광고와 식민주의-<부녀잡지>를 통해 본 도시의 일상과 문화
Advertisement and Colonialism: Urban Everyday Life and Culture in the Ladies Journal
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We can discover an common characteristic in the field of cultural studies regarding depict of modern life in the East Asia. That is the omission of colonialism and the exaggeration of modernity. I suggest that the erasure of colonialism in this research should be read as a symptom. The disappearance of colonialism makes me to raise those questions: How and why is the colonialism invisible? Is the non-colonial representation and imagination related to the reality of colonialism? Does this kind of invisible representation and narrative connote the absence of colonialism? The colonial intervention in the analysis on the cultural sphere of this period can clarify the significance of sensibility and experience that is occluded in the discourse. Furthermore, it makes me to investigates the possibility of new perspective on rereading this period, recalling the colonialism to the everyday life and aesthetics from the political field. I examine how the colonialism can be in/visible through the advertisement of foreign commodity in the Ladies Journal of 1920s. The foreign commodity commercial in the Ladies Journal dose not display the superiority of civilization and empire. But it doesn't imply the coloniality in China does not exist. Rather, the coloniality and empire is becoming into the invisible reality, hence it is covertly disseminated. As a result, the cultural studies on the colonial reality narrates that coloniality looks like being absent or even being described as autonomical. In other words, recent research tendency regarding the cultural sphere in the East Asian can be interpreted as reflecting the reality of in/visible coloniality. My paper examines how this kind of coloniality is more lasting and effective than the oppressed and violent controlling through analysis on the commercial of Ladies Journal. To put it specifically, I investigate that the terms ‘technical skill’and ‘world’ frequently mentioned in the advertisements are not only the primary commodity advertising but also operate as the immanent colonial technology. First, the discussion on technical skill expands into that of “knowledge” and “hygiene”, identifying purchasing commodity into getting knowledge and being hygienic. This transformation process shows how the self-governmentality is established in the colonial reality. Second, another discourse on “world” gives the colonized sensibility of using world best commodity, erasing that of nation. Since the journal often conveys the advanced social theory, it is definitely strange that mentioning “China” in the commercials of Ladies Journals disappears. The colonized public purchases, uses and enjoys the commodity at the very site of erasure of China hence s/he is completed as a cosmopolitan irrelevant to any national sign. The colonized public is redefined as a pleasant and aesthetical subject through the commodity with uncovering the nation. In other words, the disappearance of nation is undoing the colonial reality. In this process, the colonial reality looks like being invisible in the colonial cultural sphere.
Abstract
We can discover an common characteristic in the field of cultural studies regarding depict of modern life in the East Asia. That is the omission of colonialism and the exaggeration of modernity. I suggest that the erasure of colonialism in this research should be read as a symptom. The disappearance of colonialism makes me to raise those questions: How and why is the colonialism invisible? Is the non-colonial representation and imagination related to the reality of colonialism? Does this kind of invisible representation and narrative connote the absence of colonialism? The colonial intervention in the analysis on the cultural sphere of this period can clarify the significance of sensibility and experience that is occluded in the discourse. Furthermore, it makes me to investigates the possibility of new perspective on rereading this period, recalling the colonialism to the everyday life and aesthetics from the political field. I examine how the colonialism can be in/visible through the advertisement of foreign commodity in the Ladies Journal of 1920s. The foreign commodity commercial in the Ladies Journal dose not display the superiority of civilization and empire. But it doesn't imply the coloniality in China does not exist. Rather, the coloniality and empire is becoming into the invisible reality, hence it is covertly disseminated. As a result, the cultural studies on the colonial reality narrates that coloniality looks like being absent or even being described as autonomical. In other words, recent research tendency regarding the cultural sphere in the East Asian can be interpreted as reflecting the reality of in/visible coloniality. My paper examines how this kind of coloniality is more lasting and effective than the oppressed and violent controlling through analysis on the commercial of Ladies Journal. To put it specifically, I investigate that the terms ‘technical skill’and ‘world’ frequently mentioned in the advertisements are not only the primary commodity advertising but also operate as the immanent colonial technology. First, the discussion on technical skill expands into that of “knowledge” and “hygiene”, identifying purchasing commodity into getting knowledge and being hygienic. This transformation process shows how the self-governmentality is established in the colonial reality. Second, another discourse on “world” gives the colonized sensibility of using world best commodity, erasing that of nation. Since the journal often conveys the advanced social theory, it is definitely strange that mentioning “China” in the commercials of Ladies Journals disappears. The colonized public purchases, uses and enjoys the commodity at the very site of erasure of China hence s/he is completed as a cosmopolitan irrelevant to any national sign. The colonized public is redefined as a pleasant and aesthetical subject through the commodity with uncovering the nation. In other words, the disappearance of nation is undoing the colonial reality. In this process, the colonial reality looks like being invisible in the colonial cultural sphere.
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