Livestreaming and the younger generation in neoliberal South Korea

Dr. Hojin Song introduces a recent thread of work on microcelebrity on social media (social media influencers) and examines live streaming broadcasters on AfreecaTV and their self-branding strategies in the South Korean context.

Photo: woman in a canoe

December 17, 2021 - December 17, 2021

7 p.m. to 8 p.m.

Virtual

Cost - Free

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CSUMB Internationalization Series

The making of microcelebrity: Livestreaming and the younger generation in neoliberal South Korea - Dr. Hojin Song

Dr. Hojin Song introduces a recent thread of work on microcelebrity on social media (social media influencers) and examine live streaming broadcasters on AfreecaTV and their self-branding strategies in the South Korean context. Through an analysis of the text of popular live streaming and the chats among the viewers and broadcasters, I show how popular microcelebrities of AfreecaTV present a self-branding tactic of staged personae that are often exaggerated and aggressive rather than a more broadly used branding tactic of social media influencers--presenting self as intimate and ordinary figures who interact immediately with their fans. Connecting the making of microcelebrity on AfreecaTV and the larger generational culture of ingyŏ (idleness), I focus on unproductive work, idleness, and momentary entertainment among live streamers and the viewer represents their rejection to neoliberal self-care, which has long been a key tool of personal success and prosperity in the context of neoliberal South Korea.

Bio: Hojin Song (Ph.D. University of Iowa) is an Assistant Professor in the School of Humanities and Communication (HCOM) at CSU Monterey Bay. She teaches media courses such as Social Media Theory and Practice and Intro to Mass Communication. Her research interests include popular culture and media, gender and generational identities in South Korea. She is currently working on a manuscript on motherhood and self-branding in digital media in South Korea.