• English & American cultural studies
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• v.18 no.3
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• pp.93-113
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• 2018

This paper examines C. S. Lewis's view of myth and religion in the mid-twentieth century England. Lewis provided his social and cultural criticisms for materialistic contemporary culture and a decline in religiosity in Till We Have Faces (1956). Under the agitated influence of the time period and social movements in which he had lived, Lewis's writing uncovers dynamic interactions with the traumatized world aroused by two World Wars and the apocalyptic aura of an upcoming new world. The narrative of Lewis's novel Till We Have Faces, in a larger perspective, presents the mixtures of mythic motifs and nostalgia. On the plot basis, the novel depicts contemporary spiritual blindness and national dissociations. Many criticisms of Lewis have not been exploring the author's keen knowledge of the modern society because of his conspicuous depictions of evil and grace involving religious and medievalist views. Nonetheless, the paper explores how Lewis's apocalyptical views, related to turmoil and nostalgia, uncover complexities of his religious dilemmas between restoring the deteriorated status of the privileged. Ultimately, it analyzes Lewis's consciousness of the social changes related to the larger, more often than not psychological, context of redefining the national empire.

• English & American cultural studies
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• v.17 no.1
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• pp.1-25
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• 2017

This essay investigates how the industrialization of the US food system was closely linked to US foreign policy, gender issues, and the rise of consumerism in the Cold War era. While many scholars in American studies and women's studies over the past few decades have paid increasing attention to the interrelationship of gender politics and the media industry in shaping US domesticity, they have seldom studied how and why reading gender issues in relation to environmental discourse in general and the industrialized US food system in particular can help us better understand the complex relationship between environmental and social problems that we are facing today, both collectively and individually. In this context, this essay shows how US national politics have not only created the ideal of American domesticity that promotes traditional gender roles and consumerism at the expense of gender equality, but also negatively affected women's somatic and mental health writ large. By closely examining the cultural implications of Nixon's and Khrushchev's Kitchen Debate in the 1950s alongside newspapers, photographs, advertisements, and Sylvia Plath's The Bell Jar (1963), I argue that reading Cold War consumer culture in relation to the US food system leads readers to see the invisible links between gender politics and today's environmental and social problems in comparative and global contexts.

• English & American cultural studies
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• v.14 no.2
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• pp.1-21
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• 2014

Arne Naess' ecocentrally-oriented worldview of 'Self-realization' has been continually attacked by sociocultural critics since it was launched in the early 1970s. Especially ecofeminists and social ecologists criticize that the concept of Self-realization cannot accept social & cultural particularity enough. In other words, they assert that Deep Ecology cannot efficiently resist interpersonal hierarchy. Concentrating their criticism on compassion just for nonhuman beings, the interpersonal equality-oriented critics claim that Deep Ecology should incorporate voices of marginalized humans within their eco-centered world view. Even if Naess recently recognizes necessity to draw more attention to sociohistorical particularity, still unchanged remains essentialism in his neological term 'Self-realization.' Compared to exclusiveness in Naess' Self-realization, the Buddhist worldview of Interdependent Arising(pratityasamutpada) favors both intraspeciel egalitarianism and interpersonal equality as well. The very insight that all beings dependently co-originate reasons compassion for historically marginalized humans as well as nonhuman beings. Accordingly, today's environmentalism might better its efficiency as it goes toward the inclusive Buddhist world view of interdependent arising. For the human being tends to respond more readily to his or her individually urgent problems than their remote social matters.

• Journal of English Language & Literature
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• v.59 no.4
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• pp.569-592
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• 2013

In Reservation Blues, Sherman Alexie examines how Indians can survive successfully in contemporary America, overcoming the tragic history of colonialists' violence and the resultant traumata. For Alexie, both reassembling the parts of the colonialist history through remembrance and testifying its unjustness play important roles not only in the decolonization process which probes the remnants and the negative effects of the colonialism deeply rooted in the lives of Indians but in the procedure of healing the political, cultural, and religious traumata. However, it should be noted that the ultimate aim of Alexie's decolonization does not lie in erasing every trace of the colonialism but in transforming its legacy into a story of survivance. The recovery of the tribal voices and the preservation of Indian traditions, blood, and cultures are essential in the survivance of Indians. Yet, Alexie's tribalism should not be viewed as an exclusive one. He knows well that it is neither possible nor desirable to maintain an exclusive tribalism based on blind adherence to a mythic or "pure" past. Exclusive tribalism is a cause for alarm in the contemporary world, a dynamic place where diverse cultures consistently change through collision, exchange, and negotiation. In Reservation Blues, Alexie stresses a spiritual and cultural flexibility that makes the cultural interpenetration possible as a key element of the meaningful survivance of contemporary American Indians.

• Journal of English Language & Literature
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• v.55 no.3
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• pp.383-398
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• 2009

Based on the Greek myth of Pygmalion and the fairy tale of Cinderella, Shaw's Pygmalion demonstrates a masterful coalescence of these two narrative motifs into a coherent plot scheme. Even more significant is his keen insight into the conflicts created at the tripartite intersection of human activity concerning language/class/culture, which, as the leitmotif, revolves around lessons in language learning. This play basically deals with human transformation and by its very nature, Higgins's experimentation with transforming Eliza cannot stop at language alone. Her cultural transformation ripples over into the realms of gesture and even a unique way of living (modus vivendi) intimately associated with taste and manners, which Bourdieu terms as habitus. By acquiring a new fashion and language, Eliza is reborn as a new lady aspiring to be filled with a newly acquired habitus. While separating her from her old Cockney style, Higgins inculcates Queen's English in Eliza, in which process her changed speech styles gradually transforms and restructures her deportment and manners, finally generating new practices, perceptions and attitudes. The gist of Pygmalion is however less Eliza's ascent into the middle class than her battle for symbolic capital waged at the level of language. By problematizing his contemporary practice of habitus conventionalized and warped by class distinctions based on economic, social and cultural capitals, Shaw creates a new humanist model of man founded on spiritual and rational virtues. In conclusion, Eliza is not a frigid Galatea but a dynamic character that goes through a brilliant transformation of three stages: 1) linguistic; 2) cultural, and 3) humanist. Finally she is built into a "consort battleship" on an equal standing with her sculptor. The process of her character-building cannot be illuminated without resorting to the dynamic notion of habitus, which highlights the process of inculcation, structuring, generation and transposing. Given the overwhelming weight of the heroine's role and the dynamic process of her transformation as the major plot scheme, this play should be christened Galatea in lieu of Pygmalion.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.779-790
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• 2021

Film literacy comprises the process of producing a new creation through understanding the elements that make up a film, the content of a film, and a critical and creative thinking process. Film literacy is employed in fields such as composition, science, social studies, and geography, and, additionally, it is used to cultivate humanities literacy and critical thinking skills. Yet despite the large proportion of the film script in the movie, it is not easy to find literacy education cases that use film English as a teaching method. Film English is a practical and authentic material, and is suitable as an English learning material in an EFL context like Korea. However, the approach of using films to teach and learn differs according to the content and genre of a film. Thus, the teacher may have a difficult time organizing and preparing for class. This study suggests six class activities that can be commonly applied to English classes using films based on the areas of critical, cultural, and creative (3Cs) activities. Four hundred and five college students taking Movie English classes participated in the present study and frequency analysis was conducted to find out their preferences through a questionnaire survey. The results from conducting class activities in university liberal arts classes suggest that the most preferred activities of students are related to cultural, critical, and creative, in that order. Creative activities that are far beyond English instruction utilizing various digital tools or providing additional reading materials can be a burden on learners.

• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.61-81
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• 2007

Recently, use of foreign models and foreign language in advertising is a general trend in Korea even though the effect has not been well-known..Most of the previous research shows rather an opposite effect claiming marketing communication is more effective when higher congruity between marketing communication and consumer's cultural values are achieved. However, the introduction of global culture due to the expansion of new media such as Internet or cable television makes the congruity not the best choice of marketing strategy. In addition, use of highly attractive models in advertising to increase the effect of advertising is general. However, recent studies show that targeted women audience tend to compare themselves to the highly attractive models and do experience negative sentiment. Bower (2001) proved the difference between 'comparer' and 'noncomparer' when women face highly attractive models. The results show that a comparer who has an intention to compare highly attractive model (HAM) with herself has a significantly negative effect on model expertise, product argument, product evaluation and buying intention. Therefore, HAM is not always a good choice and model attractiveness plays a role in the processing other cues or changing the advertising effect from result of processing other cues. The purpose of this study is to investigate the effect of the use of foreign language on the advertising response of the audience with regard of the model attractiveness. For the empirical study, the virtual advertising using foreign models (HAM, NAM), brand names and slogans(Korean, English) were used as stimuli. The respondents of each stimulus were 75('HAM-Korean'), 75('NAM-Korean'), 66('HAM-English') and 66 ('NAM-English') respectively. To establish the effect of marketing communication, the attitude for media(AM), the attitude for product(AP), targetedness(TD), overall quality(OQ), and purchase intention(PI) with 7 point likert scale were measured. The manipulation was verified to check the difference between HAM attractiveness assessment (m=3.27) and NAM attractiveness assessment (m=5.12). The mean difference was statiscally significant (p<.05). As a result, all consequences were significantly changed with model attractiveness, and overall quality evaluation(OQ) were significantly changed with language. The interaction effect from model attractiveness and language was significant on attitude toward the product(AP) and purchase intention(PI). To analyze the difference, the mean values and standard deviation of consequences were compared. The result was more positive when model attractiveness was high for all consequences. For language effect, the assessment was more positive when English was used for OQ. Considering model attractiveness and language simultaneously, HAM-Korean was more positive for AP and PI, and NAM-English was more positive for AP and PI. In other words, the interaction effect was confirmed by model attractiveness and language. As mentioned above, use of foreign models and foreign language in advertising was explained by cultural match up hypothesis (Leclerc et al. 1994) which claimed that culture of origin effect. In other words, in advertising, use of same cultural language with the foreign model could make positive assessment for OQ. But this effect was moderated by model attractiveness. When the model attractiveness was low, the use of English makes PI high because of the effect of foreign language which supported the cultural match up hypothesis. When the model attractiveness was low, the use of Korean made AP and PI high because the effect of foreign language was diluted. It was a general notion that the visual cues got processed before (Holbrook and Moore, 1981; Sholl et al, 1995) compared to linguistic cues. Therefore, when consumers were faced HAM, so much perception was already consumed at processing visual cues making their native language of Korean to strongly and positively connected with the advertising concept. On the contrary, when consumers were faced with NAM, less perception was consumed compared to HAM, making English to accompany cultural halo effect which affected more positively. Therefore, when foreign models were employed in advertising, the language must be carefully selected according to the level of model attractiveness.

• English Language & Literature Teaching
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• no.1
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• pp.129-157
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• 1995

I made a careful study of affective variables in foreign language learning Affective variables have not been adequately investigated in the study of second language acquisition. Egoism and inhibition are two egocentric factors which play important roles in foreign language learning. Three sociocultural variables. cultural factors, introversion / extroversion, and aggression may be keys to understanding the social nature of second language learning. And the emerging of cognition and affect in "cognitive styles", which vary within and among individuals, might account for varying degree of success in learning a second language. In the process of learning English. the students new to foreign language come to face the language barrier. though they express the deep interest and feel excited at the beginning stage. Of course, the several reasons can explain this fact. but more specially they can be explained in terms of such personal affective factors as age, aptitude, personality, and first of all, motivation. Also the socicultural factors between language and culture can be considered to the learner's aptitude toward the language. Affective factors of students are involved in personality. and personality and affective factors affect English learning. Affective variables of students affect the will to take part in English learning, and the rate of participation in English learning affect the fluency. If students feel inconvenience in English class, it is rarely that they run a risk. Students who do not run a risk in English class are short of spontaneous participation Consequently, it may have negative influence on the accuracy and the fluency of English. Therefore, teachers must be more influential in motivating students and specially attentive so that the students may not make the negative and inhibitive language learning attitude.

• Lingua Humanitatis
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• v.8
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• pp.331-367
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• 2006

In this paper I attempted to investigate the matters related with the clarification of the close relationship between writing system and pronunciation. On the way of pursuing the research on the subject I found the fact that the same topic has been the main academic target in Korea. There have been some remarks about English alphabets and pronunciation. Nevertheless, the relation between alphabet codes and pronunciation tokens wasn't considered as the main key to master the English pronunciation correctly and completely. As the main target of this paper I argue that it is necessary to comprehend the connection. Then, we can recognize the significant role of alphabetic structure for understanding the gist of pronunciation exercise. This paper is classified into four parts. Each part consists of the material to affirm the fact that writing system should be the inevitable equivalent of sound system, and vice versa. In the first section I show that the development of the way of pronouncing English words is closely related with the endeavors of the scholars. While performing the survey of the studies about the alphabetic structure of the age many scholars found that the spelling construction was recorded without any common denominator. Thus, they not only sought to stage the bedrock for the standard written form of words but also to associate the alphabet letters with phonetic features. Secondly I mention the negative aspect of the 'only spelling based English pronunciation education' for the educational goal of 'Phonics methodology.' In this part I suggest the essentiality of phonemic properties with the phonetic prospect: phonemic awareness. Thirdly I refer to the standardization of the spelling system of English. As the realm of application of the language is extended toward the various professional areas such as commercial, scientific, and cultural spheres, it is quite natural to assume that the usage of the language will be transformed according to the areas in the world. Fourthly I introduce the first English-Korean grammar book with the section of 'the introduction to English pronunciation.' At the chapter the author explained the sound features of English based on the regulation of 'Scientific Alphabet' of U.S.A. In the transcribing system all the symbols were postulated on the basis of the English alphabet form instead of the separate phonetic signs of IPA.

• Journal of Korean Medical classics
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• v.22 no.3
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• pp.187-202
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• 2009

The globalization of oriental medicine can be interpreted as the work of making its own contents able to be communicated among global heterogeneous cultural groups. In the field of oriental medical classics the work is to translate its classics into English and introduce them to researchers of oriental medicine in the world, which is essential in order to stimulate global academic communication in that the classics are the prototype as well as the source of oriental medical knowledge for thousands of years. Previous English translation studies have had limits in that terms used were not based on mutual agreement. Now "WHO International Standard Terminologies on Traditional Medicine in the Western Pacific Region(WHO-IST)" is the outcome of developing standard terminologies on oriental medicine contributed by researchers of Korea, China and Japan. The study aims to translate parts of "Classic of difficult issues(難經)" into English adopting "WHO-IST" hoping to set a model of translation study which can be communicated universally.