The Changing Culture of University Festivals
Every university student eagerly anticipates at least one event during their academic journey—the university festival. These festivals are not just a chance to enjoy a variety of fun activities; they also offer opportunities for students to engage in unique club events. However, it has become apparent that the focal point of these festivals has shifted over time. The main attraction is no longer student-led activities but rather the presence and performances of celebrities. In this article, The Sogang Herald aims to delve into how this transformation occurred and gather student perspectives on this trend.
Festivals of Previous Generations
The tradition of university festivals dates back to the 1960s, originating from gatherings held after sports competitions. During these early festivals, students participated in a variety of games through a program known as "Las Vegas." The festivities included an array of activities such as masquerades, theatrical plays, and singing contests. The day's celebrations often ended with candlelight parties, where attendees could enjoy the mood of togetherness.
During the 1970s and 1980s, a period marked by a strong desire for democracy, student protests became a part of university life. This spirit was also reflected in the university festivals. To critique societal realities, students organized mock presidential elections and hearings. The festivals further included a wide range of activities, from seminars to dance parties held by torchlight. Additionally, cultural performances like the talchum mask dance and Samul nori would enrich the festival experience with traditional elements.
The university festivals of the 1990s and 2000s began to show characteristics familiar to those we see today. With the end of the military regime and the advent of democratization, festivals adopted a more relaxed and festive atmosphere. The period saw an increase in the variety of game activities, and the introduction of bar events and food markets contributed to a more laid-back vibe. A notable highlight from 1995 was the hosting of a traditional wedding ceremony in front of the albatross tower for campus couples, marking a unique blend of tradition and campus culture. The festivals also featured club performances, song festivals, and the appearances of celebrities. It was during this time that the practice of inviting celebrities to university festivals became a staple, setting the stage for the celebrity-focused events that are common today.
The Current University Festival
Current university festivals continue to offer a range of activities that appeal to students, incorporating modern elements such as food trucks, bar events, and photo booths. Efforts are made to engage student interest through performances by clubs and cheerleading squads. Nonetheless, the highlight for many students remains the celebrity invitation events. It has become a norm to feature celebrities at university festivals, allowing students to experience performances by artists like New Jeans and PSY up close, creating memorable moments.
The selection of celebrities invited to these festivals has sparked considerable interest within student communities, even leading to online discussions comparing lineups across various universities. Consequently, the celebrity invitation aspect has become a crucial, if not inevitable, feature of university festivals, fueling competition among universities to secure the most sought-after celebrities. This competition significantly impacts budgets, with costs for a popular singer's 20-minute performance reaching approximately 40 to 50 million won.
While the opportunity to witness live performances by celebrities is a positive aspect, enabling students to create lasting memories, this focus has also led to a shift in the nature of festivals. The prominence of celebrity events has introduced a degree of commercialization to university festivals, evidenced by issues such as the sale of illegal tickets due to attendance exceeding capacity and reliance on sponsorship to afford celebrity fees. This shift raises concerns that the festivals are moving away from their original purpose of student-centered cultural entertainment, turning students into mere consumers in the process.
What Do Students Think of These Changes?
The Sogang Herald recently conducted a survey to gauge current students' opinions on the evolving culture of university festivals, focusing on those who attended last fall's event. The feedback from respondents was overwhelmingly positive regarding the inclusion of celebrities in the festival lineup. For many, these celebrity appearances were seen as the highlight of the festival, offering a release from the stress accumulated over time through the performances of professionals in the arts. These events not only enhanced the festival's atmosphere, established through various activities, but also played a significant role in drawing student interest.
One student highlighted the social impact of celebrity invitation events, noting that while university festivals might cause noise disturbances for nearby residents, these events offer a form of entertainment that extends beyond the student body, potentially lessening the impact of noise pollution. Overall, the student response to the survey suggests a favorable view of celebrity invitation events, indicating that they are considered an enriching and integral part of the festival experience.
Accepting a Change in Culture
Reflecting on the last university festival, it's clear that changes in the festival culture adapt to the times and atmosphere. This adaptation to the changing times is a natural evolution for cultural elements in society. Additionally, as mentioned by the students in the survey, these changes are seen in a positive light, as they create an enjoyable culture for students. Thus, they fulfill students' desires and allow for the creation of cherished memories with peers.
However, the focus on celebrity invitation events at university festivals is concerning, as it may lead to a loss of the unique character and significance of university culture, turning it into a mere commodity. It's important, therefore, to revisit the original meaning and purpose of university festivals. The sentiment in the Sogang University student community regarding the lack of celebrity events in the May festival or the varied reactions to the lineup of the Autumn festival suggests disappointment. Nonetheless, it's crucial for students to appreciate the festival for what it truly is—a celebration for and by students, ensuring that the essence of university festivals remains centered around student engagement and enjoyment.
By Na Yun Kim (Campus Reporter)
