@article{ref1,
title="Softer soju in South Korea",
journal="Anthropological theory",
year="2013",
author="Harkness, Nicholas",
volume="13",
number="1-2",
pages="12-30",
abstract="This paper explores the ascendancy of 'softness' in South Korea as it is experienced through the qualia of one of Korea's most important social rituals: drinking soju. I combine an analysis of ethnographic evidence with widely-distributed advertisements to show how the experience of an abstract quality, softness, is made concrete by the cultural-semiotic renderings - and genderings - of alcohol consumption in various sensory modalities, including gustation, audition, kinaesthesis, and states of overall drunkenness. I introduce the concept of 'qualic transitivity' to account for the cross-modal perception of qualia as instances of the same quality. I argue that dramatic shifts in the qualia of soju and its consumption are emblematic of a higher-order change in how the ideal relationship between liquor and gender is being reconceptualized in contemporary South Korean society.<p /> <p>Language: en</p>",
language="en",
issn="1463-4996",
doi="10.1177/1463499613483394",
url="http://dx.doi.org/10.1177/1463499613483394"
}