Negotiating National and Transnational Identities through Consumption Choices: Hamburgers, Espresso, and Mobile Technologies among Koreans
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Abstract
Notions of nationalism, globalization, and transnationalism interplaying with one another in the consumption pattern of Koreans in several kinds of commodities are examined in this paper: hamburgers, rice, espresso coffee, and mobile technological goods. These commodities were introduced to Korean society at different times and in different contexts. By examining how these are received (or rejected) by different groups of Koreans at different junctures in their nation’s history, and how the Korean consumers have characterized the commodities and rationalized and negotiated their consumption choices, we can understand how Koreans’ identities have transformed through the nation’s recent history in the globalizing world. Both globalism and transnationalism are highly relevant concepts in understanding the above issues as some multinational companies and Korean consumers have negotiated and contested the meanings of rational consumer choices and nationalistic sentiments towards particular commodities or brands. It is argued that global identity and global connectedness have become important components of classbased identities among today’s Koreans. This study also shows that the nationalistic attitude of Koreans in consumption, which has been recognized and emphasized in many existing literature, is in fact more complex and flexible. The role of nationalism in consumption in Korean society also seems to have changed significantly in recent years as Koreans’ self-identity in the globalizing world has transformed.
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