영문목차
Preface and Acknowledgements=v
Chapter One. Materialist Culture and Korea=1
Introduction=1
Materialist Culture=5
Variations and Agency within Materialist Culture=9
Consumerism and Hegemonic Culture=10
Korea, Cultural Change and Agency=13
Situating Materialist Culture Within Korean Studies=17
Chapter Two. Korea's Historical Traditions and Legacies=21
Introduction=21
Traditional Family Relations and Structure=22
The Family and Group Production=25
Confucianism and the Traditional Family=29
Yangban and Commoner Families=30
The Yangban Wife and the Commoner Wife=35
Chapter Three. Industrialization and the Family=39
Introduction=39
Urbanization and the Family=41
From Production to Consumption=48
From Home Production to Wage Labor=51
Chapter Four. Inventing the Modem Patriarch: Consumption and the Family=59
Introduction=59
The Patriarch, Past and Present=60
Consumption and the Middle Class Male=70
The Patriarch's Changing Economic Basis=75
Concluding Thoughts=80
Chapter Five. Creating the Korean Housewife=83
Introduction=83
The Shift to a Modern Working Woman=86
Creating the Korean Housewife=91
Consumption and The Modern Home=93
A New Role, A New Setting, and A New Dilemma=94
The Social Role of Modem Homes=100
Educating the Modern Housewife=106
The Housewife as a Homebound Social Role=109
Chapter Six. Advertising in Korea: Articulating the Materialist Culture=115
Introduction=115
Ideological Hegemony, Modem Society, and Mass Media=116
Koreans and Their Mass Media=121
Advertising in Korea=124
Korea's WorId of Advertising=127
Conforming to Live in the New WorId=133
Preying on Popular Malaise=143
Advertising's Foreign Allure=151
Concluding Thoughts=156
Chapter Seven. Conclusion: Forgetting the Past and Repositioning Politics=159
Introduction=159
Forgetting the Past=161
The Consequences of Materialist Culture For Politics=167
Korea's Political Milieu=168
The June 1987 Demonstrations=172
Concluding Thoughts on Korea and the Study of Change=175
Bibliography=179
Index=193