여성잡지에 나타난 몸 담론 연구 －성형의료산업과의 관련성을 중심으로－

An Analysis of Ideal-Body Discourse on Women's Magazines: Focused on Its Relation to Cosmetic Surgery Industry

Cosmetic surgeries are conducted more frequently in Korea than in any other Asian countries, and Korea exports its related skills and technologies to Japan and China. Besides, the number of cosmetic surgeons per capita is the highest in the world. Receiving cosmetic surgery in one type of another is taken for granted by many young job seekers in this country, who crowd in cosmetic hospitals during summer or winter vacations. What makes Koreans obsessed with their appearance? What makes them preoccupied with physical beauty? Do women desire or actually undergo cosmetic surgeries based on their spontaneous demand or choice? ''Lookism'' has become such a prevalent ideology that many women don't hesitate to transform their body artificially even daring to subject themselves to the surgeon's knife. In this regard, the present study raises a question that lookism as a solid ideology of women has been encouraged by the public in their voracious consumption of media hype on women. Accordingly, this study analyzes women's magazines focused on their articles on fashion and beauty as well as their advertisements of cosmetic surgery products. The analysis of articles reveals the following characteristics of the ideal-body discourse. The first feature is the segmentation of a female body. The articles in women's magazines focus on each part of a body segmented into numerous pieces from head to toe, rather than seeing it as a whole. The second tendency is the stigmatization of bodily flaws. The articles use a negative approach when addressing women's appearance: bodies are evaluated based on their unattractive features rather than attractive ones. The third is the standardization of an ideal female body. Implying that an ideal appearance is a 'younger look, 'westernized physique,' 'fair skin,' or 'the model body of entertainment celebrities,' the public discourse on ideal female appearance stirs up women's vanity. Although some of the articles propose 'naturalism' as an ideal, it really is a 'manipulated natural look' that requires ever more artificial maneuvers. The fourth is the objectification of a woman's body. It is seen from the perspective of men, and eventually falls into a subject of 'management programs.' The fifth feature is the seemingly professional authority in the ideal-body discourse obtained through the introduction of scientific terms. The final characteristic is the propaganda in favor of cosmetic surgeries publicized in cooperation with the related industry. The analysis reveals that advertisements of cosmetic surgeries appeared in women's magazines employ the following strategies: The advertisements 1) propose diversified surgery items; 2) present an ideal body type; 3) imply that a woman's look determines her destiny; 4) imply that a woman's look enhances her upward mobility; 5) introduce discourse on the female body as a piece of art; 6) introduce discourse on the cosmetic surgeries as a psychological therapy; 7) introduce discourse on the surgeries facilitated by new technologies; 8) introduce discourse on the surgeries as an easy everyday procedure; and, finally 9) suggest a one-stop resolution package. What is then the implications of ideal-body discourse produced by the women's magazines and cosmetic surgery industry? First, the two parties share not only the similarities of discourse but also the mutual dependency. Reciprocity was found between magazine articles and cosmetic surgery industry: the former creates deficiency and the latter resolves it. The development of ever diversified surgery products in industry is based on the discourse provided by women's magazine articles on the segmentation, stigmatization, standardization, and objectification of female body. Every single woman who wants to keep up with the idealized look suggested by magazine articles would become a potential customer of cosmetic hospitals. Besides, various cosmetic surgery products are indispensible for actualizing the stand