Ucc

   

New Media Practices in Korea: Part 4. New Media Production

In 2001, a series of high school girls’ eccentric romance story, That Bastard was Cool (Geu Nomeun Meosisseosda), sparked teenage readers to flock into Daum Internet café. It was the beginning of Internet novel syndrome. The phenomenal success of this idiosyncratic and unconventional novel establishes its author, a sixteen-year-old high school girl whose Internet ID and penname were Gwiyoni (which literally means ‘Cute One’), as the icon of youth Internet culture. That Bastard was Cool scored 8 million views online, sold 500,000 copies when published as a print book later, and eventually was made into a movie in 2004. Its popularity even crossed the border to nearby Asian countries including Japan, China, Taiwan, and Thailand where the popularity of the Korean Wave was surging to its peak. Gwiyoni herself joined the so-called league of ‘Korean Wave Stars’ who enjoyed widespread fandom overseas. Following up That Bastard was Cool, Gwiyoni published five more Internet novels until 2006. Most of her novels have been adapted to movies that target the teenage girl market by starring popular young actors: Seduction of Wolf (Neukdaeui Yuhok; English movie title: Romance of Their Own) and That Bastard was Cool (English movie title: The Guy) in 2004, Doremipasolasido in 2008, and To You currently under production.

The popularity of Gwiyoni’s short, comical, lighthearted, episodic stories about everyday school life and teenage romance not only shook the professional literature community but also the popular media. In fact, Gwiyoni syndrome did not come out of the blue. Before WWW was introduced to Korea, several pre-internet novels, with similar styles and subjects, attracted young readers to a cyber space that was running on Telnet system (PC Tongsin in Korean) in the early 1990s. Gwiyoni syndrome brought out this underground youth subculture, particularly girls’ subculture, to the surface of public discourse (Kim & Kim, 2004).

Most of all, Gwiyoni’s novels were severely criticized and frowned upon by adults due to her constant usage of informal and colloquial languages, internet idioms, foul expression, and emoticons – all in violation of traditional language structure. However, Gwiyoni’s violation of the linguistic code was not new but familiar to young people. Gwiyoni Syndrome is significant in that it represents the migration/expansion of youth linguistic code that young people constantly create and share with their peers through SMS of mobile phone and Internet chats in their everyday life (Choi, 2003). This trend of sharing new linguistic codes within their intimate networks dates back to the popularity of Tongsin Eoneo (Internet Communication Idioms) in the times of beepers and early Internet community. While Gwiyoni’s informal use of language mostly consists of Tongsin Eoneo, there is also a popular trend of using more radical and broken form of language, which is called Oegyeeo (Alien Words). The creation of and the sharing of Oegyeeo tend to be exclusively limited to young people’s intimate networks (mostly, early teens) or special online communities such as ‘Teusumunja Manddang’ (Special Words Heaven, Daum), which has more than 1 million members. The level of deconstruction for Oegyeeo, which dissects and fabricates a grammatical system while mix-and-matches foreign words, is so radical that ordinary Koreans cannot understand or decipher their meaning (Yoo, 2003). In this sense, Choi argues that the Gwiyoni syndrome illustrates the broader changes in culture, from “Print literature based” to “Electronic literature based,” (Cho, 2007) and the advent of a new form of youth digital storytelling.

In a broader context, Internet novel syndrome signaled the expansion of girl’s participatory fandom culture in online space, which already existed before Internet in the form of fanzine (fan magazine) and/or fan art. Right before Gwiyoni syndrome, writing and sharing fanfics (fan fictions) about pop stars (mostly male idol stars) emerged highly visible activities across Internet fan cafes. Daum alone hosted around 9241 fanfic cafes and the largest one had over 300,000 members in 2003. Just like the Gwiyoni syndrome, girls’ fanfic writing also came under public scrutiny, but for a different reason. In 2000, the Ministry of Information and Telecommunication introduced new online content rating system for youth protection and fanfics, which often contain the story about homosexual relationship, were selected as harmful contents to censor. As fangirls organized online protests against contents censorship through Internet cafés, girls’ writing culture suddenly emerged as a hot topic in popular media (Jo & Kim, 2005). These examples demonstrate how Internet provides an alternative space and effective tools for Korean girls to create “communities of fantasy”; those in constant struggle with cultural authorities (Kim & Kim, 2004).

As image producing technologies - such as digital camera, mobile phone camera, and editing softwares/applications - became widely available, literary form of youth play was replaced by various multimedia productions. Creating and circulating fun content such as parody pictures, often with political satire, emerged as a representative of online play culture. Two notable examples are Yeopgi Syndrome and JJang syndrome. Originally, the term Yeopgi referred only to ‘weird, uncanny, pervert or frightening phenomena’, but the term now indicates all weirdly funny things and operates as a code of light humor among Korean youth since 2000. All sorts of media contents – pictures, video clips, and literatures – with the Yeopgi code populated online space, feeding young people’s insatiable appetite for unique fun: certain internet cafes such as ‘DC inside’ acquired new reputation for their famous Yeopgi contents. The other example is the Jjang (the best) syndrome, which involves online voting by netizens on uploaded self-photos, which often becomes a “gateway towards stardom”(Choi, 2006). Various types of jjangs, such as uljjang (person with the best face) and mom- jjang (person with the best physique), have become “catchphrases in society, entertainment business and other areas” in contemporary Korea (Choi, 2006: 180).

Recently, various forms of contents produced by netizens are touted in the name of UCC (User Created Contents). In most cases, UCC refers to shared video contents in online space. As major portals open special services for UCC, following on the successful models of UCC sites like Pandora TV, it became a hot item in current mediaspace in Korea. Initially, UCC fever is largely based on the prevalent and notorious P2P file sharing culture. In the past, free/illegal downloading and repurposing were adopted as alternative tactics to share commercially unavailable contents due to limited access to foreign media contents and/or inefficient distribution systems. While media industry is slowly shaping new business models to counteract this practice, the active reappropriation and consumption of popular cultural contents from overseas (particularly, Japanese pop music/TV drama/animation) in the form of UCC is still widespread. For example, young Korean fans’ various fandom activities around trans-Asian television drama contents form a significant part of UCC sites (Kim & Lee, 2005).

Researches show that women, especially female college students, are more active in producing and consuming UCC (Yim, 2008). It is noted that the central motivation to create and share UCC is ‘self-expression’ and ‘getting recognition from others’ (Sung & Lee, 2007). Still, 90 percent of UCC is repurposed works out of existing media contents. In this sense, the significance of UCC culture lies more in that it represents the decentralized mode of media distribution (Jeon, 2008). This aspect of UCC, as a potentially democratic media form, becomes more apparent when it serves a journalistic purpose. Indeed, the social implication of UCC, as an emerging form of journalism to monitor and engage both macro and micro-level social issues, is one of the widely discussed topics in Korea (Kim, 2008; Kang, 2007; Lee & Kim, 2007). During the 2006 presidential election campaign, UCC appeared as the preferred tool for expressing political views, especially among college students (Ban & Kim, 2007).

However, as the cultural influence of UCC is increasing, the debate over its legitimacy as a viable media form is also intensifying. Various issues, such as policies and regulations on UCC for youth protection and legal copyrights, are still unresolved. It has become a daily battle between the major portals who regularly monitor illegal ripping of media contents, media producers who seek for additional profits through ‘one-content-multi-use’ strategies, and bloggers who want to repurpose these media contents. In the end, although debates about whether these syndromes actually reflect young people’s productive use of new media technology still continue, these various forms of syndromes demonstrate that young peoples’ reappropriation of media contents with their newly acquired technological mastery have become a predominant practice in Korean online space.

References

English Sources

Choi, J. (2006). Living in Cyworld: Contextualizing Cy-ties in South Korea. In A. Bruns & J. Jacobs (Eds.), Uses of Blogs. (pp. 173-186). New York: Peter Lang.

Korean Sources

Ban, H., & Kim, S. J. (2007).  Dongyongsang UCC yiyongwa Jeongchi Hengtee gwanhan Yeongu: Dehaksengdeuleui UCC yiyonggwa Jeongchi News Yiyongeul Jungsimeuro (A Study of Relationship between UCC Usage and Political Behavior: Focus on College Student Voters` Usage of UCC and Political News). Cyber Communication Studies, 22(0), 123-166.

Cho, H. (2007). Munja Munhakeseo Jeonja Munhakeuro (From Print Literature to Electronic Literature). Seoul, Korea: Hangil Publisher.

Choi, M. (2003). N-sedewa Internet soseuleui Nolli -Gwiyeonieui Soseuleul Jungsimeuro (N-Generation and the Logic of Internet Novels - Centering on Gwiyeoni’s Novels). Public Narrative Studies, 10, 34-63.

Jeon, G. (2008). Cybergongganeui Seroun Sotong, UCC: Dongyeongsang UCCeui Textjeok Teukjinggwa Munhwajeok Hameuieh gwanhan Yeongu (A Study on the Textuality and the Cultural Implications of Video UCC). Cyber Communication Studies, 25(2), 337-370.

Jo, H., & Kim, J. (2005). Cheongsonyeun Mania Munhwaeui Siltewa Jeongchekgwaje (Present of Youth Fandom Culture and Policy Issues). Korea: National Youth Policy Institute.

Kang, J. (2007). UCC Yeongsang Munhwaeui Hameuiwa Munjejeom Yeongu: Simcheung Interviewreul Yiyonghan Dehaksengui Insiksarereul Jungsimeuro (Study on Meanings and Issues Related to UCC Visual Culture: Cognition Case Study by depth Interview with University Students). Korean Broadcasting & Telecommunication Studies, 21(6), 9-43.

Kim, H., & Kim, M. (2004). Fapiceui Sengsangwa Sobireul Tonghe bon Sonyeodeuleui Seong Fantasywa Jeongchijeok Hameui (A Fantasy of Fanfic and the Politics). Korea Journalism Studies, 48(3), 330-478.

Kim, H., & Lee, C. (2007). Cyber J-Dorama: Internetsangui Ilbondrama Sobijuchewa Yutongui Mechanism (Cyber J-Dorama: Agencies and Mechanism of the Consumption and Distribution of Japanese Drama in Online Space). In Cho H.J. et al (Eds.), Internet and Asian Cultural Studies. Seoul, Korea: Yonsei University Press.

Kim, S. (2008). Cybergongganeui Seroun Sotong, UCC: UCC Journalismeui Yironjeok Gochal (Theoretical Analysis of the UCC Journalism). Cyber Communication Studies, 25(2), 221-262

Lee, K., & Kim, M. (2007). “Chamyeojeok Model"roseoui “Performance hak” sigakeuro bon UCC (A Cultural Study of UCC (User Created Contents) from the Perspective of Performance Studies As a “Participatory Model"). Korean Broadcasting & Telecommunication Studies, 21(4), 217-254.

Sung, M. H., & Lee, I. H. (2007). Dongyeongsang UCCeui Yiyong dongiwa Manjoke gwanhan Tamsekjeok Yeongu (Uses and Gratifications of User-Created Contents: Expressing Self with Self-Produced Video Clips). Korea Association for Communication and Information Studies Journal, 40(0), 45-80.

Yim, J. (2008). Yeoja Daehaksengeui UCC sobiwa Sengsangeul Tonghe bon Suyongja Neungdongseonge gwanhan Yeongu (Reconceptualizing Audience Activities: Female College Students` UGC Consumption and Production). Korean Broadcasting & Telecommunication Studies, 22(4), 320-354

Yoo, H. (2003 10). We don’t want to play with you. Hankyoreh 21,478.