시장 매개 다문화주의: '이웃집 찰스' 속 이슬람 문화의 상품화와 소비자 주체화

초록

This study employs thematic analysis to examine ten episodes of the KBS reality show My Neighbor Charles featuring Muslim immigrants, aiming to understand how neoliberal, market-mediated multiculturalism manifests in South Korean media. The findings reveal that cultural elements of Muslim immigrants—such as food, attire, living spaces, religious practices, arts, and personal narratives—are commodified into consumable content, reframing cultural differences as sources of economic and entertainment value. At the same time, the immigrants are portrayed as consumer-subjects assimilating into Korean markets and consumer culture, while structural inequalities and religious biases remain largely unaddressed or obscured. By highlighting the media’s role as a key agent in shaping multicultural discourse, this study shows how cultural diversity is absorbed into a neoliberal logic that emphasizes commodification and consumerization. Consequently, the research suggests a critical reconsideration of multicultural policy and media representation, advocating a renewed focus on mutual respect, equality, and the structural dimensions of justice and inclusion.

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