'LindaG' 'DabiImo'... The Rise of Sub-Characters in Broadcasting, Why Are They Popular? [Kim Gayeon's Perspective Twist]

From 'Yoo San Seul' to 'Ssaksseuri'... Rising Popularity of Broadcast Industry's Sub-character Concepts
'Multi-Persona' Expressing Diverse Identities... Eliciting Viewer Empathy
Experts: "Seeking Change Beyond Forced Single Roles... A Positive Aspect"

Co-ed group SSAK3. SSAK3 members 'Yoo Du-rae-gon' entertainer Yoo Jae-suk (left), 'Linda G' singer Lee Hyori, 'Bi-ryong' singer Rain (right) / Photo by MBC 'How Do You Play?' screen capture

[Asia Economy Reporter Kim Ga-yeon] "Hello. We are 'Ssak~ Three'!"

The mixed-gender group Ssakssuri (SSAK3) and other broadcasters' alter egos (bu-characters) have recently been sweeping the broadcasting scene. The term bu-character originally referred to a secondary account created in addition to the main account or character used by gamers. Recently, it has been frequently used in everyday life to mean 'acting in a new way or character different from one's usual self.'

The bu-character concept was originally a common theme in comedy programs, but it gained renewed attention and became a new entertainment trend after broadcaster Yoo Jae-suk debuted as trot singer 'Yoo San-seul' through MBC's 'How Do You Play?-Bong For You' last year. Besides Ssakssuri members 'Linda G' singer Lee Hyori, 'Yoo Dragon' broadcaster Yoo Jae-suk, and 'Bi-ryong' singer Rain, broadcasters Kim Shin-young as 'Second Aunt Kim Da-bi' and Park Na-rae as 'Georgina' have also gained popularity with their bu-characters. Broadcaster Park Myung-soo has also announced plans to actively engage in bu-character activities this month.

On the other hand, some viewers express fatigue. Due to the nature of Korean broadcasting, where once a concept becomes popular, similar programs or characters flood the market, producing similar content across multiple broadcasts, leading to viewer exhaustion. There are also criticisms that only the names of the characters change, but the cast remains the same.

However, most viewers agree that this bu-character culture feels fresh. The popularity of the bu-character concept in broadcasting can be attributed to its connection with the everyday 'multi-persona' phenomenon.

On May 2nd, 'Second Aunt Kim Da-bi' and broadcaster Kim Shin-young appeared on MBC's 'Show! Music Core'/Photo by MBC 'Show! Music Core' broadcast screen capture

Multi-persona refers to an individual transforming into different people depending on changing situations to express various identities. The Seoul National University Consumer Trend Analysis Center, led by Professor Kim Nan-do of the Department of Consumer Studies, named multi-persona as one of the consumer trends in 2020.

Examples include managing multiple SNS accounts and changing speech styles according to the account concept, or showing different personalities at work and in daily life.

A March survey by job portal JobKorea of 559 office workers on the 'multi-persona trend' illustrates this well. In the survey, 77.6% of workers responded, "My appearance at work is different from usual. I wear a mask suitable for the company." Reasons cited included 'to meet the company's demands and expectations' (41.2%), 'due to a personal and work-only organizational culture and atmosphere' (39.6%), and 'because I don't want to show my usual self to colleagues' (35.9%).

In summary, established broadcasters showing new sides stimulate viewers' interest while eliciting empathy. For those who do not, it offers vicarious satisfaction.

Broadcaster Yoo Jae-suk, who is challenging himself as a trot singer under the stage name "Yoo San-seul" through MBC's "How Do You Play?-Bbung For You." The photo shows Yoo Jae-suk appearing on KBS1's "Morning Yard" on November 19 last year. Photo by KBS1 "Morning Yard" screen capture

As a result, there is growing anticipation that the bu-character concept might positively influence the increase of programs that can share empathy with viewers, surpassing the traditionally common observational and survival entertainment shows.

Experts have evaluated the bu-character culture positively, noting it provides people with opportunities for change.

On the 5th, Jeon Mi-young, a research fellow at the Seoul National University Consumer Trend Analysis Center, explained the popularity of the bu-character culture on CBS Radio's 'Kim Hyun-jung's News Show': "We can say that an environment where people can live as bu-characters has been created. Nowadays, people operate multiple SNS accounts, and the 'me' who logs into account A and the 'me' who logs into account B have opportunities to behave differently."

She added, "Nowadays, there is no change. It is difficult to dream of becoming a new person, so through character play, people can also dream of that. From the perspective that our society has freed us from forcing a single role and created opportunities for new expressions, this can be seen positively."

This content was produced with the assistance of AI translation services.