La Publicité pour la chirurgie esthétique en Corée du Sud
La Corée du Sud, un des pays les plus développés et ouverts du continent asiatique malgré le conservatisme de sa voisine du Nord. Partagé entre tradition et modernité, on peut autant sillonner les campagnes parsemées de cerisiers et de temples bouddhistes que se perdre au milieu de Séoul avec ses immeubles immenses et les milliers de publicités qui squattent les murs de la capitale. Et justement, beaucoup d’entre elles font la promotion d’hôpitaux et de cliniques spécialisées dans un secteur assez particulier : la chirurgie esthétique. Chaque année dans le pays, 1,2 millions d’actes de chirurgie esthétique y sont pratiqués, La Corée du Sud se compte donc au troisième rang mondial derrière les Etats-Unis et le Brésil.
“Dans notre société, être beau est un avantage pour trouver un travail et un bon mari”. Voici le discours de Jung Young-Choon, directeur de clinique à Séoul. En Corée du Sud, pouvoir s’offrir une rhinoplastie (embellissement du nez) ou une blépharoplastie (opération des paupières) est un synonyme de réussite. Et ces opérations sont monnaie courante, notamment lors de la période du Chuseok, fête traditionnelle coréenne où on en profite pour aller voir sa famille (en risquant de se prendre les bouchons sur les routes bondées du pays).
Les publicités pour la chirurgie esthétique sont donc omniprésentes dans la capitale, il est impossible en se promenant dans les rues, en prenant les transports en commun, de ne pas tomber sur le visage d’une belle femme opérée la veille qui vient nous compter les bienfaits de sa rhinoplastie. C’est un business gigantesque dans le pays et la demande est gigantesque. Rien que dans le quartier très branché de Gangnam, on peut trouver 472 cliniques différentes qui pratiquent de la chirurgie esthétique à tous les niveaux. C’est un facteur de réussite pour trouver un compagnon et un travail et rendre fier sa famille.
Mais, face à ce nombre incalculable de cliniques et l’omniprésence de ses publicités, certains internautes coréens commencent à remettre en question l’influence de cette masse publicitaire sur les jeunes filles. Par exemple, une internaute coréenne a écrit un post sur un site communautaire qui est devenu viral en quelques jours :
« … Quand vous êtes constamment dans cet environnement, vous vous mettez à penser inconsciemment : ‘Est-ce que je devrais en faire et changer quelque-chose ?’, même si vous êtes quelqu’un qui n’a jamais eu de souci avec son physique … ça pousse les gens qui n’ont pas besoin de chirurgie à y réfléchir à deux fois. Ce n’est pas bien. »
Au final, les jeunes adolescentes qui en prenant leurs transports quotidiens tombent sur cela se remettent en question sur leur physique et s’obligent, une fois devenues majeures, à se faire opérer pour devenir plus belles, seul moyen de se faire respecter par ses compatriotes. Même les médias historiques mettent en avant ces pratiques. Exemple, le programme de télévision “Let me in” très populaire en Corée, sélectionne des participantes volontaires et leur offre un programme d’opérations gratuites ayant pour but de les rendre plus “belles”.
Par exemple, Ye-Eun Heo est une jeune Sud-Coréenne qui était complexée à cause de sa mâchoire en avant. Les autres enfants se comportaient mal avec elle et la comparaient à un “concombre”. Après avoir été sélectionnée, 3 heures intensives d’opération sur son visage, elle arrive sur le plateau méconnaissable, se sent plus heureuse, plus belle, les passants avec elle se comportent mieux et elle se fait complimenter.
Alors comment expliquer qu’une telle pratique soit autant acceptée en Corée du Sud ? “Sang-Hoon Park”, chirurgien de l’émission Let me in, explique que la société coréenne est très compétitive depuis sa mondialisation. D’une certaine façon, se faire opérer est un moyen d’améliorer son CV, d’améliorer son employabilité dans cette compétition à grande échelle. Il appelle même son métier, “la chirurgie esthétique de survie”.
Alors est-ce qu’au final cela pose un vrai problème ? Si c’est un business payant, si les coréens sont heureux après leurs multiples opérations ? Est-ce au final une vraie “folie” comme ose écrire le rédacteur cet article ? Et bien OUI.
Premièrement, Hyon-Ho Shin, avocat émérite en affaires médicales, a déclaré que la banalisation et la lourdeur de ces processus médicaux étaient un facteur majeur de risque pour les patients. Il ne faut pas oublier que la chirurgie esthétique reste de la chirurgie. Par conséquent, on peut avoir des cas de paralysie, de mort (erreurs durant l’opération, dans le dosage anesthésique…). Vous vous imaginez bien que si on compte 1.2 millions d’opérations dans ce secteur là, on retrouve des victimes.
Exemple, Sara Jo, Youtubeuse marocaine, qui est venue se faire opérer du visage dans une clinique coréenne, publie une vidéo en février 2020 après 5 mois d’absence pour raconter le calvaire qu’a été sa rémission après une erreur médicale (3 millions de vues à l’heure actuelle). En effet, elle aurait été victime de paralysie faciale avec des fortes douleurs. L’hôpital a refusé d’admettre son erreur médicale la menaçant de poursuites en justice.
Alors, la société coréenne est-elle lunaire ou est-elle une représentation du futur et de la banalisation de la chirurgie esthétique dans le monde ? “To be continued”…
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