Of Macs and Nikes: Desire and authenticity in North Korea's child YouTuber clips

초록

In this study, we show how North Korea has appropriated its anti-Western Juche ideology of self-reliance to promote tourism and consumerism on the global Web. We analyze 16 social media clips featuring Su-jin, seven-year-old music prodigy of an elite Pyongyang family. Su-jin debuted in 2020 as part of North Korea's efforts to promote itself on YouTube and other social media platforms, targeted primarily at English and Chinese-speaking audiences, as the public in North Korea does not have access to YouTube. Preliminary analysis of objects and places highlights North Korea's affinity with capitalistic affluence by displaying Western brands like Apple and Nike. Scenes like the unwrapping of new gifts are similar to YouTubers' narratives. Similarly, panoramic videos of high-rise towers and riverfronts resemble visual strategies commonly found on YouTube influencers in the West and depart significantly from previous propaganda videos made in North Korea. The clips use high-end professional equipment such as full-frame DLSR cameras and drones, indicating the resources and coordination provided by the North Korean state. However, the clips are sometimes purposefully amateurish, which adds authenticity. Similarly, Su-jin's young age adds realism to the videos, which are stressed again with the insertion of baby albums and the appearance of female family members. As well as humanizing North Korea, Su-jin's status as a child, congruent with the notion of innocence, inoculates her from potential criticism. This is consistent with existing research featuring children in global media content. This enables North Korea to weave heterogenous images in which Su-jin expresses fealty to the ruling Kim family with relative ease. Taken together, the videos indicate North Korea's grasp of YouTube as a platform where attention, softness, and distinction are awarded. The findings explain ideological shifts taking place in North Korea. © 2025 selection and editorial matter, Seungahn Nah, Soomin Seo, Yong Chan Kim and Dal Yong Jin. All rights reserved.