1. Reversed Ethnography in the Reception of the Korean Wave
- Author:
- Hyeri Jung
- Publication Date:
- 10-2018
- Content Type:
- Journal Article
- Journal:
- International Journal of Korean Studies
- Institution:
- International Council on Korean Studies
- Abstract:
- This paper unravels dynamic interactions between Korean popular culture and its fans in the United States, focusing on how cultural hybridity of the Korean Wave un/consciously facilitates soft power, and what sociocultural implications it might yield in global/international contexts. Employing various theoretical frameworks of globalization, critical/cultural media studies, hybridity, soft power, and fan studies, I take a qualitative methodological approach of what I call a reversed media ethnography: Examining the contraflow of Korean media culture on U.S. fans. I employ various qualitative and interpretive techniques including grounded theory to analyze the rich corpus of data I collected over a period of two years to examine the nature of transcultural media and fans of the Korean Wave in the United States. Overall, the findings of this paper suggest that the complex layers of hybridity embedded in Korean popular culture creates complicated webs of transculturality. The Korean Wave exemplifies strategically well-balanced cultural hybridity that arouses a certain feeling of affinity: Emotional proximity. Korean popular culture evokes continuous negotiations of identities and generates nonthreatening wholesome content that comfortably appeals to American fans with various ethnic, racial, social, and cultural backgrounds. The notion of uriness (we-ness in English), collective unity and solidarity, embedded in Korean popular culture and its fandom culture works as one of the multifaceted soft power in the eyes of American fans that leads to an alternative post-Western soft power. This study contends that it is not the so-called hybridized Korean popular culture per se that makes it transcultural, and global to some extent, but the often under-recognized vital agents in the global sphere: Legions of fans.
- Topic:
- Culture, Soft Power, Ethnography, and Music
- Political Geography:
- Asia, South Korea, North America, and United States of America