Gendering desire: The use of Korean ya "hey" in popular media to construct masculine and feminine styles

This study considers the use of the multivalent casual Korean lexical item ya in a Korean television drama. Meanings of ya include "hey"and "oh!"and ya can convey a variety of affective connotations ranging from anger to romantic teasing depending on context and intonational contours. Exploring patterns of use of ya, this study highlights how the differences in intonational contour and choice of addressee are linked to valences of "forcefulness"and "failed forcefulness"that are implicated in the construction and performance of diverse youth-associated gendered styles. It argues that heteronormatively desirable masculine and feminine styles are constructed through the strategic use and non-use of ya. Specifically, romantically desirable femininity relies on the performance of failed forcefulness that creates opportunities for masculine-marked performances of paternal care.