Beginning of dad parenting !
KBS was broadcasted in November 2013 when the pilot program was aired, and it received favorable responses from our society where dad-centered parenting was still unfamiliar in Korea. The program unveiled the appearance of any ordinary family dad who is not a special entertainer dad. Dads who are unfamiliar with parenting, dad like friends, funny dad. The father’s parenting started five years later, and is still popular. On February 1, 2015, the viewer rating reached a maximum of 19.8%, and it has remained the number one viewer in the same time zone as of December 2, 2018.
<The return of Superman> presented a variety of dad’s childcare appearances in a natural and everyday way while promoting a reality entertainment program. Without a mother, the child and dad wanted to form their own consensus. In the process, both father and child grew more mature and mature. My father, who was just working, was comfortable and familiar with the family. Viewers cheered on this father and child and began to project their appearance into their homes.
The program actively portrays the father at home, reflecting the changing movements of the Korean parenting culture that has traditionally emphasized Confucian culture. The broadcasting functioned actively in response to social and institutional changes such as the establishment of a five-day work week, increased dad’s settling time in the home, encouraged leisure activities, increased social participation for women, and encouraged parental leave for men.
Fandom for Celebrity II
Above all, <The return of Superman> solved the curiosity about ‘Celebrity II’ in the process of showing Dad’s parenting. The veiled celebrity’s family and the second year’s private life have been revealed. The celebrity’s life, which seemed to be special, interlocked with the ‘child care code’, showing us a likeness. As the broadcast continued, the celebrity became closer to the viewer and became more friendly. In addition, as the second generation of entertainers grew, viewers felt satisfactory. As a celebrity aspirant cheers for the process of becoming a star, viewers have formed a fandom towards Celebrity II. The innocence and innocence of a child, sometimes cute and unique, attracted viewers.
Now, if you say ‘Daehan, Mingook, Manse’, sons of Korean actor “Song il-gook may be poped out in your head. Choo Sa rang who Choo sung hoon’s daughter, has received an explosive attention from the first episode since her departure in March 2016, has appeared in every special broadcast and is still popular enough to convey the recent status. Recently, even the Park Na eun, daughter of football player Park Joo-ho, who is popular with ‘language genius’ and ‘honey maker’, viewers’ interest in celebrity II is more than celebrity. This popularity naturally made them kids-tainers.
On the other hand, young children are exposed to others regardless of their will, and they are concerned about the growth environment of children who are forced to grow with excessive attention. There is no voice against the appearance of the second generation of entertainers because it can negatively affect the child’s immature emotions and psychology. Viewers pointed out that Superman is back and focuses on the star of celebrity II, contrary to the original production intention.
Potential for the Development of the Parenting Content Market
Viewers’ interest in “The Return of Superman” has given birth to a family role-model. If the show was just about playing happy families, the long run would not have been possible. Moreover, the program has shown the vitalization of the child caring industry and the growth potential of kids-tainment. Investors in the domestic kids industry exceeded 40 trillion won in 2018.
Parenting programs depend on the development of culturally and market-competitive content through institutional analysis and social responses to the family composition of the diverse Korean society and the rapidly changing parenting environment. In addition, we must continue to develop content channels for cultures similar to ours, such as China and East Asia. The father’s parenting concept was already recognized in the English market, and in November 2016, the US version of Superman returned, and Project DAD was broadcast.
In the future, attention and concern about the impact of Korean parenting and reality entertainment on the overseas content market and culture should continue. In the Sixth year of broadcasting, will continue to look forward to the role of the ‘circular ring’, which induces healthy consumption and performance in the media industry and parenting products market, as well as the social function of dad’s active parenting participation.