Tending to the “Flower of Capitalism:” Consuming, Producing and Censoring Advertising in South Korea of the '00s

My dissertation examines discourses and practices that surrounded consumption and production of advertising in South Korea in the first decade of the 21st century. In its approach, my study breaks away from works that assume that advertising performs the same role universally and that local advertising industries should follow the uniform path of development, in terms of both creative content and industry structures. Treating advertising as an integral part of social reality, I embed my analysis in Korea's idiosyncratic social, cultural, political, and economic contexts to interrogate non-marketing functions of advertising. My dissertation investigates multiple projects that advertising mediates in contemporary South Korea, from challenging social norms and renegotiating cultural meanings, to contesting capitalist control over mass media and articulating fantasies of humanist capitalism. I explore how advertising consumers (including advertising censors) and advertising producers channel, shape, enable or block the flows of advertising messages and revenues. My conclusion is that, in South Korea, the marketing instrumentality of advertising is subordinated to the ethos of public interest, and both advertising consumers and producers strive for advertising that promotes humanist values and realizes democratic ideals, even if it jeopardizes the commercial interests of advertisers. \nTheoretically, this study builds on critical theory and anthropology of media while drawing on Korean Studies scholarship to grasp interconnections between the practices of advertising production and consumption, on the one hand, and, on the other, the modern entanglements of capitalism and democracy. Methodologically, I combine a discourse analysis of advertising-related public texts—popular advertising campaigns, responses to them in mass media and the blogosphere as well as the exhibits of the Advertising Museum in Seoul—with ethnographic fieldwork at two sites, an advertising agency and a quasi-government advertising review board, both in Seoul.