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

2. Korea is Ranked Number 1 in the World in Plastic Surgery
The Economist, 2013, International Statistics on Plastic Surgery Procedures per 1000 Population in Rate per Estimated Number
Korea, ,000
Greece, ,000
Italy, ,000
U.S., ,110,000
Colombia, ,000
Taiwan, ,000
Japan, ,000
Brazil, ,450,000
France, ,000
Mexico, ,000

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

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

5. 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

6. 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

7. 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

8. 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

9. 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