'Geumjjokgateun Naesaekki' Negative on Marriage and Childbirth... Low Birthrate Committee Criticizes

Low Birthrate and Aging Society Committee Meeting
'Role of Media in Marriage and Childbirth' Theme
"TV Variety Shows Promote Fear of Childbirth"

Some TV entertainment programs, including 'Geumjjokgateun Naesaekki,' have been criticized for emphasizing the difficulties of parenting, which is argued to hinder efforts to overcome low birth rates. These programs are said to contribute to spreading negative perceptions about marriage and childbirth.

The Committee on Population, Aging Society and Future (CPASF) held a roundtable discussion on the 5th at Community House Masil in Jung-gu, Seoul, under the theme "Changes in Perceptions of Marriage and Childbirth and the Role of Media," discussing the media's role in overcoming low birth rates.

[Image source=Yonhap News]

Yoo Jae-eun, a member of the Youth Policy Coordination Committee at the Office for Government Policy Coordination, who served as a presenter, pointed out that "there are many negative messages about marriage and childbirth in the media." Yoo cited the program 'Yojeum Yuga - Geumjjokgateun Naesaekki,' featuring Dr. Oh Eun-young, as an example. Such programs instill in viewers the perception that "parenting is too much for me," "raising children is difficult and costly," and "society is unsafe."

Experts at the roundtable agreed on the need for mid- to long-term campaigns delivering family-friendly messages. They emphasized the necessity of showcasing the positive aspects of marriage, childbirth, and parenting to overcome low birth rates.

Professor Baek Hye-jin of Hanyang University's Department of Advertising and Public Relations argued, "Campaigns should be promoted with the goal of strengthening social norms about the importance of marriage, childbirth, and family." She added, "It is essential to segment target groups such as adolescents, unmarried men and women, and newlyweds, build a brand, and continuously implement campaigns developed based on scientific evidence."

Choi Il-do, a researcher at the Korea Press Foundation, stated, "Using mass media to conduct continuous and multifaceted long-term advertising campaigns on policy messages can be expected to change public understanding and attitudes." He added, "By sponsoring broadcast content to expose 'happy moments spent with children,' positive images can be spread, and viewers can be repeatedly given opportunities for indirect experiences." Choi also introduced a U.S. public advertisement case on childbirth and parenting. This advertisement, conveying the message of "joys of parenting in daily life," has been broadcast over 24.2 billion times nationwide since 2013.

During the roundtable, the KCC Construction apartment brand Switzen's advertisement was introduced as a media example conveying positive messages about marriage and childbirth. The ad shows the daily life of a young couple, depicting the difficulties of parenting and married life, but ends with the couple's conversation: "But somehow, three seems better than two," and "I kind of want to have one more."

However, there was also criticism that unrealistic and forced advertisements detached from actual reality could diminish their effectiveness.

Meanwhile, according to Statistics Korea's announcement in August, the total fertility rate (the average number of children a woman is expected to have in her lifetime) for the second quarter was 0.70, setting a new record low.