Author: The Grand Narrative

Korean Feminism, Sexuality, and Popular Culture: https://thegrandnarrative.com/

If Slut-shaming Wasn’t a Thing, Why Would Korean Women be too Scared to Even Have Their Names Put Down in an OBGYN’s Appointment Book?

Half of Korean physicians prescribing the morning-after pill report being asked not to record identifying information

Estimated reading time: 5 minutes. Photo by fotografierende from Pexels (edited).

Korea is rare among high-income countries for allowing over the counter access to the monthly contraceptive pill. Also, ironically, for its extremely low rate of usage despite that access.

Meanwhile, the morning-after pill requires a prescription. This was reaffirmed by the government in 2016, citing, with incredible hutzpah, precisely that low rate of usage of the monthly pill as evidence that Korean women were simply too ignorant about contraception not to abuse emergency contraception.

Ignorant or not however, in practice OBGYNs were moralizing rather than educating those patients that sought it, as discussed by Claire Lee in the Korea Herald:

Jeong Yu-jin (31) said there was no benefit to her in visiting her gynecologist to obtain the drug, as the doctor gave no explanation on birth control as well as the pills. “It just cost me more time and more money,” she said. “With or without a prescription, it’s very hard for women to access accurate information about the drug and its effects. So why not just make it an OTC drug and at least allow us to access it as soon as possible?”

In order to avoid getting a “scolding” from doctors and unwanted attention from visitors and nurses, she visited different clinics every time she needed the drug, Jeong said.

“I think this notion of ‘unwed women are supposed to be sexually inactive,’ still prevails in Korea,” she said.

The duplicity ran deeper still. Prior to the decision, the Ministry of Food and Drug Safety itself admitted that “As the drug is known to be effective up to 72 hours after unprotected sex, the requirement of a doctor’s prescription may deter prompt access to the pills and reduce its effect.” However, it caved in response to pressure from religious groups and the Korean Society of Obstetrics and Gynecology, the latter of which long arguing that the overuse of morning-after pills can cause “serious side effects” to women—despite the WHO considering them “very safe and posing no risk of overdose.”

One of those reasons a prescription may deter prompt access to pills is because of simple logistics: just imagine a scared teen, with few breaks between busing to cram school after cram school, trying to find a dispensing clinic on a weekend. The other is because of Korean medical staff’s notorious disregard for privacy. As I wrote about in 2012, on her very first visit to a gynecologist in 2000 my then girlfriend-now-wife was asked my name, contact details, occupation, and intentions towards marriage. Likewise, many of you still suffer such indignities as having to loudly explain your intimate medical issues in busy waiting rooms, and/or being complimented on the prettiness of your vagina during examinations.

Add that Korean society does indeed shame sexually-active unmarried women, then the fear of being outed through that unprofessionalism is very real.

But how to provide proof of that concern, beyond the anecdotal?

“The reaction to having a woman in a condom ad is exactly why we need women in condom ads.”

The short article, “The attitudes of Korean physicians toward emergency contraceptive pills: Regarding women’s access and rescheduling” by Eun Sil Lee, Chong A Lee, Jee Hee Lee, Bo Ra Park, and Imsoon Lee (2018), based on a survey conducted in 2014-15, provides a starting point:

In addition to insufficient information, 22.5% of physicians recognized that there was a psychological issue with regards to women visiting clinics or hospitals to obtain ECP prescriptions. The fact that 51% of physicians had been asked to prescribe ECP without recording personal information, underscores the need for a policy to further improve ECP access in Korea. The fact that the survey indicates that 17% of physicians found ECP access difficult, suggests the need for greater and improved access.

There are issues with that statement: what personal information is normally required exactly? The morning-after pill is not covered by the national health insurance system, so the usual social security number wouldn’t be necessary. Also, how did the physicians respond to the request? Could they comply, or do tax-related and/or various other laws prevent it? What are the laws regarding the anonymity of minors (albeit only compromising 5.7 percent of patients)? And so on.

There are broader problems with the article too. One, that the survey respondents were not necessarily representative of all physicians, the authors acknowledge. Another, that physicians have vested financial interests in maintaining prescription-only access to the morning-after pill, they don’t. Nor that physicians themselves are in large part responsible for the “negative and false perception[s] about the safety of emergency contraceptive pills” that they cite as the biggest issue restricting women’s access to it.

The physicians’ honesty about their patients’ privacy concerns is remarkable, considering.

Hopefully, answers to some of those questions raised will be available from Korean-language sources. Until then, let’s end with how we began: if slut-shaming wasn’t a thing, why would Korean women be too scared to even have their names recorded in a OBGYN’s appointment book? Hopefully, this evidence of that will change some minds—or at least shut them up!

Related Posts:

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

MUST SEE: “Reclaiming our Dark Chapters and Building a Community” Sebasi Talk by Winnie M. Li, Author of Dark Chapter

Estimated reading (and viewing) time: 3 (+17) minutes. Image source: YouTube.

Long time no see everyone, and sorry for the wait.

We’re all busy these days, so I won’t waste your time with explaining why. Suffice to say I no longer have long blocks of time free to really delve into a subject like I used to. Don’t worry: that doesn’t mean I won’t be writing marathon, heavily-researched posts anymore, or never finishing the—ahem—half-dozen series I have ongoing. Just that I can’t spend Herculean, lunch to dinner sessions on posts like I used to. Instead, I have to take advantage of a free half an hour here, an hour there, and…TBH, I’ve been struggling to make the transition. But I’ll get there.

In the meantime, there’s one more change I’m going to have to make, which has been a long time coming. The issue is I’m always reading, listening, and watching Korean feminism, sexuality, and pop-culture-related things, but I don’t share them because, time aside, I usually just don’t have much to add to them. That compulsion is such a 2007 blogging mindset though. (Yeah, that’s how long I’ve been doing this.) Also, that I’ve been spending an hour per day posting to Twitter and Facebook for many years has blinded me to the fact that many readers of mine aren’t actually on either (sorry). So, from now I’ll making lots of short posts, drawing your attention to the interesting and useful, with only minimal commentary from me if necessary. Meanwhile, I’ll still be working on the marathon posts in the background.

That said, most of those things I’m reading, listening, and watching these days are—yay me?—all in Korean, which, sans translating everything, are not necessarily the easiest things to pass on to non-Korean speakers. But again, I’ll see what I can do.

Which brings me to the video of the title, an April 2018 talk in Seoul for Sebasi (like a Korean TED) by sexual assault victim and now education and rights activist Winnie Li, author of Dark Chapter.

Frankly, I’d never heard of her before this Saturday, when I had to attend a TEFL conference at my university. But at that conference, attendees were told there was a mandatory viewing session of a video about preventing sexual harassment.

You can imagine most people’s reactions: in Korea, such videos are typically cringeworthy, patronizing, and terribly-translated cartoons. Instead, we got the presentation below…which by no means is about sexual harassment prevention.

What exactly it is about though, I’ll have to frustrate you by not saying, because I want you to be as shocked and amazed as I was. But I do promise that no matter how busy you are, it will easily the best use of 17 minutes you’ll make this week.

After you’ve watched, please let me know what you think in the comments. And make sure to check out Winnie Lee’s own blog too!

(Note that the talk is all in English, with Korean subtitles.)

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

Is This “False Equivalence”?

When men are objectified, it’s often as a male-power fantasy, whereas women are usually objectified as passive objects of a cishet male gaze. Where do you think these ads for a Korean gym fit in?

I stopped outside this Jeju City gym for the terribly photoshopped, giraffe-like figure of the man alone.

Then I noticed the banner of the woman behind me, presumably aimed at encouraging female customers to join. The contrast between his cockiness and her languid pose, seductively pulling down her leggings, immediately reminded me of this classic Shortpacked comic by David Willis:

What do you think? Are these gym ads an example of false equivalence?

Technically, the guy is pulling his pants down too—which took me a long time to notice, because it feels less integral to the concept as added after the fact, unlike the woman who was instructed to pose seductively from the get-go.

Or am I just saying that because I’m a cishet guy, instinctively feeling competitive and so immediately drawn to his pecs? Whereas cishet women reading first noticed his open crotch?

Please let me know in the comments below, or on Facebook or Twitter!

Related Posts:

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

한국어 교재 충동구매를 했다^^

Estimated reading time: 1 minute.

ㅋㅋㅋ

Just quickly sharing two books I’ve bought to study Korean with, by authors who deserve to be much better known by non-Korean speakers.

On the left, I am a Man, and a Feminist (2018) by Choi Seung-beom, a teacher at a boys’ high school in Gangneung, Gangwon Province (read a translated interview here); and on the right, (lit.) Selfish Sex: Those Bastards Were So Bad at Sex (2015) by sex-columnist Eun Ha-seon, perhaps best known as “the [completely awesome] woman who ‘tricked’ anti-gay Christians into donating money to the Seoul Queer Culture Festival” last year. (And who just accepted my friend request on Facebook! Squeee!)

Alas, I don’t have the guts to read Eun Ha-seon’s book while I’m on the subway, the only time I get to read these days, so it will be a while before I can pass on her insights sorry. But I hope to give you some excerpts from Choi Seung-beom’s book soon!

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

Korean Textbooks for Foreign Brides Teach How to Survive the Patriarchy

It’s difficult to feel much outrage over the inclusion of genuine couple-talk like “I’m having my period” and “Do you want to make love tomorrow?” in Korean textbooks for foreign brides. But “Korean men like women who speak in cutesy aegyo“? “Your spouse’s greater financial power and living standards must be respected”??

Estimated reading time: 4 minutes. Photo by Yeo Khee on Unsplash.

My translation of the following article, as I’ve yet to see any mention of the news in the English-language media. Unfortunately, Korean libel and defamation laws being so draconian, no source actually provides the titles of the offending books, nor the names of their publishers; this makes it impossible to determine what different language editions were published, or which say what exactly. What some of them do appear to say however, is very telling:

“이주여성용 한국어 교재는 가부장제 가이드북?”

“Migrant woman’s teaching materials for learning Korean are patriarchy guidebooks?”

Yonhap, August 26 2019, by Intern Reporter Kim Min-ho (nowhere@yna.co.kr; Kakaotalk: okjebo)

“한국에 온 지 얼마 되지 않아 친정집을 도와달라 하거나 직업을 갖는다고 하면 안 된다”, “한국에서 결혼하면 바로 자녀를 가져야 한다”(한국어-베트남어 교재), “한국에서 결혼한 여성이 술이나 담배를 하면 절대로 안 된다”(한국어-몽골어 교재)

“You should not ask for help for your parents or get a job as soon as you arrive in Korea,” “If you get married in Korea, you should have children immediately” (Korean-Vietnamese textbook), “Women who get married in Korea should absolutely not drink or smoke” (Korean-Mongolian textbook).

베트남어, 필리핀어, 몽골어 등 사용자에게 기초 한국어를 소개한 회화책에 ‘한국 생활에서 신부가 유의할 점’이라는 제목으로 달린 부록의 내용이다. ‘국제결혼을 한 이주여성과 한국인을 위해 집필됐다’고 소개된 이들 책이 왜곡된 사실과 차별적 시선을 담고 있다는 비판이 나온다.

These suggestions are to be found in a suplementary chapter entitled “Tips about Korean Life for Brides” found in various different language versions of a conversation book that introduces basic Korean to Vietnamese, Filipino, and Mongolian readers. These books, aimed at migrant women and overseas brides of Korean men, have been criticized for containing distorted facts and sexually discriminatory views.

이들 한국어 교재는 한국 남성이 좋아하는 여성상을 ‘부모와 자녀를 잘 부양하는 여성’, ‘애교 있게 말하는 여성’ 등으로 표현하기도 했다.

These Korean textbooks extol the virtues of “women who take good care of their parents [in-law]” and “women who speak in cutesy aegyo,” claiming that those traits are what Korean men prefer. (Right: 필리핀어-한국어 회화책 일부, 촬영 김민호; Part of Filipino-Korean conversation book, shot by Kim Min-ho.)

한국 유학 3년 차인 베트남인 A(23)씨는 베트남어-한국어 회화책 속 내용에 대해 “이주여성은 인형이 아닌데 자신의 행복을 비롯해 많은 걸 포기해야 하는지 모르겠다”며 “이 책대로라면 한국에 오면 인간답게 살지 못할 텐데 책을 읽고 한국에 오고 싶을 외국 여성은 없을 것 같다”고 말했다.

A Vietnamese woman “A” (23), who has been studying in Korea for three years, said, “A migrant woman is not a doll. I’m not sure [living or getting married in Korea] should mean I have to give up a lot of things, including my happiness.” She added, “According to this book, I shouldn’t live like a human being if I come to Korea. I don’t think there will be any foreign women at all who would want to come here after reading such a book.”

부록에 담긴 한국 생활 안내뿐 아니라 본문에 실린 한국어 예시문도 비판 대상이다.

“오늘은 생리 날이에요”, “내일 사랑을 나누면 어떠세요?”(한국어-벵골어 회화책)

인도 일부 지역과 방글라데시에서 사용하는 언어인 벵골어-한국어 회화책에는 남녀의 성적 관계에 대한 직접적인 표현이 등장한다.

In addition to “Tips about Korean Life for Brides” in the supplementary chapter, some Korean sample sentences in the body of the book have been criticized. [In particular], in the book for speakers of Bengali, a language which is widely spoken in Bangladesh and parts of India, there are very blunt and direct expressions about sexual relationships between men and women, such as “I’m having my period today” and “Do you want to make love tomorrow?”.

‘yu_hy****’라는 아이디를 쓰는 트위터 이용자는 “한국 남성은 자존심이 강한 편이다”, “배우자의 현재 경제력과 생활 수준을 존중해야 한다” 등의 표현이 담긴 벵골어 회화책 사진을 올리며 “‘한국 가부장제에서 살아남기’라는 부제가 붙어야 할 것 같다”고 비판했다.

The Twitter user ‘yu_hy ****’ posted a picture of the offending page of the book, which also included such sample sentences as “Korean men tend to have a lot of self-esteem and pride” and “Your spouse’s current financial power and living standards must be respected” [James—I feel that a “greater” is strongly implied at the beginning of that sentence]; they felt a subtitle to the book title “Surviving the Korean patriarchy” should be attached to it. (Left: 벵골어-한국어 회화책 일부[트위터 캡처; Part of Bengali-Korean conversation book, from Twitter capture.)

남녀 성관계에 대한 직접적이고 세부적인 표현은 결혼 이주여성이 주로 보는 동남아권 언어를 다룬 교재에는 종종 등장하는 반면 서구권 언어-한국어 교재에서는 발견하기 쉽지 않다는 점이 대조적이다.

프랑스어나 일본어 사용자를 대상으로 한 한국어 회화책을 보면 사랑과 연애에 관한 표현을 싣더라도 ‘좋아해요’, ‘당신을 사랑해요’ 등으로만 표현됐다.

[Moreover], while such direct sex-related expressions are common in language books for South and Southeast Asian readers [from poor countries], who would primarily be foreign brides, they are not easily found in Korean textbooks [intended for speakers from rich countries.] If you look at Korean conversation books for French or Japanese speakers, the only expressions covering relationships that can be found in those are things like “I like you” or “I love you.”

필리핀 결혼이주여성의 한국 정착 생활을 지원하는 비영리법인 ‘아이다 마을’의 현제인(49) 대표는 “이주여성을 한명의 인간으로 보지 않는 시선이 한국어 교재에도 반영된 것”이라며 개선을 촉구했다.

이들 교재를 펴낸 출판사 관계자는 “수정이 필요한 내용이 담긴 것을 인지하고 있으며 수정을 한 것도 있고 앞으로 할 부분도 있다”면서 “팔려나간 책을 회수하는 것은 어렵겠지만 조금씩 고쳐나가고 있다”고 해명했다.

Hyeon Jae-in (49), president of Aida Village, a non-profit organization that supports Filipino married immigrant women in South Korea, called for improvements in the Korean textbooks.

The publisher responded to the criticisms that, “We are aware of the content that needs to be corrected, and we have made some corrections and minor changes and are in the process of reviewing other parts”, but “It is difficult to recover sold books.”

이 출판사가 차별적 내용을 담았다고 자체 판단해 내용 수정을 한 인도네시아어-한국어 회화책은 성적 관계 묘사를 싣지 않고 전화 사용법, 약국 이용법 등 실생활에 필요한 대화를 중심으로 구성했다. 또 ‘한국 생활 중 신부가 유의할 점’이란 제목의 부록도 삭제했다.

The publisher further noted that it had already removed offending content on its own initiative from the Indonesian-Korean conversation book, and that included Korean necessary for daily life such as phone usage and visits to the pharmacy, without that covering sexual relationships. The “Tips about Korean Life for Brides” in the appendix was also removed. (End)

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

The Korean Word for “Stroller” is Literally “Milk-MOTHER-Vehicle.” Let’s Start Using This New Term That Includes Fathers Too.

Like or loathe political correctness, many everyday Korean terms are ripe for modernization.

Estimated reading time: 5 minutes. Source, all screenshots: YouTube.

Similar to how over 60 percent of English words have Latin and Greek roots, over half of all Korean words are of Chinese origin. Once you realize this, learning Korean vocabulary becomes immeasurably easier. Buy this book in particular, which groups Korean words by their Chinese roots, and it’ll feel like all your Christmases have come at once:

From pages 78 & 102 of Miho Choo and William O’ Grady, Handbook of Korean Vocabulary: A Resource for Word Recognition and Comprehension, 1996.

You may become so grateful for all these new connections between words suddenly being revealed to you though, that it’s easy to overlook how problematic some of them may be. To many native speakers too, for whom the words are so familiar that they would have little cause to think twice about their origins.

One such Chinese derivative is “모/母“,  as shown in my scan above-left. Clearly, it is apt for almost all of those examples of its usage given there, and a much better Korean-speaker than I points out that it even makes some sense for the seeming exception of “모음/vowel” too. Learn that it’s also contained in the absent “유모차” (pron. yoo-mo-cha) however, which means “stroller” (N. Am.) or “pushchair/buggy” (U.K.), and suddenly that ancient Chinese root really begins to feel its age.

This video suggests adopting a much more inclusive alternative:

In the first screenshot below, the top line says “stroller,” followed by the corresponding Chinese characters for “milk,” “mother,” and “vehicle.” (Possibly, “breastmilk” may be more appropriate for the first character?) Below those, a definition: “A wagon for carrying a child after it is born.”

These next two are self-explanatory:

“[Because of this], does ‘stroller’ have a sexually discriminatory meaning?”

“Does the person who pushes the stroller absolutely have to be the mother?”

“Other caregivers can push it, yet the meaning of ‘mother’ is still contained within the word. Does this imply the person responsible for childcare is the mother?”

“Let’s not focus on the person pushing the stroller, and focus on the child instead. Please call it ‘유아차’ (pron. yoo-a-cha).”

And FYI, here’s that Chinese character for “child,” from page 149 of The Handbook:

Anyone reading this far needs no reminding of Korea’s plummeting birthrates, or of the gendered stereotypes surrounding childcare that work against remedying those—a mere new word is no solution. But it is logical, inoffensive, easy to remember, and can’t help but work at least a little against those stereotypes. So why not use it?

Naturally then, the YouTube video has many more dislikes than likes. Its origins are suprisingly opaque for a public campaign too (“공공언이 바꾸기 캠페인,” or the “Campaign to change how we speak to other members of the community”) and for a long time my searches only brought screenshots of that video and of various others’ in the campaign, on sites of the sort where things are generally only posted to be ridiculed. The video does end with a note that the campaign was done in conjunction with the Seoul City Government however (or possibly “by”; “함께” can vary according to context sorry), and eventually I realized I’d be able to find the video and others on non-gendered, but still problematic words in the campaign on their website itself, which indeed were posted there in October and September 2018 respectively. But there was still no news or further information available.

With such abysmal promotion, frankly you have to wonder why the Seoul City Government even bothered making them.

But in the process of looking, I was reminded of the Gender Equality Week conducted by the Seoul Foundation of Women and Family conducted that July:

Which I’m happy to say did receive a lot of press. Quite possibly, the the Seoul City Government’s campaign was actually one of those efforts alluded to at the end of the press release above (but which didn’t get any mention on the Seoul Foundation of Women and Family’s website either!):

Either way, it was added to by the Ministry of Gender Equality and Family’s awareness video in January this year. Possibly that explains the stroller video’s abrupt appearance on the MBC YouTube channel that same month (used in this post):

From my own experience, using gender-neutral words takes minimal effort, once you make the conscious decision to. That said, I do understand the laziness in not doing so, and the resistance against being told what to do. If you meet such a person then, perhaps start by asking them, say, why “uterus” should be “자궁” (pron. ja-goong) which literally means “子宮/house for a son,” instead of the suggested “포궁” (pron. po-goong), which means ” 細宮/house for a cell/baby.” Once they realize how much work defending that absurdity would be, then surely they’ll realize all the other sexist, archaic words aren’t really worth the effort either!

Related posts:

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)

“Lingerie Advertisements Deflect the Danger of Homoeroticism by Using Models with Averted Eyes.” Huh?

Estimated Reading Time: 6 minutes. Source, left (edited): Emm’s Vintage Lingerie (CC BY 2.0). Source, right (edited): Moose Photos from Pexels.

I’m a big fan of Jill Fields’ 2007 book, An Intimate Affair: Women, Lingerie, and Sexuality. It’s where I first learned of the corset industry’s creation of new body types for women to conform to in the 1910s to 1930s, presaging the Korean media, beauty, and fashion industries’ creation of “S-lines,” “V-lines,” and so on in the 2000s. But I’ve always been skeptical of this common feature of lingerie advertisements she alleges, and especially her explanation for it (page 16):

And in that Chapter 5 (p. 211):

What models do with their eyes is important. When they return your gaze, they seem to own the room. Whereas if they don’t seem to be paying attention to anything in particular, or if they’re depicted without their faces at all, the temptation to dismiss them as people and focus only on their bodies is all the greater.

It can also be a mechanism by which advertisers perpetuate stereotypes of different sexes and races. Take what Kyoungtae Nam, Guiohk Lee, and Jang-Sun Hwang discovered from their survey of Korean girls’ magazines in 2011 for instance (p. 234):

“Gender Stereotypes Depicted by Western and Korean Advertising Models in Korean Adolescent Girls’ Magazines”, Sex Roles (2011), 64: 223.

No-one’s saying models staring into space is bad in itself. Nor can advertisers of fashion and beauty-related products really be faulted for wanting to focus attention on the products, or on their alleged effects on the consumer. But if you know anything at all about advertising and gender, you’ll know that regardless of what’s being advertised, women tend to be depicted much more passively than men. And herein lies the first of two fatal flaws in Fields’ argument. For she bases her conclusions on no more than (fn. 70) an unspecified “survey of ads” in various magazines and catalogues from the 1900s to 1960s, although she also asserts that “[c]urrent issues of the Los Angeles Times provide almost daily evidence of the continuing importance of these evasive postures in ads.” Or in other words, she provides no evidence whatsoever that the tactics she describes “to dispel the homoerotic impulse” are any more prevalent in lingerie ads than in other kinds of ads, whatever period she’s talking about. And sure enough, those same tactics can quickly be found in other ads just through, say, a simple walk down the average city street. Here’s some with “women alone, turned away from the viewer” and/or averted eyes in Korean soju ads for instance:

I’ve often wondered what on Earth is Jang Yun-jeong looking at exactly…

In 2010, I discussed those and many others using Erving Goffman’s Gender Advertisements framework. Specifically, those particular ads are illustrations of one aspect of the “Licensed Withdrawal” category, as described by Images of Women in Advertising:

[One] way in which women are disempowered is by displaying them as withdrawn from active participation in the social scene and therefore dependent on others. This involvement with some inner emotional processing, whether anxiety, ecstasy or introspection, can be symbolized by turning the face away, looking dreamy and introverted, or by covering the face, particularly the mouth, with the hands….

….Rather than being portrayed as active, powerful and in charge, females are commonly shown in this licensed withdrawal mode, removed into internal involvements, overcome with emotions, or symbolically silenced with hand over the mouth….

….In another variation, females are frequently shown withdrawn inwards into some dreamy introverted state; they pose, become things for others to gaze at and desire. Males will stereotypically be shown active, engaged, and in charge of the situation. They are not so much objects for others’ to gaze at, as actors with occupations and professions….

The point being, although no motivation for these depictions is explicitly mentioned here, advertisers wanting to avoid provoking homoeroticism seems a rather unlikely one—the second flaw of Fields’ argument. Because are lingerie advertisements really so salacious, and really so sexually transgressive, that homophobia needs to be invoked to explain the depictions commonly found therein? Are they really so different to all other kinds of ads, that explanations for the depictions of women in those ads wouldn’t also apply?

I know—boobs. Maybe there is something to them that prevents (male-dominated) advertising teams and advertising standards authorities from thinking rationally. I’m not dismissing any special considerations they have for lingerie ads out of hand, and indeed Fields provides a wealth of examples of precisely those, albeit with expressions of their worries about evoking homoeroticism notable only for their absence. But she hardly persuades in addressing those alternative explanations for lingerie ads’ typical features by deliberately ignoring them. And I do mean deliberately, for in fact she does mention Goffman earlier (p. 210):

And by all means, these are things, well covered in Gender Advertisements (see my earlier post for examples from soju advertisements). But to have read the book and demonstrated that she’s taken note of those various categories of its framework, only to fail to mention that one of its largest categories—Licensed Withdrawal—already well accounts for her claims about lingerie advertisements? She doesn’t have to agree with it, but she does have to acknowledge and respond to it. Otherwise, her shoehorning of an alternative explanation evoking homophobia seems very disingenuous.

Sources: Emm’s Vintage Lingerie, left, right (CC BY 2.0).

In fact, the foundations of the whole chapter may be equally tenuous. Its title, “The Invisible Woman: Intimate Apparel Advertising” refers to the tendency of early-20th Century lingerie advertisers to show only parts of women or not at all. But reviewer Jane Ferrell-Beck argues there was actually a very practical reason for this:

And reviewer Kristina Haugland goes further, arguing that “the author’s interpretation of the material is a serious concern” of the book as a whole. She cites no examples from Chapter 5 though, so let me just leave you with her conclusion:

Words to live by as a colleague, our student assistants, and I wearily plod through our own survey of Korean women’s magazines advertisements this summer, of which this post is admittedly but an extended version of one of its footnotes. Thanks for reading it!

Related Posts:

If you reside in South Korea, you can donate via wire transfer: Turnbull James Edward (Kookmin Bank/국민은행, 563401-01-214324)