The Plastic Surgery Clinics in Gangnam District Physical Beauty as Commodity and Consumption Behaviors

Korea is Ranked Number 1 in the World in Plastic Surgery The Economist, 2013, International Statistics on Plastic Surgery Procedures per 1000 Population in 2011 Rate per 1000 Estimated Number Korea, 13.4 650,000 Greece, 12.5 140,000 Italy, 11.6 700,000 U.S., 9.9 3,110,000 Colombia, 7.9 370,000 Taiwan, 7.7 180,000 Japan, 7.5 950,000 Brazil, 7.4 1,450,000 France, 7.3 460,000 Mexico, 6.9 790,000

Types of Plastic Surgery Noninvasive Skin Hair Invasive Breast Face Fat Rest of body

Types of Plastic Surgery by Country U.S. Breast Brazil Korea, Japan, and Taiwan Nose Eye Korea Skin Hair Fat Face

Sociology of Plastic Surgery Gimlin, Debra (2000) Physical Beauty = a Commodity Body= a Symbol of Identity with a possibility of unlimited alteration and modification Finkelstein (1991) “Can be upgraded and modified in accordance with new interests and greater resources” Gimlin (2000) “Sisyphean Task” Sisyphus: “Endlessly pushing a rock up a hill only for it to fall to the bottom” Finding New Flaw after an Initial Plastic Surgery Repeat Behavior

Erving Goffman and Dramaturgical Theory Goffman, Erving (1956; 1974) Social Life = Theatrical Performance Roles and Status in Real Life Roles, Scripts, Costumes, and Sets on Stage “Front Stage” and “Back Stage” Identity is Not Stable Time, Place, and Audience Presentation of a Self Impression Management Cosmetic Surgery =The Costume for the Role

Factors Affecting the Decision on Plastic Surgery The Effect of Media, Advertisements Social Comparisons Body Image Dissatisfaction Importance of Appearance to Self Worth Experience of Frequent Appearance Related Teasing Desire to Feel More Feminine and More Attractive to Others Low Self-rated Attractiveness Lack of Confidence, a Feeling of Insecurity

The Plastic Surgery Clinics in Gangnam District An Increase in the Number of Plastic Surgery Clinics in Gangnam 2010: 235 2015: 355 74.8% of the Clinics in Seoul Are in Gangnam Shinsadong (203), Nonhyundong (60), Chungdamdong (48), Yeoksam (40) A Rapid Growth since 1990 An Increasing Population Size in Gangnam Emergence of High Rise Apartment Complex and Upper Middle Class Residents Medical Tourism

Discussion Risk Factors Mental and Psychological Issues Physical Complications Abuses Mental and Psychological Issues Adaptation to New Appearance Natural vs. “Purchased” Beauty Interaction with Others Plastic Surgery as a Medical Specialty The Economics of Plastic Surgery