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dc.contributor.authorHarkness, Nicholas H.
dc.date.accessioned2017-08-08T16:42:32Z
dc.date.issued2013
dc.identifier.citationHarkness, Nicholas H. 2013. "Softer soju in South Korea." Anthropological Theory 13 (1-2): 12-30. doi: 10.1177/1463499613483394.en_US
dc.identifier.issn1463-4996en_US
dc.identifier.issn1741-2641en_US
dc.identifier.urihttp://nrs.harvard.edu/urn-3:HUL.InstRepos:33725221
dc.description.abstractThis paper explores the ascendancy of 'softness' in South Korea as it is experienced through the qualia of one of Korea’s most important social rituals: drinking soju. I combine an analysis of ethnographic evidence with widely-distributed advertisements to show how the experience of an abstract quality, softness, is made concrete by the cultural-semiotic renderings – and genderings – of alcohol consumption in various sensory modalities, including gustation, audition, kinaesthesis, and states of overall drunkenness. I introduce the concept of 'qualic transitivity' to account for the cross-modal perception of qualia as instances of the same quality. I argue that dramatic shifts in the qualia of soju and its consumption are emblematic of a higher-order change in how the ideal relationship between liquor and gender is being reconceptualized in contemporary South Korean society.en_US
dc.description.sponsorshipAnthropologyen_US
dc.language.isoen_USen_US
dc.publisherSAGE Publicationsen_US
dc.relation.isversionofdoi:10.1177/1463499613483394en_US
dash.licenseMETA_ONLY
dc.subjectadvertisingen_US
dc.subjectgenderen_US
dc.subjectliquoren_US
dc.subjectqualiaen_US
dc.subjectqualityen_US
dc.subjectSouth Koreaen_US
dc.titleSofter Soju in South Koreaen_US
dc.typeJournal Articleen_US
dc.description.versionVersion of Recorden_US
dc.relation.journalAnthropological Theoryen_US
dash.depositing.authorHarkness, Nicholas H.
dash.embargo.until10000-01-01
dc.identifier.doi10.1177/1463499613483394*
workflow.legacycommentsHarkness emailed 2016-04-22 MM Harkness emailed 2017-02-20 MM meta.darken_US
dash.contributor.affiliatedHarkness, Nicholas


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