Linguistic constructions of modernity: English mixing in Korean television commercials

This study investigates the construction of linguistic modernity via English mixing in the discourse of Korean television commercials. Specifically, it is concerned with Korean-English bilinguals' linguistic construction of modernity as realized in three domains of advertising: technology, gender roles, and taste as a cultural form. Four hours of commercials were video-taped in Seoul, South Korea, during weekend prime time from August through October 2002. A total of 720 advertising spots were analyzed. The findings suggest that mixing English with Korean is a linguistic mechanism for the construction of modernity in contemporary South Korea. It is argued that knowledge and use of English in South Korea is a defining linguistic expression of modernity, and the conspicuous total absence of English is linguistically disassociated from modernity.A preliminary version of the paper was presented at Sociolinguistic Symposium 15, April 1–4, 2004, at the University of Newcastle upon Tyne, UK. My sincere thanks to Rakesh Bhatt, Ingrid Piller, Elizabeth Martin and Tej Bhatia for their comments and suggestions on earlier versions. I would also like to thank two anonymous reviewers and the editor for their comments, and Alice Filmer for her assistance with copyediting.