I’m Obsessed with the Collective Amnesia Surrounding EXID’s Sexy Ice Cream Ad

And I’m not afraid to quote poetry to justify it!

Estimated reading time: 6 minutes. Screenshot: YouTube.

You the bride

are a form of grace,

your eyes honey.

Desire rains on your exquisite face.

Afroditi has honored you exceedingly.

Excerpt, Song to Groom and Bride, Sappho.

The word “sensual” has always been a favorite of mine, once I learnt it was brimming with sex. Even just to say it can feel like a carnal act, if you let it. Close your eyes, linger on the syllables as you would on the face of a lover, and the tip of your tongue teases you with memories of all the places it’s been—and hints at the pleasures still left to explore.

Foods that can similarly be luxuriated over then, lend themselves to sensual advertising. Take ice-cream. I don’t eat it like you see in the ads, and neither do you. But I get them. Being allergic to dairy, so not eating my first ice cream until I was seventeen, I really do relish the soy variety when it makes one of its rare appearances in supermarkets here.* I even have a bottle of Kahlua saved specially for just such occasions.

Not unlike Kahlua or even sex itself though, too much of the same thing can easily become boring and routine. That you and I can both roll our eyes at the notion of orgasming over ice cream, only points to how advertisers sexing it up is so routine as to be mindless cliché. Just so routine in fact, that by 2019 Baskin Robbins Korea seemed to have forgotten they were doing it at all, and were forced to withdraw and apologize for an ad where they’d replaced the usual woman with an 11-year-old girl wearing cosmetics.

And I do mean “the usual woman”:

Source: Frankie Huang/@ourobororoboruo.

Issues this gender imbalance raises include the strong potential to infantilize women while simultaneously sexualizing girlishness, and the suggestion that women are just too damn hormonal to think rationally:

[There is a] powerful, symbiotic relationship between women and carnality, as indicated by the preponderance of erotic narratives in advertising addressing women. This is particularly overt in the advertising of products that are depicted as being endowed with the power to enable women to experience intense quasi-sexual pleasure from their consumption. Examples of such product categories include chocolate, luxury ice cream, biscuits, and shampoo. This is a world that reflects a perception of women as ‘consummate consumers’ who are ruled by their bodies and, as such, are less able than men to resist the lure of carnal pleasures (Belk 1998; Belk and Costa 1998).

Source: Pauline Maclaran and Lorna Stevens (2004),”Special Session: Gender and the Erotics of Consumption”, in GCB – Gender and Consumer Behavior Volume 7, eds. Linda Scott and Craig Thompson, Madison, WI: Association for Consumer Research, Pages: 1 to 14. (Download)

But I sense EXID fans are getting a little frustrated by this point. Posting an infamous, bawdy, 2012 Japanese commercial for Gligo’s Dororich Creamy Cafe Jelly in a moment is hardly going to help either.

There is a method behind my madness. First, I needed to take advantage of my recent purchase of a book on Sappho to establish some cultural capital, in the hope I’d have at least a shred of credibility remaining by the end of this post. For what male feminist/feminist ally would ever admit to being utterly transfixed by this?

I hear and share your numerous objections. Accept it not so much as an ad though, but for the sort porn it is, complete with five gravure idols (NSFW), addictive Benny Hill-like music, and blatant masturbation and ejaculation symbolism, and it’s so over the top that I can’t help but revel in its hilarity.

The Korean media couldn’t make that concession however. Take one of the first reporters to cover it:

“CF 영상 자체가 에로틱하다는 것이 그 이유다. 밝은 조명에 우유와 젤리가 섞이는 장면, 청순한 외모의 여성들 뿐이지만 남성들의 마음을 자극하는 요소는 다분하다.” (Herald Economy)

The reason the CF [is gaining tremendous popularity among Japanese men] is because it’s erotic. The scene in which milk and jelly are mixed in bright light, and only women with pure and fresh appearance, all these are enough to stimulate men’s hearts.

Contradicting themselves, even more stimulating elements were listed; alas, those did not include the symbolism of the spurting cream. Later reporters (or their cautious editors), if they mentioned the cream at all, only caused themselves more embarrassment in their Kakfaesque refusal to acknowledge the completely obvious:

“또 사방에선 알 수 없는 흰 액체가 날아온다.” (Korea JoongAng Daily)

“And white liquid is coming from out of nowhere.”

“게다가 우유를 상징하는 하얀 액체가 이 소녀들에게 날아들어 묘한 상상을 자극하게 하고 있어 일각에서는 비난이 쏟아지고 있다.” (The Chosunilbo)

“In addition, it is criticized because the scene in which white liquid that symbolizes milk is being poured over the girls is triggering strange imaginations.”

“또 사방에서는 우유로 보이는 흰 액체가 계속해서 날아든다.” (Herald Economy)

““And white liquid that seems to be milk is continuously being sprayed.”

I realize there may be official or unofficial rules in the Korean news media regarding acknowledging explicit content, even symbolism. Absence of evidence is not evidence of absence either, and it would remain a blessing to find an official news source that, in reporting on this commercial, hadn’t patronized its readers over something so trivial.

Be that as it may, the next reason, and finally, is because now you know exactly what went through my mind when I saw EXID’s commercial for Lotte’s Goo Goo ice-cream a few years later:

I only didn’t write about it at the time, because I expected the media and fans to immediately be all over it. Gligo’s Dororich Creamy Cafe Jelly commercial, after all, made quite the splash in social media when it came out. It took balls, I thought, for Lotte to be so brazen about the origins of its own very literal money shot.

Screenshot: YouTube.
Screenshot: YouTube.
Screenshot: YouTube.

But, crickets. Whereas some reporters did point out the new, sexualized direction for Goo Goo’s advertising, most merely gushed about the endorsement choices in their typical advertorials. Social media too, or at least in respect to this commercial, seemed surprisingly reticent on the subject of ejaculation, and to have completely forgotten about the Creamy Cafe Jelly. By the time I realized people just weren’t talking about it, the moment for laying a world exclusive claim to this cosmic connection had passed.

I was loathe to end without a conclusion too. Perhaps on such an indecorous subject though, in which the innuendos came thick and fast as I typed (believe me, it’s harder to avoid them easier to just go with the flow get them off your chest roll with them), there wasn’t one to be made?

Still, the sexy ads and commercials will continue regardless, symbols of orgasming will always be an indelible part of that, and sex and K-pop are synonymous. Indeed, after the 2012 Japanese inspiration, then EXID’s 2015 sequel, 2018 saw JooE of Momoland step up in her commercial for Baker 7. Or rather, her “mother” and gardener:

I invite readers to offer any more examples, and to come to their own conclusions about them. To prepare for the 2021 follow-up, what do you think needs to be said about sexualization in ads, and about the gender imbalance in those selling chocolate, ice cream, biscuits, and shampoo? Is it necessarily bad if they depict orgasms? Please let me know in the comments!

Related Posts:

“Spring Girls,” by Sunwoo Jung-a, Is Both Feminist and as Sexy as Hell. Let’s Give It the Attention It Deserves.

Watching SPICA’s “Tonight” is an Awesome Teaching Moment About the Male Gaze. Here’s Why. (Part 1 of 3)

“Fucking is Fun!”: Sexual Innuendos in Vintage Korean Advertising

“With Throbbing Heart and Trembling Hands, the Groom Undresses the Waiting Bride, to Unveil the Mystery”

• “Fuse Seoul” Clothing Brand Subverts Gender Stereotypes, Offers Women Comfortable Clothing. What’s Not to Love?

Korean Sociological Image #19: Gee, Gee, Gee…Girls’ Generations’ Latest Ad Speaks Volumes About Korean Gender Roles

*If you too are desperate for soy milk ice-cream in Korea, try specialist cafes and CU convenience stores. Supermarkets in my area have sometimes stocked it over the years, but always discontinued it after just a few months.

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

Researchers Announce “Asian” and “Western” Beauty Ideals Based on 3D Photos of Miss Korea and Miss Paraguay Contestants—Get Repeated Uncritically by Korean Media

3D facial photography is a promising new approach for researching beauty ideals, but studies based on beauty pageant contestants alone should not be presumed to speak for entire populations.

Estimated reading time: 8 minutes. Photo (cropped) by JC Gellidon on Unsplash

Last week saw a textbook case of how not to report about beauty ideals.

The catalyst was a press release by the Catholic University of Korea (CUK). Widely copied and pasted across the Korean media, the title of the sole English translation was “S. Koreans Prefer Women with ‘Oval Face, Wide Forehead, and Small Lips’.”

The problem is, they don’t, necessarily.

Rather, what should have been reported was that a joint Saudi, US, Paraguayan, and Korean Dentistry and Orthodontics research team, including one professor from CUK, had announced they’d discovered commonalities in the facial differences between Miss Korea 2012 and Miss Paraguay 2013 contestants.

Then, when the announcement went straight to the researchers’ conclusions, as in this article from Yonhap

연구팀은 미스코리아 54명과 미스파라과이 34명을 대상으로 3D 카메라로 얼굴 정면과 측면을 특수 촬영해 길이 및 각도를 측정했다. 측정값을 기준으로 인종에 따른 심미성 차이를 평가하고, 두 결과를 서양인의 대표적인 황금비(golden ratio)와 비교했다.

The research team measured various lengths and angles of the faces of 54 Miss Korea and 34 Miss Paraguay contestants by using special photographs of the fronts and sides of their faces using a 3D camera. The differences in racial beauty standards were determined based on the differences in the measured values between the two groups, and each groups’ results were also compared with the golden ratio, [a representative ideal of facial beauty for Westerners].

Source: Biz Khan.

그 결과 한국인은 전반적으로 갸름한 얼굴형과 넓은 이마, 작은 입술을 선호했지만 파라과이인은 약간 각진 얼굴에 큰 입술을 선호하는 것으로 나타났다. 두 국가가 선호하는 얼굴은 서양에서 이상적인 비율로 판단되는 황금비와도 차이가 있었다.

As a result, it was found that Koreans generally preferred a slim face shape, wide forehead, and small lips [left], but Paraguayans preferred large lips with slightly angular faces [right]. The faces preferred by the two countries were also different from the golden ratio.

…Reporters should have inquired on what grounds researchers made wide, sweeping pronouncements about the entire Korean and Paraguayan populations’ beauty ideals, considering their study was just on a handful of beauty pageant contestants. Either by simply asking, or by reading the study for themselves.

I realize to have expected either was incredibly naive. Quick content and clickbait titles are key, both of which are all the more effective if they confirm readers’ stereotypes. Plus, in fairness, the academic English of the study would have been beyond most Korean reporters.

They could at least have linked to it though. Yet not only did no reporters offer even this bare minimum, many failed to provide any identifying details about the study whatsoever.

So, I sought it out and examined it myself.

Photo by Nicola Fioravanti on Unsplash

That study was “Comparison of facial esthetic standards between Latin American and Asian populations using 3D stereophotogrammetric analysis” in the Journal of the World Federation of Orthodontists, Volume 9, Issue 3, 2020, Pages 129-136, by Mohamed Bayome, Jae Hyun Park, Ahmed M. Shoaib, Nam-ki Lee, Victor Boettner, and Yoon-Ah Kook (please contact me if you can’t get access to any of the studies I mention here). Further adding to the likelihood that no reporters actually read it, last week’s articles included either a picture of CUK Department of Orthodontics Professor Yoon-Ah Kook and/or the earlier graphic supplied by the university (note the watermark), neither of which were in the study.

In short, the researchers make—justify—their mental leap on their argument that beauty pageant judges are objective and representative (p. 130):

“These beauty contestants reached the final stages of the contests based on selections made by the competition panels consisting of media figures, artists and producers, famous plastic surgeons and orthodontists, as well as other community influencers. This means that their opinion plays a principal role in forming the general public opinion.”

Indeed, writing in the Korea Times about the 2019 Korea pageant, Lee Han-na mentions that the “judging panel consisted of experts in the areas of fashion, music and entertainment, joined by actresses and former Miss Koreas.” Which I don’t deny sounds diverse, nor that, say, cosmetic surgeons in particular play a huge role in shaping general public opinion in Korea.

That such groups may be bringing their own subjective preconceptions, worldviews, and agendas to any discussion of beauty however—let alone the six Dentistry and Orthodontics professors involved in this study—seems not to have occurred to them.

Moreover, in the Korean case in particular, beauty pageant judges’ role as gatekeepers is further undermined by the public’s utter disinterest in the event, as well as by ironically choosing a 2018 winner who was far too “fat” for many Korean netizens’ standards. Also, to counter charges of objectification and lookism, contestants’ academic backgrounds, personalities, and performing abilities have been given much more prominence in judging since the early-2000s.

I’ve only been able to find one reporter, Go Jae-won at Donga Science, who suggests that the researchers’ conclusions shouldn’t be taken for granted. To say that journalists were not doing their job here is an understatement:

이번 연구는 미스코리아는 2012년 참가자들의 얼굴을 대상으로 미스파라과이는 2013년도 참가자들을 대상으로 분석이 진행됐다는 점에서 최근 참가자들의 트렌드를 반영하고 있지는 않다는 한계가 있다. 또 미스코리아 참가자들이 한국인들의 평균적인 미적 기준을 반영하고 있다는 근거도 부족하다는 지적도 있다.

By analyzing 2012 Miss Korea and 2013 Miss Paraguay participants, the study has limitations in reflecting recent trends. In addition, some point out that there is a lack of evidence that Miss Korea participants reflect the average aesthetic standards of Koreans.

Another issue was the researchers’ liberal use of overgeneralizing terms such as “Westerners,” which are particularly useless and misleading when talking about beauty preferences and racial differences. So too, was perpetuating the myth that the “golden ratio” is a signifier of beauty, for which there is actually inconclusive evidence at best that it plays any role in attractiveness whatsoever. To be sure, technically they acknowledged that lack, which their study further confirmed, but—jumping ahead—they and/or CUK should have anticipated the ensuing “Westerners just loooove the golden ratio in their women” style of reporting.

Photo by Evelyn Chong from Pexels

But given that the other, explicit aim of the study was “to compare the facial esthetic standards between Paraguayan and Korean beauty pageant contestants,” that was clearly too much to ask. For they were no less careful to restrict their conclusions to only beauty pageant contestants than any tabloid news reporter. For instance, consider the loose generalizations from the introduction (p. 129-130, my emphases):

Attractive Asians are characterized by longer faces than the general population and with less height of lower lip and chin and smaller volumes of chin and cheek. On the other hand, attractive Latin Americans are distinguished by less nasal prominence, large nasolabial angle, less protrusive lips, and less prominence of the chin.

And from the conclusion (p. 136, my emphases):

“From our results, it may be claimed that most Latin American individuals, in general, prefer rectangular faces with wide mouths and large lips, especially the lower lips, whereas in general, most Asian individuals prefer long tapered faces with small mouths and lips [see below]. Even though it might be well-known that the Misses are not selected solely based on their faces, as these contests include various measures, it is quite unlikely to have a qualified finalist who did not have a beautiful face.”

In between those six pages, many various nationalities and racial groups are mentioned, but none are defined. Are Paraguayans included among the Westerners they mention? The Caucasians? It’s all very confusing, and particularly irresponsible for an academic journal article.

Photo by Ike louie Natividad from Pexels

This is a shame, for I believe 3D facial photography is very much a promising new approach into researching beauty ideals, and have no reason nor inclination to dispute the results of this study. Indeed, I’m now overwhelmed by all the intriguing “related articles” to pursue. But the researchers’ conclusions in this one? Peruse the sources used, and conspicuous for their absence are any from sociology, gender, or media studies. Had there been some input from those fields, perhaps the researchers would have been more rigorous with their definitions. In turn, they may have been more restrained in their beliefs that beauty pageant judges were objective and representative, upon which their conclusions rest. And more circumspect in going to the media with them.

These flaws are also evident in a similar study by different researchers published just a few months earlier in The Journal of Cranofacial Surgery (Volume 31, Number 3, May/June 2020. (Which, because of reporters’ unprofessionalism/laziness/crushing deadlines, for a long time I thought was the one actuallybeing referred to.) In that study of 44 Miss Korea and 22 Miss Paraguay contestants (competition years not given), the researchers were ironically much more forthright about the difficulties of determining racial beauty ideals. Yet ultimately, they ended up even more convinced that the beauty pageant contestants possessed objectively-determined, universal-shared racial beauty ideals, a conclusion perhaps facilitated by the cheat of simply referring to Koreans and Paraguayans as “Asian” and “Western” throughout.

Yet it was three of the same researchers behind the first study who already demonstrated the potential of 3D facial photography in an article published in the March 2017 Korean Journal of Orthodontics (47(2):87-99). Specifically, the faces of 52 Miss Korea 2012 contestants and 41 young adult female students of a nursing school at Wonkwang Health Science University were compared, and no overarching conclusions extending to entire Korean population were made.

What they did say? Again, please let me know if you can’t get access, and we could discuss the differences between the groups in the comments, or make them the subjects of another post. Either way, let me be forthright with my own biases from the beginning. Isn’t it uncanny how page 95’s “proportional diagram of the average face from the Miss Korea group (A) and another from the general population group (B)” instantly reminds you a young and middle-aged Jang Yoon-ju? Or is it just me?

With apologies in advance for the unflattering picture, please let me know in the comments!

Sources (cropped): dlscks98, YouTube.

Related Posts:

Busting the Myth of Jeju Island’s Topless Divers

Free The Nipple in Korea? Why Not? Uncovering the history of a taboo

If You Don’t Have Kim Yuna’s Vital Statistics, Your Body Sucks and You Will Totally Die Alone

Revealing the Korean Body Politic, Part 7: Keeping abreast of Korean bodylines

Those Damned Double Eyelids…

Korean Sociological Image #49: Lee Hyori has an Asian Bottom?

Why We Need to Stop Talking about “Asian” and “Western” Women’s Bodies—The Series:

Part 1

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

Manufacturing Outrage Against Feminists: The Cosplay Edition

I read trashy entertainment news stories about women in cosplay and half-naked men, so that you don’t have to. But when they’re all that’s available, it’s netizens with agendas that get to determine what we take away from them.

Estimated Reading Time: 15 minutes. Image sources: 스포츠하국, Pixabay (edited).

Surely it’s a bot that pumps out all these “Controversy Erupts Over K-pop Star’s Provocative Outfit” articles by now?

I’m almost serious. The names and details in the intros may change, but otherwise the articles follow the same pattern. First, you’re told about the throngs of netizens, feminists, and women’s groups who’ve criticized the sexual objectification, who are so great in number that actual names and links are usually deemed unnecessary. Next, responses from organizers of the show or event or from representatives of the star’s entertainment company are given, all of whom are men, and all of whom are stunned by the criticisms. After they recover, they’ll loudly defend her from the prudes, and join fans in praising her creative expression, sexual empowerment, and confidence and pride in her body. Finally, if we’re really lucky, we might even hear from the actual woman herself, providing a vague, suspiciously demure semi-defense or apology, which feels entirely scripted by the same men waxing lyrical about her grrrl-power.

Since Johyun of girl-group Berry Good appeared in cosplay at a gaming event on Monday June 17, “news” articles like this have appeared in the hundreds. Usually, I’d ignore them—give it a few weeks, and there’ll just be hundreds of similar articles about another immodest K-pop star to peruse, with the endless, national hand-wringing over Sulli not wearing a bra being relied upon to fill pages until then. But there’s a story about these stories which made Johyun’s case different.

I’ll let Danny Kim and David Kim of Youtube Channel DKDKTV explain, who covered the responses to her cosplay in their K-pop news video the next day (from 0:49 to 5:19):

Specifically:

Danny (in purple), (from 1:38): “Basically, this caused an alleged uproar led by a journalist, who called her out for promoting sexual objectification….And you know the funny thing was? She also happened to write an article about, like, how hot these male idols abs and boobs were about two years ago. Basically this one journalist wrote an article calling her out, and then all these different news outlets started covering this alleged ‘controversy’…but the weird part is it’s just that one journalist, and no-one really gives a shit. But I feel that this is like, what we call media play.”

David (in blue): “So what you’re saying is that there was one news article from that journalist, and the news just kept kinda reproducing—”

Danny: “Maybe she was, maybe the original article was allegedly offended by this outfit, but afterwards, all this like, a constant cycle of this controversy being covered when it’s not even a controversy, I think got media play. But anyway succeeded…”

David, (a little later, from 3:40): I saw the internet community reacting to her, and they were saying, like the headline was, ‘Do You Think it’s the Chosun Era?‘…Have you looked at the comments? Because, like, the most voted comment, for every article I’ve checked, is saying like, ‘Oh, it was all empowerment and strong for Hwasa [of MAMAMOO] and now you come for her, and which is all like ‘Provocative!’ and ‘Sexually objectifying!’…The comments are allegedly calling the journalist or the people who are criticizing [Johyun], like, radical feminists, because when they’re saying when like Hwasa did it, it was all fine, it was all like powerful and you know, all that stuff. But when a relatively Korean standard beauty person doing it, now, they’re like ‘OMG! She’s selling herself! OMG! That’s sexual objectification!’ Those are like double standards [too].

To summarize the charges: there was never any real controversy; the catalyst for the alleged controversy was one female journalist’s critical article; and that she hypocritically sung the praises of topless male actors in her previous articles. Let’s examine each in turn.

The first can be confirmed almost immediately. While absence of evidence is not necessarily evidence of absence, I’ve read dozens of articles that simply quote anonymous critics as discussed, and I’m not going to read dozens more in the vain hope that—heaven forbid!—one journalist actually does back up what they say. If that evidence of feminist outrage exists then, the onus is on believers to provide it. And they haven’t been doing a very convincing job so far:

Source: Netizenbuzz.
Source: Netizenbuzz.

The second charge that a female journalist’s critical article sparked the whole media play though, is completely wrong. And that’s also very easy to prove.

The article in question, which I’ll give my translation of in a moment, was “‘Perfection vs. Unpleasantness.’ In the Aftermath of Johyun’s Exposure of Her Body, Can We Say the Intention Was Innocent?” / “‘완벽vs불쾌’ 조현 노출 후폭풍, 의도는 정녕 순수했을까”, written by Jo Yeon-gyeong (조연경) for Ilgan Sports (일간스포츠) and published at 8:37pm on Monday the 17th; from there, it was syndicated to Daum, where it currently has 1700 comments. The timing is crucial: do a search with the words “Johyun,” “Berry Good,” and “Controversy” on Naver, Korea’s biggest portal site, and it’s evident that numerous articles with that key final search term were published throughout the day, well before Yeon-gyeong’s in the evening. Moreover, that search is just of Naver and just with the word “controversy” attached to Johyun’s name; there’s also some earlier ones that mention, say, “sexual objectification,” with or without the specific word “controversy” too. Hell, even if you don’t speak Korean, just by clicking on the links to the four articles Netizenbuzz covered you can see that all of those preceded it as well.

To point out Danny and David’s mistake isn’t intended to imply anything: they’re busy YouTubers pumping out three videos a week, of which this story was just one short segment of one. Also, I appreciated their comments that Johyun’s smiling and easy demeanor at the event in no way implies her consent with the outfit chosen for her, which speaks to the difficulties in judging exploitation within and reporting on the notoriously controlling K-pop industry, a topic I’ve covered in depth elsewhere.

That said, their sloppy mistake, however inadvertent and lacking in malice, does perpetuate the stereotype of the interfering feminist, outraged over trifles that normal people couldn’t care less about. To understand why that version of events came about, and snowballed to the extent that that’s the one Danny and David took notice of, let’s examine what the journalist actually said:

“Perfection vs. Unpleasantness.” In the Aftermath of Johyun’s Exposure of Her Body, Can We Say the Intention Was Innocent? “완벽vs불쾌” 조현 노출 후폭풍, 의도는 정녕 순수했을까

Jo Yeon-gyeong, Ilgan Sports, 2019.06.17 20:37

이쯤되면 입힌 사람도, 입은 사람도 잘못이다. 반짝 이슈에 이미지를 홀라당 날려 버렸다. 응원하는 이들만큼 불쾌감 섞인 비난도 뒤따른다. 후폭풍을 전혀 예상하지 못했을까. 그 또한 패착이다.

Whether Johyun chose the outfit, or whether it was chosen for her, we cannot say. Either way, the hot issue that suddenly arose from it is the question of if she has ruined her image. There are as many people supporting her as there are critics or those made to feel uncomfortable by her outfit. We can not know yet what to make of the aftermath. Or if the choice was misguided.

베리굿 조현이 노출 논란에 휩싸였다. 과감한 코스프레 의상이 문제였다.

Because of her daring, provocative outfit, Johyun has been engulfed in controversy.

조현은 17일 서울 상암동 에스플렉스 센터OGN e스타디움에서 열린 ‘게임돌림픽2019 : 골든카드’ 행사에 참석했다. ‘게임돌림픽2019 : 골든카드’는 게임을 즐겨하는 아이돌 스타들이 게임 실력을 겨루는 아이돌 e스포츠 대회로, 이날 행사에는 약 40명의 아이돌 스타들이 참석했다.

On Monday the 17th, Johyun participated in OGN’s Game Dolympic 2019: Golden Card event at the Seoul OGN e-STADIUM in Samam-dong, along with approximately 40 other idols. As part of the event, idols showed off their skills competing against each other at e-games.

조현은 ‘리그 오브 레전드’의 구미호 캐릭터 아리 코스프레 의상을 차려입고 카메라 앞에 섰다. 게임 행사인 만큼 게임 속 캐릭터 의상을 착용한 자체는 문제가 되지 않는다. 하지만 가슴과 엉덩이가 훤히 드러나는 의상은 분명 과했다. 떨어지는 퀄리티에 스타킹 라인도 고스란히 노출됐다.

Johyun cosplayed as the nine-tailed fox character Ahri from League of Legends, and stood in front of the cameras [on the red carpet]. That she cosplayed is not a problem. However, her choice of clothing clearly exposed her breasts and bottom to an excessive degree. The outfit was poor quality too, and fully revealed her suspenders. (Source, right: Bias Wrecker.)

섹시와 저렴은 한끗차이다. 조현은 의도했든 의도하지 않았든 스스로 목적 뚜렷한 눈요깃거리가 됐고, 조롱의 대상이 됐다.

There’s a fine line between sexiness and looking cheap. Whatever Jo-hyun’s intentions were, she’s plainly just there as eye-candy, and is now an object of mockery.

물론 ‘완벽한 코스프레’라 극찬하는 이들도 있다. ‘코스프레일 뿐인데 왜 난리냐’ ‘하다하다 별걸 다 갖고 논란. 예쁘기만 하다’ ‘뭐가 과하고 뭐가 야하다는건지 모르겠다. 코스프레 무식자들’ ‘캐릭터 의상이 원래 저런데 어쩌라고’ ‘잘 입었다. 칭찬해 주고 싶다’ 등 옹호 반응도 쏟아지고 있다.

Of course, there are people who speak highly of this “perfect cosplay.” Those rushing to her support have made such arguments as “It’s just cosplay. What’s all the fuss?”, “Whatever she does, there’s controversy. Can’t you just acknowledge she’s pretty?”, “I really don’t know what’s revealing or excessive about her outfit. Only people who know nothing about cosplay would say such things”, and “She’s just dressed like the original character is dressed. I want to compliment her for that.”

특히 조현이 입은 의상은 주최 측과 사전 상의한 결과였다. 취지에 어긋나지 않고, 자리를 빛내기 위한 선택이었다는 것.

Crucially however, the choice of outfit was in made in prior consultation with the organizers and hosts of the event. It was not inappropriate for the event, and was chosen to lighten it up.

소속사 제이티지엔터테인먼트 측은 “평소 게임을 좋아하는 조현이 게임 행사에 참여하게 됐고, 주최 측과 협의 후 코스프레를 완벽히 소화하기 위해 준비한 의상을 착용했다”며 “조현이 평소 게임을 좋아하기 때문에 팬들과 더 많이 소통하고 싶어 했다”고 전했다.

A source from her entertainment company JTG Entertainment [further clarified] that “Johyun is a big fan of games, and that is how she came to participate in the event; the outfit that was chosen in consultation with the event hosts worked out for her beautifully. Also, that “Through wearing the outfit, Johyun hoped to better communicate her love of games to her fans.”

그럼에도 불구하고 ‘성상품화를 자처했다’는 목소리가 더 높은 실정이다. 이에 따른 네티즌들의 갑론을박도 점점 더 격렬해지고 있다. 의도가 무엇이었든 단발성 이슈 몰이에는 성공한 모양새다. 이후 조현이 보여 줄 행보가 그녀의 진정한 이미지를 결정짓게 만들 것으로 보인다.

Despite this, the accusations that she was sexually objectified have grown in number, and netizens have intensely debated the pros and cons of her choice of outfit—whatever her intentions [James—or those of JTG Entertainment], she’s certainly been successful in becoming the issue of the week. After it dies down, her true image will be determined by the paths she takes in the future. [End]

Source: 5:18, TopStarNews.Net@YouTube

Whatever you make of Jo Yeong-gyeong’s opinion piece, it’s only slightly harsher than those by many other journalists. Yet it’s her that has been made the figurehead for feminist outrage and overreaction by the more tabloidish and alt-right corners of the Korean internet, buttressed by her alleged hypocrisy and double-standards:

Sources: MLBPark (1; since deleted); 2)

Her haters generally provide five of her previous articles as evidence. I won’t translate them fully sorry (my first one above probably already pushes the limits of fair use), just those parts about “how hot those male idols abs and boobs were.”

First, one from October 2016, about a scene from the drama Sweet Stranger and Me, in which Kim Young-kwang appears wearing only an apron on top in front of Park Soo-ae:

주목할 것은 김영광의 차림이다. 상의는 입지 않은 채 빨간 앞치마만 걸치고 있는 그의 모습은 궁금증을 유발하기 충분하다.

특히 김영광의 태평양 어깨와 힐끗 보이는 잔근육, 팔의 힘줄은 시선을 압도, 여심을 흔들게 할 전망이다.

또 수애 앞에 바짝 다가선 김영광은 남성미를 폭발시켜 미묘한 긴장감을 형성한다. 이에 앞으로 두 사람에게 무슨 일이 생길지 기대감을 높인다.

Man of the drama title Kim Young-kwang is getting a lot of attention for a scene in which he’s topless but for a red kitchen apron.

In particular, he’s aroused the interest of women with his broad shoulders and the veins on his bulging muscles. Also, as he approaches Park Soo-ae, we suddenly become aware of his masculine beauty, and the building tension between them. With bated breaths, we wait to see what will happen next.

Next, from March 2017, about an episode of the Law of the Jungle reality TV show, in which the male guests took off their tops in the rain:

이에 따라 예상치 못하게 병만족의 숨겨왔던 초콜릿 복근도 공개됐다. 상의를 벗은 병만족은 함께 목욕탕에 온 것처럼 서로의 등을 밀어주기도 하고 장난도 치며 돈독한 우정을 다졌다. 다들 “자연인이 된 것 같아”, “진짜 시원하다. 대박이에요.” 등의 반응을 보이며 행복해했다고.

그 모습을 멀리서 지켜보던 홍일점 경리는 “나도 같이 벗고 싶었다. 그러나 여자라 참았다”며 알몸 샤워하는 남자 병만족을 부러워했다는 후문이다.

As they took off their tops, the “chocolate abs” of [host] Kim Byung-man‘s “tribe” were revealed, and the men began massaging each other’s backs and getting friendly as if they were in a bathhouse back at home. They were very happy, saying things like “It’s great to get so close to nature,” “This is so refreshing. It’s just the best!”

Watching from a distance, the only female member of the tribe, Nine Muses’s Park Kyung-ri, later revealed, “I really wanted to take off my clothes too. But because I was the only woman, I just had to put up with it. I was really jealous of the men being able to shower half-nude.”

From September 2017, when several members of Korean-Chinese boy-band Exo appeared on variety show It’s Dangerous Beyond The Blankets:

Source: @EXOXiuminTurkey; all other images from their original articles.

물놀이를 해본 지가 언제인지 까마득한 집돌이들은 계속 한참을 머뭇거리다 수영장에 들어갔는데, 이후에도 무엇을 해야 할지 몰라 하며 당황하는 모습을 보였다. 하지만 곧 자신들만의 물놀이에 빠져들어 상의 탈의를 감행, 그동안 그들이 소중하게 간직하고 있던 근육까지 공개하는 열의를 보이며 열띤 시간을 보냈다는 후문에 기대감을 증폭 시키고 있다.

At first the homebodies hesitated to get into the water, not having been in the swimming pool for a while. And once they did get in, it was like they didn’t know what to do. But in the end, they got so energized by the water that they took off their tops and showed off their hidden muscles with alacrity. Viewers’ expectations for the episode [which had then yet to be aired] will be high!

Then again on the Law of the Jungle reality TV show in February 2018, with Kim Yu-gyeom, Lee Tae-gon, and Kim Yun-sang enjoying themselves in a stream:

유겸의 상남자 매력은 다음날 과일 탐사에서도 어김없이 빛났다. 이틀 만에 소금기 없는 민물을 발견한 유겸은 거침없이 상의를 벗어 던지고 물속에 몸을 내던져 정글에서의 첫 샤워를 즐겼다. 이를 본 김윤상 아나운서는 “역시 아이돌이라서 그런지 몸매가 훈훈하다”며 눈을 떼지 못했다.

[After catching a fish with his bare hands the day before], Yu-gyeom’s masculine beauty was on his display while fruitpicking. In just two days, he found a fresh water source, threw off his clothes to dive into some water, and enjoyed a shower in the jungle. Kim Yun-sang [James—a cishet guy, in case of any confusion!] couldn’t keep his eyes off him, explaining his figure was just so admirable.

And finally in May 2018, about an episode of The Return of Superman in which volleyball player Moon Sung-min visited the bathhouse with his son Shi-ho:

…문성민 아빠와 시호 부자는 목욕탕에서 완벽한 몸매를 자랑하며 몸짱에 등극해 시청자들의 이목을 사로잡을 전망이다.

방송 전 공개된 사진 속 문성민 아빠와 시호는 목욕탕에서 신나는 시간을 보내고 있다. 만점 비주얼의 문성민 아빠의 훈훈한 미소와 완벽한 초콜릿 복근은 심쿵을 유발한다. 시호의 깜찍한 웃음은 매우 사랑스럽다.

이날 시호·리호는 배구선수인 문성민 아빠의 직장에 방문했다. 그곳에서 시호는 문성민 아빠와 공놀이를 하며 즐거운 시간을 보냈다고. 운동을 끝낸 두 사람은 흘린 땀을 씻기 위해 목욕탕으로 향했다. 목욕탕에 등장한 문성민-시호 부자에 모두가 심쿵했다는 전언이다. 문성민 아빠가 완벽한 식스팩을 자랑하며 모습을 드러냈기 때문.

…Moon Sung-min captured the audience’s attention by showing off his perfect body in the bathhouse.

Shi-ho and Sung-min had an enjoyable time there. Sung-min got hearts racing with his perfect visuals, charming smile, and perfect chocolate abs. Shi-ho’s cute laughing was very lovable too.

After having an enjoyable time at Sung-min’s workplace, the two of them went to the bathhouse to wash off their sweat. It was said that all the other patrons of the bathhouse almost stopped in their tracks at the sight of Sung-min showing off his perfect six-pack.

Making the big assumption that it’s not actually her editor that chooses the slant of all of her articles, perhaps from those you could indeed argue that Danny and David Kim’s third charge is correct: she was being hypocritical about Johyun. Against that however, you could respond that much of her concern about Johyun’s image stems from how unusual the cosplay was for her, in contrast to the male actors and boy-band members for whom taking their tops off for the cameras is a matter of routine. To which you could counter that, whether through choice or coercion, Johyun is actually very used to being objectified, as are the other members of Berry Good. And so on.

But to engage in that debate means not seeing the forest for the trees. Because if even we do concede the double-standards, all these articles are still just trashy entertainment news. Those short excerpts above? They’re actually half or more of the entire “news articles” in some cases. That’s not to single Jo Yeon-gyeong out, or imply that she’s bad at her job. Quite the opposite—it’s to point out that as a producer of quick, throwaway clickbait (hey, she makes more money from writing than I do), that in each case above, everything she said about the man boobs and chocolate abs was also made by dozens or even more other journalists like her. Many of who might even be men.

Forgive my own hypocrisy in not providing links to them; frankly, as I type this I’m just exhausted after a week of unpaid research, translation, and 3200 words on this myself. So, if you do have your doubts on that last, please indulge me with the two minutes of googling necessary to confirm.

That’s something the paid journalists were not prepared to do. Instead, we were asked just take to their word for it that Johyun’s cosplay was controversial.

Is it any wonder that people would form their own narratives instead?

Or that the version of events by the group with the biggest axe to grind would come to dominate the story?

For make no mistake: singling out a female journalist for articles that she may have had no choice over, which were replicated by many other male and female colleagues, is as misogynistic as they come.

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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)

Being Able to Wear Glasses Was a Crucial Step for Korea’s Anchorwomen. Now, Let’s Give Them a Chance to SPEAK as Much as Anchormen Too.

Korean entertainment programs are notorious for perpetuating traditional gender roles, let alone for normalizing body-shaming and sexual violence. But news programs can be just as big offenders.

Estimated reading time: 5 minutes. Image source: YouTube.

Back in April, MBC anchorwoman Lim Hyeon-ju caused a sensation by being the first Korean female news anchor to wear glasses on the job, sparking a national conversation about double standards in dress codes. Shortly thereafter, the results of two studies on gender biases in the Korean media were released.

That you clicked on this post means you’re probably already aware of the Korean media’s widespread sexism. The romanticized depictions of dating violence in dramas for instance. The pervasive body-shaming. Subtitles for other languages usually depicting women talking to men in deferential speech, regardless of what was actually used by the speakers. And so on.

Yet the raw figures can still make for some alarming reading.

The first study, conducted in March by the Korean Institute for Gender Equality Promotion and Education (KIGEPE), focused on entertainment programs, the results of which can be read in The Korea Bizwire and The Korea Herald. The second, conducted in 2015 and 2017 by the National Human Rights Commission of Korea (NHRCK), covered both entertainment and news programs. About the former, it found similar results to the KIGEPE’s study. As for news programs, men and women’s roles on them were revealed to be dramatically different. I haven’t been able to find any news about the study in English however, so here’s a quick breakdown from an article at Youth Daily (청년일보):

…국가인권위원회는 한국방송학회에 의뢰해 지난해 지상파와 종합편성채널에서 방영된 드라마·뉴스·생활교양·시사토크·오락 프로그램을 대상으로 미디어 성차별 실태를 모니터링한 결과를 1일 발표했다.

…The NHRCK has released the results of its study of gender discrimination in dramas, news programs, lifestyle programs, current affairs shows, and other entertainment programs shown on public broadcast channels and cable channels last year. The study was commissioned by the Korea Broadcasting Commission.

먼저 뉴스 프로그램 앵커의 경우 오프닝 멘트와 그 날 가장 중요한 기사인 첫 다섯 꼭지를 남성 앵커가 소화하는 비율은 2015년과 2017년 모두 60%를 넘었다.

First, in the case of news program anchors, the rate in the number of occasions in which the male anchor made the opening remarks and announced all of the first five news segments exceeded 60% in 2015 and 2017 [see chart, right].

주요 아이템 소개는 남성 앵커가 맡고, 중반 이후의 아이템 소개는 여성 앵커가 맡는 경우가 많았다.

Indeed, most of the biggest, major news items of each program were introduced by male anchors, while female anchors predominated with lesser news items introduced after half-way into the programs.

앵커가 소개하는 기사의 내용도 성별에 따라 달랐다. 정치·국방·북한 관련 등 딱딱한 ‘경성’ 뉴스는 남성 앵커가 소개하고, 경제·사회·생활정보·해외뉴스·날씨 관련 등 부드러운 ‘연성’ 뉴스는 여성 앵커가 소개하는 비율이 높았다.

The contents of anchors’ articles also tended to be differentiated by sex. While male anchors would introduce news items in “hard” areas such as politics, defense, and North Korea, female anchors tended to introduce those in “soft” areas such the economy, society-related topics, day-to-day information, overseas news, and the weather.

취재기자의 경우 전체 뉴스 아이템의 64%를 남성이 보도하고, 여성은 31%만 보도한 것으로 나타났다. 기자도 앵커처럼 남성 기자가 경성 뉴스를, 여성 기자는 연성 뉴스를 보도하는 경향이 강했다.

There was a discrepancy in the sexes of news reporters also, 64 percent of all news items being reported by men, and only 31 percent by women [I don’t know why these don’t add up to 100—James]. Hard news stories introduced by male anchors were also more likely to feature male reporters, and vice-versa with soft news stories and female anchors and reporters.

인터뷰 대상자 역시 남성이 73%였고 여성은 26%에 그쳤다. 전체 대상자 중에서 남성 전문직은 20.8%였던 반면 여성 전문직은 5.8%에 불과했다.

There were big differences in the sexes of interviewees also, 73 percent being men and 26 percent being women [again, no explanation for why they don’t add up to 100 sorry—James]. In addition, 20.8 percent of the male interviewees were considered experts in their various fields, but only 5.8 percent of the female ones were.

The lack of any mention of methodology is frustrating, so please hit me up in me up in the comments section if you’d like me to dig deeper, or about anything else raised. Personally, my first impression was that however sexist the contents, fortunately the impact of traditional news is increasingly limited. Even in the US for instance, where people still watch an astonishing 7 hours and 50 minutes of TV a day, only 50% of adults regularly get news from television, most of them in older demographics. Surely in wired Korea, that figure would be far lower?

But that would be missing the point. Just because a news video is more likely watched on Facebook on a smartphone than on the 6 o’clock news on TV, doesn’t mean a traditional news organization wasn’t the most likely producer. Ergo, the differences revealed by this study still have real impacts and still need fixing, as evidenced by the scale and enthusiasm of the reaction to Lim Hyeon-ju donning her glasses.

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