes. Speaking about Japanese women specifically, but with observations that could just as readily be applied here, Keiron Bailey notes in Marketing the eikaiwa wonderland: ideology, akogare, and gender alterity in English conversation school advertising in Japan (Environment and Planning D: Society and Space 2006, volume 24, pages 105-130) that:

…there has been a rapid growth in the private English conversation school (eikaiwa) industry in Japan since the 1970s. Inside these eikaiwa, the participants are predominantly women and, in terms of skill and enthusiasm, these women are better students than their male counterparts. Younger women are pursuing English-language learning for three major reasons. The first reason is to enhance their career prospects, either by working for one of the increasing number of foreign-owned companies in Japan, or by moving to an English-speaking country. This trend has been augmented by economic geographies of internationalization that involve a reconfiguration of the Japanese labor market and that have created a demand for more workers with English-language-skills and, simultaneously, by the continuing recalcitrance of domestic social, cultural, and economic institutions to change in ways that reflect the desires of these younger women. The second purpose is to engage in travel, either for vacation purposes or for ryugaku. The third motivation is to actualize what Kelsky calls ”eroticized discourses of new selfhood” by realizing romantic and/or sexual desires with Western males. (pp.105-6, my emphasis)

Before going on, as you can probably see where this is headed, I should point that I am not for a moment suggesting that the majority or even a sizable proportion of Korean women learning English are there merely for the sake of hooking up with their foreign male teachers. I have to admit though, that I am certainly guilty of suggesting things like that in my first few years in Korea, although in my defense (and I’m sure many male readers can relate) it was very easy and natural to do so given my, well, immediate and much greater dating successes among women here than back in New Zealand. But there is definitely something to the stereotype, my wife and Korean female friends – most of whom were former students of mine – confirming that many Korean women (and indeed some of them too) do indeed ask about the attractiveness and dating availability of the male teachers, and to point out that those aren’t usually their primary concerns about a male teacher is not quite the same as saying that they’re completely irrelevant.

japanese-ecc-advertisement-romance-with-gajin-foreigner-males-spring-2002

How might this be exploited by the ESL industry? Well in Japan, to return to Bailey’s journal article:

In this paper I examine the visual promotions of a range of eikaiwa. Through a semiological analysis I argue that these schools seek to create a social space, or a destination, that is designed to appeal to this younger generation of Japanese women with professional, relationship, marriage, or studying abroad aspirations. I argue that the eikaiwa market the activity of English conversation as an eroticized, consumptive practice. Through a complex and heterodoxical engagement with a set of gendered ideological formations, the eikaiwa seek to invoke desire, or yearning (akogare), on the part of these female consumers. They do so by embedding this activity into a logonomic system in which the visual pairing of Japanese women with white males invokes a set of social and professional properties that are radically differentiated from a hegemonic array of gender-stratifying ideologies. This metonymy relies on the properties of the white male signifier being defined in relation to a historical gendered Occidentalist imaginary as an ”agent of women’s professional, romantic and sexual liberation”. However, simultaneously, the symbolic power of the coupling of white male signifiers with Japanese women relies on compliance with a pervasive and highly heteronormative ideology of complementary incompetence.

This logonomic system is supported by an array of nonvisual aspects including the gendered meaning ascribed to English-language use in modern Japan, in which its user is positioned as cosmopolitan, mobile, and desirable. At the same time, the female agency depicted by the eikaiwa articulates with a growing consciousness of female consumer agency, manifested in domestic Japanese product and services advertising and in other social and cultural formations. This trend valorizes and celebrates female erotic subjectivity and positions the white male as an object of consumption for sophisticated, cosmopolitan female consumers. The eikaiwa promotions seek to recruit female clients by actualizing and deepening their akogare through the medium of English-language instruction and use and an associated symbology. (p. 106, my emphases)

Don’t be put off by the postmodernist jargon: I don’t like it either, but while a little heavy in places the article is still readable (albeit for article in academic journals that is!), and overall a fascinating look at this particular aspect of the Japanese ESL industry. Unfortunately whatever link I downloaded if for free from months ago has since disappeared though, so I’ve uploaded the pdf for you to download it here instead; let me know if you have any problems.

japanese-gaba-advertisement-romance-with-gajin-foreigner-males-spring-2002

But why do I quote that article, apart from it being interesting in its own right? Well, I do admit that – as per usual – this post has considerably evolved in the telling, and so after making the jump from a study about the effects of a teacher’s gender on children (my only originally intended topic) to what effects both that and their attractiveness might have on adults, then looking at that article was a logical next step. But now having presented the gist of it, what to make of it?

Upon reflection then, for me it has served to highlight the stark differences between the two countries, for -  just like so much else in Korea – despite the same sexual dynamics also operating in the ESL industry here as I’ve demonstrated, with all the mania about maintaining pure “bloodlines,” and hence still grudging public tolerance rather than acceptance (let alone condoning) of foreign male – Korean female sexual relationships and marriages, then you simply won’t find any Korean advertisements like the above, anywhere. Ever. Like I explain and give examples of in a post on a related topic here, there’d likely to be a public outcry. My own personal lesson from writing this post then? A cynical reaffirmation of this pervasive xenophobic streak, and a telling visual sign of it. Or not, as the case happens to be!

japan-japanese-people-scared-of-immigrants-foreigners-gajin

But this is probably not news to readers familiar with Korea; perhaps more so to Japan-based readers, who thought they could make the same claims about interracial relationships there? Regardless, apologies if you were expecting more of an examination of the practical role the sex of a teacher plays in the internal dynamics of the ESL classroom here. But never fear, for that earlier post of Gord’s I linked to provides an excellent examination of that, and so one which I wisely decided not to try and improve on!

(Images, in order: 1) Kim Sa-rang (김사랑) in the 2006 movie Who Slept With Her? (누가 그녀와 잤을까?; source): 2) Lee Ji-hoon (이지훈) in the 2005 movie Wet Dreams 2 (몽정기 2) {source}; 3) screenshots of Lee Hyori’s music video You Go Girl (유고걸) {source}; 4) Japanese advertisements from Bailey, pp. 116 &117; 5) cartoon – unknown)

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