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박선양,김소현,윤초롱 한국패션비즈니스학회 2024 패션 비즈니스 Vol.28 No.6
The Escape The Corset (ETC) movement, which originated in South Korea in 2018, serves as a powerful protest against traditional gender norms surrounding appearance, particularly in relation to fashion, makeup, and hairstyles. This study delved into the essence of the ETC movement through a content analysis of Instagram posts and newspaper articles. Utilizing a grounded theory approach, the research examined various dimensions, including key phenomena, underlying causes, social contexts, and the broader cultural landscape. The primary phenomenon identified is the resistance to the "appearance-corset," a metaphorical term describing the constraints imposed by societal beauty expectations on women. This resistance was ignited by the #MeToo movement and personal negative experiences related to managing appearance. A crucial element of the movement is the role of social media, which provides a platform for participants to connect, share their resistance, and foster solidarity. Online interactions have cultivated a sense of community and mutual support, enabling participants to enhance their confidence, self-love, and self-esteem. The researchers contend that this study offers valuable insights into the ETC movement as a form of social activism, highlighting how this feminist protest not only critiques beauty standards but also contributes to broader discussions on gender equality and personal empowerment.
The Occurrence and the Background of ‘Pink Tax’, the Interaction between Consumers and Industries
박선양 한국복식학회 2023 International journal of costume and fashion Vol.23 No.1
Pink tax refers to a pricing disparity of goods and services by gender. Discourses on the issue have been steadily growing over the past five years. This study aimed to explore the pink tax phenomenon that has occurred in the domestic (South Korean) fashion industry. Case analyses were conducted with a qualitative approach. The data was collected from online news written from April 2018 to March 2023. The findings expand specific and diverse cases of pink tax within South Korean fashion industry. A total of 196 news articles were collected. Then, the articles duplicated or irrelevant were excluded. Total number of 62 articles were analyzed. The findings reveal the scheme of pink tax occurrence demonstrating the social and cultural background. The industry insiders have the idea of gendered norm, which is eventually applied to their marketing strategy. It led to a lower quality and higher retail price of women’s products. There are several implications for academia and industry. This study provides insights under the topic of gender and clothing studies, and for the qualitative research methods of using news article as research data. Fashion brands are advised to consider pink tax free as an attractive option.