Abstract

This study was to conceptualize 'Adjumma' in Korea. Recently, there has been an argument about Adjumma in Korean society. This argument was included some negative and positive aspects of Adjumma-perspectives. The present study analyzed some programs which was broadcasted by TV media, and journals, literatures and collected data. In general, Adjumma group was impressed negatively compared one's own mother who is sometimes called 'Adjumma'. Adjumma was characterized as married, having children, some unique outer shape and behavior(e.g., hair style, wearing specific shoes and garments when she goes out for shopping, talkative etc), no social etiquette(e.g., social face), and specific age ranges(30-50's). However, there are some positive aspects of Adjumma in Korean society. Because, Adjumma is also our mother. For example, Adjumma was evaluated as warm and benevolent one for her children and husband, and has sacrificed herself for her family. Now, Ajumma group would like to improve her negative impression by others. She tries to get involved social activity and campaign for her community, education, and environment.