여성의 몸 담론과 성형담론의 상호텍스트성에 관한 연구 : 여성잡지의 기사와 성형의료광고를 중심으로 = Study on intertextuality between discourses on the female body and plastic surgery : focusing on female magazine articles and medical advertisements

다국어 초록 (Multilingual Abstract)

Korea is a society where making one's appearance more beautiful is commonly accepted. This phenomenon is so prevalent that people even go under the knife to physically transform themselves, triggering the "waves of plastic surgery." Why have Korean women become so obsessed with changing their outward appearance? Is their desire to have plastic surgery voluntary? And is their decision to actually take action on such desires voluntary? This study starts with the premise that the media discourse on the female body underlies the formation of female desires and strategies to manage their bodies. It then goes on to analyze the discourse in articles and advertisements and in the plastic surgery and media industries, the two entities leading the media discourse on the female body. The two industries are inseparable, in fact. Rather, they form special relations with advertisers, the media and reporters.
This study on how the discourse in female magazine articles and plastic surgery ads is constructed and on how intertextuality is established between the two examines the way the media discourse changes female readers' ideas and perceptions regarding their bodies. It also investigates what effects the media discourse has on women's management of their bodies.
Subject 1 focuses on how female magazine articles on the body are organized. Subject 2 looks into how the discourse in female magazine ads on plastic surgery is constructed. Subject 3 addresses the intertextuality of the body discourse in female magazine articles and that in plastic surgery ads. This study has been conducted through the semiotics method, by analyzing "Woman Sense," a magazine for married women, and "CeCi" for single women.
From subject 1, this study found that the articles subdivide the female body into many small parts. They do not see the body as one, but rather dissect the body from head to toe, highlighting each body part. Second, the articles find faults with the female body. Subdivided parts become the target of transformation, and standards for transformation are presented. Third, women's bodies are idealized. As ideal conditions for the female body, the articles suggest a young and Westernized body, with white skin, the model body of celebrities and film stars, thereby disseminating a manipulated image of beauty. Fourth, the articles depict the female body as an object merely to be looked at by men. What the articles are trying to say is that women can make accomplishments or complete their beauty only when they satisfy the needs and expectations of men. Consequently, the female body remains dependent upon the male. Fifth, the articles assume professional authority by adopting scientific jargon. Sixth, they directly disseminate and promote the necessity of plastic surgery by colluding with the plastic surgery industry.
From subject 2, it was found that plastic surgery ads in female magazines portray an ideal body. Second, the target of plastic surgery is expanded from the face to the whole body. Third, total solutions are provided for the body. Fourth, the ads imply that appearance determines one's destiny in life. Fifth, they suggest that how a woman looks determines the social bracket she belongs to. Sixth, surgery technology is regarded as a form of art. This is a strategy to disguise plastic surgery as a sculptor's rather than as medical practice. Seventh, the advertisements depict plastic surgery as something commonplace. This strategy is designed to disguise such medical practice as a daily routine, as if it were an act of sipping a cup of coffee. Eighth, natural beauty is stressed. Although plastic surgery is artificial, the ads emphasize naturalness and thereby raise a contradiction. Ninth, new technology suggested in the ads stimulates women's desire to benefit from it, but their desire is ultimately not satisfied due to the nature of ever-developing technology. Tenth, the female body is formed from a socio-cultural perspective.
This study has discovered that the spread of scientism among the public was possible due to concealed special methods of discourse. In plastic surgery discussions, the body is not considered in terms of a physical body as such. Rather, it is deemed to be part of the social milieu, such as the status that a woman holds and the class she belongs to in a society or culture. The body is also replaced with fate or with the values of individual life, like happiness. By specifically giving the body the value of emotions, hierarchy and civilization, the plastic surgery discourse effectively induces the public to believe that the condition of the body is not a matter concerning the body itself, but instead that of individual life and personality.
From subject 3, this study has found that there are various forms of hidden intertextuality between female magazine articles on the body and plastic surgery ads. First, bodily defects that are often identified as problematic in these articles are offered solutions by the advertisements. Second, such articles deal with public discourse from a professional point of view, and in turn the ads popularize the professional discussions. Intertextuality is found not only within such discourse only, but exists even outside the body discourse in various forms. More specifically, contents of discourse are exchanged, opinions on ideal physical characteristics are shared, professional article writers are interrelated, or editing and arrangement techniques are closely linked.
Through the very intertextuality between articles on bodily appearance and plastic surgery ads, the discourse in plastic surgery ads combined with scientism and capitalism has been popularized. And in this process of intertextuality, the right to edit, which was supposed to be independent, proved to have been infringed so as to carry advertisements.
Based on analyses of the three subjects, this study determines that body discourse in female magazines has played a key role in diversifying plastic surgery in Korea. A variety of plastic surgery products have come out as the female body is dissected from head to toe into many small portions, and specific standards for every part of the body are established to find faults with the body sections. As a result, new surgery products appear aimed at the body parts that previously were not considered as candidates for undergoing plastic surgery.
To meet the requirements for the body standards described in magazines, most women of necessity become potential customers for plastic surgery. And detailed requirements inevitably create various surgery products. In the past, a harmonized whole body was considered beautiful. These days, however, the body discourse has started to focus on body parts once considered insignificant, thereby making women completely dissatisfied when it comes to their bodies.
This study also noted that "scientism" has risen as another remarkable method of discourse for managing the body. In the past, cosmetics, diet and exercise were the dominant fitness strategies. But now, dermatologists and plastic surgeons' discourse based on scientism are gaining power through female magazines. Articles give authority to frequently unverified information, which is in turn reconstructed and distributed through plastic surgery ads in the form of popular and universal socio-cultural daily conversations. As a result, scientism is no longer a topic for discussion only among professionals. Instead it is becoming part of everyday dialogues among ordinary consumers. Accordingly, women have come to look upon plastic surgery not as an adventure or a possibly dangerous practice, but rather as one of the various omnipresent body management techniques. However, this study has discovered that science is never neutral, as it is formed in socio-cultural circumstances. Science exists within the framework of appearance ideology promoted by medical professionals who reinforce plastic surgery ads. Here, science is used to advertise and disseminate a product that should be purchased by a growing number of new customers.
In conclusion, the study found that media discourse on the female body is developing into a three-stage ideology. In the first stage, the entire physique of the human body is partitioned and cross-sectioned through dissection of the body. Second, the body is standardized through idealization and thereby ideologies of uniformity and counter-diversity are produced. Third, the female body becomes an object to be gazed upon by men as it is regarded as simply an object. Fourth, the body is set as a target that requires management.
In the second stage, the possibility of artificial correction and therefore the potential of scientific (medical) treatment of the body are presented on the basis of the arguments established in the first stage. This is being accepted by women as something totally natural these days, because their perception of their bodies is now being directed by the specific ideology established in the first stage.
In the third stage, plastic surgery gains validity through ideology that was instilled in the 2nd stage. And through popularization of scientism, the notion of plastic surgery is infused as popular ideology. Consequently, the idea is instilled, through ideology for socializing the body, that the female body is not simply a peripheral condition of individuals, but rather an object of socio-cultural identity.
As these stages proceed, the female body becomes ideologically standardized. Second, it remains as an object that is perceived from a masculine viewpoint. Third, ideologies of scientism and technocracy are directed toward the physical body. Fourth, the ideology of artificializing the body has emerged.
Discourse on the female body that emanates from the multi-layer ideology encourages women to form a specific perception of their bodies and to put into discursive practice. By skillfully and naturally infusing such ideology into women, discourse on the body makes females inspect their body condition independently and endeavor to transform the body according to established standards. It is the result of an ideology directed by the media and the plastic surgery industry that encourages women to go under the knife to transfigure their bodies and to undergo such medical treatments as a daily routine.

목차 (Table of Contents)

• 목차
• 제1장. 서론 = 1
• 1절. 문제제기 = 1
• 2절. 연구목적 = 5
• 제2장. 이론적 배경 = 9
• 1절. 몸에 대한 관점과 몸 이론의 전개 = 9
• 1. 여성의 몸에 관한 기존연구 = 9
• 2. 동서양에서 몸에 대한 관점의 변화 = 16
• 3. 몸 이론의 전개 = 24
• 2절. 여성의 몸 담론과 성형담론 = 34
• 1. 여성의 몸 담론과 과학주의 = 34
• 2. 여성의 몸 담론과 성형담론 = 42
• 3절. 여성잡지와 몸 담론 = 46
• 1. 미디어와 몸 담론 = 46
• 2. 여성잡지의 구조적 특성과 몸 담론 = 50
• 3. 여성잡지의 내용적 특성과 몸 담론 = 59
• 제3장 연구문제 및 연구방법 = 66
• 1절. 연구문제 = 66
• 2절. 연구방법 = 71
• 1. 담론분석(analysis of discourse) = 71
• 2. 담론분석의 틀 : 통합체와 계열체 분석 = 74
• 3. 분석대상 = 76
• 제4장 연구결과 = 79
• 1절. 여성잡지 기사 몸 담론의 구성방식 : 통합체·계열체 분석 = 79
• 1. 몸의 세분화 /결점화 = 79
• 2. 여성 몸의 이상적 유형 형상화 = 95
• 3. 여성 몸의 대상화 = 114
• 4. 성형의 토대화 = 116
• 2절. 여성잡지 성형의료광고의 구성방식:통합체·계열체 분석 = 122
• 1. 몸의 이상적 조건 제시 = 122
• 2. 성형수술 부위의 다양화 = 124
• 3. 신체의 토탈 해결 방식 제시 = 125
• 4. 외모의 운명화 = 127
• 5. 외모의 계급화 = 128
• 6. 성형기술의 예술화 = 129
• 7. 외모 관리의 일상화 = 130
• 8. 인공기술의 자연화 = 133
• 9. 신기술의 욕구창조 = 134
• 10. 사회문화적 여성성의 구성 = 136
• 3절. 여성잡지 기사 몸 담론과 성형의료광고의 상호텍스트성 = 143
• 1. 몸의 조건의 상호텍스트성 = 144
• 2. 담론화 방식의 상호텍스트성/대중담론의 전문화와 기술담론의 대중화 = 145
• 3. 자연주의의 병합 = 146
• 4. 아이템의 상호텍스트성 = 147
• 5. 전문가의 상호텍스트성 = 147
• 6. 배열의 상호텍스트성 = 148
• 7. 장르의 상호텍스트성 = 149
• 제5장. 논의 및 결론 = 152
• 1절. 논의 = 152
• 2절. 결론 = 162
• 3절. 연구의 한계점 = 165
• 참고문헌 = 166