Art, cinema and media studies

“Answer Me 1988” (응답하라 1988, Reply 1988): A Transmedia Text & Manual to Navigate Another Era’s Fandom

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According to Henry Jenkins in Convergence Culture, “the emerging convergence paradigm assumes that old and new media will interact in ever more complex ways” (6). Nowhere is this phenomenon more apparent than in the show Answer Me 1988 where several forms of media converge in one medium—television. The show includes cinema, video games, music, style (fashion, hair, makeup), internet chat rooms, comic books—even food package designs (iconic brands that are recognizable at a glance)—all of which are set in the 1980s. The main vehicle that Answer Me 1988 utilizes for its transmedia reception is the spectators’ nostalgia: “Convergence occurs within the brains of individual consumers and through their social interactions with each other” (3). Similar to The Matrix example explored by Jenkins, by blending various forms of old school pop culture items into one program, Answer Me 1988 becomes a transmedia text containing the 80s memory belonging to generation x but also one that works to clue in the later generations on the fandom of the past. As Jenkins defines in “Interactive Audiences?”: “Transmedia promotion presumes a more active spectator who can and will follow these media flows” (165). Answer Me 1988 assumes the kind of audience that is willing and able to follow its media flows regardless of the viewer’s age or background. This is evident in the show’s casting choices, music and the show’s ability to function as a manual to guide contemporary viewers through the nostalgia of a different era and culture.

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Answer Me 1988 (2015-2016), written by Lee Woo-jung and directed by Shin Won-ho, is an hour long, twenty-episode Korean dramedy series that aired on the cable network tvN, owned by media conglomerates CJ Media and Fox International Channels. The show’s finale had an AGB Nielson rating of 18.8%, and a TNmS rating of 18.4%–both of which are considerably high numbers for a cable channel.[1] It is notable that although tvN is a pay cable channel, it does not contain any violence, nudity, sex or profanity, which encourages a family viewing experience. What this further suggests is that although viewers under the age of 30 may not recognize the tunes, films, commercial jingles and other media texts played on the show, the parents or older viewers who are watching alongside them might. The show creators bank on this type of audience interaction where convergence spreads across generations by reaching for a wider demographic: “…franchises depend on hypersociability, that is, they encourage various forms of participation and social interactions between consumers” (Convergence Culture, 112). This reach for a broader audience is apparent in the show’s casting.

Lee Hye-ri who plays the lead role—Deok-seon—is a K-pop star from the girl group Girl’s Day. She’s a recognizable face whose singing career spans 5 years with a budding acting career since 2014. The very act of crossing over one’s recognition as a singer to an actor is a form of transmediation; fans who are plugged into the pop world can be led into the drama world via Lee Hye-ri’s career transition. Furthermore, the show adds another dimension to Lee Hye-ri’s initial doll-like pop star image with her character image of Deok-seon, which is that of a normal neighborhood teenager with plain black cropped hair who doesn’t perform well in school but has a kind heart and a goofy personality thus humanizing her appearance. The manner in which a star’s image changes in the spectator’s mind is also a form of transmediation as it moves from singer to actor, but also from unreachable to accessible.

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The creators of Answer Me 1988 as well as the other Answer Me series (arguably a franchise), e.g. Answer Me 1997 (2012), Answer Me 1994 (2013), distance themselves from assumptions that the subsequent shows are sequels or prequels. However, the franchise does play with the series timeline as defined by Jenkins in Textual Poachers dropping in cameo appearances of actors from the earlier series to suggest a link or connection to one another (163). For instance, Sung Shi-won played by girl group K-pop star Jung Eun-ji in Answer Me 1997 appears in Answer Me 1994 alongside Jung Woo who plays Kim Jae-joon in Answer Me 1994. Kim Jae-joon then makes a cameo appearance in Answer Me 1988. This method of expanding the series timeline to keep Answer Me fans invested in the reality of the story world is a method of attracting viewers through a transmedia engagement (163). The creators’ strategy relies on casting and recasting. However, the recasting strategy also complicates the viewing experience as the protagonist’s parents played by Lee Il-hwa and Sung Dong-il are always the same throughout the series by retaining their dialects, persona, and names. This forces viewers to accept each series as its own text via “cross overs” of the protagonists’ parent figures; the protagonist’s character and actor changes whereas the parents do not (170). What may be comforting to viewers about this is knowing that there’s a through line connecting all three shows, and in that regard, the previous series’ storyline never really ended with the finale episode, thus indulging fans emotionally.

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K-pop star images aside, Answer Me 1988 has an original soundtrack album available on iTunes as well as in the form of a music video DVD produced and distributed by CJ Media. The soundtrack includes throwbacks like “Youth,” originally sung by the band Sanulrim in 1981 but covered by Kim Feel—a contemporary artist signed with the record label CJ E&M (a record company owned by CJ Media of tvN network). This is another example of the show’s function as a transmedia text, drawing a “common ground” between the old and new generations through a single song (Convergence Culture, 97). The song works as both a “cultural activator” and a “cultural attractor” through its ability to appeal to a younger crowd that recognizes Kim Feel the artist but also to the older generation that recognizes the tune that brings them back to 1981—the year that Sanulrim released the hit song “Youth” (97). The show transmediates through time, fame and fandom via a single song. While attracting and activating cultural significances for multiple groups, it operates through the older generation’s nostalgia while also creating a nostalgic sensation for the younger generation with songs that have a dated feel but are sung by recognizable artists today.

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As Jenkins states, “Our lives, relationships, memories, fantasies, desires also flow across media channels” (Convergence Culture, 17). In Answer Me 1988, the show’s creators allow viewers to have a transmedia experience through a visual flashback across media channels experiencing everything from old music via cassette tapes that get visibly inserted into a cassette player, followed by a long montage of the characters’ faces simply listening as the song plays out in its entirety, to live concert shows on TV that the characters watch excitedly as a group. What makes Answer Me 1988 a unique transmedia text is its ability to work also as a fandom instruction manual in the form of a show. The indulgent scenes illustrated earlier inform younger spectators on the fandom culture that existed before their time. In this particular story world, fandom itself converges across generations.[2] The enthusiastic reception of the characters watching these shows informs a younger spectator of the fan culture back when those shows, tunes, and films were at their peak. Fandom gets instructed to younger viewers via this transmedia text, where witnesses (characters) respond with joy to the movie, song or TV show playing inside the show. The show creators consciously designed a story world where multiple generations could learn to appreciate the various forms of transmediated texts throughout. Jenkins states that our society is “increasingly fragmented and multicultural,” however this show’s ability to draw a diverse viewership through a period piece that exploits a recent past and its nostalgic elements is striking (Convergence Culture, 125).[3]

There is a considerable number of articles and research indicating Korean dramas’ global fan base reaching beyond South Korea. K-drama streaming sites such as Viki and DramaFever report higher percentages of non-Korean viewers than Korean viewers tuning in. In the case with transnational fandom for Answer Me 1988, how does a nation’s specific cultural nostalgia translate, especially when “not all participants are created equal,” meaning, when not all participants share the same memory and cultural experience (3)? What makes Answer Me 1988 a transmediated text is that it is accessible beyond just generation X Koreans. There are multiple entry points for viewers to interact with the text: familiar voices, faces, products, and the creators’ signature. Fans who’ve seen the previous Answer Me shows presumably have an appreciation for this one as well, and notice patterns throughout. The show successfully establishes a sense of “common experience” or ground where audiences across generations and cultures can find ways to engage with the text. As Jenkins illustrates, the internet has made fan experience global, and fans on the margins may now partake in that collective “knowledge space” or realm (“Interactive Audience?,”158). Beyond space, transmedia also breaks boundaries across time (generation gaps) as evidenced by Answer Me 1988.

Grace Jung
May 13, 2016

Bibliography

Jenkins, Henry. Convergence Culture: Where Old and New Media Collide. New York: NYU Press, 2008.

Jenkins, Henry. 2002. “Interactive Audiences?” The New Media Book, edited by Dan Harries. 157-170. London: BFI.

Jenkins, Henry. Textual Poachers: Television Fans and Participatory Culture. New York: Routledge, 2013.

 

[1]Reply 1988: Episode Ratings,” All About Korean Drama, http://www.koreandrama.org/reply-1988/, May 5, 2016.

[2] See also “Analogue Nostalgia and the Aesthetics of Digital Remediation” by Dominik Schrey.

[3] The high reception of the Answer Me series that utilizes nostalgia (created or triggered) as its hallmark influenced MBC’s variety/reality show Infinite Challenge to take on similar tasks by reuniting old K-pop groups that disbanded in the 90s or early 2000s and putting on live concerts which then influenced the music charts around the time those shows aired; 90s hits became the most requested songs on radios or the most downloaded songs at those times. A K-drama’s approach influencing a variety/reality show’s unscripted production is also, arguably, a form of transmedia, where different genres of television share (borrow or steal) a similar concept that eventually impacts yet another industry’s variable—the music charts.

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cinema and media studies, Film, Gender Studies, ideology, korea, korean drama

quick thoughts on 사도/The Throne (2015)

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I needed another fix of Yoo Ah-in starring in yet another dramatic period piece, and this time by filmmaker Yi Joon-ik with Sado (2015). It stars Song Kang-ho who plays King Yeongjo, a father with mountain high expectations of his second son, Jang-jo (posthumously named Crown Prince Sado) who history writes as an insane and troubled soul that went around raping and killing people randomly throughout the palace due to his mental illness largely attributed to the deep anxiety caused by his strict father. Yeongjo’s constant disapproval and disdain for his son’s actions drove Jang-jo mad with rage.

One day, after an attempted murder of the King, Sado is captured and forced into a wooden rice crate and left inside of it for eight days straight until he dies of dehydration and starvation. It’s a dramatic epic, and pretty awesome one at that. Just listen to this music. Beautifully crafted imagery, and truly idiosyncratic performance given by Song Kang-ho. I’ve never seen an actor play a period epic blending cool and casual wit with cruelty, sorrow and passion in such balanced synchrony.

The film is ultimately a family drama. The women in the film, again, don’t have it easy. There’s tension between concubines, and among the queens, although in general, the women seem to look after one another a little better than in the Hui Bin drama…

Yoo Ah-in, in Sado, plays the grandson of King Sukjong, which he himself played in Jang Ok-Jung (2013). Yoo’s performance is excellent as well albeit I feel like I’ve seen his range already in Jang Ok-Jung. Also, great cameo appearance by heartthrob So Ji-sub.

For more info on the film, please refer to this great review on The Hollywood Reporter. 

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cinema and media studies, Gender Studies, korea, korean drama, TV

rewriting a woman’s history with JANG OK-JUNG (2013): (Yoo Ah-in just like Leonardo DiCaprio in my heart)

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I haven’t felt this kind of depression after watching a Korean drama series since Autumn in My Heart (2000)/가을동화.

Jang Ok-Jung, Living by Love  (2013) is a period piece from SBS. It is based on the historical novel work of the same title written by Choi Jung-mi, and is directed by Boo Sung-chul. The series is set during the Joseon Dynasty in the late 1600s.

The show centers on a young, aspiring fashion designer Jang Ok-jung (Kim Tae-hee) who is born of a middle-class rank (중인) but falls in love with King Suk-jong/Yi Soo (Yoo Ah-in) and becomes his favorite concubine. It starts off as a lovey-dovey tale simply about a young woman and man whose affections for each other seem pure and eternal, then of course shit hits the fan when every single person around each character has a political problem with their getting together. Drama ensues.

Jang Ok-Jung is not only an intense political drama, but also an interesting critique on Joseon’s classism stemming from a caste system that damns a person’s life according to who s/he is born from and what the parents’ ranking is according to Joseon’s societal standards. This is the show’s primary critique–the rigidity of a society that make class mobility near impossible. But the protagonist Ok-jung makes it up the ranks (4 to 1) as a consort, eventually even taking over the dethroned Queen In-hyeon’s place as Queen herself for a short term reign. But In-hyeon returns and Ok-jung is demoted back to the place of consort Hui Bin. She eventually is framed for having placed a curse on the queen and is forced to kill herself, ordered by her beloved King.

Ok-jung in her early appearances takes a fascination to Joseon days’ erotic illustrated novels, which are essentially just some softcore sketches of men and women caressing. Ok-jung takes a liking to the way the women’s dresses flow depending on their sensual positions. The drawings inspire her vision. Sexuality is where Ok-jung sees beauty, and the show has plenty of coded sex talk throughout that compares women to flowers and men to bees.

The drama relies heavily on the female characters’ catty tension throughout, mostly rooted in jealousy over things like beauty and male attention. There’s really just one man who all the women desire, and that is the King. Around Ok-jung, however, there are men galore. She has three different pursuers but the King is the one she wants and eventually gets.

The women on this show all must rely on their only agent of power and that is their body. The women must be beautiful. Her face is the main selling point. After that, she must know how to dress well.  If the King desires her, then she has found “favor” by him, meaning that he sleeps with her. Her vagina is the access to bringing her status and power–it is her only agency towards class mobility. From there, she can move up by becoming pregnant but her status upgrade is only a possibility if she births a son–a potential heir to the throne. Ok-jung accomplishes all of this. She even maintains her favor with the King until the end of her days.

Throughout the series, Ok-jung and Lee Soo’s romantic theme is their little promise to each other that they would never let go of each other’s hands. (Ring a Titanic bell much? Yoo Ah-in is the Korean doppelgänger of Leonardo DiCaprio. They remind me of each other so much that I can hardly contain myself; they have the same nose, the same voice, the same trembling mannerisms that have a danger of appearing trite/overused at times; a tendency towards frequent explosions in their performance that oozes thick passion.)

What depressed me at the end of the series is that ultimately the King does not overcome the political powers that be and allows his beloved consort to be put to death by poison. Her crime is breaking the palace rules of having no shamans make an offering on site; at the desperate situation of possibly losing her son to smallpox, she brings the shaman in, gets caught and is blamed for the death of Queen In-hyeon by placing a curse or some bullshit…

What then added to my depression is how after Ok-jung dies, the King mourns her at Chwi Seon Dang (Ok-jung’s place of residence and the King’s gift), and the drama immediately cuts to King Sukjong’s grave site,  calling him one of the greatest reformers of Joseon history. Be that as it may, the namesake of the show seems almost completely forgotten at this point. Later, another title card appears, explaining that Ok-jung’s damnation was lifted in 1965 and that her grave was moved to be placed beside Sukjong’s.

Anyway, what made me so sad was how awful, limited, and impossible a woman’s life was back then. What the hell’s even the point of rewriting the history of Hui Bin this way? Even if there’s the mediated, dramatized effort to make her appear a little less evil, and make the relationship with her and the King more meaningful, it doesn’t change the fact that she was a victim of rigid circumstances and was ultimately killed by the man who was supposedly in love with her.

The rules back then were insane. Truly, truly insane.

Now, I have to refer to the Wikipedia page because it’s just so fascinating how it writes about her (FYI, Wikipedia’s citations link back to website descriptions written by museums, government sites, cultural sites, etc.), and the general consensus is simply that she was an awful woman. Historical references even blame her son King Gyeongjong’s illness and infertility on her (Gyeongjong’s illness, according to these records, made him an unsuited King, and he was replaced by his half-brother Yeongjo, who held a very long tenure on the throne). This type of blatant misogyny on a lower status historical figure is just more evidence of patriarchal sexism and bias. In a lot of ways, the drama rationalizes some of those accusations of evil that is frequently placed on her while also moving against the grain of patriarchal injustice. Some of the best dialogues are the ones shared by Queen Inhyeon and Ok-jung when they discuss the King’s flaw which is being male.

Anyway, what a great show. The costumes were utterly beautiful. Color coordination, head pieces, lipstick shades–all of it–utterly beautiful. (Think Marie Antoinette (2006) level of costume beauty.)

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