International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
권호 표지
DOI QR코드

DOI QR Code

Evaluation of the MBTI Popularity in South Korea -- An Analysis Based on Media Coverage

  • Wanting Jiang (Graduate School of International Studies, Hanyang University)
  • Received : 2024.01.07
  • Accepted : 2024.03.02
  • Published : 2024.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

With the start of COVID-19 in 2020, the MBTI test became popular among Korean young generation and then developed into a nationwide hot topic. This paper aims to investigate the characteristics of the MBTI popularity in Korea and the public opinions toward this phenomenon. With the analysis of the reports contents, 231 news reports related to MBTI were selected from KINDS (Korea Integrated News Database System) as research samples. The general attitude of the media towards MBTI tests and the reasons for the formation of positive and negative evaluations will be discussed from three perspectives: media attention, media attitudes and cognitive sources. The research finds that the increasing interest in MBTI among the younger generation in Korea is driven by a post-epidemic desire for self-exploration, emotional planning, and online group affiliation. MBTI has gained quasi-scientific status, similar to horoscopes, influenced by celebrities and a substantial fan base in online communication. While widely used for entertainment and social currency, there are concerns that extensive labeling may unconsciously impact individuals' self-perception and hinder the development of a holistic and objective cognitive framework.

Keywords

References

  1. Stein, Randy, and Alexander B. Swan., "Evaluating the validity of Myers-Briggs Type Indicator theory: A teaching tool and window into intuitive psychology," Social and Personality Psychology Compass 13, No. 2, p. e12434, 2019. https://doi.org/10.1111/spc3.12434
  2. Clendenin, Dan., "Myers-Briggs Types with Merve Emre," Medium, Last modified October 5, 2020. Accessed December 2, 2023. https://danclend.medium.com/myers-briggs-types-with-merve-emre-9a3fe5ee6cf2
  3. Chea, Sarah., "Blood types, palm reading, now MBTI: Korea's love for categorizing," Korea JoongAng Daily, Last modified May 9, 2022. Accessed December 3, 2022. https://koreajoongangdaily.joins.com/2022/04/16/why/korea-mbti-bloodtypes/20220416070206510.html?detailWord=
  4. Choi, Jeong-yoon., "The man behind Korea's MBTI craze," The Korea Herald, Last modified July 15, 2022. Accessed November 12, 2023. https://www.koreaherald.com/view.php?ud=20220715000535
  5. Korea Integrated News Database System: KINDS. University of Tokyo Library System. Accessed December 12, 2022. https://www.lib.u-tokyo.ac.jp/en/library/contents/database/155
  6. McDaniel, Ed, and Peter A. Andersen., "International patterns of interpersonal tactile communication: A field study." Journal of nonverbal behavior 22, pp. 59-75, March 1998. https://doi.org/10.1023/A:1022952509743
  7. Kim, Seong-kon., "Understanding South Korea's Generation MZ," The Korea Herald, Last modified February 9, 2022. Accessed January 20, 2023. https://www.koreaherald.com/view.php?ud=20220208000873
  8. Tajfel, H., Turner, J. C., Austin, W. G., and Worchel, S, "An integrative theory of intergroup conflict," Organizational identity: A reader, pp: 56-65, 1979.
  9. Nina Jobst., "Number of social network users in South Korea from 2017 to 2026," Statista, Last modified November 24, 2023. Accessed December 2, 2023. https://www.statista.com/statistics/247943/number-of-social-network-users-in-south-korea/
  10. Przybylski, A. K., Murayama, K., DeHaan, C. R., and Gladwell, V., "Motivational, emotional, and behavioral correlates of fear of missing out," Computers in human behavior, 29(4), pp: 1841-1848, 2013. https://doi.org/10.1016/j.chb.2013.02.014
  11. Lim Ho-beom., "Mortgage Corporation launches six types of MBTI Gold," Korean Economy, Last modified August 19, 2022. Accessed January 12, 2023. https://www.hankyung.com/economy/article/202208194057h
  12. Kwak Yong-hee., "MBTI, should we really look at the job interview? The answer of 752 HR managers is..." Korea Economy, Last modified July 18, 2022. Accessed January 12, 2023. https://www.hankyung.com/society/article/202207186823i