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Faculty

Associate Professor Olga FEDORENKO
An interdisciplinary scholar trained in socio-cultural anthropology and East Asian Studies, Professor Fedorenko works on media and its connection to social and political life in contemporary South Korea. Her engagement with these issues began as she critically analyzed South Korean advertising as a social institution, and it continues into her two new projects, one on materiality of South Korean paper-based media in the digital age, and the second on the Creative Commons movement in Seoul. Her research and teaching draw on perspectives from socio-cultural anthropology, media studies, cultural studies, and critical area studies.
Education & Positions

2015 - Present  Assistant Professor, Seoul National University, Department of Anthropology

2012 - 2015  New York University, Department of East Asian Studies, Assistant Professor/Faculty Fellow

2009 - 2010  Hanyang University, Graduate School for International Studies, Visiting Scholar

2006 - 2012  University of Toronto, East Asian Studies, PhD

2004 - 2005  M.A. ​University of Toronto, Asia-Pacific Studies and East Asian Studies

1999 - 2001  M.B.A.​ Yonsei University

1994 - 1998  B.A. ​ Institute of Asian & African Studies at Moscow State University, Korean Studies
Office Address
Room 404, Bldg. 16 (College of Social Sciences)
Office Tel. / E-mail
+82-2-880-6425 / fed0renk0@snu.ac.kr
Courses Taught
Studies in Korean Culture (graduate), Anthropology of Mediation (graduate), Writing in Anthropology (graduate), Globalizing Korea (undergraduate), Anthropology of Media (undergraduate), Anthropology of the Internet (undergraduate)
Research Interests
Expertise: Anthropology of Media, Korean Studies, East Asian Studies 
Geographical Areas of Specialization: South Korea
Topical Interests: Media and Society, Advertising, Popular Culture, New Media
Publications

[Journal articles]
2016 Quandaries of Advertising Censorship in South Korea: Freedom-Loving Censors, Smart Consumers, and  Cynical Sensibility. Anthropological Quarterly 89(4): 1049–79.

2015 Politics of Sex Appeal in advertising: Female Creatives and Post-Feminist Sensibility in South Korea.  Feminist Media Studies 15(3): 474-491.

2008 Celebrity Worship and Celebrity Scorn in Contemporary South Korea: Analyzing Public Critiques of  Celebrity Endorsers of Non-bank Loans. East Asia Forum 11: 82-116.

 
[Book Chapters]
2016 On the Futility of Advertising Critique: Searching for Alternatives. In James Frederick Hamilton, Robert  Bodle, and Ezequiel Korin, eds. Explorations in Critical Studies of Advertising. New York: Routledge.

2014 South Korean Advertising as Popular Culture, In Kyung Hyun Kim and Youngmin Choe, eds. The Korean  Popular Culture Reader. Durham: Duke University Press.

 
[Book] 
Flower of Capitalism: South Korean Advertising at a Crossroads (Completed manuscript under review).

 
[Others]
2011 “Greed at the Expense of Public Interest”? Changing Ideologies of Media Regimes in Contemporary Korea,  Through the Prism of Broadcast Advertising. 25th Biennial Conference of the Association for Korean  Studies in Europe (conference proceedings) 2: 536-542.

2009 Notes from an MT: “Collective Effervescence” in South Korea's Corporate World. Urban Aspirations in  Seoul: Religion and Megacities in Comparative Studies. The Seoul Institute, Seoul, Korea (conference  proceedings), pp. 83-91.

2009 Meeting Guardians of South Korean Advertising. Passages 1: 46-48.​​ 
(http://www.asiapacificreader.org/sites/default/files/PassagesVolume1.pdf)
 

Recent Research Projects
Paper-based Media in Contemporary South Korea
The Sharing Economy and Its Imaginaries in South Korea