Commodification of Jeju Island’s Cultural Image: Standing Stones

Abstract

These ancient standing stones, known in Jeju as Dolhareubang (Stone Grandfather) are mysterious relics that have contributed strongly to this island's cultural identity. Five hundred years ago only six existed, standing guard at castle gates. Now reproductions and products such as replicas, souvenirs and two-dimensional images co-exist with the originals in this symbolic cultural environment. This study, guided by a theoretical analysis of culture and commodification, seeks to understand the cultural meanings of the stones themselves as well as a broader understanding of how visitors and residents alike perceive Jeju culture via the Dolhareubang image. Insight is gained into how this cultural image has been reproduced and commodified. A deeper understanding of the role these standing stones play in the development of Jeju's destination identity and their valued in tourism has also been gained.A Multimethod Approach The strong theoretical base that supports this paper is furthered by the employment of a multimethod approach. Visual research methods delve into the pre-verbal yet highly symbolic realm of the consciousness in order to gain an understanding of how visitors as well as residents actually perceive the Dolhareubang. Correspondence analysis methods, on the other hand, provide a means to understand how those perceptions of this cultural image vary across demographic segments. In combination, these methods lead to a more total understanding of the impact of commodification on Jeju's cultural image.Findings It was found that respondents perceive the Dolhareubang both as a thing in itself as well as a combination of notions. This cultural image is not a single thing, but rather a confusion of literal and symbolic perceptions that reflect the way the Standing Stones' have been commodified over time. Theoretical and empirical analyses have revealed implications for tourism that stress the need for a more careful exploitation of cultural resources and a more systematic approach to developing the destination image.