[KS] Univ Hawaii Press: Flower of Capitalism by Olga Fedorenko

Cheehyung Harrison Kim cheehyungkim at gmail.com
Mon Aug 8 07:00:00 EDT 2022

To the Korean Studies Community:
The University of Hawaii Press is thrilled to announce the following new
publication. Congratulations, Professor Fedorenko! What a gorgeous book!

*Flower of Capitalism: South Korean Advertising at a Crossroads *By Olga
Fedorenko (Associate Professor of Anthropology at Seoul National University)

[A monograph of the book series Hawai‘i Studies on Korea published by the
University of Hawai‘i Press]


[image: IMG_8422.JPG]


   An ethnography of advertising in postmillennial South Korea, Flower of
   Capitalism: South Korean Advertising at a Crossroads 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.

   This beneficent role of advertising, however, came under attack as a
   neoliberal hegemony consolidated in South Korea in the twenty-first
   century. Flower of Capitalism 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.

   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, Flower of Capitalism breaks
   new ground in current debates on the intersection of media, culture, and
   [All inquiries, including book reviews requests, to the book series
   editor Cheehyung Harrison Kim chk7 at hawaii.edu]
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