Abstract
This study focuses on how the military coup used female service workers to support their political rhetoric during the power transition. Since their authoritarian and corrupt predecessors had exhausted Koreans, the coup group insisted on courteous and self-sacrificial attitudes as virtues for workers in public service. As the easiest way to visualize those virtues, Park Chung-hee’s group changed workers in face-to-face service sectors to females, saying that women could give better “service”. Cases of bus attendants or hospitality workers show how vulnerable female workers had to cover cost and risk in the field, under the name of “service”. Even when the value of “feminine” service drew significant attention, however, positions or roles given to women were basically still limited and homogeneous. In many cases, women in service sectors were hired based only on the value of their biological gender, where career or specialty did not matter. Just like the subsequent industrialization plans, the politics of the military coup also managed to work by exploiting workers’ femininity in the field.
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