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Girls Generation
The Commodification of Girls Generation: Sexual Object
under Patriarchy in Korean
*
Wattanaporn Isarapairoj

Girls Generation


Pop Idol

Girls Generation

; Email: w.isarapairoj@gmail.com

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Abstract
This paper aims to study the commodification of women as sexual objects under patriarchal
social structure by using a case of South Korean girl-group pop-idol Girls Generation. The groups girl
members are deliberately characterized to satisfy males consumers desire as sex objects. A clear
example would be their costumes which are designed to feed males sexual fantasies. Along the journey
to become pop idols, these girls have been subjected voluntarily in commodification process and
become male customers objects of sexual desire in exchange for popularity and a gigantic heap of
incomes. In addition to that, girl idols like Girls Generation also serve as models of beauty for
female consumers -- beauty that is acknowledged in the eyes of most male, and thus, female fans who
want to be seen as desirable are consumed not only by the girl groups merchandises but also the
groups iconic representation of beauty as males desirable objects. This paper concludes that, regardless
of modern women image and popularity girl groups have gained over the years, the patriarchal social
system has still successfully oppressing females, deeming women as objects of males sexual desire and
commoditized still.
Key Word: Patriarchy Girl Group Artist Commodification Sexual Objectification

() ()

(Patriarchy)

(Commodification)
(Sexual Objectification)

(Girl Group)

(National Girl Group) So Nyeo Shi
Dae ( - SNSD) Girls Generation


Girls Generation

[3-70]

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( , 2554)

( , 2555)
(Girl Group)

(Confucianism) (Public Private Sphere)




( , 2550: 60)
(Patriarchy) (Adrienne Rich)


... ( , 2546)

1990
( , 2550)

[3-71]

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1990 ( KWave)


So Nyeo Shi Dae Girls Generation
(Korean Forbes)(Forbes Staff, 2013)
1 .. 2011-2012 2 2013

Girls Generation
.. 2007 SM Entertainment
9 So Nyeo Shi Dae ( SNSD Soshi
Girls Generation)
(Taeyeon) , (Jessica), (Sunny), (Tiffany), (Hyoyeon),
(Yuri), (Sooyoung), (Yoona) (Image) (Seohyun)
9

.. 2009 SNSD
1 Gee SNSD
SNSD
SNSD
daum.net Fan caf
SNSD
(NETIZENBUSS, 2011) Facebook Official Fanpage
4.6 (GIRLS' GENERATION OFFICIAL FACEBOOK, 2013)
SNSD (National Girl Group)

:
9
(Fan Boys)

()
()
( Sexy),
[3-72]

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(Allure), (Childish), (Dependent) ( Subordinated)
(Kang, 1997 , : 77)

Kid
Leader (), (), ()

Gee 2009
(Live Show)
( Mini
Album Genie : 2009) (Album Oh : 2010) (Japanese Album Mr.taxi : 2011)
(Album The boy : 2011) ( Paparazzi : 2012)
(Japanese Album Girls' Generation II ~Girls & Peace~ : 2012)


( , : 132)
SNSD
SNSD
SNSD SNSD


(Commodification)

:
SNSD
(Fan Girls)




SNSD KPop (Beyond Hallyu, 2013)


SNSD

[3-73]

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Pantip.com
SNSD
Presenter
SNSD




SNSD
SNSD


SNSD


( , : 82)



(Dworkin, 1988
, : 148)

Girls Generation



2
1.

2.

[3-74]

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. 2546. . .
8(16). : .
. 2550. . 56(1).
. 2554. .
1.
. 2550.
()
.
.
. 2555. .
. 18 (4).
Beyond Hallyu. 2013. SNSD vs SJJD: Why Girls Generation have so many female fans. 2013
August 20 http://beyondhallyu.com/k-pop/shoujo-jidai-vs-sonyeo-shidae-why-girlsgeneration-have-so-many-female-fans/.
Forbes Asia. (2013). FORBES KOREA's Top 10 Celebs. 2013 August 23
http://www.forbes.com/sites/forbesasia/2013/04/03/forbes-koreas-top-10-celebs/.
GIRLS' GENERATION OFFICIAL FACEBOOK. 2013 August 27
https://www.facebook.com/girlsgeneration/likes.
NETIZENBUSS. 2011. Top 15 fancafe rankings for girl and boy groups. 2013 August 23
http://netizenbuzz.blogspot.com/2012/08/top-15-fancafe-rankings-for-girl-and.html.

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