[KS] 규장각 해외 한국학 저자특강 시리즈 제9강 개최

[규장각]

안녕하세요,

규장각한국학연구원에서 <2023 해외 한국학 저자특강 시리즈: 제9강>을 개최합니다.



제목: Flower of Capitalism: South Korean Advertising at a Crossroads
일시: 2023년 10월 13일 금요일, 15:00-17:00
저자: Olga Fedorenko (SNU)
사회: 강재호 (SNU)
토론: 강재호 (SNU), Lisa Min(연세대)

본 행사는 영어로 진행되는 대면/비대면 하이브리드 행사입니다.
- 대면 등록: https://forms.gle/d2ffTYtjtJo2x2Xw6 https://forms.gle/d2ffTYtjtJo2x2Xw6
- 비대면 등록: https://forms.gle/M42P719V4hSr7gRHA https://forms.gle/M42P719V4hSr7gRHA
(비대면 참가신청을 해주시면 행사 하루 전에 Zoom 접속링크를 보내드립니다.)

기타 문의사항은icks at snu.ac.kr https://mail.snu.ac.kr/mail/icks@snu.ac.kr (Tel. 02-880-9378)로 연락주시기 바랍니다.


Dear All,

The International Center for Korean Studies of Kyujanggak Institute is hosting a Book Talk series, introducing Olga Fedorenko’s Flower of Capitalism: South Korean Advertising at a Crossroads.

Title: Flower of Capitalism: South Korean Advertising at a Crossroads
Date: October 13 (Friday) 15:00-17:00 (Seoul)
Author: Olga Fedorenko (SNU)
Moderator: Jaeho Kang(SNU)
Discussants: Jaeho Kang(SNU), Lisa Min(Yonsei University)

About the Author:
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.

About the Book:
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 politics.

This lecture will be conducted in English. Please refer to the following links in person/online registration.
- In Person Registeration: https://forms.gle/d2ffTYtjtJo2x2Xw6 https://forms.gle/d2ffTYtjtJo2x2Xw6
- Online Registeration: https://forms.gle/M42P719V4hSr7gRHA https://forms.gle/M42P719V4hSr7gRHA

Please contact icks at snu.ac.kr mailto:icks at snu.ac.kr (Tel. 02-880-9378) for more information.


--International Center for Korean Studies
Kyujanggak Institute for Korean Studies
Seoul National University

#451Bldg.103 
1 Gwanak-ro, Gwanak-gu, Seoul
Republic of Korea, 08826
T +82.2.880.9378 
http://icks.snu.ac.kr http://icks.snu.ac.kr/







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