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Narratives of human management and emotional capitalism represented in Korean Platform Storytelling

  • 탈경계인문학Trans-Humanities
  • 2023, 16(2), pp.29-58
  • DOI : 10.22901/trans.2023.16.2.29
  • Publisher : Ewha Institute for the Humanities: EIH
  • Research Area : Humanities > Other Humanities
  • Received : September 17, 2023
  • Accepted : October 19, 2023
  • Published : October 30, 2023

Yu Inhyeok 1

1서울시립대학교 도시인문학연구소

Accredited

ABSTRACT

This article is a study analyzing the sociocultural meaning of the ‘manager narrative’, which is currently popular in platform storytelling such as web novels and webtoons. By analyzing manager narratives, I reconstructed the context in which current capitalism utilizes human mentality. The main body of this article consists of two chapters. In chapter 2, this article examined the characteristics of the manager narrative. It especially straightens that these narratives reflect ‘emotional capitalism’, which uses human emotions as a resource for economics. In chapter 3, this article scrutinized the way management behavior was expressed as a positive and enjoyable experience. In other words, actions of management were directed through the mechanics of ‘gamification’, thereby transforming hard labor into positive pleasure. Ultimately, this article sought to demonstrate that manager narratives exemplify new strategies and forms of subjectivity in capitalism. The manager narrative presents a protagonist who can ultimately expand their capabilities by caring for and nurturing others. Here we can see a new capitalist strategy that calls for strengthening, rather than sacrificing humanity.

Citation status

* References for papers published after 2023 are currently being built.