The article presents the results of a study on the means of manipulation in Korean media within the beauty industry, specifically focusing on the formation of new beauty standards. In the context of globalization and the active influence of foreign media, Korean media play a crucial role in creating and propagating images that meet contemporary beauty requirements. The study identifies the most significant markers of such transformations and reveals the verbal elements that exert pressure from external European standards on the created image. Those elements manifest in the language and visual imagery used in the media, highlighting the impact of Western culture on Korean society. The research studies the influence of foreign media on Korean society through news messages in social networks and the use of neologisms arising from borrowing. It identifies changes in vocabulary usage and analyzes trends in media discourse within the beauty industry. Additionally, the study explores how social networks serve as platforms for spreading new standards and ideals, as well as for shaping public opinion. The results demonstrate how various Korean media outlets, through their interactions, manipulate the realm of beauty procedures, shaping public opinion and reflecting real social issues in South Korea. This research opens new horizons for understanding the interconnections between media, culture, and society, while also emphasizing the importance of a critical approach to media content consumption in the context of identity formation and beauty standards.
Elena S. Liapina (2025) studied this question.