March 2006

The goal of this project was to develop a deep ethnographic understanding of how technologies (specifically PCs) are used among the growing middle class in South Korea. Tied to a larger study of technology use in four other countries, this portion resulted in significant findings around the importance of satellites of homes that are critical to technology use in Korea. This, as well as the influence of other social factors such as the importance of education, Korean pop culture trends, government subsidies of technology infrastructure, and the popularity of ‘bangs’ (gaming, singing, or bathing establishments), helped shape the client’s next generation of global technological architecture strategies.