Masaryk University Faculty of Social Science Beauty Unlimited The perception of physical appearance and attitudes towards cosmetic surgery in South Korea: A Question of sociocultural values and media exposure Diploma thesis Kristina Kolovrátková Brno 2015 1 I declare that I have worked on this thesis independently, using only the primary and secondary sources listed in the bibliography. ……………………………. Brno, 5. 1. 2015 2 ACKNOWLEDGEMENT I want to express my gratitude to my advisor Tae-sik Kim, Ph.D. for helpful comments and recommendations that guided me throughout the writing process as well as for his willingness to help me better understand and explore culture of South Korea and his uncritical perspective on a foreigner tending to critically sometimes even harshly assess his own culture. Further, my great thanks belong to all participants for whom it may have been sometimes difficult topic to discuss and confide. The most importantly, I shall thank to my friends that provided me on my on my journey of understanding Korean culture and were willing to search between the friends in order to find respondents. My thanks go especially to Lee Hee Jun with whom I spend hours of valuable discussions and who did not hesitate to challenge my opinions. 3 TABLE OF CONTENTS Abstract .................................................................................................................................. 6 Anotace .................................................................................................................................. 6 I. INTRODUCTION ......................................................................................................... 7 II. THEORETICAL BACKGROUND ............................................................................ 11 1. Concept of Beauty ....................................................................................................... 11 2. Historical, Cultural and Economic Background behind the Concept of Beauty and Cosmetic Surgery in Korea ................................................................................................. 16 2.1 Women‘s Bodies in Korean Culture: Cultural Transformation of Korea ........... 17 2.2 All You Need Is Beauty: Beauty Capital in a Consumer Society ....................... 21 2.2.1 Physiognomic Assumption and Better Self ................................................... 21 2.2.2 Beauty as Social Status and Success ............................................................. 22 2.2.3 Employment .................................................................................................. 23 2.2.4 Romantic relationships, marriage .................................................................. 24 2.3 Public Attitude: Cosmetic Surgery as Necessity in a Consumer Society ............ 26 2.3.1 Parental and Peers Attitude ........................................................................... 27 2.4 Conformity .......................................................................................................... 28 2.5 Seeking Self: Cosmetic Surgery as Individual Decision ..................................... 29 2.6 Gendering Cosmetic Surgery .............................................................................. 30 2.7 Beauty Industry and Body Commodification ...................................................... 31 3. Media Representation of Beauty and Cosmetic Surgery ............................................. 32 3.1 Powerful Media or Freedom of Interpretation ..................................................... 33 3.2 Realism: Reality and Fiction Discrepancy .......................................................... 36 Hyperreality ............................................................................................................. 38 4. Media and Beauty Cultivation ..................................................................................... 39 4.1 Social comparison theory .................................................................................... 41 4.2 Resonance ............................................................................................................ 44 4.3 Beauty stereotypes and societal benefits ............................................................. 45 4.4 Body maintenance and cosmetic surgery ............................................................ 46 4.5 Conclusion ........................................................................................................... 47 III. METHODOLOGY .................................................................................................. 49 5. Research Design .......................................................................................................... 49 4 5.1 Purpose of Research ............................................................................................ 49 5.2 Research Questions ............................................................................................. 50 5.3 Research Methods ............................................................................................... 52 5.4 Research Sample ................................................................................................. 54 5.5 Data Collection .................................................................................................... 56 5.6 Limitations ........................................................................................................... 57 IV. RESULTS ................................................................................................................ 60 Theme 1: 3 Paradoxes of Beauty ..................................................................................... 60 A) Subjective versus objective – beauty is in the eye of society .................... 60 B) Beautiful, but natural ................................................................................. 63 C) Cosmetic surgery but natural and individual and modest .......................... 65 Theme 2: The Treasure Hunt ........................................................................................... 66 A) Person‘s biggest power is beauty ............................................................... 66 B) Beauty at the workplace ............................................................................. 69 C) Beautiful me, beautiful s/he ....................................................................... 73 D) For the sake of children ............................................................................. 76 E) Teachers and beauty ................................................................................... 80 F) Friends´ Talk .............................................................................................. 81 G) A good example ......................................................................................... 82 H) Time to renovate yourself .......................................................................... 83 I) Beauty industry hunting for teenage consumers ........................................ 84 Theme 3: The Media ........................................................................................................... 85 A) Enjoyments and pitfalls of teen life ........................................................... 85 B) Like a movie star ........................................................................................ 88 V. DISCUSSION .......................................................................................................... 93 VI. CONCLUSION ..................................................................................................... 103 VII. REFERENCES ...................................................................................................... 107 VIII. LIST OF TABLES ................................................................................................ 112 IX. NAME INDEX ...................................................................................................... 113 X. SUBJECT INDEX.................................................................................................. 115 XI. APPENDIX ........................................................................................................... 117 Total word count: 41 572 5 Abstract This diploma thesis presents an ethnographic study focused on the phenomenon of cosmetic surgery in South Korea. The study aims to reveal the social aspects that affect the perception of beauty and possibly lead to purchase of cosmetic surgery. The historical transformation of the concept of beauty, increased societal pressure focused on physical appearance, and the commodification of beauty are discussed in the context of social and economic transformation of South Korea. The work subsequently clarifies the effect of mass media on the concept of beauty and cosmetic surgery. Fieldwork consisted primarily of interviews with Koreans, reflecting on their experiences and the current state of Korean society with regard to the perception of beauty and cosmetic surgery. Key words South Korea, beauty, physical appearance, cosmetic surgery, media representation of reality, media realism, research study, qualitative research, ethnographic research Anotace Diplomová práce předkládá etnografickou studii zaměřenou na posilující fenomén kosmetických operací v Jižní Koreji. Tato studie si klade za cíl odhalit společenské aspekty, které ovlivňují vnímání krásy a případně vedou ke kosmetické operaci. Konkrétněji, studie se