From Boyfriend to Boy’s Love: South Korean Male ASMRtists’ Performances of Digital Care

2021 ◽  
pp. 152747642098582
Author(s):  
So-Rim Lee
Keyword(s):  
Gender Roles ◽  
South Korea ◽  
Gender Norms ◽  
Self Care ◽  
The Internet ◽  
South Korean ◽  
Normative Expectations

YouTube-based ASMR (Autonomous Sensory Meridian Response) has become widely popular in South Korea as a readily accessible mode of self-care. However, ASMR scholarship in South Korea has largely overlooked a discussion of its engagement with gender norms. This essay fills the gap by analyzing South Korean male ASMRtists performing digital care through “boyfriend role plays” and “boy’s love (BL) role plays.” Probing into these examples from the perspective of digital gender, I argue that the ASMR’s haptic encounter has the potential to turn the ASMRtist, the audience, and the Internet itself into active performers rehearsing the possibility of subverting the offline society’s normative expectations of gender roles.

Intention to Formally Report Family Violence in South Korea: Based on Black’s Theory of Law

2020 ◽  
Vol 32 (2-3) ◽  
pp. 96-102
Author(s):  
Sihyun Park ◽  
Sin-Hyang Kim
Keyword(s):  
Domestic Violence ◽  
Public Education ◽  
Gender Roles ◽  
South Korea ◽  
Family Violence ◽  
National Survey ◽  
Representative Sample ◽  
South Korean ◽  
Practical Guidelines ◽  
Theory Of Law

Generally, filing a formal report of family violence is considered a difficult task, although it is the main source from which police can take action. The purpose of this study was to examine the factors predicting the intention to formally report family violence in South Korea, based on Black’s theory of law. The data were drawn from the National Survey of Domestic Violence, collected from a representative sample of 5777 members of the South Korean population. The results indicated that people generally showed a greater intention to report violence that they witnessed in other families as opposed to their own family. Perceived gender roles and information about institutions where individuals might seek help for family violence were the strongest negative and positive predictors of the intention to report, respectively. The findings can be used as evidence when developing public education and practical guidelines to promote official reporting of family violence.

scholarly journals The Making of Microcelebrity: AfreecaTV and the Younger Generation in Neoliberal South Korea

2018 ◽  
Vol 4 (4) ◽  
pp. 205630511881490
Author(s):  
Hojin Song
Keyword(s):  
Social Media ◽  
South Korea ◽  
Self Care ◽  
Live Streaming ◽  
Aggressive Interaction ◽  
Chat Rooms ◽  
South Korean ◽  
Branding Strategies ◽  
Media Platform ◽  
Personal Success

This article follows a recent thread of work on microcelebrity on social media and examines live streaming broadcasting jockeys (BJs) on AfreecaTV and their self-branding strategies in the South Korean context. As the nature of media platform influences self-branding tactics of microcelebrity, this article focuses on analyzing the text of popular live streaming and the chats among the viewers and BJs. Using the framework of authenticity, I argue that popular microcelebrities of AfreecaTV present a self-branding tactic of staged personae that are often exaggerated and aggressive rather than presenting self as intimate and ordinary figures who interact immediately with their fans. Staged personae are presented in conjunction with the viewer as the aggressive interaction in the chat rooms between the BJ and the audience strengthens exaggeration and aggressiveness. In the context of neoliberal self-care, I also argue that the making of microcelebrity on AfreecaTV is distinctly shaped by the larger generational culture of yingyŏ. The focus on unproductive work, idleness, and momentary entertainment among BJs and the viewer represents their rejection to neoliberal self-care, which has long been a key tool of personal success and prosperity in the context of neoliberal Korea.

scholarly journals Effect of Character Marketing and Marketing Mix on Usage Intention of Internet-Only Banks: Evidence From South Korea

SAGE Open ◽  
2021 ◽  
Vol 11 (4) ◽  
pp. 215824402110672
Author(s):  
Jong Ho Lee ◽  
Heejun Park
Keyword(s):  
South Korea ◽  
Brand Equity ◽  
Marketing Mix ◽  
The Internet ◽  
Performance Difference ◽  
Research Model ◽  
Marketing Activity ◽  
Customer Perception ◽  
South Korean ◽  
Marketing Activities

Two South Korean internet-only banks were established around the same time, but their performances differ significantly when the product is similar to intangible values such as brand equity and marketing efforts. This study credits brand equity with causing performance difference and proposes a research model to examine which marketing activities construct brand equity. Traditional 4P marketing activities and character marketing are selected as marketing mix activities. Additionally, this research examines whether marketing activity effectiveness is affected by gender and evaluates customer perception about internet-only banking based on a survey. The results show that all the considered marketing activities are significant in establishing brand equity; however, their effect on brand equity is moderated by gender. This research contributes to marketing by considering brand equity in the internet-only banking context and emphasizing the effect of marketing activities using characters. Industry managers could use these results to achieve competitiveness by fostering brand equity.

“Before I am biologically a male, I am me”: Exploring gender identity of South Korean male exotic polers

2020 ◽  
pp. 101269022096876
Author(s):  
Yunjung Kim ◽  
Sun Yong Kwon
Keyword(s):  
Gender Roles ◽  
Gender Identity ◽  
Contemporary Literature ◽  
Gender Norms ◽  
Physical Activities ◽  
Research Participants ◽  
Biological Sex ◽  
South Korean ◽  
Oriented Activity ◽  
Individual Self

The field of sports has traditionally been a domain that practices and reinforces masculinity. However, in contemporary literature, observations and experiences of males in sports have expanded their ideas on masculinity as well as gender identity. Furthermore, there is an increase in males participating in non-orthodox masculine physical activities, most of which are known as “gender appropriate” for females such as cheerleading, dance, gymnastics, etc. Recently, pole dance – a stigmatized female-oriented activity – has become a newly introduced activity in the sports scene and one in which males are gradually engaging in worldwide. In the case of Korea, the phenomenon of men taking part in female-concentrated activities is not common; however, there are a rising number of male pole dancers visible through national competitions and media sources. Therefore, this study explores the experiences of Korean male exotic pole dance practitioners to understand how they define gender identity whilst participating in a highly female-oriented activity. It was found that research participants articulated beyond their biological sex and practice not to conform to social gender roles, and rather emphasized their manifested identity of individual self. Despite Korea’s cultural and traditional aspects of gender norms, this study establishes a broader segment of gender ideas and expands the understanding of various identities spoken among male polers.

Elusive Belonging

2018 ◽  
Author(s):  
Minjeong Kim
Keyword(s):  
South Korea ◽  
Sense Of Belonging ◽  
Foreign Born ◽  
Multicultural Society ◽  
Projected Image ◽  
South Korean ◽  
Everyday Lives

With the unprecedented number of foreign-born population, South Korea has tried to reinvent itself as a multicultural society, but the intense multiculturalism efforts have focused exclusively on marriage immigrants. At the advent and height of South Korea’s eschewed multiculturalism, Elusive Belonging takes the readers to everyday lives of marriage immigrants in rural Korea where the projected image of a developed Korea which lured marriage immigrants and the gloomy reality of rural lives clashed. The intimate ethnographic account pays attention to emotional entanglements among Filipina wives, South Korean husbands, in-laws, and multicultural agents, with particular focus on such emotions as love, intimacy, anxiety, gratitude, and derision, which shape marriage immigrants’ fragmented citizenship and elusive sense of belonging to their new country. This investigation of the politics of belonging illuminates how marriage immigrants explore to mold a new identity in their new home, Korea.

The Emergence of Business Groups: Israel and South Korea Compared

2002 ◽  
Vol 23 (5) ◽  
pp. 737-758 ◽  
Author(s):  
Daniel Maman
Keyword(s):  
South Korea ◽  
Multinational Corporations ◽  
Business Groups ◽  
South Korean ◽  
Economic Organizations ◽  
Self Sufficiency ◽  
Institutional Contexts ◽  
1960S And 1970S ◽  
The 1960S ◽  
Korean State

This paper examines the emergence of business groups in Israel and South Korea. The paper questions how, in very different institutional contexts, similar economic organizations emerged. In contrast to the political, cultural and market perspectives, the comparative institutional analysis adopted in this research suggests that one factor alone could not explain the emergence of business groups. In Israel and South Korea, business groups emerged during the 1960s and 1970s, and there are common factors underlying their formation: state-society relations, the roles and beliefs of the elites, and the relative absence of multinational corporations in the economy. To a large extent, the chaebol are the result of an intended creation of the South Korean state, whereas the Israeli business groups are the outcome of state policies in the economic realm. In both countries, the state elite held a developmental ideology, did not rely on market forces for economic development, and had a desire for greater economic and military self-sufficiency. In addition, both states were recipients of large grants and loans from other countries, which made them less dependent on direct foreign investments. As a result, the emerging groups were protected from the intense competition of multinational corporations.

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