Hybridity, Confucianism, and Ambiguity in the South Korean Soft Power Model in Hallyu 1.0
Journal: Media Watch (Vol.12, No. 1)Publication Date: 2021-01-01
Authors : Fung Ying Loo Fung Chiat Loo;
Page : 149-160
Keywords : Korean drama; soft power; confucianism; media imperialism; Hallyu; hybridity; music;
Abstract
This paper aims to analyze K-drama's phenomenon as a popular cultural product that generated Hallyu 1.0 and South Korea's soft power. Past literature suggests this manufactured television drama is a hybrid of ancient Eastern values and Western modernity that resulted in a female-centric and youth consumption. Confucianism and family values are discussed as a backbone of K-drama's narrative. On the other hand, the “reserved romance” and conservativeness that led to a particular focus on gendering male K-drama actors invited much debate around the new label of “soft masculinity.” However, we question the absence of discussion and detailed analysis of major elements in the Korean popular cultural production that we found are similar to many identical Western models, including the theme song as the catalyst of Hallyu 2.0, “reserved romance,” and ambiguity in the discussion of image branding among male idols, that may not fully reflect claims of Confucianism.
Other Latest Articles
- Evaluating the Limitations to Academic Publishing in the 21st Century: Perception of Communication Academics of Public Universities in South-South Nigeria
- Framing Theory Application in Public Relations: The Lack of Dynamic Framing Analysis in Competitive Context
- Social Media Use and Covid-19 Risk Perception among Nigerians: The Roles of Affects, Gender and Information Sources
- Loyalty, Motivation, and Satisfaction: A Quantitative Analysis of the 8th Cinejoven Festival of Almería, Spain
- Linguistic analysis of Kazakh and Russian online political commenting tactics
Last modified: 2021-05-06 14:23:51