Abstract
This article examines broad discursive strategies as exemplified in South Korean advertising and how those meanings are produced within contemporary Korean society through cultural production and everyday practices. The central theme of this article is to discover the possibility of resistance and negotiation through the production and consumption of popular culture and to discover the field of cultural interpretations that are not yet integrated in the global market system and global culture. This article suggests that cultural power and autonomy are crucial in this age of globalization. One role of media representations in the process of constructing and articulating the national identity of South Korea is to make public those specific processes of negotiation and indigenization involving tensions between Korean identity and western influence. I argue that media (ads) can be central to this activity.
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