Some people may have seen an amazingly cute food show, ‘Meok Bang’, featuring three triplet brothers. Dumplings, pizza, shrimp, fish cake…all of these foods became very popular after three triplet brothers Dae Han, Min Guk, Man Seh from the program Superman returns enthusiastically ate them. Childcare entertainment shows have become hugely popular, and it would not be wrong to say they lead a general trend in entertainment shows.
Three representative childcare entertainment shows are Hello Baby, Where Are You Going, Dad?, and Superman returns. Parents in Hello, Baby are usually members of popular Korean musical groups such as Shinee and Girls’ Generation, attracting many teenage viewers. It is interesting to see how relationships between unskilled young parents and their imaginary children have grown during the program. Another famous program is ‘Where Are You Going, Dad?,’ which was so popular that it received the MBC Broadcast Entertainment Destination’s grand prize in the variety show category in 2013. The program made viewers feel affection for fathers who were traveling with their children in remote areas. The popular entertainment show, Superman returns has achieved the highest viewer rating among weekend variety shows for eleven months. The program portrays the lives of several fathers and their children, each representing a unique life-style.
There are many reasons why childcare entertainment shows are popular among viewers. From the viewers’ point of view, parents in these shows develop sympathy for their children, such as by identifying with them or reflecting on their own childhood. During the shows, pure and innocent children sometimes respond unexpectedly to certain situations, and this generates authentic emotions in viewers. Also, children features in the shows have their own distinct and charming personalities, which helps viewers identify with each child.
Since childcare entertainment shows began to receive enthusiastic interest from viewers, child care by fathers has become such an important issue that paternity leave has increased by 55.9 percent, according to data from the Ministry of Employment and Labor. On October 1, 2014, the Ministry of Strategy and Finance introduced an economic aid system called “Father’s month” to support parental leave. Additionally, ripple effects from the programs are significant. Children from entertainment shows are often selected to be advertisement models. For instance, the triplet brothers, Dae Han, Min Guk and Man Seh from Superman Returns were chosen as advertisement models for Hana Bank, Korea Exchange Bank, KIA Motors, and Dongwon tuna. Moreover, the areas that have been used as settings in Where Are You Going, Dad? have become famous. Donggoji Village in Yeosu overflowed with visitors and was chosen as a masterpiece tourist site after its beautiful landscape was broadcast on Where Are You Going, Dad?
Even though child care entertainment shows have achieved great popularity, there are some side effects. First, although a lot of variety programs try to show children’s genuine growth process and reactions, some viewers point out that they create a sense of distance, as many fathers nowadays have trouble spending a lot of time with their children. In reality, it is hard for fathers to hold down a job and run a household at the same time like fathers in entertainment programs show. Moreover, some viewers complain that certain childcare variety shows reveal a one-sided view of child care. Lives of the children in these programs are leisurely and comfortable. Children in the programs play with expensive toys, and their families travel at will. However, not all parents are able to afford interesting and playful pastimes for their offspring. In light of that, there is a probability that some parents may perceive a gap between the rich and the poor via these programs.
As the popularity of the children in these programs grows, competition between advertisement promoters is increasing. Some parents of child entertainers demand high sponsorship fees because of their children’s popularity. Competition between companies in order to promote their products damages the ordinary and authentic aspects of the television programs. If the clothes children wear are chosen as a result of a company’s marketing, children in these television programs become clothing sponsorship models for promotional purposes. The popularity of childcare entertainment shows turns them into a means of commercializing children, and it becomes more difficult for viewers to find similarities between these shows and their real, ordinary lives.
Korean childcare entertainment shows have influenced attitudes toward childcare outside of Korea. They show are exported to Japan and China and have contributed to a Korean wave in the entertainment show industry. In order to ensure the popularity of childcare entertainment shows in the future, both directors and viewers ought to pay attention to drawbacks within the programs. The program directors should guide children to show their unique personalities and natural livelihood. Also, adults must not commercialize the children for financial interests. If these steps are taken, childcare entertainment shows will develop into more positive programs with abundant enjoyable scenes, and viewers will enjoy watching attractive, lovely kids for a long time. Lastly, it is best for viewers to keep in mind that the children in the programs are not “performers” influenced by popularity or orders. They are all precious children.