Following a backlash against consumerism in the late 1980s, the government spearheaded a program of frugality that eschewed imported goods and foreign travel in order to strengthen South Korea's national identity. Consumption-with its focus on immediate gratification-threatened the state's future-oriented discourse of national unity. In response to this perceived danger, Nelson asserts, the government cast women as the group whose "excessive desires" for material goods were endangering the nation.
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