The Construction and Consumption of Korean Masculinity in Japan

This study considers representations and performances of Korean masculinity in Japan, arguing that linguistic performances of Korean masculinity by Korean idols in Japan mimic representations of Korean masculinity in Japanese media, thus co-constructing a recognizable Korean male character type. While previous studies have described reception of Korean masculinities in Japan they have ignored how semiotically rich symbolic systems, including use of salient linguistic variables, construct such masculinities.  They have also not considered the relationship between media characterizations and actual performances of Korean masculinity.  The goal of this project to fill this gap.

Data from the Japanese drama Sunao ni narenakute, English title Hard to say I love you, featuring Korean idol Kim Jaejoong was coded for lexical items salient to gender performance, e.g. first person pronouns and discourse markers, as well as non-lexical linguistic variables, e.g. pauses and stutters. Findings indicate statistically significant variation between characters with respect to these variables suggesting their relevance for media-constructed representations of Korean masculinities. Analysis indicated two axes of variation: Koreans versus Japanese, and Korean males versus Japanese males. Korean males were represented as both lacking full command of Japanese, and as non-heteronormative with respect to Japanese male peers, the latter case expressed via non-use of masculine performance associated variables. 

Representation of Korean males was compared to media materials of Korean male idol groups in Japanese contexts, e.g. music videos, promotional appearances. While media production processes varied significantly between idols, performances of masculinity were consistant and mirrored representations of Korean males in Japanese media. Crucially, these performances deviated significantly from idols' concurrent masculine performances in Korean contexts.

The above findings suggest that stereotypical images of gentle Korean masculinity are strategically employed to effectively market 'Korean masculinity' as a cultural product in Japan and underscore how media representations and performances co-construct semiotically salient social categories.