• Cross-Cultural Studies
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• v.46
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• pp.21-42
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• 2017

This study aims at analyzing the trend of feeling under the neo-liberalism era through the soap operas. In particular, this article focuses on 'envy'. Unlike jealousy, envy is the feeling of comparison appearing in people in similar circumstances that is displayed within the dual relation with its characteristic of having dynamics on the fortune (victory) of the other party for an unpleasant feeling, denial and interference. However, under the neo-liberalistic order with unlimited competition as its characteristic, 'envy' has the tendency to discourse with its passion of subjects participating in the limited share of competition. This begins in 'envy' under a soap opera to lead to competition to reproduce as the drama to dream of success for self-development. Under the circumstances, the feeling or behavior of characters not showing the general pattern but to individualize with the envious behavior of evil characters to turn away from the structural context for characters of issue of suffering originated within. For example, the soap opera imagines with 'envy' for the feeling of characters to reproduce the neo-liberalistic subject in darkness as well as to transfigure the suffering or context encountered by the characteristics to present the issues.