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박소정(Sojeong Park) 한국언론학회 2020 한국언론학보 Vol.64 No.6
While K-Beauty is globally recognized as a burgeoning industry, this study explores and analyzes the colorism of the K-Beauty industry. Colorism, or discrimination based on skin colors, can be found in the discourse of hierarchies formed by the culmination of idealized skin called ‘mibaek’ in Korean society. And K-Beauty industry which is the Korean media-beauty complex mediates this discourse to overseas audiences. As the imagery of impeccably fair skin of Korean stars is epitomized as a new beauty model in East Asia, K-Beauty produces new norms and hierarchies that require critical exploration. What cultural significance does K-beauty have in the global media-beauty scene? And what hegemonic power does it exert? In order to answer these questions, this study explored various images and texts on K-beauty online and conducted focus group interviews in Thailand and Vietnam. The findings reveal that Korea is being perceived as a ‘country of white skin’ by overseas K-Beauty consumers. In particular, K-beauty provides Southeast Asian people with an attainable beauty model or relatable ideal, replacing Westernized beauty norms. However, on the other hand, colorism is produced in the process of K-beauty being circulated as a transnational product, and this study aims to provide a critical perspective on this. K-Beauty reveals its imperial power through the exclusivity of Korean stars’ bodies, the formation of a hierarchy between Northeast Asia and Southeast Asia, and its barrier to racially otherized bodies. First of all, K-pop idols who are the main mediators of K-beauty mostly conform to a specific visuality. This implies the confined Koreanness of K-beauty, which is not free from colorism as it excludes other racial visualities. Second, several quasi-K-beauty products in Southeast Asian countries regards the Northeastern look as a beauty model, highlighting a lighter complexion. And this produces and reproduces the hierarchy between Northeast Asia and Southeast Asia. Lastly, this study pays attention to black beauty YouTubers who have tried K-beauty make-up. Their content and perceptions of some audiences reveal that the diversity and inclusivity of the K-beauty industry is highly limited or nothing more than a marketing rhetoric. As such, in the realm of K-Beauty, where the ‘K’ strongly signifies a certain power related to nationalism, it tries to secure a territory exclusive to a specific skin color. Based on all these findings, this study argues for the necessity of cultivating sensitivity to the matter of race, ethnicity, and skin color that have long been overlooked in Korean society, and suggests further inquiries for Korean media studies.
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Politics of ‘Othering’ in Image and Space
Joo, Seung-hye(주승혜) 건국대학교 스토리앤이미지텔링연구소 2016 스토리&이미지텔링 Vol.12 No.-
In this paper I focus on the politics of othering in image and space imbedded in Colorism. In the twenty-first century the problem of race matters, but the problem of color still matters in multi-cultural, sociopolitical, and economic areas because power of whiteness constantly produce and reproduce prejudice and discrimination on image and space by the politics of othering in Colorism and white nationalism. Even last a few decades the sociological approach to Colorism has been extended in various ways, it is said that the researches on this field of skin color and Colorism are in its infancy. The problem of color and Colorism based on skin color tone has been deeply involved Slavery and Jim Crow segregation in the history of the United States. The One drop rule is one of the representative laws to alienate “others” by the politics of othering to maintain “pure whites” “underneath the skin” as a social control. The brown bag test in blue-Vein society of black community is also shown as color prejudice and discrimination manifested by the power of whiteness/white supremacy. Analyzing and evaluating color ideology in Colorism as an exploitative system would help to reveal the power of the dominant culture and ideology as manifested in Colorism. Eliminating the color line in the “color cast” is to make on race different people of color in the global world.
KCI
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