A good introduction to saseng (사생) fans by Collette Bennett at CNN, and I’m not just saying that because I get a mention towards the end(!). But if anyone’s confused by the connections I make to the Korean advertising industry and celebrity endorsements though, please see here for links to many posts and articles I’ve written about the subject.
Also, for related reading, see here for a discussion of the article at a JYJ fansite (they’re mentioned in the article), Asian Junkie for “Korean Executive Says K-Pop Fans Are A Cult + The Fandom Scares An American Journalist,” and XX Factor for “Your Pop-Culture Obsession Is Not a Sickness.”
p.s. Apologies to Colette if it’s my fault (I made the same mistake in my email), but it’s sa (“a” as in “hat”) seng (“e” as in “pet”), not “saesang” (pronounced “say-seng”) as reported in the article. Or is that some Seoul variation that I’m unaware of?
With so much attention on restrictive censorship in K-pop these days, it’s easy to overlook how much standards in movies have actually been relaxed in recent years. See my latest column in Busan Haps for more information, especially if you’ve never heard of Shortbus before…
But please let me reiterate here though, that the freedom to show more sex and nudity in popular culture is just one aspect of becoming a more sexually liberal society. For sure, it’s a step in the right direction, and can have positive knock-on effects, just like the first kiss in a Korean ad in 2009 lifted the taboo on PDA for a lot of young couples for instance. (Yes, only anecdotal; but prove me wrong). But on the other hand, with the (re)criminalization of abortion by the Lee Myung-bak administration, recent attempts to limit access to the contraceptive pill, and the continued stigmatization of single mothers, you could reasonably argue that Korea is really just as sexually conservative as ever. No matter how much T&A you can see on the silver screen now, and which is often (usually?) just for financial reasons anyway.
In short, it’s complicated. Anyone that’s been here more than a couple of years, what impressions do you get? And how do you think things will change after the elections?
For any Polish speakers amongst you, I was interviewed about K-pop, sexual objectification, and — of course — Gangnam Style by Radiowa Trójka the weekend before last. Check me out in translation in section 3 here, and let me say again how nice it was to meet reporters Katarzyna Borowiecka and Marcin Pospiech, who look like they’ve produced quite a comprehensive show! :)
It seems now that we’ve moved beyond parodies and imitation for Gangnam Style, descending into bizarre postmodern art.
Not unrelated, earlier today I saw a Klingon parody…
…and when I did, I seriously had to sit down for a moment, and just marvel at how weird, wonderful, and utterly surreal and sublime it was to be living in 2012. How could I ever have imagined that, one morning, I’d be dancing along to people dressed in Star Trek uniforms (of all things), imitating a South Korean music video, that over 320 million people had seen? Then in the same evening, staring in horrified fascination — and laughing myself silly — at another version that had no actual music?!!
Just a quick note to let you know that in addition to my regular feature articles at Busan Haps, I now have a K-pop music column too. See page 41 of the latest issue here (scroll down to “current issue”) for my first review of After School’sFlashback, before it’s replaced next week with my second of Secret’sPoison in the October edition.
At just 200 words though (thank God for mini-albums!), unfortunately it’s difficult to say much more than the bare minimum. So, please feel free to add any rants or raves here, and, to get the ball rolling, I think that Eyeliner is much better than the title track, and singer Nana vastly underrated by most other reviewers. But, since first writing, I’m beginning to see what people mean about Rania and Jungah complimenting each other in Timeless too, although the song itself still leaves me feeling rather empty.
Here’s all the songs in the mini-album (and the Japanese version of Rip Off), in the order I mention them in the review:
Well, I covered it in passing in an opinion piece in The Korea Herald over a year ago, and manytimes on the blog (and on Busan Haps) since, but hey: I admit that The Economist is probably a more authoritative-sounding source. See here then, for a discussion of how the dynamics of the Korean digital music industry are forcing labels to financially rely on celebrity endorsements, and which is a big factor behind why 2 out of 3 Korean advertisements feature them, one of the highest rates in the world.
While frustratingly brief, it does have some money quotes:
…SM Entertainment’s boss complains that even 1m downloads cannot cover the cost of making a music video….
….SM Entertainment and other purveyors of K-pop cover this shortfall at home by having their stars hawk the latest phone, or appear on television variety shows. The biggest labels have become adept at squeezing cash out of their pop stars’ names, rather than their music. But only a handful of musicians are famous enough to benefit.
South Korea’s old business model, perfected by its carmakers, was to use a captive home market as a launch-pad from which to invade foreign shores. The country’s pop musicians have turned this model upside down: they have to export their tunes to make up for meagre pickings at home.
See bloop69’s comment also, who contends that things are not as dire as they seem (for a similar discussion between abcfsk and myself, see here):
A huge chunk of the money is made in “collectable” CDs and DVDs, which can run north of $150 per shot and are constantly churned out. It’s not a case of INVADING other shores you clueless dolt. It’s a case of using Youtube and videos as LOSS LEADERS to capture a small number (tens to hundreds of thousands) of hardcore fans who spend $100s US EACH to support their “fandom”
You don’t even begin to perceive it but in fact the Koreans are using a very progressive model… similar to League of Legends or FarmVille to give customers a free “taste” of the music. Like Kpop free to play MMOs also rely heavily on “whales” and heavily invested customers to carry the rest of the customer base. It has nothing to do with “invading” other shores. This is the strategy they have been using in Korea and are using around the world.
Finally, a quick request: please ask your Korean partners, friends, colleagues and so on if they know what “celebrity endorsement” is in Korean. If they struggle to answer, as my wife did, then I think that will be testament to just how pervasive they are here! (Eventually, she came up with “유명인 보증”).
See The Asia-Pacific Journal for the article. Covering many of the themes discussed on the blog, and much more besides, expect to see me linking to it for many years to come!
In the commercial above, a conscripted soldier is happy that his girlfriend is coming to visit him. What really gets him and his buddies running though, in a play on the faster downloading speeds of KT’s 4G LTE network, is the arrival of a girl-group on his army base.
For those many more conscripts not lucky enough to have pretty female celebrities come to their own base though, the blog Sorry, I was drunk provides an interesting, *very frank* insider account of what they thought of girl-groups, as well as prostitution, cheating on partners, Caucasian girlfriends, and marriage. Here’s what the author wrote about the former:
…I knew Korean guys, especially sexually deprived conscripts, liked female celebrities (duh, right?), but I didn’t know how bad that affection was. I learned that Korean conscripts in general are obsessed with K-Pop girl groups, in particular Girls’ Generation. By obsessed, I mean really obsessed. A good example of this is rapper Psy’s description of his military service.
In this show, Psy says he was made to stand guard while watching the TV so he could alert senior conscripts that Girls’ Generation was on it. While it wasn’t that extreme in my unit, it was quite normal to see guys flock to the TV whenever GG or other good looking female celebrities were on air. Every Friday and Saturday, when the major networks have those “music” shows parading group after group, entire units would stay glued to the TV. Guys would watch the same music video or performance repeatedly so they could oggle at the girls. Their bare legs exposed, sexy dancing, and terrible music (not a secret among conscripts either), it was pretty obvious there was only one reason for these “musicians” to exist. These girls are glorified strippers, covered in the thin veil of “music” so it doesn’t seem as creepy and sad as going to a strip club. For conscripts, it’s usually the only form of sexual gratification they’re allowed while on base.
Back in 2004, I would study Korean by translating articles about Lee Hyori’s breasts. Because that was much more interesting than reading about the joys of kimchi-making in Korean textbooks.
So, I hardly romanticize that era as more innocent and chaste than today’s. Nor, by highlighting just one complaint by one women’s group from then, do I mean to imply that the Korean public was necessarily more prudish back in 2004, or that it’s necessarily more permissive today. After all, my Google News Alert for “성상품화” (sexual objectification) still provides me with fresh critiques of the recent Miss Korea Pageant every day. And who can forget the role “Bikini Girl” played in April’s congressional elections?
Having said that, things definitely have changed in 8 years:
Starting about 2006, ubiquitous soju ads started featuring women in revealing clothing after decades of almost exclusively using demure, virginal-looking models.
A little later, dominant media narratives about girl-groups, depicting middle-aged male fandom as platonic rather than sexual, provided a window for their objectification to flourish.
And last but not least, it’s difficult to find an advertisement for water-parks (also ubiquitous) that doesn’t feature a scantily-clad girl-group, with one—Ocean World—even inventing a group specifically for that purpose. (Boy bands and male models are used also, most notably by Caribbean Bay below, but my strong impression is that there’s much less of them than women)
In short, it is via the increasing objectification of (especially) girl-groups that you can see a clear McDonalidization of Korean cultural industries in recent years (see here, here, here, here, and here for more on the hows and whys). And, because of that shift, it’s difficult to imagine a complaint like this being given much attention in 2012:
전남관광 책자 두고 ‘여성상품화’ 논란 일어 / Controversy over Sexual Objectification of Women in Jeollanam-do Tourist Brochure
지난 6월초 전남도가 여름 관광객을 겨냥해 제작배포한 관광 홍보책자 ‘남도스케치’에 사용된 비키니 차림의 여성사진이 논란이다. 광주여성민우회는 14일 성명을 통해 “남도스케치 배포를 즉각 중단하라”고 요구하고 나섰다.
Controversy has arisen over the use of women in bikinis in the June edition of tourist brochure Namdo Sketch, a widely-distributed brochure aimed at summer tourists . In an announcement on the 14th, the Gwangju branch of Womenlink demanded that it stopped being distributed immediately.
(Source: James Turnbull)
전 남도는 ‘남도스케치’를 제작하면서 책 표지, ‘전남이 추천하는 여름 여행지 BEST’ 중 완도 명사십리 해수욕장 등 7곳을 소개하면서 비키니를 입은 여성의 사진 10여장을 게재했다. 이 책자는 겉표지까지 총 85페이지로 구성됐으며 비키니 사진은 책자 앞 부분에 게재했다. 전남도는 제작된 책자 2만여부를 터미널 등 공공장소와 전남도내 기초단체 등지에 배포를 마친 상태이며 조만간 2쇄에 들어간다는 계획이다.
이에 대해 광주여성민우회는 “여성을 성 상품화했다”면서 전남도의 공개사과는 물론 책자 배포 중단을 요구하고 나섰다.
With a cover title of “Best Recommended Tourist Sightseeing Areas in Jeollanam-do” [James – I can’t see that title myself, but unfortunately that opening photo was very small], Namdo Sketch introduces 7 tourist sights, including Wando and Myeongsashibri Beach, and uses a total of 10 pictures of women in bikinis on the front cover and in the first part of the brochure, out of 85 pages. By the end of its first printing, the Jeollanam-do Provincial Government had distributed roughly 20,000 copies to transport terminals, public places, and civic groups, and planned to make a second printing.
Gwangju Womenlink said that the brochure sexually objectified women, and demanded a public apology as a matter of course, as well as a halt on further distribution.
“여성 성 상품화 한 것, 배포 중단”…”문제제기 이해하지만, 시원한 여름을…” / “This is the sexual objectification of women, distribution must stop”…”We understand, but hey: this is summer…”
광주여성민우회는 “전남 관광홍보는 여성의 비키니만이 유일한 대안인가”라며 “공공기관에서 나온 책자인가 할 정도로 낯뜨거운 장면이 많이 실려 있어 당혹스러움과 황당함을 느낀다”고 밝혔다.
Gwangju Womenlink argued that “Are women in bikinis the only option for a tourist brochure?”, and said “We are embarrassed and perplexed that a public institution would go so far as to use such crude [James – I think this is a better translation of “낯뜨겁다” than “obscene” or “rude”] images in a tourist brochure.” (source, right)
이어 “지역에 관광객을 유치하기 위해 명소를 소개하는 것은 좋지만 관광지역의 구체적인 정보와 특색 있는 프로그램의 홍보 대신 여성의 비키니 복장을 내세워 시선을 끌어보고자 하는 공무원의 얄팍한 속셈은 용납될 수 없는 행위”라고 비판했다.
Continuing: “It is good that tourists are being attracted to this area by having places of interest introduced to them. But instead of providing concrete information and unique tourist programs, the PR simply consists of pictures of women in bikinis, designed to attract one’s attention. This is both shallow and misguided of Jeollanam-do officials, and can’t be forgiven.”
또 여성민우회는 “지역의 명소를 알려내기 위한 기본 조건은 다른 지역과 차별되는 테마를 만들어 남도만의 색다른 맛을 느끼게 하는 것이다”면서 “노력해야 할 것은 따로 있는데 엉뚱한 것으로 메꾸려는 것은 직무유기”라고 주장했다.
여성민우회는 “여성의 성 상품화를 부추기는 공공기관의 홍보책자는 결코 용납될 수 없다”면서 ‘남도스케치’의 배포중지를 요구했다.
Also, Womenlink emphasized that “What should have been done to inform tourists about places of interest was showing them how different they were to other ares and what unusual tastes, experiences, and feelings Jeollanam-do has to offer. Instead of making an effort and doing their duty though, officials offered this rubbish.”
It added that “Promoting the sexual objectification of women is never acceptable”, and so demanded an immediate halt to the distribution of the brochure.
이에 대해 전남도청 한 공무원은 “문제제기는 이해한다”면서도 “여성의 사진을 표지에 넣는다고 해서 이 책자가 눈길을 끌고 있는 것은 아닌 것 같다”고 말했다.
그 러나 또 다른 공무원은 “여성의 비키니 사진을 두고 상품화까지 이야기하는 것은 지나친 것 아니냐”며 “오히려 여성단체들이 그렇게 주장하면서 폄하시킨 것은 아닌지 모르겠다. 물론 어느 정도는 이해할 수 있지만 이런 사진을 많이 사용한 것도 아니지 않느냐”고 주장했다.
In response, a Jeollanam-do official said ” We understand the concerns, but it’s not because of the women in bikinis on the cover that people are drawn to the brochure.” Another emphasized that “It’s a complete exaggeration to claim that just pictures of women in bikinis is objectification. Rather, it’s women’s groups that are degrading women by doing so. And it’s not like we used many in the brochure.”
관광책자 제작 담당부서인 전남도청 관광진흥과 이명흠 과장도 “여성단체의 지적사항에 대해서 전혀 모르는 바는 아니다”면서도 “행정관청에서 발행한 책자여서 그럴텐데 여름에 맞춰서 시원한 해수욕장과 수영복을 입은 모습의 여성을 모델로 했을 뿐이다”고 말했다.
이어 이 과장은 “행정기관이 발행했다는 느낌이 들면 잘 보지 않는다. (관광객들의) 눈길을 끌 수도 있다는 생각에서 진행한 공격적인 마케팅의 일환이다”며 “너무 한쪽으로만 생각하지 말고 발상을 바꿨으면 좋겠다”고 주장했다.
Lee Myung-hum, the head of the Tourism Promotion Office of Jeollanam-do Provincial Government that produced the brochure, said “It’s not like I don’t understand women’s groups concerns. But only swimsuits are appropriate for female models promoting cool swimming areas in the summer.” He added that “No-one ever pays attention to anything produced by a council tourism promotion office. The images were simply part of an aggressive marketing technique designed to get the attention of tourists, and shouldn’t be overanalyzed.”
한편 ‘남도스케치’ 표지모델은 전남도청 여성 공무원 중 희망자들이 참여하기도 했으며, 지난해에도 전남도는 여름 관광홍보 책자를 제작하면서 표지 등에 비키니을 입은 여성 사진을 게재한 바 있다.
The models used in the brochure included Jeollnam-do female officials [James — it says only the cover, but there were only 2 women on that], and a similar brochure was produced the previous year (end).
James — While the Jeollanam-do officials didn’t sound too sympathetic in that June 2004 article, another from the next month points out that in the second printing the bikini models were removed from the cover and 2 more pages, although some did still remain. It’s from that article that the before and after covers came from.
(For more posts in the Korean Sociological Image series, see here)
Apologies for the irregular posting everyone — I’ve been really busy for the last month or so, and to top it all off I’m recovering from a bad flu as I type this too. But fortunately the end of the semester is close, and I’m eager to get stuck into the two blog series I plan to devote myself to this summer.
One is looking at the evidence for double-standards in Korean censorship, while this one is about examining the public and media’s policing of — and consequent narratives about — “appropriate” displays of nudity and sexual subjectivity, set against a recent potential backlash against changing gender relations. In hindsight just two different elements of the same investigation, the former focuses on K-pop in 2011 and this one on political protests in 2012.
As you’ll recall from Part 1 though, one problem with looking at anything explicitly political is that partisan reporting gets in the way, which means we need to consider as many sources as possible to be objective, and especially not just rely on English-language sources. So, let me start that by presenting my translation of a post by a blogger known as “비춤” (or on Twitter as @RainyDance01), which was originally posted on his or her blog Rainy Dance, then later reposted at Mediaus. About the photo on the right (source) of comedian turned model, singer, and actress Kwak Hyun-hwa (see Part 1 for the details), as you’ll see I think the blogger’s heart is in the right place, but unfortunately some of their reasoning dodgy at best, and evidence seemingly pulled out of thin air:
곽현화식투표독려? 누드가일상이되면식상하다 / Does Kwak Hyun-hwa’s Style Promote Voting? When Nudity Becomes Routine, it Becomes Boring
10 April 2012
국회의원 총선거를 코앞에 두고 투표율을 올리고자 수많은 유명인들이 투표 독려에 나서고 있습니다. 소설가 이외수씨는 투표율 70%가 넘으면 머리카락을 싹둑 자르겠다고 밝혔고, 안철수씨 또한 70%를 넘으면 미니스커트를 입고 율동에 노래를 부르겠다고 밝혔지요. 이렇듯 저마다 자신의 공약을 내세워 투표독려에 나서고 있습니다. 이들의 공약은 대중에게 소소한 재미와 더불어 투표참여의 의미를 되새겨주고 있는데요. 거창하진 않지만 자신만의 방식으로 사회적 메시지를 전달하는 유명인들의 모습은 새로운 문화가 되고 있는 느낌입니다.
Just before the general elections, many famous people are doing various things to encourage more people to vote. For example, novelist Lee Wae-soo has pledged to cut his trademark long hair if the voting rate exceeds 70%, while Ahn Cheol-soo has promised to dance wearing a mini-skirt (see below). While these may sound just trivial and fun, they do remind voters about the meaning and importance of voting. Also, while their ultimate impact may not be all that great, they point to a new trend of famous people spreading social messages.
그런데 같은 목표를 지향하더라도 그 방법 탓에 오히려 대중의 반감이 우려되는 경우도 있는데요, 개그우면 곽현화의 경우가 그렇습니다. 곽현화는 투표독려를 위해 자신의 미투데이에 ‘총선거 D-3, 우리가 대한민국의 주인이다! 투표로 보여줍시다’라는 내용이 적힌 종이를 들고 있는 상반신 누드 사진을 올렸습니다. 그 의도야 건설적이지만 이면에는 새로울 것이 없는, 우리의 식상해진 문화 코드가 선명하지요.
However, while they all have the same target, some celebrities’ methods may actually make voters more apathetic. One such case is that of comedian Kwak Hyun-hwa. In her case, she uploaded a photo on her me2day blog in which she is holding a sign in front of her nude upper body. The sign said “It’s 3 days to go before the elections. We are the owners of Korea! Let’s show this by voting!”. But while the intention was constructive, on the other hand this method is hardly original, and shows the paucity of our culture.
자신의 의사를 표현하는 방법에 옳고 그름을 규정하기는 어렵습니다. 하지만 그녀가 지금까지 보여온 행보를 본다면 아름다운 취지보다는 이면의 가십거리가 더욱 부각될 수밖에 없겠지요. 폭소클럽 출연당시 가슴노출이 심한 드레스를 입고 출연해 노출논란의 불을 지핀 이래로, 그녀는 꾸준히 노출의 길을 걸어왔었지요. 섹시화보가 누출되어 세간에 화제가 되기도 했으며, 지나치게 선정적인 앨범 이미지컷으로 눈총을 받기도 했습니다.
It’s difficult to judge what the best or most “correct” way of expressing oneself is. But looking at Kwak Hyun-hwa’s past history up until now, it’s difficult not to conclude that this stunt of hers was more aimed at creating gossip and attention about herself than anything noble. When she was on the comedy Foxclub for example [James — she quit in 2009], she used to create a lot of controversy by wearing a lot of revealing dresses, and since then has continued on a similar path. For instance, she has done a very sexy photoshoot, and received criticism for her provocative and suggestive images for her album.
(James: I’m not judging — and/or defending — Kwak Hyun-hwa in any sense, but just for the record: while she’s certainly done sexy photoshoots, and you can judge her album pictures for yourselves, I think it’s unlikely that she regularly wore a lot of revealing dresses on Foxclub. If she had, then presumably there’d be far more “노출” videos and photos of her on that show available than just those from one short skit back in 2008)
올 초에는 개그맨 동료들과 선정적인 포즈로 찍은 사진이 이슈가 된 바 있는데요. 비난이 잇따르자 이에 대한 반감으로 자신의 미투데이에 바나나를 먹는 야릇한 표정의 사진을 올려 더 큰 역풍을 일으키기도 했지요. 하지만 그녀는 떳떳하게 말합니다. ‘’성적인 감정을 일으켰다고 해서 지탄하는 것은 마녀사냥이다. 의도를 떠나서 개그맨 전체를 싸잡아 욕하는 성급한 일반화의 오류를 범하지 말아 달라’
Earlier this year, some pictures of Kwak Hyun-hwa in pretend sexual poses with some her comedian colleagues became an issue [James — they can be seen here]. In response to the criticism that followed, on her blog she posted pictures of herself with a perverted expression on her face while eating a banana [James — was the author too embarrassed to be more specific?], which led to even more criticism. But in response to that, she boldly replied, “Just because something is arousing doesn’t mean it should be criticized — to do so is nothing but a witchhunt. And whatever the intention(s), don’t make the mistake of making rash generalizations about all comedians.”
과연 그녀를 바라보는 냉랭한 시선은 성급한 일반화의 오류일까요. 사실 벗는 것은 여자에만 국한된 것은 아닙니다. 남자도 벗습니다. 초콜릿복근이니 식스팩이니 하며 매력을 뽐내는 남성들도 얼마든지 있지요. 하지만 남성의 매력을 규정하는 잣대에서 ‘벗는 것’의 비중은 상대적으로 크지 않습니다. 지적인 남자, 자상한 남자와 같이 이 시대의 여성이 매력을 느끼는 아이콘은 상대적으로 많은 편이지요. 그래서 벗는 것으로 일관하는 남자는 오히려 역풍을 맞기도 합니다. 여담이지만 한때 1박2일에선 이수근이 숱한 노출을 보이며 빈축을 사기도 했습니다.
Well, is looking at her coldly and making a rash generalization really a mistake here? Of course, it’s not just women that take their clothes off — men do too. To show off their attractiveness, they expose their chocolate abs, their six packs [James – actually, those are the same thing], and so on. But relatively speaking, taking clothes off isn’t as important for men as it is for women; because in this day and age, there are many ways in which women can find their male icons attractive — they can be intellectual or kind. It would be bad if men only took their clothes off. When Lee Su-geun showed too much of his body on an episode of 2 Days & 1 Night for instance, people didn’t like it.
(James…)
반면 여성들에겐 유독 섹시미 혹은 백치미가 강조되지요. 5살 유아부터 70대 할머니까지 섹시하다는 말은 일상어처럼 사용되고 있습니다. 드라마에선 홀로 당당한 일어서는 여성의 이야기는 그다지 성공적이지 못합니다. 여전히 신데렐라의 환상이 더 잘 팔리는 시나리오지요
On the other hand, for women being sexy or being stupid but cute is emphasized. From when they are just girls of 5 to when they are grandmothers in their 70s, the word “sexy” is part of daily life for women. In dramas, the strong, confident woman that succeeds through her own efforts is never a popular story, whereas the Cinderella fantasy is a scenario that always sells well.
이 시대의 남성들은 여성의 매력을 이 한 가지로 국한하고 있는 걸까요, 혹은 여성이 자신 있게 내세울 수 있는 매력은 이 한 가지뿐일까요. 양성평등의 가장 큰 위협은 이렇듯 일방적으로 여성의 섹시함을 강요하는 작금의 문화가 아닐까 싶습니다.
Is this because men of this day and age set limits to women’s sexiness [as just showing off their bodies], or because this is the only sexiness which women can show off confidently? I think this culture of emphasizing just this one side to women’s sexiness is today’s biggest threat to sexual equality.
이 시대의 청년들에게 닮고 싶은 사람을 떠올려보라면, 남성 쪽에선 다양한 매력이 쏟아져 나올 수 있겠지요, 안철수, 안성기, 조국, 손석희, 유재석 등 다양한 분야의 사람을 떠올릴 수 있습니다. 헌데 닮고 싶은 여성상을 물었을 때 우리 사회의 한축을 담당하고 있는 여성을 얼마나 떠올릴 수 있을까요. 그 자리에 섹시아이콘만이 남아 있다면 우리사회가 얼마나 건강하지 못한지를 반증하는 것이겠지요.
These days, when teenagers are asked who are their role models, boys mention men who are attractive in many different ways and from many fields of life, such as Ahn Cheol-soo, Ahn Sung-ki, Kuk Cho, Son Seok-hee (above), Yoo Jae-Seok, and so on. In contrast, although there’s many women to choose from, girls just name sexy icons. I think this shows how unhealthy our society is.
(James: Other than their fathers, I don’t believe for a moment that teenage boys mention men in their 50s or older as their role-models, even when they want to impress whoever’s asking)
곽현화는 좋은 취지에서 누드시위를 했습니다. 하지만 그 이면에는 이 땅에서 쉽게 주목받고자 하는 여성의 식상한 방법론이 새삼스럽습니다. 우리 사회의 쓸쓸한 단면이겠지요.
Kwak Hyun-hwa [may have?] had good intentions, but her method was unoriginal and was just a way of getting noticed. This too is a sign of how unhealthy our society is (end).
What do you think? Again, I find the blogger’s logic — and especially notions of male and female desire — flawed, but at the very least I am now very interested in finding out more about Kwak Hyun-hwa. Not because I think she has any musical talent though (frankly, I hated Psycho above), nor because I naively think her “nude” photo was anything but completely self-serving. Rather, because:
• She deserves a lot of credit for reinventing herself as a model, singer, and actress after being best known as a slightly chubby (by Korean entertainment standards) comedian.
• Whatever her musical abilities, it was especially brave of her to even attempt to become a solo singer in her late-20s (old age by K-pop standards).
• She’s a maths graduate of Ehwa Women’s University, and has even published a textbook for middle-schoolers (see below), so she’s probably quite smart. And I’m not being facetious when I say that many men and women may not be able to see past her cleavage to realize that (related, make sure to read the classic With Great Cleavage Comes Great Responsibility).
• What solo celebrity’s public actions and statements aren’t motivated by self-interest? Which is not to say that they’re always cold and calculating of course, but still: it seems a strange criteria to dismiss someone as a person for (after all, heaven forbid that someone use their sex-appeal to advance their career), and is simply an ad-hominem method of devaluing that style of getting a political message across.
As for its effectiveness, for its stated purpose of encouraging people to vote that is? Well, determining things like that is what this whole series is about, but in the meantime let me pass on Tom Megginson’s take on a similar recent political campaign by Mexican politicians (my emphasis):
Jezebel’s Erin Gloria Ryan is a little cynical about the use of “boobies” to get attention, but I applaud any effort in which women take back ownership of their bodies by using our primal fascination to deliver messages of solidarity for social change.
• And finally, remember when Lee Hyori recently publicly admitted that she has sexual feelings and experience? Judging by the reactions of K-pop fans, that was quite exceptional, and indeed I joined in praising her for it in Part 1. But to take a more detached perspective, that this was news at all is really quite an indictment of the sex-only-for-display-nature of Korean entertainment. For remember that we’re not just talking about a 33 year-old woman here, but one who was also Korea’s number one sex-symbol for much of the 2000s. It simply beggars belief that she has ever had to be coy about her sexual subjectivity.
Why do I mention that? Because despite the attention given it, Lee Hyori’s admission pales in comparison to Kwak Hyun-hwa’s stunts with bananas and her comedian friends. And recall that by my own definition, I shouldn’t have to seek-out pin-up grrrls, but rather they should do their darnedest to make me aware of them. In which case, Kwak Hyun-hwa more than qualifies!
And on that definitive note, what is coming in Part 3? Well, frankly a little disappointed with the blog post I translated, next I’ll try make sure to do something more substantial, namely this newspaper report on reasons for the recent “ladygate” phenomenon; i.e., the emerging backlash I mentioned. Thanks to Robert Koehler for the link.
Via 10 Confessions, here is a short but quite rare “expo on the focus of the mass media and internet news sites on superficial looks of the entertainers in the industry, and how this trend needs to change.” Sorry that it’s all in Korean, but 10 Confessions provides a good (English) description of it, and it’s the least I can do to pass on the videos themselves (especially after spending half an hour looking for them!).
To see the segment, jump ahead to 2:30 in the first video. It lasts until 4:10 in the second.
Whenever I give lectures about Korean advertising, I always try to stress how quickly it’s changing. As both a reflection and driver of changes in Korean society itself, it’s one of the reasons why studying it is so interesting.
But this is a familiar topic to most readers, and I do apologize for the repetition. It’s just that, today, it was reported that Core Contents Media (CCM) had turned down a lucrative lingerie-modelling contract for soon to debut girl-group Gangkiz (갱키즈), as such advertisements “wouldn’t fit [their] musical color and image” (“제안은 감사하지만 갱키즈 음악적 색깔, 이미지와 맞지 않다고 판단한 결정이었다”). Ironically though, most of the reports were accompanied by pictures from a recent bedroom photoshoot of theirs, including one which has one member’s shirt nearly falling off, slightly exposing her bra; one with another member lying expectantly on a bed, her shirt only just held together by a single, strategically-chosen button; and then of course the opening picture with Lee Hae-in (이해인) above.
One seriously had to wonder what image CCM felt needed to be protected exactly.
On the other hand, while it’s certainly possible that CCM was just seeking attention for Gangliz, that attention could easily prove counterproductive once CCM’s hypocrisy was exposed. So perhaps they they did genuinely have concerns about the effects of “official” lingerie modelling on Gangkiz’s reputation.In which case, just what is the difference between that and exposing lingerie while modelling something else, and/or as part of a random photoshoot? Do Korean models and consumers really make such artificial distinctions?
I decided to refer back to the original article about pornography actors giving lingerie modelling a stigma to get a clearer picture. Partially because it’s been a couple of years since I last read it, and partially because, frankly, I had concerns that I misunderstood it the first time back in 2008, and have been misinforming readers ever since. In particular, there was the distinct possibility that the main reason there were so few Korean lingerie models was simply because it was just too “sexy” for them, and indeed that is still potentially — nay, probably — a very big influence here (they’re not mutually exclusive).
To my relief though, I hadn’t misunderstood anything, although it did turn out to be nude models rather than pornographic actors. But — with no offense to the translator, who probably normally makes far fewer mistakes than I do — I did notice a big mistranslation of the following paragraph (from this original Korean article):
홈쇼핑 속옷 모델의 원조는 누드 모델이었다. 90년대 말 S씨 등 스타 누드모델 10여명이 속옷 모델로 나와 방송을 타면서 화제를 모았다. 하지만 그녀들은 “얼굴을 가려달라”고 요구하는 등 몸을 사리는 일이 많았다. 그래서 점점 출연 횟수가 줄었고, 2000년 이후 케이블 TV에서는 국내 속옷 모델이 거의 자취를 감췄다.
Which was translated as:
Home shopping underwear models started as nude models. At the end of the 1990s [Miss] S and over 10 other star nude models caused a stir by moving into underwear modelling on home shopping programs. But they were able to get a lot of work when their attractive faces and bodies came into demand. So more and more of them started showing up, and after 2000 almost all underwear models on cable TV were Korean.
But unfortunately the last two sentences, were, well, completely wrong. Here’s my version:
…programs. However, they [not only] demanded that their faces be covered while were on the air, [but] they were also shy and reluctant to show off their bodies. So, gradually they started appearing less and less, until by 2000 there virtually no Korean women modelling home-shopping on cable TV.
In the translator’s defense, the original Korean article was badly written and confusing (e.g., were those 10 nude models the only Korean lingerie models?), and didn’t respond to the obvious question raised of why on Earth the nude models became shy about lingerie modelling, which I speculate was because of the controversy and fame their presence on TV created. Nor does it mention the fact that there have actually been plenty of Korean women on lingerie homeshopping shows since 2000, albeit fully-clothed and holding the lingerie on coat-hangers while their foreign counterparts alongside them wore it (which is really quite surreal to watch).
But still: hiding their faces? That does explain a lot about how, over a decade later, there are online lingerie stores on which not a single Korean model shows her face, or lingerie fashion shows in which the Korean women (but not the Korean men or foreign women) hide themselves under hats and sunglasses (see #3 here). In hindsight, it’s amazing that this still occurs as late as 2012, and especially that celebrity models haven’t had more of an impact on the industry yet, despite what I recently wrote about their surprisingly strong influence in Korea. I guess that the stigma is stronger than I expected then, and hence some of these women much braver than I gave them credit for.
For more on related issues raised by the ensuing disproportionate number of Caucasian models in Korea, see this recent post at Seoulbeats, which also discusses their growing numbers in K-pop music videos. As for me though, it’s back to updating my Powerpoint! :)
Whenever someone strips for the sake of drawing attention to some cause, usually my instant, gut reaction is to dismiss it as a crass stunt. Unless it’s for Slutwalk or FEMEN, then I’m just too suspicious of their real motives, especially if they’re not already famous.
That’s why I didn’t cover this woman back in January, who wrote a message of support for jailed Naneum Ggomsuda (나는 꼼수다) podcaster Chung Bong-ju (정봉주) across her breasts; as while she was anonymous herself (ish), other men and women that followed her example certainly weren’t. Although, in hindsight, only a handful of pictures would actually be sent in, despite an audience of millions, and I overlooked that one of the men was already semi-famous as Chung Bong-ju’s photographer, at the time the podcasters’ call for more bikini shots just seemed like an invitation for a repeat of 2006 and 2010, when women vied with each other to become famous by wearing the most revealing Red Devil costumes.
But then NancyLang (낸시 랭) paraded aroundSeoulin a bikini two days before the April elections, which made me sit very uncomfortably in my seat. Because after lauding her as a “pin-up grrrl” back in November, I couldn’t be quite so dismissive this time, even though her street performance was surely just as crass, and its connection to its ostensible cause — encouraging people to vote — tenous at best. Yet other than a long history of doing similar such performances, how was she really any different from those Naneun Ggomsuda supporters that wrote messages on themselves back in January, and for whom she’d even expressed her support? How about all the other similarly-themed protests and/or pledges over the past few months too, including Kwak Hyun-hwa’s (곽현화) above?
So, wanting to learn more about the efficacy of such protests, and particularly how useful — or possiblycounterproductive — they are in a feminist sense, I realized that “Bikini Girl” deserved a second look. Or, more specifically, what her breasts ultimately raised. For as many of you will already be well aware, the reactions of the podcasters to them, and especially their encouragement of more such pictures, was soon critiqued by many on both the Left and the Right…which in turn led to counter-critiques of those critiques, then the Right chastising the Left for not critiquing the podcasters more, and so on — it was all very confusing. What was necessary was a chronology of events, which indeed I provide below.
But think about it: when breasts become not so much a mere body part as a titillating device for political parties and media allies to score points against each other, then to put it mildly you can’t trust just any one source’s interpretation and depiction of events, and especially not just rely on those that happen to be in English. Which is just common sense, but it deserves reiterating (and for another good illustration of partisan reporting, make sure to see the Korean media’sreaction to netizen attacks on newly-elected Philippine-born Jasmine Lee). So, the other posts in what must inevitably become this series will be translations of some Korean ones, starting with this, then this, this, this, this, and/or any more I can find (and/or readers recommend).
Still further complicating matters however, events have coincided with a potential emerging “~녀/girl” meme, in which a series of incidents involving (mostly) young women have left a host of misogynistic netizen reactions in their wake. In particular, for me personally it was this recent incident on a bus, in which a woman in her twenties — out of many angry passengers — was unfairly singled out for criticism, that signaled that something farmoreperniciousthan simple netizen ranting was afoot, and that thebacklash against changing gender-relations in Korea that led to the disparaging “beanpaste girl” (dwenjang nyeo; 된장녀) term in the mid-2000s was still very much around.
Even if, ultimately, there are no real connections, it would be strange to analyze bikini and nude protests — some of which arguably very much challenged prevailing conceptions of “appropriate” displays of sexuality and expressions of sexual subjectivity — without also considering that a potential backlash against changing gender-relations is also occurring. Hence expect moretranslations about the latter also.
On top of that, as if to taunt me, over the last 2 weeks Uniqlo Korea happened to have a “Women’s Freedom Event“, used to sell their “BraTop”. By this stage thoroughly sick of breasts (okay, not really; but I’m sure you can appreciate the sentiment), this choice of language instantly raised some alarm bells, as it reminded me of the following:
…some advertisers, aware of the objections of the feminist movement to traditional images of women in ads, have incorporated the criticism into their ads, many of which now present an alternative stereotype of the cool, professional, liberated women…Some agencies trying to accommodate new attitudes in their campaigns, often miss the point and equate ‘liberation’ with a type of aggressive sexuality and very unliberated coy sexiness (G. Dyer, Advertising as Communication, 1982, pp. 185-86; quoted in D. Strinati, An Introduction of Theories of Popular Culture, 1995, pp. 187-88)
Or indeed “freedom” rather than “liberation”. And, technically speaking, Uniqlo is simply appropriating the word in order to simply sell more clothes. But even if I have always had a fondness for the company, it did interview somegenuinelycoolwomen as part of its campaign, and, recalling the line of inquiry that started this 3-week(!) post, provides a healthy reminder to myself to: a) reconsider some of my prejudices and gut reactions to things; and b) not read too much into things.
And on that note, let me apologize for how convoluted and wooly some of my own understanding and explanations of pin-up grrrls have been in the past, and very briefly give some clarifications and further observations on those before presenting the chronology. Not because they’re the final word by any means, but more because, hopefully, they’re good things to bear in mind as you consider the events of the past few months:
• Being a sex object doesn’t necessarily preclude one from also being a sexual subject. They are not mutually exclusive.
• However, expressions of sexual subjectivity remain a big taboo in Korea. Or in other words, we can have a 25 year-old’s S-line quite literally highlighted for a heterosexual male gaze, but heaven forbid she admit to having sexual feelings and experience herself. Certainly, this does apply to male celebrities too, but I’d argue to a much lesser extent. In turn, while this double-standard is present in other countries, it’s not difficult to think of female celebrities that thrive on challenging such taboos, whereas admissions like Lee Hyori’s seem to be few and far between among their Korean counterparts (although I’d be very happy to be proven wrong).
• Nobody deserves criticism for financially benefiting from their sexual attractiveness. It is basichumannature, and applies equally whether one is a public or private figure. Moreover, while I can certainly respect those ballsy celebrities who are honest about doing so, nobody ever needs my approval for what they wear, and can give any reason they like — or indeed no reason — for their choices.
• Having said that, using self-sexualization to advance a cause is a double-edged sword, and can easily end up more distracting the intended audience than anything else. Which sounds facetious; but as we’ll see, Bikini Girl proves to be a good case in point.
• Nevertheless, it is hypocritical to criticize politically-motivated sexualization without also criticizing commercially-motivated sexualization, and betrays a political agenda. Indeed, given the pervasiveness of the latter, using skin to get attention is an obvious tool, so it’s strange that we don’t see people stripping for a cause more often in Korea.
Finally, the chronology. Sorry that the Bikini Girl protest is actually the only one that I cover in it, albeit interspersed with all the “~녀” incidents, but another purpose in all the coming translations is getting on top of all the (far less well-documented) other ones, and I’ll either update this chronology or produce a new separate one once I do:
“I’ve written a novel to call for heavier punishments for child molesters in the Republic of Korea, which is a world of male chauvinism. This is a country where those sexually assaulting a female schoolmate are released with suspended jail terms because they were drunk, the girl was insufficiently dressed, or she was deemed a slut. This is a country where 70 percent of men have bought sex, so it is natural that people’s perspective on women’s bodies is political,” she said.
— See the Korea Herald (here and here) and Modern Korean Literature in Translation for a discussion of this reaction. In the latter, author Charles Montgomery argues that “immediately [going] to ‘child molestation’ and ‘assault’ in her argument against what is essentially a bikini shot” is too much of a jump, and that with her blanket statement of opposition to them, “Gong is doing a different version of what the GNP has tried to do to her – shutting down a clever method of getting publicity.”
— “Nude Male Campaign Appears After Bikini Girl Protest Criticized” (Daum; translation viaKorea Bang):
Nude male photos in support of the imprisoned ex-MP Jung Bong-ju from the campaigning group ‘Jung Bong-ju and Future Power’ appeared on the web today. This was in response to accusations against the bikini protest as female sexual harassment.
Choi Young-min, a professional photographer who worked closely with the ex-MP was equally famous among his followers.
Painting the message ‘I’m dead serious’ and ‘Give back my model’ on his body was to remind the viewer of his support for the ex-MP.
In his interview with Money Today, Choi argued that “the female bikini campaign to publicize Jung’s case was seen as trivializing the campaign by ‘using’ the female body. I wanted to counter those criticisms by using male nudity.”
February 5:
— Naneun Ggomsudua podcasters refuse to apologize, head host Kim Ou-joon (김어준) arguing “that their comments were not sexual harassment, nor were they intended to be” (Korea Times):
Kim said that in order for the comments to be sexually harassing, inequality of power must exist.
“The woman who uploaded the picture must feel like she would be disadvantaged if she said she was sexually humiliated. However, the woman did not feel that way and we don’t have the power to suppress her from saying it. Therefore, sexual harassment did not take place,” he said.
Kim made it clear that they would not retract or regret the comments. “The right to express a political opinion using one’s body should be recognized,” he said.
— But note that The Korea Joongang Daily provides a slightly different, more positive translation of the above (surprisingly, considering it is a conservative newspaper):
“We didn’t have any intention of sexual harassment and she [the female protestor in bikini] didn’t feel in that way,” Kim said. “She has the right to express political issues and her rights should be respected. No one can limit that right because he or she feels uncomfortable.
“It’s true that I was impressed by the biological perfection [of the woman] at first, but at the same time, I was also impressed as a political comrade by this new kind of protest,” Kim said.
— See Korea Law Today for an analysis, where author Nathan McMurray (quite presciently) noted:
I know the whole modus operandi of the creeps is to be irreverent and provocative. But irreverence is only useful when it furthers, rather than hinders, the show’s goals. I am curious if these recent events will have any impact on the upcoming presidential election, where the conservative candidate will likely be a woman (Park Kun-hye, the daughter of Park Chung-hee, who I briefly mentioned here). Plus, this stuff is just not funny. If you insist on “working blue,” please make me laugh.
— Indeed, with the benefit of hindsight, at best the controversy created distracted people from more important issues, whereas at worst it presaged deep divisions in the Left’s support for them, well before years-old misogynistic comments of one of them, Kim Yong-min (김용민) emerged in April.
— On the other hand, it’s important not to judge Kim Ou-joon’s above defense in light of those comments either, or the efficacy of Bikini Girl’s and other protests. That would just be an ad-hominem attack and guilt by association respectively.
February 6:
— Three “of the nation’s liberal online communities – Ssanghwa Tea Cocoa, Souldresser, and Hwajangbal – issued a joint statement on Monday evening that they were disappointed by the reckless remarks of the liberal hosts regarding women (Korea Joongang Daily; see the full [Korean] statement here):
“Their remark related to nosebleeds means they see women with typical male-centric views, considering women as mere tools for sexual entertainment to cheer up men’s political activities,” the joint statement said. “They also fueled controversies once again saying ‘impressed by biological perfection,’ implying that its natural to view women as sexual objects.”
“The show’s hosts should realize their show is no longer a B-level alternative broadcast and has grown into a political representative if they want to become real liberals,” the statement said.
The Web site for Chung’s fan club, called Chung Bong-ju and Future Powers, was filled with posts criticizing the joint statement…
March 1
— “Swearing Woman” slapping man on Seoul subway video goes viral (Korea Bang)
March 9:
— “Hot Soup Lady” proves not to be at fault (Korea Bang).
I’ve also noticed the trend of collective, public humiliation of Korean Girls Behaving Badly. That’s not to say that the women involved are innocent or that men are let off scot-free. But you definitely don’t see the same reaction when Korean men “act out of line.” There might be public criticism, to be sure, but nothing like the witch-hunts and publicity we’ve seen in the case of women….
March 21:
— New subway swearing “Cigarette Lady” video goes viral (Korea Bang)
March 27:
— “Beer Girl” smokes on subway, pours beer on pensioner (Korea Bang)
March 30:
— “Soju Girl” debuts, same girl as “Beer Girl”? (Korea Bang)
April 6:
— Kim Yong-min, by this stage a candidate for the main opposition Democratic United Party candidate in the northern Seoul constituency of Nowon-A, was revealed to have made vulgar and misogynistic comments when he appeared on an Internet broadcast in 2004 and 2005 (The Korea Herald):
Some of his recently revealed remarks include: “If all escalators and elevators at the City Hall metro station are dismantled, (conservative) old men and women will not be able to gather around the City Hall to hold demonstrations” and “If we take all U.S. soldiers in Korea hostage and run an armored vehicle over them one by one, Bush cannot help but step down”; and “Let’s release (serial killer) Yu Yeong-cheol and rape and kill (Condoleezza) Rice and kill Rumsfeld and Bush.
The ruling Saenuri Party, women’s rights groups and even liberal figures have piled pressure on the DUP leadership to withdraw his candidacy…
— As readers will be well aware, the DUP decided to keep him, and indeed his popularity before news of these comments emerged should not be underestimated. But with the benefit of hindsight however, this decision is widely considered to have cost the DUP the election (The Korea Herald; see this [small] poll at Korea Law Today also):
…The opposition party should have withdrawn his nomination for damage control, but it did not.
The failure to act decisively against the podcaster turned moderates and swing voters against the opposition party, undoubtedly making it possible for the ruling party to win in many closely contested districts.
If it had not been for the podcaster’s nomination, the main opposition party could have won a majority of electoral districts, if not alone, in alliance with the small United Progressive Party. Instead, the DUP won 127 seats in the 300-member National Assembly, and the United Progressive Party took 13. On the other hand, the ruling Saenuri won 152 under the leadership of Rep. Park Geun-hye.
April 9:
— “Girl in bikini uses pussy to encourage voters” (Korea Bang)
April 18:
— “Bus Girl” demands driver apologize on knees” (Korea Bang; also source, right):
As the photo went viral, other articles surfaced explaining the what presumably really happened. One such article stated that with passengers getting frustrated and the driver showing insincerity towards the situation, he was asked to get down on his knees. Another blog post claims that as the bus finally arrived at the bus terminal, the ground staff showed indifference to the passengers’ inconvenience, to which they suggested the staff get down on their knees. Refusing, the bus driver did instead. The latest “Ladygate” incident shows how just one photo can be subject to open interpretation, and how netizen opinions in Korea, no matter how far-fetched and ridiculous they may seem, are not taken lightly by news outlets – having the power to change entire news stories or even make new ones.
April 27:
— “Woman Crushes High School Girl Between Two Cars, Does Nothing” (Daum; translation via Korea Bang). The blog post translates (generally) disparaging comments from Daum of the stereotypical female driver described below, echoed by (English-speaking) commenters on the post itself:
Note: Mrs. Kim is a name frequently given to women drivers who hog the road and don’t know how to drive. perceived as a rich house wife who does nothing. Kind of like a trophy wife (but not necessarily pretty). The driver in the video is most likely NOT actually named Mrs. Kim.
The “poo-poo girl on the subway” incident, which created the latest online buzz, was later found that the woman was mentally unstable.
This case and several others showed Internet users are sometimes quick to harshly criticize and make comments about a situation without learning the exact details or hearing the full story….
Accordingly, the comments selected by the Korea Times do give the impression that the “~녀” meme may well be at an end. But if so, then I think something similar will soon take its place.
In the meantime, apologies for the long wait on this post, and expect the first of those translationsnext week soon (possibly with a Korean Gender Reader in between)!
See Busan Haps for the full article. It was prompted by Yoo In-na (유인나) and then Kim Sa-rang (김사랑; left) endorsing Gillette razors last year, when suddenly a lot of celebrities seemed to be endorsing products not normally associated with their sex.
Granted, women have been used to sell things to men for as long as advertisements have existed. And as for using Hyun Bin (현빈; right) to advertise a tea-drink that supposedly gives you a “V-line”, that’s just common sense: not only will he appeal to women, but so too might some men be encouraged to think about their own, hitherto exclusively feminine V-lines, thereby creating a whole new market.
But still: I’d wager that there has indeed been a great deal of gender-bending in the Korean advertising industry in the last couple of years. For instance, I’ve definitely never heard of a guy advertising bras before, no matter how dishy I’m assured this one (So Ji-sub; 소지섭) happens to be:
Was he chosen just because he’s a pretty face? Or was the reasoning much more subtle than that? I can’t say in this case. But I do know that celebrities have a much greater effect on our consumption choices than we all like to think. Please read the article for more on how and why…
For some hints, here is the interview with Fame Junkies author Jake Halpern that I refer to in it. If for some reason that the video below doesn’t immediately take you to it though (it’s at 34:30), then please click here instead:
Finally, if you’ve read this far, then I heartily recommend watching Starsuckers in its entirety. For me, it was especially what the narrator says at 45:45 that sold me on it, and which I encourage you all to refer to the next time someone accuses you of reading too much into anything you see in the media:
p.s. Sorry for sounding so mercenary, but please let me remind everyone that any donations for my writing, however small, are very much appreciated. Unfortunately though, I haven’t actually received any since January 21(!), and I don’t get paid for my Busan Haps articles!^^
Do Korean censors disproportionately target female singers?
No, not just those shameless hussies that sing about what they’d actually like to do with their love-interests I mean, and/or dance and show some skin to that effect. Because despite someobviousexceptions, I’d wager that Korean censors are generally equal-opportunity prudes.
Rather, I also mean those female singers that promote such harmful ideas as, say, that romance involves more than just sitting around looking pretty, waiting for a guy to notice you. Or that when you’re angry with your partner, you should say so. As whatever the actual rationales given for the banning of their work, be they indirect advertising, mention of alcohol, not wearing seatbelts while driving, or alleged double entendres in completely innocuous English phrases, somehow it seems to happen to women’s songs much more than it does to guys’.
Or maybe I just get that impression because I only ever pay attention to the women’s songs.
So, starting today, and hopefully finishing over the summer break, I’m going to painstakingly go over every banned song and music video from January 1 2011, noting the whos, hows, and whys, then moving on to the next…all the way until December 31. As I finish each month, I’ll write up the results and my analysis here.
I guess the next songs I’ll be looking at will be G-Dragon (지-드래곤) and T.O.P.’s (탑) Knockout and Don’t Go Home then, banned on the 4th and 5th of January respectively (with the latter banned a second time on the 12th!). But before I do, let’s jump ahead to July, when the Youth Protection Commission (청소년보호위원회) of the Ministry of Gender Equality and Family (MOGEF; 여성가족부) banned After School’s (애프터수쿨) Funky Man (펑키맨) for its “sexually suggestive” lyrics.
Not just because I’m a big After School fan, or because the recent news that it’s been unbanned is what finally inspired me to do this little project. But also because the muddled way the banned lyrics are being reported on Soompi (and just about everywhere else) clouds the slight girl-power theme of the song as a whole, and in turn possible — but I stress, only possible — alternate reasons for its banning.
Originally, I copied and pasted the lyrics from Naverhere, which still requires ID despite the unbanning. Realizing I was struggling with the translation because of the essentially arbitrary choice of line breaks made in that though, I decided to reformat them all, to better fit how they’re actually sung. And once I did, then in particular the question of who wants to have whom in line 8 — 갖고 싶다면 — suddenly made sense: if he wants to have her, the singer, then he has to ring ring ring her bell.
Also, if that “ring ring ring my bell” is just not the random, unrelated Konglish that it first appears, but actually an integral part of the song, then that opens the possibility that some of the other Konglish may be important too. Bearing that in mind, then the “slogan” in the last line for instance, isn’t so much lame as a handy rhyming device for the “건/geon” at the end of the line that precedes it.
But in that case, what exactly does the the “try to seduce me, keep it as you want so that I will fall for you” of line 4 mean? Does it mean that, very very literally, being shamelessly dominated is what is going to ring ring ring her bell, my surprising ultimate reading of the first verse?
You can imagine that it was with some trepidation then, that I turned my attention to the chorus…
Great — that was the very opposite message in fact, and one which is continued in the the rest of the song too. But first, consider the way the banned lyrics are being described on Soompi:
The controversy was caused over the following lyrics from “Funky Man”:
“Oooh Ooh, a little deeper / shake me around / try and seduce me / for my chest that is pumping / OK make me tingle like that oh oh oh”
What do you think? Are the lyrics explicit?
Now that we’ve covered all of those particular lyrics, then you can see that they’re actually cobbled together from verse 1 and the chorus, whereas Soompi makes them look like a direct quotation of just two lines*. Why this difference is important, is because already they’re clearly not the only “sexually suggestive” lyrics throughout the song, which raises the question of why only those ones above were singled out by MOGEF. Let alone why this song was banned when others with equally or even more explicit lyrics weren’t.
Could the censors at MOGEF, perchance, have had different, unspoken motivations? Were they, in fact, just annoyed at how “You are just a dancing puppet for me” belittled men, and so banned it using the sexually suggestive lyrics as an excuse? Or alternatively, were they perhaps a little unsettled by what turns out to be a song not about a woman who wants to be dominated, but rather one very much on top?
Alas, all that is mere speculation at this stage, and arguably reading far too much into it — indeed, there’s been at least one occasion when MOGEF was actually quite explicit about banning a song for belittling men. Also, how much of an alpha girl does the woman in this song really come across as? Not just because of that first verse, but also because, whatever the song, being assertive and confident doesn’t necessarily mean that the woman demands that the guy come to her. Rather, shouldn’t she really be going after him herself?
*I translated “OK 짜릿짜릿하게” as “Ok, thrillingly”, rather than “OK make me tingle like that”, as quoted at Soompi. But I can’t tell if it’s an adverb or a causative, so either is possible.
Finally, there’s the chorus, the first two lines of the first verse, the third verse, then the first two lines of the first verse again. To make it easier to follow along, I’ll put them all together:
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
…
가슴 뛰는 나를 향해
O.K 짜릿짜릿하게
그렇게 오오오 (오오오) 내게 다가와 DON`T STOP
지금 내가 원하는건
O.K 아찔아찔한 Game (어떻게)
오오오 (오오오) 어서 달려와, 소리쳐봐
난난나 Crack Crack Funky Man! 오 baby baby baby shout
난난나 Rock Rock on Funky Man! 오 내게 내게 미쳐봐
오늘밤 너와 단둘이, 너무나 달콤한 story
나만을 위해 춤추는 puppet
말해봐 boy
모든걸 보여줘
서둘러 boy
이밤이 끝나기전에
매일 꿈같은 이야기
해주고픈 이맘 Crazy
오 가져봐
오 느껴봐
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
Commin, oh ma funky man, uh woo deeper
Fallin, I I I I I can break u down!
…
My heart is thumping, come to me
OK thrillingly
Like that oh oh oh (oh oh oh), come to me DON’T STOP
What I do take away from the song though, is a lack of substance and logic to the official reasons for its banning, which at least opens the possibility that the official reasons are not the real ones. And while mere possibilities are not evidence of course, if the biggest gaps between official denunciations of songs and their reality consistently occur in those about assertive females (sexually or otherwise), then, well, maybe that’s something.
Yes, I realize that that’s a little subjective, so I welcome alternative suggestions for judging this sort of thing. But either way, there’ll be far too many songs to cover to do much analysis. Instead, my aim is that all of the evidence I’ll present over the next few months will enable you to decide for yourselves.
Honestly though, as I type this I’m no longer so sure that the double-standards are quite as big as many people assume, not least myself. What do you think?
It feels like a long time since I’ve posted something here simply because I liked it. So, let me put what I had planned aside for a moment and remedy that, starting by passing on this video of “internet DJ” Lee Jeong-hyeon (이정현), covering the 2000 hit Give it to me (줄래) by the singer of the same name. The next time I’m harping on about the evils of aegyo and female infantilization in Korea popular culture, please remind me of how much I love this video despite myself, and that being cute definitely does have its time and place:
Unfortunately, I wasn’t able to find much information about her when I first saw the video on Mongdori back in 2008, and I can’t find anything at all now. But I did find the music video of the song itself to compare (update: see here for a higher quality version):
And as it turns out, it was covered that same year by the Wondergirls (원더걸스), then by KARA (카라) the year after that:
Given that popularity; an English title that reminded me of double entendres like the “get into my core” from Girls’ Generation’s (소녀시대) Visual Dreams (비주얼드림); a doll in the music video that surely symbolized something; and the fact that Lee Jeong-hyeon was selected by Lady Gaga to open her Seoul concert in 2009, then — you guessed it — I just had to translate it!
(Lee Jeong-hyeon opening for Lady Gaga, 2009. Source)
뒤돌아 날 본다…넌 내가 셋을 셀동안
홧김에 끝내잔 얘길 넌 던진 것 뿐야
이대로 날 두고 갈 생각 전혀 없어 넌
거봐 너! 지금 너! 또 오잖아
Look back and you see me…while I count to three
You said that you only broke up with me because you were angry
You don’t want to leave me like this
See, look at you now. You’re coming back.
불안해 왜 불안해 내 말을 왜 못믿어
그렇게 겪어봐도 나를 몰라 왜 몰라줘
니몸에 날 묶을까? 내 옷에 써 붙힐까?
난 바로 니 여자라고…
Nervous? Why are you nervous? Why can’t you believe what I say?
Don’t you know me by now, after going through life so much together?
Shall I tie myself to you? Shall I write your name on my clothes?
I’m the woman for you
처음엔 좋댔잖아
섹시한 눈웃음도 감았다 살짝 뜬 우아한 내 윙크도
너 만을 위한거야
딴데선 난 안그래 왜 맘 좁게 날 의심해
At first, you said you liked my sexy eyes and my elegant, subtle wink
It was all for you
I don’t do that to other guys
Why are you so shallow and suspicious?
[CHORUS BEGINS]
톡 쏘는 콜라처럼 난 니 마음 속에 들어갈꺼야
지금은 화난척해도
또 풀릴걸 내가 안기면
Like a cola fizzing, I’ll rise to be in your heart
Now, you’re only pretending to be angry really
I know that will go away if I hold you
모든걸 가질래 아무도 안줄래
나 니 마음을 다 사로잡을래
나 오늘은 순결한 백합처럼
나 때로는 붉은 장미처럼
모든걸 다줄래 너에게 다줄래
나의 관심은 언제나 너뿐야
언제나 나만 사랑해줘 날 안아줘 너는 내꺼야
I’m going to have it all, I’m not going to give anything [of you] to anyone
I’m going to grab all your heart again
Today, like a pure lily, and sometimes like a red rose
I’m going to give everything to you
It’s always been just you
Please love and hold me always, you are mine
[CHORUS ENDS]
우리가 그동안 함께한 날이 얼만데
난 알아 널 알아 널 알아
너무나 잘 알고있지
하나에 하나반 둘에 또 둘에 반에 셋!
거봐 너! 지금 너!
또 오잖아…
A long time has passed since we were together
I know you, I know you, I know you
I know you so well
One, one and a half, two, two and a half, three!
See, look at you now, you’re coming back to me again
오늘은 뭐했는지 누구를 만났는지
핸드폰 왜 껐는지 물어볼래
간섭할래 사랑은 구속인걸 난 너무 잘 알지만
때로는…난 숨이 막혀…
I’m going to ask you what you did today, who you met, why your phone was off
I am going to interfere like that, because I know well that love is a prison
Sometimes it means I can’t breathe
할수만 있다면 넌 날 작게 만들어서
주머니 속에 날 넣고 다니겠다고
그게 소원이라고 그렇게 말하는 널
나 어떻게 미워하니
You said that if you could, you would make me smaller
So that you can put me in your pocket
That was your wish
How can I not love you when you’re like that?
[CHORUS REPEATS]
아무리 차가운 척해도 소용없어
넌 가득찬 내 작은 손을 넌 못벗어나
이대로 널 두고 갈생각 전혀없어 난
하나 또 둘에 반 셋…거봐 너 또 오잖아…
날줄래, 날줄래, 날줄래, 날줄래
There is no reason for you to pretend to be cold
You’re stuck with me
I won’t break up with you like this
One, one and a half, two, two and a half, three!
Look at you, you’re coming back again
I want to give myself to you (x4)
What do you think? Naturally, the feminist in me rebels against a woman loving that her boyfriend literally wants her to be his doll, but on the other hand the lyrics indicate that she’s by no means the submissive partner in the relationship. Even if she does uses a lot of aegyo to achieve that, which is the impression I get from Lee Jeong-hyeon seemingly going through her entire repertoire in the music video!
Meanwhile, apologies for the quick translation (I’m sure there’s many mistakes), and I’m more than happy to be corrected and/or explain any of it. But I do think I have the gist of it!
(See here for Lee Jeong-hyeon’s website [there’s an English section], and here for her Twitter feed)
The rationale, according to the official that thought of it, was that “the revealing outfits worn by the performers and their provocative dances could have a considerable impact on North Korean soldiers.”
Alas, nothing came of the idea. But the irony was palpable: in the 1970s, such revealing outfits were deemed subversive by the military government, with ruler-bearing policemen stopping women on the street to measure the length of their skirts (they would also cut men’s hair if it was too long).
This difference is humorously illustrated in Samsung’s 2007 commercial for the Anycall Miniskirt (애니콜 미니스커트), with Jun Ji-hyun (전지현):
It’s disappointing that it was set in the UK though, which never had such ‘fashion-police.’ Why not pick from the wealth of Korean video and imagery from that period? (Just look under “미니스커트 다속” for instance, literally “miniskirt control/supervision/clampdown.”)
My first thought was because the ad is already doing some subtle fashion-policing, through informing the Korean public of the new de facto rules. That would be much less subtle with authentic Korean examples though, and the ensuing social message, however refreshing, would be at odds with the cheerful tone of this one.
On the other hand, we can make allowances for creative license; perhaps the advertisers just wanted a swinging ’60s vibe. Also, it’s not like Koreans themselves aren’t afraid to poke fun at their old, ridiculous laws on miniskirt length (not least because they weren’t removed from the books until as recently as 2006), nor critique modern fashion and body-image ideals.
On the left, the black text reads “If it’s only the shape/appearance of LTE, then it isn’t available everywhere,” while on the right the pink reads “If it’s really LTE, then it’s available in every city.” The headline in the middle reads “But it’s different,” and finally the text at the bottom reads “The one and only LTE, in touch in every city nationwide. Automatic roaming in 220 countries worldwide.”
Personally, I think the execution is flawed—if the woman on the left is supposed to only have the shape and/or appearance of the real LTE (confusedly, “모양” means both), then shouldn’t both women actually look and be clothed exactly the same, with some indication that they’re different for some other reason (say, by having the women on the left scowling)?
Either way, the advertisement’s other message is that the woman on the right, with high-heels, a V-line face, impossibly-long (and uneven!) photoshopped legs, and a dress that only just covers her underwear, is quite literally the modern standard that all agasshis (young women) should adhere to. Jun Ji-hyun’s bobbies would be proud.
(For more posts in the “Korean Sociological Image” series, see here)
“Here is the next Samsung: fast growing Korean companies that you’d better know about.” Source.
“Stop obsessing with sex.” (Fernando)
“If I went to New York and started pointing out how many skyscrapers there were, would you suggest that it was *me* that had the obsession with noticing skyscrapers, or New York for building them all?” (Norman Lewis; source)
And indeed if you went to Seoul instead, it’d be difficult not to notice all the exposed women’s legs. Even—or perhaps especially — in the winter.
It wasn’t until I saw this November 2010 video from the Singaporean RazorTV though, that I realized the fashion might not be so common there yet. Likewise, it was just starting in Thailand, where authorities were warning against the danger of dengue fever from the ensuing extra mosquito bites:
Unfortunately, only the narrator speaks English, while the hosts and interviewees chat away in Chinese (is that normal for Singaporean TV?), and no subtitles are available. However, I was able to find this related article from parent organization The Straits Times, and it had an intriguing conclusion:
Entertainment journalist Tan Chew Yen from the Chinese Central Integrated Newsroom reasoned that showing off legs allows these girl groups to maintain a healthier but nonetheless sexy image.
It invites less controversy and criticism from concerned citizens as compared to showing cleavage, for example, due to their young fan-base.
I begto differ on the youth of their fan-bases these days. But still, those few words resonated on so many levels, potentially speaking volumes about how K-pop has developed over the last 5 years.
Next, because choreography, outfits, and music videos tailored for that distinction would be equally applicable to the more conservative—but still lucrative and influential—Chinese market, where for a long time Korean groups were considered much “safer” than their Japanese and Western counterparts:
In 2003, the Korean National Tourism Office [a major investor in the Korean wave] conducted a Hanliu tourism survey in China, Taiwan, and Hong Kong exploring attitudes to Korean culture, publishing the results online…
….It compared the impact of Korean culture with that of four “competitor” countries (the U.S., Japan, Taiwan, and Hong Kong), and in the process revealed much about Korea’s own political and nationalist concerns, particularly in relation to Japan and America. Six of the eleven options for respondents to the category “reasons I like Korean culture” reflect this preoccupation: “less sexual than Japanese culture,” “less sexual than American culture,” “less violent than Japanese popular culture,” “less violent than American popular culture,” “decreased interest in American culture,” and “decreased interest in Japanese culture.” One other echoes Straubhaar’s notion of cultural proximity: “similar in culture.” Certainly, Korea’s own music media censorship laws (which even in 1997 prohibited the displaying of body piercings, navels, tattoos, “outfits which might harm the sound emotional development of youth,” and banned violent or political lyrics), meant that Chinese TV stations could buy in Korean music videos and music TV shows knowing that they were unlikely to upset local censors. However, these questions also reflected a perception that Korea acts as a defender against excessive Westernization and as a guardian of Confucian values within East Asia. (Rowan Pease, 2009)
Of course, this assumes that the Chinese make the same distinction between legs and cleavage. But I’d wager they do—after all, Park Jin-young of JYP Entertainment especially has always had a firm eye on the Chinese market, with two members of Miss A being Chinese, and even the “A” in the name meaning “Asia.” And the group’s logo speaks for itself:
Finally, likewise hot-pants would be a perfect fit with “Ajosshi” or “Samchon” fandom. Here’s a quick definition of that for new readers:
…what is extraordinary in girl idols’ fandom is that a large number of male fans in their 30s and 40s have constructed the unprecedented scale and mode of fandom called Samchon-fans, or uncle-fans. As Samchon in Korean refers to one’s parent’s brother, this name implies the middle-aged men’s care for their young nieces. Once this familial setting is built up, a relationship between male viewers or self-claimed Samchon fans is restructured in the complicit relationship between uncle and little nieces. Accordingly, the male’s gaze at young female bodies is legitimized and normalized as the voluntary support and pure love of uncles for their nieces. Under the identity of uncle, they can deny the sexual aspect of what they see and insist on appreciating merely the pure surface of pretty children. This double male psychology of interwoven denial and justification is pervasive in the constitution of the girl idols’ fandom. Thus, with the pretentious reformulation of the male gaze into an uncle’s familial support, the male consumption of the girl bodies becomes relieved of the predictable blame for pedophiliac abnormality. (Yeran Kim, 2011; see sources below)
Previously, most discussions about Samchon fandom have focused on pointing out its existence and/or its effects, both of which you can read about in depth here and here. But in hindsight, not enough attention has been give to the process of how it came about, which this cleavage/legs distinction now potentially helps to fill. For if entertainment companies subscribed to it, having their girl-groups members flaunting their legs while covering up their cleavage, then it’s easy to see why this would provide plausible deniability for all involved.
“Because of Sistar, uncles [feel like] teenagers again!!” Source.
Not that being a middle-aged male fan of a girl-group is wrong per se of course. But for a number of years the Korean media would indeed promote the deceitful “innocent until proven sexual” byline of Samchon fandom (and to a large extent still does—see here and here), providing a window for entertainment companies to sex up performances to their hearts’ content.
Was this the result of a deliberate, years-long strategy by entertainment companies? That’s unlikely: not only did Girls’ Generation at least actually wear “skinny jeans” well before hot-pants for instance (I believe they only started doing so with Tell Me Your Wish in July 2009), but it’s difficult to speak of grand plans by JYP, for instance, when he’s well known for his constant experimentation with groups, trying everything until one concept finally succeeds.
In short, I think entertainment companies lucked out. But like the video says, K-pop has been about legs, legs, and legs ever since they did, and with a palpable influence on Korean fashions. Moreover, whether they’re on the screen or on the streets, people will still make much the same claims about them:
…people maintain [Girls’ Generation are] pure, clean, and cute, and everyone tries to erase and deny the blatant fact of their sexualization in that curiously Korean way that college freshman can click-clack to class in 5-inch hooker heels and a leather skirt and when asked if that might not to be too risque for class, people get defensive and indignant and call the gazer the pervert, while letting the main parlayer in and of the male gaze (the women totally subjecting herself to it) off the hook. (Michael Hurt; source)
Granted, mini-skirts especially are just as — if not more — popular in Japan, so it’s entirely possible that the Korean trend actually comes from Japan, and predates the girl-group boom of the late-2000s. Yet I don’t personally recall seeing quite so many legs on the streets of Busan (which is much warmer than Seoul!) until just a few years ago, with the exception of World Cup summers (when standards are relaxed). And while I’m usually loathe to ascribe top-down origins to fashion trends, I’d be lying if I said Koreans don’t seem to be notoriously conformist in this regard (as this 2004 Prugio commercial with Kim Nam-ju used to be a good illustration of, before the video was taken down!):
And on that note, please let me know what you think, and by all means poke holes in it—my connection between girl-groups only showing their legs and the rise of Samchon Fandom is just the germ of an idea at the moment, which now needs fleshing out (not unlike many of the legs themselves). But if I do say so myself, it’s one of the biggest epiphanies about K-pop I’ve had in a while!
Update 1—See here, here, and here for the next 3 parts of the RazorTV video, about which idol has the best legs, problems with underage performers, and the increasing objectification of male idols respectively. Parts 2 & 3 also have more English
The difference in what constitutes as ‘sexy’ bodyparts is an interesting one. Back home (western Europe) I’m much quicker to reveal cleavage or shoulders, but I spent half a year in Thailand and had to adjust to wearing shorts, but tops with sleeves. The shorter my skirt or shorts, the longer my sleeves would be. I actually grew self conscious of how much upper body I was showing, but usually have the same feeling concerning my lower body here in Europe. It completely changes your perspective on what’s considering ‘revealing’.
Like I say there, this reminded me of some of my female students back in 2000 complaining of middle-aged and old women telling them to cover up their bare arms. This was in Jinju/진주 though, a university town but still quite small and conservative, so I don’t know if their counterparts in larger cities had the same problems.
Sources
Yeran Kim (2011): Idol republic: the global emergence of girl industries and the commercialization of girl bodies, Journal of Gender Studies, 20:4, 333-345.
Rowan Pease (2009): Korean Popular Music in China: Nationalism, Authenticity, and Gender, in Chris Berry, Nicola Liscutin, and Jonathan D. Mackintosh ed.s, Cultural Studies and Cultural Industries in Northeast Asia: What a Difference a Region Makes, 151-167.
This may be an old ad, but it’s just a great introduction to my Gender Advertisementsin the Korean Context lecture. I’ll probably still be using it 10 years from now.
First, because it shows the value in spending a couple of extra seconds to really look at an ad. Most readers probably immediately notice the faux scratches and blotches on it, reminiscent of a phone screen overlay, but it’s easy to overlook that Kang Dong-Won (강동원) and Kim Tae-hee (김태희) themselves are also supposed to resemble the advertised phone. Once you notice that his collar resembles the reflection on the screen though, then you’ll quickly realize that his grey button represents the dial, and that her black belt buckle matches the cover of the entry port, the curve of her breasts the back of the phone at the top. It’s really quite clever.
But still: if they’re supposed to resemble the phone(s), then why weren’t models of equal heights used? Or why wasn’t the layout of the ad rearranged and/or Kim Tae-hee photoshopped to make her look as tall as Kang Dong-won? Either would have been quite easy, as this second phone ad with the two of them makes clear (source).
To explain, I raise Erving Goffman’s concept of “Relative Size”, or the fact that, if random men and women are paired off together, then in 1 in 6 cases the woman would be taller than the man, whereas in advertisements it’s as low as 1 in 200. Later, I consider the obvious rejoinder that Kang Don-won and Kim Tae-hee were primarily chosen for their celebrity status, discussing why65% of Korean advertisements feature celebrities, whereas it’s only 10% in most other developed countries. Finally, there’s also the concept of “Licensed Withdrawal” to mention, one aspect of which is how men are often shown providing virtual shields for women.
Bearing all that in mind, what does this Samsung SHW-A210S Shape Phone on the right remind you of (source), released back in November 2010? Specifically, the side, which according to Samsung is a particularly attractive feature of the model?
Alas, Samsung was really just attempting to capitalize on Uee’s star power, and on men’s interest in seeing and women’s interest in having an “S-line” (again, the copy makes that explicit). Lest we forget though, that actually means a great set of tits and ass, and it’s testament to the saturation of the term in Korean advertising and popular-culture that Samsung could get away with linking it to a completely unrelated inanimate object.
But that’s not the main reason I’m highlighting the phone here – after all, it’s by no means the first time the S-line has been used to sell one. The Wondergirls (원더걸스), for instance, did so back in 2008:
Instead, what makes this advertising campaign stand out is because on the one hand, Samsung is taking advantage of one body label to sell something, but on the other it’s attempting to replace that label a new one of its own creation – the yoptae (옆태), or “profile”.
The Invention Process
Actually, the campaign starts quite innocently, with Uee simply sketching profiles of things, finishing by announcing that it’s now “The Age of the Profile”. Later on in the campaign, visitors to the website would be encouraged to submit their own sketches and photographs in a competition:
But not before viewers were show which kind of profile the campaign was really focused on. Skip ahead to 0:40 for fashion tips on how to show it off:
Next, Men’s Health cover model (source) and fledgling drama star (and friend of Rain!) Jung Sueng-kyo (정승교) is shown working on his own profile. And you’ve just got to hand it to Samsung for thinking of something that can be applied equally to men and women:
Instead of running with that equally-opportunity objectification though, we’re quickly back to women’s profiles. It’s difficult not to wonder if advertisers are just a little too used to using women’s bodies sometimes:
Context – The Profit Motive
Usually, when Korean body terms are explained to non-Korean audiences, then they’re made out as simple equivalents of English ones, the S-line and now profile substituting for the “hourglass figure” for example. But unlike that term, which I’d wager goes back to at least the infatuation with corsets in the 1800s, the S-line wasn’t even around when I came to Korea in 2000: jjookjjook-bbangbbang (쭉쭉빵빵) was used instead. Moreover, not only are so many invented these days that it’s difficult to keep track, but the pace and especially audaciousness with which this is done in Korea is nothing short of outstanding (source, below right).
(Update: I may be mistaken about how old the hourglass term is – Stuart and Elizabeth Ewen, for example, only mention the “Grecian Bend” in Channels of Desire: Mass Images and the Shaping of American Consciousness {1992; p. 75}. But surely it dates back to at least the 1950s?)
You are probably already familiar with the unbelievable example of the X-line for instance, which is literally only possible in Photoshop, but you may be surprised to also learn that companies are also constantly trying to get the public to redefine “established” terms too, lingerie company Vivian (비비안) hoping to make the V-line better known as the line between a women’s breasts rather than a triangular jaw (which Kwangdong Pharmaceutical sells – yes really – “Corn Silk Tea” to help you obtain). On top of that, Yes’ (예스) lingerie company and W Magazine would rather have that area of a woman’s body known as a Y-line and W-line respectively…while in turn other companies still would rather have the Y-line mean a woman’s back.
And that alphabet soup is just the tip of the iceberg when it comes to that competition for buzzwords and (re)definitions that will stick with consumers. But unfortunately there’s only so much I could fit on a Powerpoint slide!
Media Promotion
Of course, the media and Korean public are well aware of this – the combined image on the left of that slide is testament to that (I added the two on the right). But in my own experience, usually the latter finds the situation more humorous than concerning (a generalization I’d be very happy – but don’t expect – to be proven wrong), while the former merely “reports” on the new body labels (and others like “Gold Misses” – more abstract perhaps, but still very much designed to get women to buy things), only very rarely criticizing the process and/or its effects. In so doing, it serves to simply promote the term, whether that’s in direct collusion with the companies or otherwise.
Take, finally, this inane example from Star News, a transcript of which (from here) I’ve translated below. If you get confused by some of the dates mentioned in it, please note it was aired in November 2011:
스타노출의변화, 옆태가뜬다? The way stars show off their bodies is changing, the “profile” look is now booming
[Y-Star] 스타들의 노출이 많아지면서 섹시한 앞태는 물론이고 일명 숨 막히는 뒷태라 불리며 신체의 뒤 라인이 주목을 받고는 했었는데요 이제 노출의 키워드는 바로 옆태가 됐다고 합니다. 새로운 섹시함의 상징, 옆태에 대해 <스타뉴스>가 알아봤습니다.
While stars have been showing a lot of skin recently, and of course people’s focus is on their sexy “front figures”, and most recently on their so-called breathtaking “back figures”, now a new body-revealing keyword is emerging – the profile. A new symbol of sexiness, Star News has investigated.
드라마 <브레인>를 통해 1년6개월여 만에 컴백을 알려 화제가 된 최정원.오랜만의 제작발표회에서 모습을 드러낸 것보다 더 화제가 된 것이 있습니다. 바로 옆태가 훤히 드러나는 파격 시스루 의상인데요
A year and half since her last acting role, Choi Jung-won has recently made a comeback in the drama Brain. At a press conference about it, the topic of how she looked was much more interesting than the drama itself, as she wore a striking see-through dress that was very revealing in profile.
[현장음: 최정원] 안녕하세요 <브레인>에서 지혜 역을 맡은 최정원입니다
[Choi Jung-won]: Hello everyone, I’m Choi Jung-won, and play the role of Ji-hyae in this drama.
이날 최정원은 이번 시즌 트렌드인 토트 무늬가 가미된 블랙 원피스에 은빛의 과감한 킬힐과 우아한 헤어스타일을 더해 한층 성숙해진 매력을 과시했는데요
On the day of the press conference, Choi Jong-won showed off this season’s trend of a black one-piece with a jigsaw-like design; silvery, bold killer-heels; and had an elegant hairstyle, all of which combined to make to make her attractiveness all the more mature.
특히 옆태가 훤히 보이는 파격 시스루 원피스는 주위 시선을 사로잡으며 집중 플레쉬 세례를 받기도 했습니다
In particular, her profile, visible through her striking one-piece dress, received a lot of attention, getting lots of camera flashes.
이 아찔한 옆태노출패션은 작년 11월, 애프터스쿨의 유이가 선보이기도 했었는데요 일명 옆태폰이라 불리는 한 휴대폰 광고에서 보일 듯 말듯 옆태라인을 노출한 미니 드레스를 입고 옆태 댄스를 선보이기도 했었습니다
This dizzy profile-revealing fashion was also shown off by After School’s Uee last November, in a dance wearing a now-you-see-it-now-you-don’t revealing mini-skirt in a commercial for the so-called “Profile Phone” (source).
그리고 월드컵 축하공연을 위해 무대에 올랐던 포미닛의 현아는 붉은 악마 티셔츠의 옆 라인을 과감하게 자른 의상으로 파격적인 노출을 해서 화제가 되기도 했죠
Also, in a public performance to congratulate soccer World Cup players, 4Minute’sHyuna appeared on stage in a Red Devil t-shirt with the side cut away, so revealing that it became a hot topic (see below).
지난해 유이와 현아에 이어 올해는 최정원 뿐만 아니라 많은 여배우들이 옆태를 내세운 몸매로 시선을 끌기도 했습니다
Following Uee and Hyuna last year, many actresses have drawn attention to their bodies by showing off their profiles, not just Choi Yong-won.
지난 10월 6일 개막한 부산국제영화제에서 파격적인 노출 패션으로 화제를 모았던 신인배우 오인혜.
This October the 6th, new actress Oh In-hye’s exceptionally revealing dress at the opening ceremony of the Busan International Film Festival also became a hot issue.
어깨는 물론 가슴을 거의 드러낸 오렌지 빛 드레스를 입은 그녀는 가슴라인과 등 라인을 노출한 것은 물론이고 아슬아슬하게 비춰지는 옆 라인은 보는 이들의 입을 딱 벌어지게 하기도 했습니다
Of course the orange dress showed off her shoulders, and almost completely exposed her breasts, but it was how dangerous she looked in profile [James – i.e., how close it was to also showing her nipples] that had people’s mouths agape.
그런가하면 지난 7월 14일 열렸던 부천 국제 판타스틱영화제 개막식 현장에서 가장 화제가 됐던 배우 곽지민은 앞트임, 뒤트임에 이어 옆트임까지 노출 포인트를 모두 갖춘 무한 노출 패션을 선보였는데요
Also, at the opening ceremony of the Bucheon Fantastic Film Festival on July 14th, the hottest topic was actress Kwak Ji-min’s outfit, which, being open at the front, back, and the side, revealed almost everything.
[인터뷰: 곽지민] 반응이 그렇게 뜨겁게 될 지는 상상도 못했어요. 학교에서 특히 반응이 굉장히 뜨겁더라고요
[Kwak Ji-min]: I could never have imagined the reaction would have been so intense. It was especially heated at [the?] school. [Kwak Ji-min is 27, so I don’t know what school she’s referring to. Is she referring to a festival venue? – James]
Update: Thanks to (native Korean) Grace in the comments, who clarifies that Kwak Ji-Min is “referring to how popular that image is among schoolboys, saying that the reactions were hot from schools, i.e. the kids in school.”
드라마<내 마음이 들리니>에서 발랄한 캔디녀로 사랑을 받았던 황정음. 지난 5월 공개했던 섹시화보 제작발표회에서 언뜻 보면 평범해 보이지만 옆라인에 반전이 있는 의상을 입어 눈길을 끌었는데요 슬쩍 보이는 상체 라인이 더 아찔했다는 평가를 받았습니다
Hwang Jung-eum has received much love for her role as a vibrant and active candygirl [James – I’m told this means a young woman who’s cheerful and extroverted, especially someone who overcomes some kind of adversity] in the drama Can You Hear my Heart. In May, at a press conference for her new sexy photobook, at a glance she appeared to be wearing ordinary clothes, but if you looked closer you saw that she was wearing eye-catching ones that showed off her profile, making you think of her upper body in a new light [James – see here for my translation of a blogger’s thoughts on how such “exposure” affects her career].
이어 지난 7월 한 패션매거진 화보를 공개한 윤은혜는 옆 라인을 살려 상의를 탈의하고 손으로 가슴부위를 감싸 안은 파격적인 포즈로 화제가 되었죠 그리고 상체 위주의 옆태 라인을 강조하던 다른 스타와는 달리 하체 옆 라인을 과시하며 아찔한 각선미를 보여 주기도 했습니다
In July, Yoon Eun-hye became a hot topic by showing off her profile in a photoshoot for a fashion magazine, undressing her upper body and embracing herself, covering her breast with her hand. Unlike other stars that emphasize the top half of their profiles, Yoon Eun-hye mostly shows off the bottom half of hers.
이렇게 과감하게 옆 라인을 노출해 제대로 된 S라인을 뽐내는 스타들이 많았는데요 새롭게 떠오른 노출의 키워드 옆태! 적정한 선을 지킨 옆태 노출로 진정한 아름다움을 뽐내길 바랍니다.
There are now many stars that have been showing off their well-made S-lines through boldly exposing their profiles like this, making “profile” the new exposure keyword! But let us hope that nobody overdoes it, only showing off sincere beauty by exposing their profiles (end).
If you were confused by the second to last paragraph, then you weren’t the only one: as is clear from the image above (seen in the video), Yoon Eun-hye’s photoshoot was actually in October, and the other pictures can only be said to emphasize the bottom half of her profile (alas, not her bottom itself) in that her legs are physically longer than the upper half of her body. But speaking of Yoon Eun-hye, and to end on a positive note, by no means does all the above imply that Korean celebrities feel compelled to show off every new body term out there, nor – if they do decide to – that they can’t exploit them for their own ends, and/or simply to feel sexy. For much more on that, please see here!
(For all posts in the “Korean Sociological Image” series, see here)
Sorry for the slow posting everyone: alas, I’m so busy with all my offline projects these days that my planned posting schedule for 2012 is already proving unsustainable. But in the meantime, the news stories just keep coming!
(Source)
(Source
The Grand Narrative 
