[In-Depth Look] Korean Society Enthralled by B-Class Sensibility

Ikseong Kim, Honorary President of the Korea Distribution Science Association and Professor at Dongduk Women's University

B-grade language and behavioral patterns are becoming established as a new emotional culture in our society. B-grade sensibility is simple, provocative, and risqu?. It is content that breaks away from the existing order, being unique and tacky but entertaining. It also carries the character of resistance or satire against the social establishment that opposes standardized order. However, this is not all. The core lies in the 'fun' and 'absurdity' it provides in a complex and difficult world.

Recently, B-grade sensibility culture has expanded its scope of use into corporate marketing. It is spreading across food and beverage, home appliances, cosmetics, tourism products, and even financial products. Moving from product concept-centered advertising to entertaining content, it forms a consensus with consumers. Such B-grade content spreads through YouTube and social networking services (SNS) targeting the MZ generation (a combination of Millennials and Generation Z).

With the COVID-19 pandemic and the strengthening of non-face-to-face contact such as social distancing campaigns, this phenomenon has evolved and spread rapidly like a virus. Comical expressions and excessive swearing and harsh criticism have become strengths of programs, increasing their popularity. The self-demolition of authority, deviant behavior, and excessive verbal criticism and attacks are delivered to broadcast audiences as new forms of pleasant and exhilarating sensations.

There are also negative reactions that such excessively provocative concepts confuse consumers and lower the general public’s standards. This is because B-grade culture is spreading not only among the younger generation but throughout society. While it can be understood from the perspective of diversity, there are concerns about side effects if it becomes mainstream culture for the new generation that will carry Korea’s future. A part of B-grade sensibility culture, known as ajusshi (middle-aged men) jokes, tends to provoke divisions between generations and disregard existing generations and order.

It appears as phenomena where people disrespect the names of their company bosses or school teachers and demean them in public settings, and reject the order of traditional family relationships. This can be understood and accepted as a new creative destruction that rejects existing authority and order. However, these phenomena omit the process of mediation that would explain or help ajusshi understand. If a consensus forms among the younger generation that ajusshi are outdated and therefore communication is impossible, it would be truly sad.

In that sense, although B-grade sensibility culture can form a social universal emotional consensus, it cannot establish a rational consensus, so there is room for revision and improvement. Some argue that these phenomena are the responsibility of the older generation and that they should accept and make efforts themselves. However, rather than one-sided understanding, a fusion process involving mutual adjustment and communication is necessary. In any case, it is unlikely that B-grade sensibility will settle as a new mainstream culture in Korean society. It is certain, however, that it will be a strong wind passing as a new trend. After all, today’s young people will someday become ajusshi.

Whether linguistic destruction and the collapse of existing order are fun and positive requires careful consideration and reflection. Rather than viewing B-grade sensibility culture unconditionally negatively, it can also be seen as a deficient factor that the new generation demands and needs from society.

There is no need to forcibly interpret the communication style unique to young people, which shows that their thinking and pronunciation structures are completely different. However, understanding and research on why they feel empathy are necessary. It is a critical moment for Korean society, which is enthusiastic about comical and somewhat lowbrow B-grade sensibility rather than elegant and moving emotions, to have a new signal tower.

Kim Ik-seong, Honorary President of the Korea Distribution Association (Professor at Dongduk Women’s University)