<div style="font-family:system-ui; font-size:14px;"><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">안녕하세요,</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><br></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">규장각한국학연구원에서 <2023 해외 한국학 저자특강 시리즈: 제9강>을 개최합니다.</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;"><br></span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;"><img src="cid:3642791897469418393.3642792454931302559@dooray.com" style="display: block; float: none; vertical-align: top; margin: 5px auto 5px 0px; text-align: left; width: 685px;"></span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><br></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">제목: </span><em><span style="color: black;">Flower of Capitalism: South Korean Advertising at a Crossroads</span></em></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">일시: 2023년 10월 13일 금요일, 15:00-17:00</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">저자: Olga Fedorenko (SNU)</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">사회: 강재호 (SNU)</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">토론: 강재호 (SNU), Lisa Min(연세대)</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><br></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><strong><span style="color: black;">본 행사는 영어로 진행되는 대면/비대면 하이브리드 행사입니다.</span></strong></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">- </span><span style="color: black;">대면 등록: </span><a data-saferedirecturl="https://www.google.com/url?q=https://forms.gle/d2ffTYtjtJo2x2Xw6&source=gmail&ust=1696645048070000&usg=AOvVaw2XEeb_TtcG7L2pCjEsTtpf" href="https://forms.gle/d2ffTYtjtJo2x2Xw6" style="color: blue;" target="_blank">https://forms.gle/d2ffTYtjtJo2x2Xw6</a></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">- </span><span style="color: black;">비대면 등록: </span><a data-saferedirecturl="https://www.google.com/url?q=https://forms.gle/M42P719V4hSr7gRHA&source=gmail&ust=1696645048070000&usg=AOvVaw3fnwTPTM-TGss8159pEBtL" href="https://forms.gle/M42P719V4hSr7gRHA" style="color: blue;" target="_blank">https://forms.gle/M42P719V4hSr7gRHA</a></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">(</span><span style="color: black;">비대면 참가신청을 해주시면 행사 하루 전에 Zoom 접속링크를 보내드립니다.)</span></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><br></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="color: black;">기타 문의사항은</span><a data-saferedirecturl="https://www.google.com/url?q=https://mail.snu.ac.kr/mail/icks@snu.ac.kr&source=gmail&ust=1696645048070000&usg=AOvVaw0L9GS-IgN7xXp3xvQMWMEn" href="https://mail.snu.ac.kr/mail/icks@snu.ac.kr" style="color: blue;" target="_blank"><span style="color: rgb(0, 102, 204);">icks@snu.ac.kr</span></a><span style="color: black;"> (Tel. 02-880-9378)</span><span style="color: black;">로 연락주시기 바랍니다.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Dear All,</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">The International Center for Korean Studies of Kyujanggak Institute is hosting a Book Talk series, introducing Olga Fedorenko’s </span><em><span style="font-family: "Times New Roman", serif;color: black;">Flower of Capitalism: South Korean Advertising at a Crossroads</span></em><span style="font-family: "Times New Roman", serif;color: black;">.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Title: </span><em><span style="font-family: "Times New Roman", serif;color: black;">Flower of Capitalism: South Korean Advertising at a Crossroads</span></em></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Date: October 13 (Friday) 15:00-17:00 (Seoul)</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Author: Olga Fedorenko (SNU)</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Moderator: Jaeho Kang(SNU)</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Discussants: Jaeho Kang(SNU), Lisa Min(Yonsei University)</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">About the Author:</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;border: 1pt none windowtext;padding: 0cm;">Olga Fedorenko is Associate Professor at the Anthropology Department of Seoul National University. She received her PhD from the East Asian Studies Department at the University of Toronto and taught at New York University before joining SNU. A scholar of Korean Studies and anthropology of media, Dr. Fedorenko has published on South Korean advertising, celebrity culture, and the sharing economy<em>.</em></span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">About the Book:</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;vertical-align: baseline;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: rgb(64, 64, 64);">An ethnography of advertising in postmillennial South Korea, <em><span style="border: 1pt none windowtext;padding: 0cm;">Flower of Capitalism: South Korean Advertising at a Crossroads</span></em> details contests over advertising freedoms and obligations among divergent vested interests while positing far-reaching questions about the social contract that governs advertising in late-capitalist societies. The term “flower of capitalism” is a clichéd metaphor for advertising in South Korea, bringing resolutely positive connotations, which downplay the commercial purposes of advertising and give prominence to its potential for public service. Historically, South Korean advertising was tasked to promote virtue with its messages, while allocation of advertising expenditures among the mass media was monitored and regulated to curb advertisers’ influence in the name of public interest. Though this ideal was often sacrificed to situational considerations, South Korean advertising had been remarkably accountable to public scrutiny and popular demands.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;vertical-align: baseline;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: rgb(64, 64, 64);">This beneficent role of advertising, however, came under attack as a neoliberal hegemony consolidated in South Korea in the twenty-first century. <em><span style="border: 1pt none windowtext;padding: 0cm;">Flower of Capitalism</span></em> examines the clash of advertising’s old obligations and new freedoms, as it was navigated by advertising practitioners, censors, audiences, and activists. It weaves together a rich multi-sited ethnography—at an advertising agency and at an advertising censorship board—with an in-depth exploration of advertising-related controversies—from provocative advertising campaigns to advertising boycotts. Advertising emerges as a contested social institution whose connections to business, mass media, and government are continuously tested and revised.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;vertical-align: baseline;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: rgb(64, 64, 64);">Olga Fedorenko challenges the mainstream notions of advertising, which universalize the ways it developed in Transatlantic countries, and offers a glimpse of what advertising could look like if its public effects were taken as seriously as its marketing goals. A critical and innovative intervention into the studies of advertising, <em><span style="border: 1pt none windowtext;padding: 0cm;">Flower of Capitalism</span></em> breaks new ground in current debates on the intersection of media, culture, and politics.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><strong><span style="font-size:16px;font-family: "Times New Roman", serif;color: black;">This lecture will be conducted in English. Please refer to the following links in person/online registration.</span></strong></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="font-size:16px;font-family: "Times New Roman", serif;color: black;">- In Person Registeration: </span><a data-saferedirecturl="https://www.google.com/url?q=https://forms.gle/d2ffTYtjtJo2x2Xw6&source=gmail&ust=1696645048070000&usg=AOvVaw2XEeb_TtcG7L2pCjEsTtpf" href="https://forms.gle/d2ffTYtjtJo2x2Xw6" style="color: blue;" target="_blank"><span style="font-size:16px;font-family: "Times New Roman", serif;">https://forms.gle/d2ffTYtjtJo2x2Xw6</span></a></p><p style="margin: 0cm 0cm 0.0001pt;color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);font-size:13px;font-family: "맑은 고딕";text-align: left;"><span style="font-size:16px;font-family: "Times New Roman", serif;color: black;">- Online Registeration: </span><a data-saferedirecturl="https://www.google.com/url?q=https://forms.gle/M42P719V4hSr7gRHA&source=gmail&ust=1696645048070000&usg=AOvVaw3fnwTPTM-TGss8159pEBtL" href="https://forms.gle/M42P719V4hSr7gRHA" style="color: blue;" target="_blank"><span style="font-size:16px;font-family: "Times New Roman", serif;">https://forms.gle/M42P719V4hSr7gRHA</span></a></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><span style="font-family: "Times New Roman", serif;color: black;">Please contact </span><a href="mailto:icks@snu.ac.kr" style="color: blue;" target="_blank"><span style="font-family: "Times New Roman", serif;">icks@snu.ac.kr</span></a><span style="font-family: "Times New Roman", serif;color: black;"> (Tel. 02-880-9378) for more information.</span></p><p style="color: rgb(34, 34, 34);font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);margin: 0cm 0cm 0.0001pt;font-size:16px;font-family: 굴림;"><br></p><div style="color: rgb(34, 34, 34);font-family: Arial, Helvetica, sans-serif;font-size: small;font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);"><br></div><span style="color: rgb(34, 34, 34);font-family: Arial, Helvetica, sans-serif;font-size: small;font-style: normal;font-weight: 400;text-indent: 0px;background-color: rgb(255, 255, 255);">--</span><br style="color: rgb(34, 34, 34);font-family: Arial, Helvetica, sans-serif;font-size: small;font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);"><div data-smartmail="gmail_signature" dir="ltr" style="color: rgb(34, 34, 34);font-family: Arial, Helvetica, sans-serif;font-size: small;font-style: normal;font-weight: 400;text-align: start;text-indent: 0px;background-color: rgb(255, 255, 255);"><div dir="ltr"><p style="color: rgb(34, 34, 34);margin: 0px;padding: 0px;border: 0px currentcolor;font-family: 굴림;font-size:13px;"><span style="font-family: "Times New Roman", serif;font-size:15px;">International Center for Korean Studies</span></p><div style="color: rgb(34, 34, 34);margin: 0px;font-family: 굴림;font-size:13px;"><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;">Kyujanggak Institute for Korean Studies</span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;">Seoul National University</span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;"><br></span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;"><span style="font-size: 14.6667px;font-family: "Times New Roman", serif;">#451</span><span style="font-size: 14.6667px;">Bldg.103 </span></span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;">1 Gwanak-ro, Gwanak-gu, </span><span style="font-family: "Times New Roman", "serif";font-size:15px;">Seoul</span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;">Republic of Korea, </span><span style="font-family: "Times New Roman", "serif";font-size: 14.6667px;">08826</span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;">T +82.2.880.9378 </span></p><p style="margin: 0cm 0cm 0pt;"><span style="font-family: "Times New Roman", "serif";font-size:15px;"><a data-saferedirecturl="https://www.google.com/url?q=http://icks.snu.ac.kr/&source=gmail&ust=1696645048071000&usg=AOvVaw3uJm4OtP2BgTegozfq7gww" href="http://icks.snu.ac.kr/" styl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