Beautiful and Masculine: Male Make‐Up YouTubers and Heteronormativity in South Korea

Jang, Eugene; Park, Sojeong; Lee, Jee Won; Hong, Seok-Kyeong

doi:10.1111/jpcu.12803

Cited by 6 publications

(4 citation statements)

References 6 publications

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“…Therefore, the soft masculinities need to stay within their limits to be socially acceptable. For example, although attractiveness is very important for success in some spheres of life (Jang et al, 2019), men still consider traditional determinants for success such as financial ability as more important (Lim, 2008). Indeed, the representations of kkonminam masculinities in Korean drama and film narratives are still developed around culturally specific elements of hegemonic masculinity such as military service (military masculinity), distance from daily reproductive labour (housework and childcare), and providing for the family (Moon, 2002).…”

Section: Hegemonic Masculinity and The Emergence Of 'New Men'mentioning

confidence: 99%

A Discussion of <i>Mr. Housewife</i> in Relation to the Social Construction of Masculinity in South Korean Society

Jeong

2022

Feminist Encounters: A Journal of Critical Studies in Culture a

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This article discusses the socially constructed notion of Korean masculinity by examining Yoo Sun-Dong's Mr. Housewife (Miseuteo Jubu Kwizeuwang, 2005). By regarding masculinity as a value or 'place' that one can obtain through practices rather than as a fixed identity, this article takes the view that masculinity is also dependent on adopting culturally specific practices and roles. Yoo Sun-Dong's film presents a male positioning himself as a housewife, giving the audience a different perspective outside the social construction of rigid gender boundaries. Through critical discourse analysis, the article discusses three themes of narrative: non-hegemonic nurturer masculinity, home as woman's place to rest, and contextbound female masculinity/emphasised femininity. It is argued that Jin-Man's Korean masculinity is different not only from the soft kkonminam masculinities, but also other domestic masculinities reflected in the media, both in terms of his relationship with the female gender and divergence from hegemonic masculinity. The film also successfully subverts the conception of the home as 'a place to rest' which became a new way to rationalise gender segregation in modern South Korea.

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Section: Hegemonic Masculinity and The Emergence Of 'New Men'mentioning

confidence: 99%

A Discussion of <i>Mr. Housewife</i> in Relation to the Social Construction of Masculinity in South Korean Society

Jeong

2022

Feminist Encounters: A Journal of Critical Studies in Culture a

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“…Mannen maken steeds meer ook gebruik van beautyproducten (Elan, 2020), en waren niet bij voorbaat uitgesloten als participanten maar ontbreken helaas in de sampling. Voor vervolgonderzoek is het belangrijk om ook mannelijke perspectieven op deze influencerproducten -die door zowel mannelijke als vrouwelijke beauty-influencers gepromoot wordenbinnen deze community mee te nemen, en zo een meer compleet beeld te krijgen van de perspectieven van alle consumenten (Gannon & Prothero, 2018;Jang et al, 2019).…”

Section: Conclusie En Discussieunclassified

Influencermarketing 2.0

Evers

Daalmans

2021

Tijdschrift Voor Communicatiewetenschap

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Samenvatting De laatste tijd is er naast pr-pakketten, affiliate codes, branded content en co-branding een vijfde, nieuwe vorm van influencermarketing te herkennen: influencerproducten of zelfs influencermerken. Deze interviewstudie focust zich op de betekenisgeving van consumenten aan influencerproducten van YouTubers uit de beautycommunity. Consumenten blijken veelal betekenis te geven aan influencerproducten in termen van bekendheid met de YouTuber, de vergelijking met samenwerkingsproducten en als gevolg van ervaren affiniteit of relatie met de YouTuber.

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“…This is practiced in contemporary society, cultivating to be noblemen as a means of preserving hegemonic masculinity. However, with the advent of new masculinities, as portrayed in East Asian mass media culture, the topic of male beauty and changing masculinities has emerged as an area of interest (Ainslie, 2017; Jang et al, 2019; Jung, 2010).…”

Section: Defining Masculinity In Koreamentioning

confidence: 99%

“…Empirical evidence suggests that men began to become more aware of their looks and how others perceived them on a daily basis while maintaining traditional norms as hyper-masculine males (Sung et al, 2009). In a study of Korean male YouTubers who provide cosmetic and beauty content for men, younger generations of Korean men create a form of masculinity surrounding visual perceptions of appearance which expands the realm of heterosexual masculinity culture and constructs “a new dimension of homosociality” (Jang et al, 2019). Furthermore, Korean pop culture has expanded from a source of entertainment to a transcultural level that produces and reconstructs masculinities that are in the continuum of conceptualization (Sung et al, 2009).…”

Section: Defining Masculinity In Koreamentioning

confidence: 99%

“Before I am biologically a male, I am me”: Exploring gender identity of South Korean male exotic polers

Kim

Kwon

2020

International Review for the Sociology of Sport

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The field of sports has traditionally been a domain that practices and reinforces masculinity. However, in contemporary literature, observations and experiences of males in sports have expanded their ideas on masculinity as well as gender identity. Furthermore, there is an increase in males participating in non-orthodox masculine physical activities, most of which are known as “gender appropriate” for females such as cheerleading, dance, gymnastics, etc. Recently, pole dance – a stigmatized female-oriented activity – has become a newly introduced activity in the sports scene and one in which males are gradually engaging in worldwide. In the case of Korea, the phenomenon of men taking part in female-concentrated activities is not common; however, there are a rising number of male pole dancers visible through national competitions and media sources. Therefore, this study explores the experiences of Korean male exotic pole dance practitioners to understand how they define gender identity whilst participating in a highly female-oriented activity. It was found that research participants articulated beyond their biological sex and practice not to conform to social gender roles, and rather emphasized their manifested identity of individual self. Despite Korea’s cultural and traditional aspects of gender norms, this study establishes a broader segment of gender ideas and expands the understanding of various identities spoken among male polers.

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Beautiful and Masculine: Male Make‐Up YouTubers and Heteronormativity in South Korea

Cited by 6 publications

References 6 publications

A Discussion of <i>Mr. Housewife</i> in Relation to the Social Construction of Masculinity in South Korean Society

A Discussion of <i>Mr. Housewife</i> in Relation to the Social Construction of Masculinity in South Korean Society

Influencermarketing 2.0

“Before I am biologically a male, I am me”: Exploring gender identity of South Korean male exotic polers

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