Unruly Narrative: Negative Media Rhetoric in Contemporary South Korea Public
Lee, Seung-Hyon (Spring 2021)
Published
Abstract
This thesis aims to discuss how three indispensable yet broken societal systems in contemporary South Korea have led to the collective frustration of the South Korean psyche. Despite South Korea’s lauded progress in recovering from periods of extreme poverty and suffering under Japanese colonial rule which ended in 1945, there has been a lack of global awareness of its social problems. The outside world remains uninformed that South Korea has become a trauma conscious society, represented by the mounting frustration of South Koreans who feel manipulated, stifled, and abused.
By dissecting popular contemporary media platforms in South Korea, I explore the active dialogue and interaction which both actors and online media consumers present. Through such bimodal representations in contemporary media, I aim to overtly reveal the societal undercurrents of a nation desperately suffering. Media has become a vehicle in which citizens have reflected their underlying discontent, which is deeply rooted in national culture. Throughout this thesis, I commonly refer to such individuals and groups on virtual communities as netizens. The term ‘hell Joseon’ broadly refers to the state of living in South Korea as an inescapable reality of ‘living hell’. It has become popular among South Koreans since 2015. This interdisciplinary study reveals that South Korea has lost its linchpin of stability and happiness; the perception of ‘hell’ has extended far beyond ordinary individuals and has come to define the consciousness of an entire nation.
I divide my thesis into three chapters; each represents a common, relatable facet present in the everyday life of a South Korean. The four chapters are: the origins of negative media rhetoric, the corporate life, the education system, and the virtual celebrity culture. Throughout the thesis, I do not treat each facet as independently contributing to the mass negative rhetoric. Rather, the unique interplay between all four facets manifests itself into a complicated system of widespread negative rhetoric. First, I briefly explain the origins of negative media rhetoric and describe the manifestation of such rhetoric in the context of South Korea’s neoliberal reform period, which transpired after Japanese colonial rule and the Korean War. Second, I discuss the grueling education system in South Korea, in both the public and private sectors. Both public and private schools have gained notoriety for their long and draining hours, inflicting ‘unreasonable’ stress and financial burdens upon individual students and families. Third, I discuss the corporate culture in South Korea through a famous, 20-episode fictional series called Misaeng. The show tells the story of a young contract-employee named ‘Jang Geu-Rye’ working to survive and become a regular full-time employee. It has gained nationwide popularity for narrating and representing the chilling realities of corporate life in South Korea. The behavior of netizens on multiple online communities reflects the resulting angst and negativity which many individuals have come to harbor. Finally, I discuss the birth and rise of popular virtual entertainment streamers who have rattled the silent psyche of millions. This is something which has been rarely or never seen in the past and which is now vividly portrayed in the form of negative media rhetoric in contemporary South Korea.
Table of Contents
Introduction……………………………………………………………………………..1
Chapter 1: Origins of Negative Rhetoric……………………………………………….5
Chapter 2: Education…………………………………………………………………...13
Chapter 3: Corporate Culture and Misaeng…………………………………………….23
Chapter 4: Celebrity Culture…………………………………………………………....33
Conclusion..…………………………………………………………………………….40
Bibliography………….………………………………………………………………...43
About this Honors Thesis
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