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Sociology of Sport International Review For International Review for the Sociology of Sport http://irs.sagepub.com Sport Star Vs Rock Star in Globalizing Popular Culture: Similarities, Difference and Paradox in Discussion of Celebrities Heejoon Chung International Review for the Sociology of Sport 2003; 38; 99 DOI: 10.1177/10126902030381006 The online version of this article can be found at: http://irs.sagepub.com/cgi/content/abstract/38/1/99 Published by: http://www.sagepublications.com On behalf of: International Sociology of Sport Association Additional services and information for International Review for the Sociology of Sport can be found at: Email Alerts: http://irs.sagepub.com/cgi/alerts Subscriptions: http://irs.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.co.uk/journalsPermissions.nav Citations http://irs.sagepub.com/cgi/content/refs/38/1/99 Downloaded from http://irs.sagepub.com at GLASGOW CALEDONIAN UNIVERSITY on November 13, 2009 03_IRS 38/1 articles 24/2/03 10:32 am Page 99 INTERNATIONAL REVIEW FOR THE SOCIOLOGY OF SPORT 38/1(2003) 99–108 99 © Copyright ISSA and SAGE Publications (London, Thousand Oaks, CA, New Delhi) www.sagepublications.com [1012–6902 (200303) 38:1;99–108; 031731] SHORT COMMUNICATION SPORT STAR VS ROCK STAR IN GLOBALIZING POPULAR CULTURE Similarities, Difference and Paradox in Discussion of Celebrities Heejoon Chung Dong-A University, South Korea Abstract This paper investigates the multiplex and complex nature of popular culture in develop- ing nations in the midst of globalization by comparatively analyzing two cultural icons of Korean society: a Texas Ranger pitcher, Chanho Park, and a rock musician, Taiji Seo. Being in two different areas of culture, they represent two extremes. While Park symbolizes conservatism and adaptation, Seo stands for deviation and progressiveness. They, however, share some similarities. They are similar not only in their sociocultural functions and influences, but also in their contradictions. In addition, if these two figures are put into the discussion of power relations at global level, dependent aspects of cultural process emerge. The ultimate similarity between Park and Seo is that they are essentially the ‘cultural products’ of post-industrial capitalistic society. Key words • celebrity • commodity • globalization • ideology • Korea • popular culture Permeating our daily lives, popular culture, allied with shrewd commercialism and the mass media, has become a dominating force in today’s society, ultimately manipulating the thoughts and behaviors of the masses. It is particularly interest- ing that popular culture, once regarded by the ruling elite as an opium for the taming of the barbarous, frivolous and vulgar (Storey, 1998), is now seen as contributing toward the achievement of a status quo, the supreme virtue that a ruling elite has long been pursuing. But in fact, the oppressed do resist. They boldly attack dominating ideologies and values, through various cultural forms. However, even those who resist, in the end, have to rely upon the capitalistic system for the successful impact and spread of their resistance and, therefore, inexorably compromise with the ideology of the system. This short communication focuses upon South Korea’s two best-known figures from two different areas of culture: Chanho Park, a Texas Ranger pitcher, and Taiji Seo, a rock musician. Park and Seo are young cultural icons in Korea, enjoying phenomenal success, and their sociopolitical influences and ramifica- tions go beyond the cultural boundaries of their specific activities. Even though they seem to be in parallel spheres of popular culture, if they could be placed on an ideological continuum, they would be located at right and left extremes, as far away from each other as possible. However, while their political implications are Downloaded from http://irs.sagepub.com at GLASGOW CALEDONIAN UNIVERSITY on November 13, 2009 03_IRS 38/1 articles 24/2/03 10:32 am Page 100 100 INTERNATIONAL REVIEW FOR THE SOCIOLOGY OF SPORT 38(1) mutually contradictory, their sociocultural functions show, at both domestic and global levels, striking similarities. Ideology and Celebrity In a celebrity-saturated world everyone seems to be involved in either producing or consuming celebrities (Rein et al., 1997; quoted in Andrews and Jackson, 2001). The investigation of celebrities therefore offers much to critical cultural studies. Even though the celebrity, in fact, is a complete stranger whom we are never likely to meet, he or she can have significant effects on how individuals negotiate the experience of their daily lives (Andrews and Jackson, 2001). A close focus, therefore, upon particular incidents and celebrities makes possible the exploration of complex power relations, through analysing the ways in which ability, class, gender and nationality are inherent in the celebrity phenomenon (McDonald and Birrell, 1999; Rojek, 2001; Whannel, 2002). Popular culture has adjusted to dominant/ruling ideology and adapted com- mercial capitalism for its survival. Sport especially, among all types of popular culture, has exerted efforts to exhibit such traditional values as hierarchy, patri- archy, male supremacy, heterosexuality and nationalism. Looking at sport stars, or celebrities, its system becomes clearer. The dominant culture, and ruling factions therein, awards wealth and fame to athletes who have proven their ath- letic ability. However, maintaining their awarded status is another matter. One crucial factor is whether or not those athletes are able to maintain behavioral patterns consistently on and off the field or court of play, patterns corresponding to the social values favored by the dominant culture. Where such patterns are sustained, the dominant values are reaffirmed or verified, and the ruling elite selects those athletes to be awarded with celebrity status, and with corresponding forms of wealth and fortune. Selected sporting celebrities therefore display values and norms seen as models for the masses, and the mass has to follow, a process whereby the ruling elite is able to control the mass (Chung, 2001a). After all, in order to maintain their status, sport celebrities have to thoroughly adjust themselves to and exhibit dominant ideological practices and beliefs, and, in con- sequence, repay their obligation. Thus the relationship between the ruling and sport celebrity is supported by the cycle, or interaction, of award and recompense (Chung, 2001b). The relationship between ideology and celebrity in cultural spheres seems quite complex and, at the same time, intriguing. Michael Jordan, the black American basketball superstar, might be the idol of young sports fans but he is also a champion of late capitalism who not only wonderfully adapted to its ideology, but also cleverly exploited his mediated identity as American, male, family man in corporate America in the global market. Another obvious example of celebrity contrasting to Jordan could be his former teammate, Denis Rodman. In fact, Jordan was able to position himself as an American by distancing him from the stereotypical, negative image of Afro-Americans, and, thus, in that process, a more subversive Rodman was an interesting counterpoint to Jordan. However, although Rodman is considered to be the anti-Jordan, it is interesting Downloaded from http://irs.sagepub.com at GLASGOW CALEDONIAN UNIVERSITY on November 13, 2009 03_IRS 38/1 articles 24/2/03 10:32 am Page 101 CHUNG: SPORT STAR VS ROCK STAR IN GLOBALIZING POPULAR CULTURE 101 too that he has shown some similarities with Jordan. A common factor they share is the black body, though it is represented in quite contrasting manners. While Rodman effectively reinforces existing dominant racial discourses on the patho- logical black family, and the deviant, hyper-sexual, and animalistic black male, his body and transgressive behavior contradictorily ‘legitimates mainstream (white, masculinist, heterosexist) American fears’ (Andrews and Jackson, 2001: 11). While comparisons could be made between Jordan’s and Rodman’s similar ideological functions, despite their contradictory images, Madonna, all by her- self, has provided multiple and contradictory effects and meanings. In his book, Kellner (1995) pointed out that she gives premier importance to identity which, she believes, starts from fashion and a look. In analyzing her identity as expressed in her music videos, stage performances and lyrics, fashion becomes the focal point. Radicals collide with conservatives in battlefields of fashion and youth culture in an attempt to overturn not only fashion codes but also traditional gender roles, and values and behaviors. While she seems to challenge head on the ruling ideology in a radical manner, her acts, as Kellner correctly observes, have produced complex and multiple implications. Since she builds her identity upon fashion and image, Madonna is inextricably tied to the fashion industry and con- sumer culture: ‘She profits from her contradictions, appealing both to feminists and to male viewers’, since many of her songs could be read ‘either as a feminist text, or as just another objectification of women’s bodies for male pleasure’ (Kellner, 1995: 279). Madonna’s body and identity constitute a site for multiple contradictions: she promotes feminism while damaging feminist critiques, challenges a hierarchy of power while presenting herself as another power, and sanctions revolts and subversion while becoming a top commodity in fashion and the consumer industry.
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