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Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0

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 co...

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Main Authors: Loo, Fung Ying, Loo, Fung Chiat
Format: Article
Language:English
Published: Deepak Ranjan Jena 2021
Online Access:http://psasir.upm.edu.my/id/eprint/97573/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97573/
https://journals.sagepub.com/doi/abs/10.15655/mw_2021_v12i1_205464
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spelling my.upm.eprints.975732022-07-27T02:36:25Z http://psasir.upm.edu.my/id/eprint/97573/ Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0 Loo, Fung Ying Loo, Fung Chiat 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. Deepak Ranjan Jena 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/97573/1/ABSTRACT.pdf Loo, Fung Ying and Loo, Fung Chiat (2021) Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0. Media Watch, 12 (1). 149 - 160. ISSN 0976-0911; ESSN: 2249-8818 https://journals.sagepub.com/doi/abs/10.15655/mw_2021_v12i1_205464 10.15655/mw/2021/v12i1/205464
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description 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.
format Article
author Loo, Fung Ying
Loo, Fung Chiat
spellingShingle Loo, Fung Ying
Loo, Fung Chiat
Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
author_facet Loo, Fung Ying
Loo, Fung Chiat
author_sort Loo, Fung Ying
title Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
title_short Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
title_full Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
title_fullStr Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
title_full_unstemmed Hybridity, confucianism, and ambiguity in the South Korean soft power model in Hallyu 1.0
title_sort hybridity, confucianism, and ambiguity in the south korean soft power model in hallyu 1.0
publisher Deepak Ranjan Jena
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/97573/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97573/
https://journals.sagepub.com/doi/abs/10.15655/mw_2021_v12i1_205464
_version_ 1739829913209274368
score 13.211869

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