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, by Rachael Miyung Joo
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Product details
File Size: 2548 KB
Print Length: 354 pages
Publisher: Duke University Press Books (February 10, 2012)
Publication Date: February 10, 2012
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B00EZBYJP2
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The participant observer is the one who spoils the fun. He or she comes up with questions and doubts at the moment when the public wants answers and certitudes. Participating and observing are often two irreconcilable tasks. The observer introduces a distance when participants want to adhere to the show, and creates distinctions when the group wants to feel as one. Despite the pretense to the contrary, the researcher cannot fully belong, cannot fully take part into the action. Even when he or she choses to live among the natives, the anthropologist reminds people that he or she retains other obligations and belongings. The anthropologist dwells in the village but belongs to academia. The group can never claim him or her as one of them, because both know that he or she will have to leave one day and that his or her stay is temporary. Anthropologists are those who write things down at the end of the day: their commitment goes to scholarship, and they are dedicated to writing a book or a monograph about their experience in the field. They maintain critical distance and cultivate abstract reasoning, using categories that are in essence different from the ones that people use to frame their own experience.Rachael Miyung Joo is the typical party spoiler. She is the only one who doesn’t wear a red T-shirt when the Korean national team is playing and people are watching the football game retransmission. When her female roommates cry and go crazy to celebrate victory, she stands back and watches from a distance. She feels closer to a solitary male supporter who sheds tears of emotion at the beauty of the game than to the crowd of cheering girls and boys who have only limited knowledge of the game rules. of She bluntly confesses to her friends that she finds the players from the Italian team more attractive. She uses categories such as gender, race, and nationhood, and introduces critical distance with the immediacy of experience, when people around her just want to enjoy the fun and share the excitement. She highlights the constructed nature of national unity and the ambivalence of ethnic categories at the time when media coverage celebrates Korea as one and heralds the advent of global Koreanness. Whereas media attention focuses on female fans and their mild display of sex appeal, she brings in feminist theory to denounce the commodification of women’s bodies and the prevalence of heterosexual norms.Rachael Miyung Joo’s fieldwork took place around the date of 2002, the year of the soccer World Cup tournament hosted jointly by South Korea and by Japan (the Japanese part is sorely lacking in the book). It is a two-sited ethnography, based on participant observation made in Seoul and in Los Angeles. In addition to soccer, Joo also documents other sports where Koreans fare particularly well: golf, where ethnic Koreans dominate the Ladies Profesionnal Golf Association, but also baseball, with the participation of ethnic Koreans in the Major League, and figure skating, dominated by multi-medalist Kim Yuna. Her ethnography uses analytical categories borrowed from philosophy, anthropology, gender studies, media studies, and critical theory. She draw from Althusser’s notion of "interpellation", which describes how individuals are hailed through ideology. For example, the South Korean state attempts to "interpellate" Koreans in the United States as overseas Koreans—that is, loyal Korean national subjects.She borrows from media studies the expression "assemblage", a combination of institutions, images, and people that constitute the genre of media sport. Appadurai's anthropology of the global provides her with the notion of "diasporic public spheres" that are constituted though collective and simultaneous engagements by subjects located in different spaces around the world. She offers her own concepts, such as "intimate publics", a notion that combines the individual sphere and the public realm, or "everyday forms of self-fashioning" that she observes in Seoul's streets. She elaborates on the notion of the transnational which is declined in all her book’s chapter headings: "transnational media sport", "transnational athletes", and "transnational publics". She defines "multicultural nationalism" as "a culturalist notion of diversity that erase material differences and power inequalities between and among groups, as well as one that sees racial, national, and ethnic differences as essentially the same."Her main study is on the 2002 FIFA World Cup. As she writes in the introduction, "this month-long event was not primarily about sport per se; it was a great opportunity to celebrate with millions of others under the aegis of supporting the nation." People knew they were participating in a historical event of global significance, because this had happened before: the 1988 Olympic Games are still remembered as a turning point in Korean history. One generation had passed, democracy had settled, and Koreans were even more self-confident. They felt united as one, and gave unanimous support to their national team. Young women were particularly conspicuous: they wore the color of the national team, painted the national flag on their faces and bodies, and led the crowds who were chanting and partying in the streets. For the author, "the sexual desire and excitement generated around Korean national athletes operate as allegories of desire for the Korean nation." This desire for a fantasized Koreanness transcended borders: supporting the Korean team enabled Korean-Americans living in Los Angeles to articulate their ethnic identity and their relationship with the Korean nation.The female golfers who dominate the tournaments of the Ladies Professional Golf Association provide another interesting case study. According to the LPGA, 43 of 123 international players were South Korean as of July 2011. This list did not include Korean-born players who were naturalized US citizens or ethnic Koreans living abroad, including Michelle Wie or Christina Kim from the United States and Lydia Ko from New Zealand. Again, Joo sees hegemony at work in the way these female athletes represent ideas of gender, nation, and ethnicity. The sexuality of Korean female athletes is presented in contradictory ways as daughters to be protected within the Korean family and as hypersexualized Asian women to be marketed in transnational commercial contexts. As national icons, successful female golfers demonstrate how Koreans should adjust to the neoliberal contexts of a globalizing Korea. The whole nation rejoiced at the remarkable success of the golfer Se Ri Pak, who won two of the four major tournaments on the LPGA tour in her rookie year of 1998, while the nation was reeling from the trauma of the Asian financial crisis. She came to symbolize how South Korea might pull itself out of the crisis through global competitiveness, individual drive, and private capital.In South Korea, the dominant discussion of golfers assumes that their success is due to their talent, hard work, and the sacrifice of their families. Often families move from South Korea to the United States or Australia to raise their daughters in golf-centered environments, to send their children to golf academies, and to live in areas where golf can be played year-round. In media narrative, father and daughter must bond to fight competitors in a foreign land. The father comes to standing for the national interest as he protects the progeny of the ore an nation in foreign contexts and ensures its enduring success. Some commentators also assume that Korean women are naturally well suited to forms of sport that require extreme precision and concentration, such as archery, billiards, figure skating, and golf. Conversely, non-Korean media sometimes point out that Korean golfers display a robotic quality—the idea that they lack emotion, creativity, and individuality. These cultural stereotypes are nothing new. During the Cold War, athletes from socialist countries were often stereotyped as collectivistic, militaristic, and emotionless. In the globalization age, Korean athletes are valorized as national heroes for disciplining their bodies, garnering global media attention, and demonstrating economic results. The female golfer also strengthens the capitalist ideologies of segmented labor markets that treat female labor as unskilled and subordinate.Much media attention in South Korea is directed at athletes who compete abroad. These nationals icons bring global visibility to the nation, helping Korean corporations to win brand name recognition and bringing national or ethnic pride . Athletes who play abroad represent the image of the newly globalized Korean subject who leaves the country to succeed yet continues to maintain a strong sense of Korean identity. Sport operates in the affective realms of mass media to intensify and embolden feelings of nationalism and competition. Sport events also create contexts for the production of powerful feelings of nationalism and ethnic identity by diasporic subjects. Male athletes are often presented as warriors for the nation within the context of international competition. During the 2012 London Olympics, following South Korea's victory of Japan, soccer player Park Jong-woo displayed a sign proclaiming Korean possession over the contested Eastern Sea island known as Dokdo to Koreans. As a consequence he was banned from the medal ceremony and unlike his other 17 teammates he did not receive a bronze medal for his performance. In recent years, the competition between Kim Yuna and her Japanese rival Asada Mao was staged as a nationalist revenge of Korea against her former colonial ruler.Joo also shows the role that Korean media sport plays in shaping ideas of Korea and Koreanness for Korean Americans. Spectators who watch Korean athletes playing within US-centered sporting leagues are exposed to ideologies of ethnicity and nationalism. In the American context, a shift towards transnationalism as distinct from multiculturalism has tended to maintain the national distinctiveness of players, so that South Korean and other Asian athletes are characterized primarily as foreign nationals. As athletes themselves may work to diminish the significance of their own ethnic or national differences, corporate interests in sport often exploit these difference to market players of color to a racially segmented consumer market. In line with the racial presentation of Asian Americans as a model minority, Asian/American athletes are praised for assimilating within the context of US sport by being "team" players, behaving as obedient students of their coaches and agents, and avoiding negative or excessive attention on their personal lives.Athletes who enter the United States often become symbols of the American dream of immigrants and those who remain in their homelands. For the sport industry, foreign athletes also function as a conduit through which entire national markets might develop. The idea that players from abroad come with an entire nation of viewers is enthusiastically mentioned by commentators and sports writers. The Korean and Korean American fan base in baseball or in golf has increased considerably with the entry of Korean nationals into Major League Baseball and the LPGA. Clearly, disparities exist between South Korean and Korean American audiences, and national locations make a considerable difference in the ways that athletes are understood. In Korea, Korean American athletes were considered to be overseas Koreans—Koreans in a foreign land. In America, events such as the 2002 World Cup contributed to activate a sense of Koreanness among Korean Americans. Many members of the Korean diaspora in the United States maintain active material, psychological, and emotional connections to Korea. With the emergence of Korean players in professional sport, Korean Americans began to feel a new sense of ethnic pride and transnational belonging.In Los Angeles' Koreatown, large crowds gathered to watch football games on large screens and cheered with thousands of others as fans did in Seoul. They engaged in simultaneous acts of media consumption across geographic and national boundaries. Although Latinos were also present in the Koreatown crowds, the uniformity of public support for the Korean team precluded the possibility of expressing a preference for another team or acting outside of the scripted behaviors of the event. On the day of the Germany-Korea semifinal, even Latino TV anchors wore the "Be the Reds" shirts in solidarity with the Korean fans. This stood in sharp contrast to the 1992 Los Angeles uprising, where shops run by ethnic Koreans were take as targets by African Americans and other ethnic groups. Korean media in both the United States and South Korea widely hailed this event as a major coming of age in the Korean American community. Of course, there is a certain irony that the mainstreaming of Korea America into American society constituted Korean Americans as a group of supporters of the Korean national team. They were fundamentally depicted as essentially Korean nationals on US soil.This irony is not lost on the author. True to her vocation as a party spoiler, she points out the ambiguities and ambivalence of media sport events. Her whole book is written against the enthusiasm of sport fandom and the collective emotions of the crowd. She continuously warns against the immediacy of adhering to collective events, which are always not far from mass hysteria and totalitarian regimentation. Behind the exhilarating feelings of joy and empowerment, she detects nationalistic hubris, sexual exploitation, and cultural hegemony. Her book is written against her own feelings and proclivities: she confesses that she, too, enjoyed the mass mobilization and national exhilaration. It is only after the facts, when she went back to graduate school and was exposed to a heavy dose of critical theory, that she took a negative view on what she had first experienced in blissful ignorance.The only time when she detects a political potential in mass events is when they fit her ideological agenda. She therefore supports the mass protests that took place in 2002 in the wake of the "tank incident" in which two young schoolgirls were run over by a US Army vehicle, or in 2008 when the Lee Myung-bak administration decided to lift the ban on the import of US beef. These large-scale protests recalled the "affective memories" and participation rituals that were first experienced during the 2020 World Cup events. It doesn’t matter that these mass rallies had strong nationalistic undertones and a marked anti-American posture: for the author, this is a natural response to decades of what she calls US hegemony (not noticing the fact that her brand of cultural studies also participates in this hegemony). Visiting Seoul in 2008, she felt at home joining the demonstrations calling for the resignation of the newly-elected president and which gathered a motley crew of "gay and lesbian organizations, immigrant rights groups, Buddhist nuns and monks, Christian organizations, labor unions, well-established non-profit groups, and citizen consumer groups, among many others." If this is her vision of where Korean society should be heading, then why didn't she choose to chronicle political events, instead of devoting a book to a phenomenon towards which she feels deeply ambivalent?
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