Misogyny in South Korea is a well-documented problem. Restrictive gender norms – rigidly expected and enforced – coupled with an excessive focus on physical appearance have created an environment where the exploitation of women has become normal. While a series of high-profile scandals have recently generated media attention on this issue, sociologists and South Koreans alike have observed that these instances are symbolic of a broader concern for South Korean society as a whole – namely, that it is normalising the objectification of women as part of a wider, deeply embedded culture of misogyny.
The aim of this project was to explore how, and the extent to which, these misogynistic attitudes are expressed online. For this study, Moonshot Solutions gathered data from YouTube, Google and Naver – South Korea’s most popular native search engine.