The Korean Female "Soft Power"In the article “Korean Cuties: Understanding Performed Winsomeness (Aegyo) in South Korea”, Puzar and Hong, experts in cultural studies, explore the significance of aegyo in the Korean society, that aegyo is a feminine act indicating “ambition or female social striving” (Puzar 2018: 15). With Puzar and Hong suggesting readers to consider the post-feminists’ standpoint on aegyo, I would like to emphasize on the underestimated female soft power, or influence in this context, that aegyo offers to Korean women living in patriarchal societies like Korea, challenging Heldman’s standpoint on “The Sexy Lie”.
K-Pop girl groups like T-ara are perfect examples of women using hyper-feminine actions like aegyo (Puzar 2018: 3) to influence patriarchal societies. Although Heldman proposed that sex objects will never be empowered because “objects are always acted upon” (2017), the idea of objects influencing subjects should be considered in modern society. As Puzar and Hong suggest that “‘having aegyo’ was much better for females’ professional lives” (Puzar 2018: 9), T-ara is an example of K-Pop girl groups using femininity to encourage the spread of K-Pop in East Asian regions. T-ara’s popularity established in Korea lead them to sign a two billion won contract with a Japanese agency (Yoojiin). Moreover, by collaborating with the well-established Chopstick brothers on the viral song “Little Apple”, T-ara became one of the most active K-Pop groups in China. It is assumed that one of the elements leading them to significantly influence the popularity of K-Pop in the region is their femininity, given that both the Japanese and Chinese cultures adopt similar social phenomenon to aegyo (Puzar 2018: 4). Sex objects’ capability to influence subjects (men and the patriarchal society) is proposed to challenge Heldman’s standpoint on “The Sexy Lie”. K-Pop only represents one aspect of the mostly patriarchal regions of East Asia. However, with Puzar and Hong suggesting readers to consider the post-feminists’ standpoint of normalizing aegyo as a form of female ‘soft power’ (2018: 15), it is believed that hyper-feminine acts like aegyo helps Korean women to strengthen their power in influencing society. |
AuthorVanessa
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Reference
Puzar, Aljosa, and Yewon Hong. "Korean Cuties: Understanding Performed Winsomeness (Aegyo) in South Korea." The Asia Pacific
Journal of Anthropology 19, no. 4 (June 6, 2018): 333-49.
Yoojiin. "T-ara Receives 2 Billion Won Offer from Japanese Publishing Company." Soompi.
https://www.soompi.com/article/372850wpp/tara-receives-2-billion-won-offer-from-japanese-publishing-company.
Journal of Anthropology 19, no. 4 (June 6, 2018): 333-49.
Yoojiin. "T-ara Receives 2 Billion Won Offer from Japanese Publishing Company." Soompi.
https://www.soompi.com/article/372850wpp/tara-receives-2-billion-won-offer-from-japanese-publishing-company.