Recently, I stumbled upon an intriguing collaboration while navigating the “media”tab on my PlayStation 5. An unexpected advertisement caught my attention: a partnership between the iconic military shooter, Call of Duty, and Netflix’s acclaimed South Korean series, Squid Game. This event, which has now concluded, was packed with engaging activities, allowing players to participate in iconic scenes such as “Red Light, Green Light”and dress up as contestants or the ominous pink guards. The question loomed: would you choose to embody the oppressed or the oppressors?
Understanding Squid Game‘s Phenomenon
The first season of Squid Game shattered Netflix’s internal viewing records. Its success can be attributed to various factors: the unpredictable action, distinctive visual style, and unforgettable soundtrack. However, a deeper reason emerges as societal issues intertwine with the narrative. Amid changing economic landscapes, where widening wealth gaps and rising inflation loom large, the show’s premise—a perilous game played for cash—deeply resonates with viewers.
Moreover, Squid Game exposes darker truths about capitalism. It reveals not only desperation but highlights an unsettling reality: the perilous games that contestants face are spectacles enjoyed by the wealthy. As the divide between rich and poor grows, so does the discomfort in witnessing the elite thrive at the expense of the underprivileged, a sentiment that struck a chord with audiences.
A Stark Contradiction
What are we even doing anymore? Is media literacy dead? Am I taking crazy pills?
— Chad Quandt (@chadquandt.bsky.social) 2024-12-29T19:20:19.262Z
The promotional strategies tied to Squid Game, including the reality show Squid Game: The Challenge and various pop-up experiences, have led some to call out the creator for perceived sellouts. However, the situation is more complex. Creator Hwang Dong-hyuk surrendered all intellectual property rights to Netflix with his initial contract, granting the platform autonomy over all related endeavors, including merchandising without his approval.
Interestingly, Dong-hyuk has stated that his return for season 2 was primarily motivated by insufficient compensation for season 1, which was a stressful experience that impacted his health.
Thus, any corporate tie-ins can largely be traced back to Netflix’s executive decisions, which come off as tone-deaf or even exploitative.
An example includes Duolingo’s absurd advertisement titled “Korean or Get Eaten, ” which sees its mascot, Duo, accompanied by pink-clad dancers. This bizarre twist shows an individual being “abducted”for losing a streak, all under the guise of humor. It raises questions about corporate responsibility and consumer engagement.
Another surreal advertisement from Domino’s features a contestant moments away from losing, magically conjuring a smartphone to order pizza, suggesting, “Capitalism will save you!” —directly contrasting the core message of Squid Game.
The Consequences of Corporate Control
Watching these advertisements leaves me questioning reality itself; “tone-deaf”barely scratches the surface of this dissonance.
While I may feel out of sync, I don’t want to reenact Squid Game‘s deadly “red light, green light” scenario. The underlying financial anxieties reflected in the series connect too closely to my reality. The prospect of a corporation suggesting I participate in a recreation of such a traumatic concept feels inherently wrong.
Squid Game is rooted in a strong anti-capitalist message. However, since Netflix holds the reins of ownership, they can reshape the narrative as they please, often straying perilously from the original intent. Their strategy appears solely focused on capitalizing on viewer interest, reducing an impactful narrative to a mere profit-driving entity; it feels akin to those in Squid Game itself, immersed in golden masks, detached from reality and empathy.
Admittedly, Netflix’s marketing approach with products like Squid Game: The Challenge proved lucrative and successful. Yet, this success comes at a significant cost to the series’ integrity. For Netflix, Squid Game has transitioned from an innovative series to just another revenue-generating asset.
TIME magazine poignantly captured the essence of this sentiment with their review headline, “Capitalism Killed Squid Game, ” succinctly articulating the disillusionment many feel.
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