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Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth

Tapping into mediatisation as a critical lens to examine how cultural synergy, particularly Korean Wave’s influence, manifests and impacts of everyday cultural practice in Malaysia. Despite a delayed start compared to neighbours, the Korean Wave ignited by the drama “Winter Sonata” in 2002, maintain...

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Main Author: Nurul Akqmie Badrul Hisham,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2024
Online Access:http://journalarticle.ukm.my/24329/1/613_624%20764372554831PB.pdf
http://journalarticle.ukm.my/24329/
http://ejournal.ukm.my/ebangi/index
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spelling my-ukm.journal.243292024-10-17T14:06:19Z http://journalarticle.ukm.my/24329/ Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth Nurul Akqmie Badrul Hisham, Tapping into mediatisation as a critical lens to examine how cultural synergy, particularly Korean Wave’s influence, manifests and impacts of everyday cultural practice in Malaysia. Despite a delayed start compared to neighbours, the Korean Wave ignited by the drama “Winter Sonata” in 2002, maintains a remarkable popularity in Malaysia. This study delves deeper than the surface of the Korean Wave, or Hallyu, exploring the intricate interplay between Korean stars, social media, and the phenomenon’s power. This work aims to understand how these elements actively shape and maintain its influence. While there has been a proliferation of research on the Korean Wave, it focuses on K-Pop music and K-Drama. Thus, this research project is designated to highlight elements other than K-Pop and K-Drama in the Korean Wave phenomenon by focusing on non-K-Pop cultural products. By observing open social media accounts and content, as well as events related to South Korean products, this study will use qualitative methods, netnography and participant observation for data collection. The findings are discussed in four key themes: Exploring Platforms and Fan Communities and Their Impact on Everyday Practices; International Brands Using Korean Stars for Product Promotion in Malaysia; the Potential of Selected Qualitative Methods for Understanding Social Phenomena; and the Limitations of These Methods in Research. The study highlights the need to choose relevant theories and research methods to improve the quality and depth of findings, especially when exploring complex subjects such as fandom. Penerbit Universiti Kebangsaan Malaysia 2024-07 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/24329/1/613_624%20764372554831PB.pdf Nurul Akqmie Badrul Hisham, (2024) Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth. e-Bangi Journal of Social Sciences and Humanities, 21 (3). pp. 613-624. ISSN 1823-884x http://ejournal.ukm.my/ebangi/index
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Tapping into mediatisation as a critical lens to examine how cultural synergy, particularly Korean Wave’s influence, manifests and impacts of everyday cultural practice in Malaysia. Despite a delayed start compared to neighbours, the Korean Wave ignited by the drama “Winter Sonata” in 2002, maintains a remarkable popularity in Malaysia. This study delves deeper than the surface of the Korean Wave, or Hallyu, exploring the intricate interplay between Korean stars, social media, and the phenomenon’s power. This work aims to understand how these elements actively shape and maintain its influence. While there has been a proliferation of research on the Korean Wave, it focuses on K-Pop music and K-Drama. Thus, this research project is designated to highlight elements other than K-Pop and K-Drama in the Korean Wave phenomenon by focusing on non-K-Pop cultural products. By observing open social media accounts and content, as well as events related to South Korean products, this study will use qualitative methods, netnography and participant observation for data collection. The findings are discussed in four key themes: Exploring Platforms and Fan Communities and Their Impact on Everyday Practices; International Brands Using Korean Stars for Product Promotion in Malaysia; the Potential of Selected Qualitative Methods for Understanding Social Phenomena; and the Limitations of These Methods in Research. The study highlights the need to choose relevant theories and research methods to improve the quality and depth of findings, especially when exploring complex subjects such as fandom.
format Article
author Nurul Akqmie Badrul Hisham,
spellingShingle Nurul Akqmie Badrul Hisham,
Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
author_facet Nurul Akqmie Badrul Hisham,
author_sort Nurul Akqmie Badrul Hisham,
title Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
title_short Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
title_full Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
title_fullStr Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
title_full_unstemmed Hallyu stars mediated fandom: understanding mediatisation of non-K-Pop consumption among Malaysian youth
title_sort hallyu stars mediated fandom: understanding mediatisation of non-k-pop consumption among malaysian youth
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2024
url http://journalarticle.ukm.my/24329/1/613_624%20764372554831PB.pdf
http://journalarticle.ukm.my/24329/
http://ejournal.ukm.my/ebangi/index
_version_ 1814049127007256576
score 13.211869

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