Hallyu still charges forward as a new and evolved version of itself, dubbed Hallyu 2.0. Adapting to the digital world and expanding online, it is still increasing the spread of South Korean culture...Show moreHallyu still charges forward as a new and evolved version of itself, dubbed Hallyu 2.0. Adapting to the digital world and expanding online, it is still increasing the spread of South Korean culture and the Soft Power of South Korea. One often overlooked sector of this phenomenon is the gaming sector. Despite being by far the most profitable sector, it falls behind music, dramas, movies and other categories when it comes to spread and impact, especially in Europe. This thesis aims to research this discrepancy in financial success and longevity in order to find out why Korean games are relatively unknown in Europe. Discoveries include bad reputation, lack of recognizable attributes, looked down upon mechanics in Korean games and the preferences of European players not being met. This work aims to open the door to future research about the topic.Show less
The Korean Wave is a cultural phenomenon that emerged in Northeast Asia during the late 20th century impacting the entire Asian region. The term was created to show the successful influence of...Show moreThe Korean Wave is a cultural phenomenon that emerged in Northeast Asia during the late 20th century impacting the entire Asian region. The term was created to show the successful influence of South Korean culture with the support of the South Korean government. For over 20 years, China and South Korea have had cultural communication and exchanges, further increasing both accessibility and popularity of South Korean culture and entertainment products in China. The success of the Korean Wave is associated with the spread of its products and the ability to influence the media environment and development of the cultural proximity. Korean drama (K-drama) and Korean Pop (K-pop) is strongly associated with soft masculinity, which has continued to inspire young Chinese males to exhibit their (inner) soft masculinity. The representation of soft masculinity as part of male gender, gives these young males a sense of belonging. The Chinese youth finds it easy to accept and emulate Korean idols and actors, for they feel empathy and cultural resemblances. However, the Chinese government is known for impeding the Korean Wave out of fear that the soft masculinity as portrayed through the Korean Wave will negatively influence Chinese teenagers and young adolescents.Show less
In the last four years, South Korea exported more cosmetics to Europe than ever before. When thinking about the reasons the amount of export increased significantly more in the last couple of years...Show moreIn the last four years, South Korea exported more cosmetics to Europe than ever before. When thinking about the reasons the amount of export increased significantly more in the last couple of years, the most probable reason appears to be the Korean Wave. The Korean Wave, which has been an international sensation, has also reached Europe. In the form of music, movies, and dramas did the soft power of South Korea become more visible in some European countries and did it also lead to an increase in popularity over the years. With different primary sources regarding the Korean Wave and Korean cosmetics, this study attempts to discover whether there is a connection between the two variables.Show less
The last two decades, the popularity and accessibility of K-Pop have transcended Korean and Asian borders, reaching new audiences and gaining new fans, with K-Pop groups becoming not solely...Show moreThe last two decades, the popularity and accessibility of K-Pop have transcended Korean and Asian borders, reaching new audiences and gaining new fans, with K-Pop groups becoming not solely dependent on having a fanbase in Korea for their continuation. Not only have the music and visuals gone international, but also fan culture, having been adapted by international fans as well. But what makes Korean fandom culture stand out in comparison to other fan cultures? Regarding K-Pop and fans, what has been mostly covered in scholarship and media is the spread of Korean entertainment products as drama series and music, the phenomenon Hallyu, and fans as consumers of these products. The practice of fans making donations in the name of their idols is placed within the framework of gift exchange practices and parasocial relationships. This research looks at what this phenomenon could tell us of the role and position that fans and fandoms have within the Korean entertainment industry in regard to their favourite idols and the changing approach to and dependencies of their fans.Show less
This thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By...Show moreThis thesis examines how the South Korean government has been involved with the spread of the Korean Wave and explores how these involvements have influenced South Korea’s public diplomacy. By examining both academic literature and the official Diplomatic White Papers released by the Korean Ministry of Foreign Affairs ever since 2006, this thesis will examine the policies that different Korean governments have created in support of the Korean Wave. By splitting the Korean Wave into three eras, the thesis will provide a comprehensible overview of the courses that different governments have taken. Additionally, this thesis will show how actively the Korean government has utilized the Korean Wave in its public diplomacy and nation branding.Show less
In this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its...Show moreIn this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its spread, presidencies in the early stages of hallyu, the economic aspects of hallyu and research dealing with state power was more focused on South Korea’s engagement in military peace operations and development aid not much could be found on the relation of the Lee government with cultural soft power. Even though this was eminent in his cultural policies throughout the years. Therefore this thesis focuses on the questions of how the Lee administration’s goals and uses of soft power are reflected and pursued in the cultural industry policy. How does the government see the use of cultural policy for economic and image goals and why this is deemed important. These questions were researched in a framework of soft power as coined by Joseph Nye and this framework was used while analysing the cultural White Papers that were published during the five years of Lee’s presidency. In the end the concept of soft power is very applicable to South Korea and its situation. If one were to catch the importance of soft power to South Korea in one word it would be: visibility.Show less
