Whiteness construction in South Korean digital spaces: Oliver-ssaem’s strategic identity-distancing for visibility on YouTube

Abstract

Oliver-ssaem, a White American and former English teacher in South Korea, has risen to prominence as a YouTube content creator exploring both Korean and American cultures. His intentional role as a cultural intermediary between Korea and the U.S. highlights how he strategically employs his Whiteness to enhance visibility. When targeting Korean viewers, Oliver-ssaem not only praises and endorses the excellence of Korean culture and products but also highlights negative aspects of U.S. culture. The perceived value of his endorsement and mediation of U.S. culture is rooted in Oliver-ssaem’s embodiment of a desirable, objective, and progressive Whiteness, inadvertently perpetuating global White hegemony. By examining his visibility strategy through the lens of the historical and cultural relationship between the U.S. and Korea, we argue for a localized and contextualized analysis of the commodification of Whiteness, particularly in Asian digital spaces.