Category: Korean Feminism

There are More Entry-level Korean Women Journalists than Men These Days. So Why do Most Leave the Industry in Less Than 10 Years?

It’s not as simple as just increased childcare responsibilities—Korea already has a record-low birthrate, and women journalists the world over have less children than women in most other professions. So what gives?

Estimated reading time: 5 minutes. Photo (cropped) by Dynamic Wang on Unsplash.

It is a truth universally acknowledged, I like to think, that a single industry so possessed by one sex, must be in want of dramatic reform.

Okay, I did force that Austen-like opener somewhat.

But when you realize that the entry number of Korean women journalists has started to exceed that of men in recent years, only for most women to leave the industry in less than 10 years? Also, that the ensuing absence of women mentors, and continued domination of newsrooms by masculine culture are, ipso facto, some of the main causes of that?

Perhaps awkward forced changes, such as quotas for board members of news organizations, are precisely what the industry needs.

I can’t pretend to possess insider knowledge in that regard, nor detailed solutions. But from now on, I can at least share everything I’ve collected about sexism and bias in the Korean media industry over the years to spread awareness, as well as anything new as it comes up. In particular, such a gold mine of information as Na Yeon Lee and Changsook Kim’s “Why Are Women Journalists Leaving the Newsroom in South Korea? Gendered and Emerging Factors that Influence the Intention to Leave” just published last month in Journalism Practice.

If your interest isn’t piqued just by the title alone, let me leave you with some telling quotes that demonstrate why it really should be,* and please get in touch if you don’t have access to a copy.

*Apologies for removing the numerous sources mentioned for the sake of readability. Please consult the original for those, many of which sound just as interesting and informative as this one!

Just four years, ago MBC anchorwoman Lim Hyeon-ju caused a sensation by defying the rule that female news anchors weren’t allowed to wear glasses on the job.

First, on why I think quotas are absolutely necessary:

…in South Korea in 1996, JoongAng Daily, one of the largest South Korean newspapers, employed only 24 women journalists out of a total of 402 journalists. Soon after, the percentage of women journalists began to surge so that by 2020 women accounted for about 32.8% of the total number of journalists. However, most women journalists were younger and about 10% of women journalists were in top-management positions.

And:

In South Korea in recent years, although the entry number of women journalists has exceeded that of men journalists , there were only 7 women out of 138 (5.07%) board members among the 29 major news organizations.

Next, on why a gender balance in news media is so important:

The under-representation of women journalists in newsrooms is regarded as problematic based on findings of previous studies that the gender of journalists influences their reporting practices as well as the content of news coverage. For example, a recent study found that news organizations where women journalists occupy positions at editorial levels were more likely to have covered the “#Me Too Movement” than organizations without women editors in high positions. In fact, previous studies have repeatedly reported that with fewer women journalists, portrayals of women as well as marginalization of women’s concerns are themes often overlooked in news stories. Therefore, if women journalists consistently exit the news industry, their voices in covering newsworthy topics will likely disappear along with recommendations for improved newsroom policies and culture.

Moreover, in the absence of upper-level women journalists…

…several studies have shown that while the number of women journalists has increased, characteristics of newsrooms as masculine domains remain entrenched. In fact…“Young women journalists decided to resign because of men-centered culture and they felt they had less attention than men journalists from their organizations.” [Also], although there has been an increase in the number of Korean women journalists in recent decades, the traditional model of newsrooms based on a male model that expects strong work commitment and unusually long hours has not substantially changed. In addition, in South Korea, women journalists often face work-family conflicts after marriage due to society’s concepts of the traditional gender role of women, influenced by Korean cultural standards.

Photo by Anh Tuan To on Unsplash.

And finally, in conclusion:

…the results of this study show that the three most important factors in women journalists’ leaving the newsroom are (1) the weakening of social status, (2) a newsroom dominated by masculine culture, and (3) additional online workloads.

…although more and more women journalists have entered the news industry, the masculine newsroom culture has not changed because most of high-level positions in news media organizations are still held by men journalists. Interestingly, in-depth interviews, conducted…with nine young women journalists who resigned with less than 10 years of experience, revealed they had voluntarily left because they were unable to “find a role model who overcame the male-centered culture of a journalist society and the organizational culture of newspaper companies.” Their responses indicate that women journalists in South Korea continue to be perceived as “often excluded from the internal networks established by men.” Also, they are less likely than men to have the benefit of mentors.

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

Pornography Actors are People too. Greater, not Less Access to Their Work Will Help Remind the Korean Public of That.

In response to a former Korean pornography actor’s shame preventing them from dating, I like to think that if they were monogamous with me, and didn’t behave in real life the ways they’d been required to in their videos, then I wouldn’t mind their past at all. But that’s all very easy to say when an opportunity to meet is so unlikely to ever occur. If it did, would I turn out to be a hypocrite? Would you?

Estimated reading time: 4 minutes. Source left, Namu Wiki. Source right, Joshua Gandara on Unsplash.

In Korea, something pretty big was cut from Boogie Nights, Paul Thomas Anderson’s classic portrait of the 1970s LA porn industry. But it wasn’t what you might think.

Instead, it was the three-minute scene where Julianne Moore, playing pornography actor Maggie/”Amber Waves,” tries and fails to get visitation rights to her son. Not only is it an extraordinary performance by Moore, but it also shows a very human side to the industry, providing a profoundly dark, thoughtful counterpoint to the glamour, sex, drugs, and tension that defines the rest of the movie. It was easily the most memorable scene from when I first watched the movie in New Zealand in 1998, and why I was virtually apoplectic when I suddenly realized it was just not there at all when I watched it again in Korea two years later.

Seeing the headline “Adult actress Seo Ha-hee looks for genuine love through tears” the same day as tributes to 25 years since the release of Boogie Nights then, I felt a duty to highlight her story. Yet it’s not really a news item per se, but rather a few slides from Insight’s Instagram account about her appearance (and lamentation) on a new Disney+ show; as Netizen Buzz has already translated the comments, the least I could do is translate the captions in a moment below.

But if felt insufficient.

Looking ahead then, eventually I’d like to cleave through the mass of (contradictory, hypocritical, patronizing, completely ineffectual) censorship laws in an attempt to determine exactly how South Korea remains one of the few developed countries where pornography is largely illegal. In particular, considering just how simple it is to download pornography from overseas, I’m especially intrigued by how the legal domestic Korean pornography industry continues to exist at all, when even pubic hair may not be shown on it (let alone genitalia) and the sex is so obviously simulated. Is the hospitality industry literally its only consumer, given that even in 2022, Korean hotels, motels, and yogwans still invariably have a few cable Korean pornography channels available on their TVs?

Either way, as Kelsey the Korean points out in her recent video above (from 6:08), while there’s a great deal about mainstream pornography that’s objectionable, it’s not like Korean censorship laws are achieving their stated aim of protecting the sexual morals of Koreans from it. If anything, she alleges, they may in fact be no small factor in their utter corruption and distortion. The lack of healthier homegrown options, I tend to agree, may indeed play no small role in channeling many young men to what (illegal) Korean pornography has become notorious for instead—an ongoing spy-cam epidemic.

Yes, healthy feminist pornography does exist—provided you’re prepared to pay for it, to help ensure the working conditions and salaries which make it such. And, seeing how much damage Korean censorship laws seem to have done in promoting unhealthy alternatives, then why not unblock access to other options?

In that sense of changing hearts and minds about pornography, would you say Seo Ha-ni’s “confession” below is a step in the right direction? Or do you think her shame about her former profession, so great that she hadn’t been prepared to date at all in the last five years, merely perpetuates stereotypes? Please let me know in the comments!

Source, all images: Insight @Instagram.

“I’m looking for a man who can understand what it’s like [/not worry about] to be [dating] a [former] pornography actor.”

A woman sheds tears in her quest to find true love.

[Insight reporter Gwon Gil-yeo]

Many people claim their loved one’s pasts are not important.

But if it were you, to what extent would that be true?

An interesting new dating reality program tests whether you can really fully understand/[not worry about/forgive] your true love’s past.

Released on Disney+ on 5 October, Pink Lie is a show in which one cast member each episode confesses lies they’ve been living under, in order to find true love from people who accept them for who they are.

In the first episode, Seo Ha-ni (36) drew attention for having formerly worked as a pornography actor.

For the last five years, she has run a candle manufacturing workshop. She describes herself as a candle artist, never revealing her past as a pornography actor.

She has performed at a high level in the industry, appearing in such movies as The Purpose of Reunion 2 and Private Tutor: Advanced Course (NSFW). [James—Rather confusedly, the former has no sex or nudity, and indeed is even available on YouTube.]

Seo Ha-ni, who cried while talking about her past, said “[Because of my former job], men [constantly] send me photos of their genitals or nude body shots on social media.”

This has meant she’s never been comfortable in romantic relationships.

Source: Insight

“I’m always worried that someone will recognize me in public,’ Seo Ha-ni said. “So, I’ve never held hands with a boyfriend while walking among the cherry blossoms. I’ve never had fun in water with a boyfriend in the summer, never walked together in the Autumn leaves, and never gone skiing with someone in the winter.”

In fact, Seo Ha-ni has [been so nervous she has] avoided men completely, confessing she has not been in a relationship in a whopping six years.

There is a lot of interest in her case, and everyone is anxious for her to find true love with someone without prejudice.

[James: The remaining two slides just explain a little more about the show.]

Meanwhile, three other women and four men appeared in the first episode.

They were: Han Ba-reum (33), a researcher at Samsung Electronics’ Future Technology Research Center; Han Da-on (31), a beauty company marketer; Kang Da-hae (26), an intern at a fashion company; Hong Ha-nu (32), CEO of Hallyu Entertainment; Park Han-gyeol (25), a wedding video company CEO, and Mo Chan-sol (29), an elementary school gym teacher.

Although they disclosed their age and occupation, in fact, just like Seo Ha-ni [at first], they were all lying.

According to the rules of the show, they must not reveal their lies [until their turns in later episodes].

MCs singer Kim Hee-chul, actor Lee Sun-bin, and YotuTuber RalRal all expressed their curiosity about what truths were hidden by the cast.

Episodes 1 and 2 of Pink Lie were released on 5 October, which single episodes to be released once a week on Wednesdays. (END)

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

ZOOM TALK: “Missing Voices that Matter: a history of Japanese women law professorial pioneers, considering the social impact of their scarcity,” Tue 11 October 6pm (PDT)/ Wed 12 October 10am (KST)

Pervasive sexual inequality can feel like death from a thousand cuts. No one source of pain or minor irritation isn’t possible to dismiss or play down in favor of other, more visceral struggles against the patriarchy. But as it turns out, women’s relative absence from the legal profession has cascading effects across all society.

Estimated reading time: 6 minutes. Photo by cottonbro at Pexels.

When young Korean men return to university after doing their military service, they’re generally two to three years older than their female classmates. In a society where age really, really matters, this gap can grant those men a great deal of privilege. For example, by being able to avoid various mundane tasks periodically required of students by the university, as these get foisted onto the young(er) women instead. Like during this coming December after the university entrance exams, when some of my female students will be expected to “volunteer” to waste a precious day before their tests by bowing in the freezing cold to visiting high-schoolers as they arrive on the bus, while my male students study from the warmth comfort of the library.

Damn right, do I see a direct link to why so many talented and highly educated women are wasted answering the phones and making the coffee at Korean workplaces.

All of which may feel like an odd introduction to announce an upcoming hybrid talk (register) by Mark A. Levin and Tomomi Yamaguchi at the David Lam Centre of Simon Fraser University, which is not actually about Korea at all. But, based on its description below, it still feels intimately useful and relevant nonetheless. Specifically, I’m wagering it will reveal many more instances of how something seemingly innocuous like a slight age gap can have surprisingly wide implications for sexual equality, offering many similar possibilities to explore—and combat—in the Korean context:

“While the U.S. and Japan’s earliest generation of female legal scholars showed roughly similar numbers, their paths soon diverged dramatically. The number of women in the two legal academies in the 1950s to about 1960 were not all that different. Both nations counted phenomenally low numbers similarly. The U.S. took an early lead, but not by all that much. One report counted five women in tenure track positions in the U.S. in 1950 and another counted fourteen women before 1960. Japan could count five women by 1956 and eight women by 1958. Neither fifteen women in the U.S. nor eight women in Japan represent even token counts among individuals who made up the two countries’ legal academy professoriate in those times.”

“The difference then is in what followed. In the U.S., we crossed a count of 100 women around 1970 and then accelerated to 516 women by 1979, while Japan’s count essentially flatlined. From 1958 in Japan, there were no new women entrants for about ten years and then the next uptick in Japan was just five women entering the field in the late 1960s through 1974. After a second near hiatus of about eight years, Japan then saw some modest growth to have a total of twenty-two women who had entered law teaching by 1988. Our next found data point is 402 women in 2004.”

“The profound scarcity of voices of women academics as leaders, teachers, and scholars in Japanʻs legal academy for several decades remains significantly detrimental for Japanʻs gender circumstances today. The story demonstrates how crucial womenʻs and other feminist voices are in addressing gender gaps and dismantling patriarchy in a society. In particular, having women and feminist allies in the legal academy is essential for feminism to advance in a society. Conversely, deficits regarding women and feminist allies in the legal academy will invariably impact the overall society’s gender circumstances for the worse. And so, just as feminist legal theorists would suggest, it seems essential to assess those circumstances in Japan with the idea that gender gap deficits in Japan’s legal academy must be at least a contributing factor to the nation’s profound and distressing gender gap situation more generally that continue to the present day.”

“This talk aims to explore not only how, but why the two paths diverged so significantly. With time allowing, some effort will be made to draw upon Canada’s circumstances to add another historical sequence into the telling here.”

♥

Truthfully though, it was not those possibilities that first convinced me to sign up. Rather, it was the disjuncture the blurb noted between Japan’s postwar democratic, egalitarian ideals and the actual practice in Japanese women’s personal and professional lives. For it all sounded very familiar (as it probably did to many of you too), having already read much the same in a chapter from a classic Korean studies book: “The Concept of Female Sexuality in Korean Popular Culture” by So-hee Lee (pp. 141-164) in Under Construction: The Gendering of Modernity, Class and Consumption in the Republic of Korea (ed. by Laruel Kendell, 2002). To refresh your memories from page 144, with my emphases:

“[Korean women in their early-30s {now early-60s}]…were the first female generation to go to school en masse, side by side with their brothers. As Wonmo Dong (1988) argues, they learned democracy and its fundamental principles of liberty and equality as an academic subject, not as something to practice in everyday life. From the beginning of their university days, around 1980, they were pushed into the whirl of extremely violent demonstrations to demand national political democratization. Although political protests had long been a part of Korean student life, there was something about the culture of protest that emerged in the 1980s that was different from what had gone before; student activism became an all-pervasive and all-defining experience. In those days, various slogans and ideologies relating to the struggle for democracy were strongly imprinted on the consciousness of this generation as a metadiscourse. However, the students of the 1980s never examined these democratic values in the context of their own everyday lives.”

“Go Alone Like the Rhinoceros’s Horn (Source, left: Whitedevil) illustrates the bifurcation between theory and practice. Looking at their mothers’ lives, Korean women in their early thirties believed that their marriages would be different. Because the Korean standard of living and patterns of material life changed very quickly, they believed that Korean ways of thinking had been transformed with the same speed. This is where their tragedy begins. As Hye-Wan in the novel says, mothers “teach daughters to live differently from themselves but teach sons to live like their fathers” (Kong 1993, 83–84). As a result, the daughters’ generation experiences an enormous conflict between the real and the ideal. During sixteen years of schooling, they have learned that equality is an important democratic value, but nowhere have they been taught that women experience the institution of marriage as a condition of inequality. Many married women of this generation have experienced a process of self-awakening similar to that of Yông- Sôn, who early in the novel tries to kill herself. She says,“Where have I been during the last eight years of my marriage?” and concludes,“Though I don’t want to accept it, I’ve been a sincere and faithful maid who must carry out his every request” (109). Korean wives in their thirties cannot envisage a real-life alternative to the self-sacrifices of their mothers’ generation.”

See “Women Getting on Top: Korean Sexuality in Flux in the 1990s” for a further discussion of Lee’s chapter. And, please feel free to say hi in the private chat if you are able to attend the talk! ;)

(But if you can’t make it, hopefully the talk will be made available on the Centre’s YouTube channel later.)

Update—Indeed it was. There seem to be technical difficulties embedding it here however, so if the video below doesn’t work please watch it on YouTube:


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

If You Understand Korean, Please Don’t Miss Out: “After Me Too” (애프터 미투, 2021) is Screening October 6-9!

Estimated reading time: 3 minutes.

The clincher:

가장 도발적인 작품은 소람 감독의 ‘그레이 섹스’다. 흑백으로 구분할 수 없는 회색지대처럼 성폭력은 아니지만 그렇다고 즐거운 섹스도 아닌 성 경험을 말한다. 여성의 성적 욕망 자체에 조명을 비추는 작품이기도 하다. 내가 무엇을 원하는지 정확히 알아야, 피해 아니면 가해라는 이분법의 언어를 벗어나 자신이 느끼는 혼란과 모호함의 정체를 붙들 수 있다고 말하는 듯 하다. ‘미투’ 운동에 대한 다큐멘터리라기보단 말 그대로 ‘미투 그 이후’, 새로운 장으로 넘어가기 위한 고민이다. 네 작품 중 가장 마지막으로 배치됐지만, 매끈한 결론 대신 오히려 생각할 거리를 안고 극장을 나서게 한다.

“The most provocative [of the four mini-documentaries] is director Soram’s Grey Sex. It refers to sexual experiences that can be considered to be in a grey area—not outright sexual assault, but not exactly pleasurable, enjoyable sex either. It is also a work that shines on a light on the nature of women’s sexual desire itself. It seems to be saying that if you know exactly what you want, you can break free of the binary, dichotomous language of victim and aggressor, thereby taking control of and overcoming any confusion and ambiguity you may feel. Rather than a documentary about the ‘Me Too’ movement per se [like the previous mini-documentaries], it’s literally ‘After #MeToo,’ illuminating a path on how to move on to a new chapter. By being placed last of the four, rather than providing a smooth conclusion to the documentary as a whole, it give viewers something to think about as they leave the theater.”

See here for more information about this documentary as a whole, or these two trailers:

♥

Not going to lie, I’m expecting a few curious looks when I attend myself later this week. Will I be the only non-Korean person in the theater? The only man?*

What if that curiosity leads to—horror of horrors—someone actually striking up a conversation afterwards, forcing me to brush off my rusty spoken Korean skills as I explain why I came?

The peculiarities of my glorious visage aside, it would seem odd I was there. After all, my job is actually almost entirely devoid of office politics, because of reasons. True, there’s interacting with my young Korean students, which I admit will indeed always be overshadowed by my privilege of being a middle-aged cishet white man, not to mention the power over them which comes with conferring grades. Yet if you really knew anything my utterly lowly job, you’d laugh at the notion that such power was sufficient to seriously consider abusing it.

(Update—In hindsight, I realize my privilege in being a middle-aged cishet white man may have clouded my judgement about the lack of office politics. Sigh.)

Then there’s dating (etc.), which I’ve recently become painfully aware I haven’t pursued in nearly 22 years. Those few genuine offers I’ve received in all that time, that I like to pretend weren’t entirely just wishful thinking on my part (but do know I always turned down with nothing but grace and respect), don’t provide much of a foundation to navigate the choppy sexual politics of dating in the 2020s.

Gaining one then, is one good enough reason alone to watch this documentary. As is learning about the subject in general. There’s also simply showing financial (and moral) support for a worthy cause, which not everyone who feels the same way has the privilege to bestow. And finally, there’s reading that paragraph at the start of this post, through which I discovered that one of four mini-documentaries contained within speaks so profoundly to what I’ve read recently about #Metoo in these two excellent books, which I’ll be discussing at a later date:

I completely share your frustrations though, that in Busan at least, Korea’s second-biggest city, in CGV cinemas it will only play for a total of 12 times over 4 days, As in, literally only a single theater, let alone having no subtitles available.** Still, for those of you with the Korean ability and time, I do hope you consider supporting it by attending.

Who knows, maybe I’ll see you in Seomyeon? ;)

*(To my surprise, as I type this there’s only a 56%-44% women to men split among people who’ve pre-purchased tickets at CGV. Finally, this feature of Korean cinema websites actually proved interesting!)

**Update—Actually, it screened for much longer than expected, and did include Korean subtitles. Both of which were great of course, but it still seems odd not to mention the subtitles on the movie’s information page.

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

Making Sense of the NewJeans “Cookie” Controversy

A reading list for everything you ever wanted to know about the sexualization of minors in K-pop

Estimated reading time: 3 minutes.

The best thing you can read to make sense of it, actually, is Haley Yang’s article in Tuesday’s Korea JoongAng Daily, which is an excellent primer—and a model example of how to convey a great deal of information in just a few hundred words.

Also highly recommended is Choi Yoon-ah’s short article in the Hankyoreh, about the sexual exploitation of minors in the industry.

If you do have the luxury of time however, and a feeling that all of this sounds very familiar, then please allow me present some of my own longform posts (and book chapter) on the same topics, going back all the way to 2010:

Source: YouTube.

But why stop there? For even more reading, I’d also like to mention Meenakshi Gigi Durham’s The Lolita Effect: The Media Sexualization of Young Girls and What We Can Do About It, the 2008 book that inspired the above series. And which, tragically, is clearly more relevant than ever.

Next, for some context on the farce that is ADOR’s denial of any sexual overtones to Cookie whatsoever, check out the collective mania surrounding 4Minutes’ “leg spread dance” in Mirror Mirror when it was released in 2011.

Source: RedandRosy
Finally, my apologies that these links are so old; K-pop no longer being to my taste from about 10 years ago, I could no longer sustain the motivation and hard work required to speak with any sort of authority on it—and have a huge amount of respect and admiration for those that still do. For the same reason, I’m very much behind on my own reading. So, I plan to rectify that, starting with From Factory Girls to K-Pop Idol Girls: Cultural Politics of Developmentalism, Patriarchy, and Neoliberalism in South Korea’s Popular Music Industry by Gooyong Kim (2018). Anyone already read it? What did you think? Any other recommendations? Please let me know in the comments!

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

Blackpink’s Rosé Deserved So Much Better Than the “Young Silly Woman Puts Product on Head” Advertising Trope.

It’s all very cute and charming until you realize how rarely you see it used on men. Why is that?

Estimated reading time: 7 minutes. Right: So-hee of the Wonder Girls.

Yeah, Rosé does look very cute and charming in that poster. So it’s not like I’m about to boycott my local Homeplus over it. I have absolutely nothing against her either, who likely had little to no input in the direction of their advertising campaign. But when you realize that peach on her head effectively sabotages the whole concept behind that campaign, despite all the planning, preparation, and financial risks involved in hiring one of the hottest and most expensive stars in the world to help create that concept in the first place, then you really do have to ask why.

The poster, one of two of her that that now feature prominently at Homeplus stores (and online), is part of the chain’s “25 Years: A Fresh Way of Thinking” rebranding campaign to mark its 25th anniversary and launch of its new one hour delivery service. But critics were non-plussed by Rosé’s first, very different commercial for the campaign in February below, only grading it only a 2.6 out of 5. One of them thought the dancing and focus on Rosé’s face and body in the first half rendered the commercial more like one for Yves Saint Laurent, for whom Rosé already works as an ‘ambassador.’ Many others, that the luxurious, almost mature tone and atmosphere would only cause confusion among consumers when the logo for the homely supermarket chain then suddenly appeared. Also, that people’s attentions would be concentrated more on Rosé rather than on the service being advertised, and that stressing that she was 25 was unnecessarily ageist and alienating. (Actor Yeo Jin-goo was also hired as an endorser for being 25, with his own commercial rightly focused on high quality food. But the limelight has firmly been on Rosé.)

I tended to agree, especially about the unnecessary alienation of the bulk of its much older customers. Because well before I saw that commercial, I’d already noticed Rosé’s and Yeo Jin-goo’s glamorous visages in the giant banners below at my own local Homeplus, their eyes seeming to follow me as I perused the toiletries aisle, pondering which toilet paper best represented me as a person. Their purpose just baffled me. Neither of them offered any hint of any particular new Homeplus product or service, with both just saying (lit.) “Why? I have this fresh thinking because I’m 25.” Was Homeplus trying to remind me I’m almost twice as old? That just like when I used to run into my horrified students in bars, could I please just stop embarrassing them and leave?

Shockingly however, younger Koreans didn’t seem to care less about any of their elders and betters thought of the campaign. By April, there were 30 percent more visitors to brick-and-mortar stores in that age group than a year previously; of 20-24 year-olds specifically, a whopping 60 percent. Meanwhile, online customers in the 20s and 30s combined also increased by 60 percent.

(Staggering success stories like these are a major reason why Korea has the highest number of celebrity endorsements in the world. As is ignoring the 9 out of 10 times signing on expensive stars actually proves to be a complete waste of money.)

Which still doesn’t mean it was a good commercial. It wasn’t. But the next one, which came out on July 14, was. It refined the concept, presenting the perfect combination of the millennial dream of living in own’s one place in the heart of Seoul, of having the free time to luxuriate over the exquisite-looking grapes, and of having such a convenient fast delivery service for them available. And, lest I forget: that it was want-her or want-to-be-her Rosé showing us all of this too:

Which is why I’m so annoyed by the laziness of the two accompanying banner posters, which have since replaced those for the first commercial in stores (poor Yeo Jin-goo is nowhere to be seen):

This first one, ironically used as the YouTube thumbnail, is simply poorly executed: as it happens, I consider myself a more sensual person than most (just throwing that out there), but even I can’t picture anyone so enjoying the texture of grapes that they’d ever want to rub them against their face. But let’s say I do suspend my disbelief for a moment. Even then, I’m still not getting the feeling from this poster that Rosé was, say, really, really enjoying the grapes just a moment ago, but has suddenly just noticed me and is about to invite me to join. Instead, the poster simply shows what actually happened: she was instructed to put the grapes to her face, so she obliged. Not to pretend to be interested in them too, as she was asked and did so well in the commercial.

By all means, the grapes do add an aesthetically pleasing splash of green, and vaguely fit in with the headline of “As fresh as you see.” Her mesmerizing gaze back at the viewer? It quashes all doubts of why she’s a superstar. And perhaps—okay, I see it now—the taut, tight skin of the grapes is meant to vibe with Rosé’s own. Again, symbolizing that freshness concept. (But so too, illustrating the huge potential for any celebrity endorser to completely overshadow the advertised service or product.) But surely it was possible to do so without losing the sensuality of the original commercial?

Just see for yourself. Compare this first of two additional images Homeplus released on its Instagram on July 15, but neither of which seem to be displayed in stores. (Yes, I’ve visited four in the last two weeks to check, feverishly snapping away at Rosé; by now, the security staff have probably flagged me as a perverted samcheon fan.) This one isn’t perfect by any means, but it at least retains some of the sensuality of the commercial, by reminding consumers that delicious-looking grapes are best enjoyed by actually eating them. And again, even if making a link to her youthful skin was considered just as or even more important (because Korea), why not combine both motifs?

This next, much cuter and more playful Instagram one, is very difficult to dislike (notice a recurring theme?). But it too represents a big step away from the sensual concept of the commercial, and of the commercial before that as well. And yet, still it would have been a far better choice than the second poster actually chosen for the stores and homepage:

There’s three big reasons not to like it. No, really.

First, in the second, very aspirational TV commercial it’s ostensibly tied to, we were supposed to pretend Rosé was just like you and (much younger) me, only with a nicer apartment and more carefree lifestyle. Which worked. To a greater or lesser extent, you could still roll with that vibe in all of the other images with the grapes above too. Whereas this one just casually tosses that carefully crafted fantasy aside. As playing with the product by putting it on your head, combined with her looking not at you, but at a more important, separate person/photographer instead, instantly identifies her as a glamorous model or celebrity. Ergo, not at all like you or me.

Second, just in case I haven’t stressed it often enough: the whole concept of the entire campaign, best expressed in the second commercial, was all about Homeplus gratifying your senses. Being able to get your fresh fruit quickly through its new delivery service, then enjoying, perversely lingering on and luxuriating in its look, taste, smell, feel, and—if you try hard enough—sound too. There was a strongly implied erotic potential as well. But here? What I actually see when my raging alcoholism drives me to head out to my local store for a cheap bottle of whiskey? That would be placing a peach on your head. As in, Homeplus no longer cared what I think of how that peach looks, tastes, smells, and feels like, the whole ostensible reason for signing on its to new, trendy, one-hour delivery service in the first place (what, you too had forgotten this is what the campaign was selling?). Rather, the peach has become instead just a prop, a toy even, which ultimately could be replaced by just about anything Homeplus sells and still have the same effect. Say, even that toilet paper I eventually did choose.

So, being generous, at best it’s lazy. It’s unoriginal. You could say the peach on her head loosely matches the headline of (lit.) “Whenever, with no burden, lightly,” but it’s tenuous. More likely, the advertisers asked Rosé for that pose because again, it simply makes her look cute and carefree, campaign concept be damned. And also because third, finally, and more likely still, that’s just what advertisers do with young female models.

Allow A Web Essay on the Male Gaze, Fashion Advertising, and the Pose to explain:

“Look at these images. What do they suggest to you about these men? Do they seem silly?”

“What about these images?”

“Most viewers find the images of the men odd or laughable. But the images of the women seem charming and attractive…Why should it seem funny to see a picture of adult men striking a pose when the same pose seems normal or charming to us in pictures of adult women?”

Or, to conclude by going back to where we started: no matter how cute and charming Rosé may appear in the last poster, the campaign’s concepts of sensuality, luxury, and convenience are frequently confused by focusing on her looks, skin, and cute personality instead. Had they been the focus from the get-go, that would have been fine, and I wouldn’t have been annoyed at all.

I really do have better things to do with my time than write about this shit.

Instead, I’m reminded that it’s just so normal and unremarkable to infantilize grown women in ads, and that advertisers just can’t help themselves.

But why does women putting products on their head necessarily have that effect?

Because in addition to the aforementioned gender imbalance (which is the real issue; there’s absolutely nothing wrong with being cute), let me leave you with two pages from the classic Gender Advertisements by sociologist Erving Goffman, first produced the same year as me—1976. Sometimes, as you’ll see, it’s astounding to realize how little has changed in the 46 years since then.

Or, for that matter, the last 25:

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