Hybridity, Confucianism, and Ambiguity in the South Korean Soft Power Model in Hallyu 1.0

Loo, Fung Ying; Loo, Fung Chiat

doi:10.15655/mw_2021_v12i1_205464

Media Watch

2021

DOI: 10.15655/mw_2021_v12i1_205464

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Hybridity, Confucianism, and Ambiguity in the South Korean Soft Power Model in Hallyu 1.0

Fung Ying Loo,

Fung Chiat Loo

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Cited by 3 publications

References 15 publications

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Affordances, challenges, and possibilities of Hallyu in the classroom: Korean language instructors’ perspectives

Harris,

Chen-Wu,

Sue

et al. 2024

Language, Culture and Curriculum

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Affordances, challenges, and possibilities of Hallyu in the classroom: Korean language instructors’ perspectives

Harris,

Chen-Wu,

Sue

et al. 2024

Language, Culture and Curriculum

View full text Add to dashboard Cite

The role of social media engagement in the purchase intention of South Korea's popular media (Hallyu) tourism package: based on uses and gratifications theory

Chung,

Jeong

2024

Asia Pacific Journal of Tourism Research

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Conceptualizing the ‘hook’ in K-drama: Racial segregation and unity in media consumption among multiracial Malaysian youth before and after Hallyu 1.0

Loo,

Loo

2023

Journal of Popular Television, The

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Since the phenomenon of Hallyu 1.0, Korean transnational popular culture has caught the attention of scholars worldwide, sparking discussions about soft power, gender, media consumption, and fandom in countries from the East to the West. However, there is a lack of studies on multiracial Malaysian youths’ consumption of South Korean transnational popular culture, as highlighted by the onset of trendy K-dramas. This study focuses on the shift from highly segregated, ethnic-based media consumption to a more unified consumption of East Asian television drama productions by reviewing trends of media consumption before and after Hallyu in Malaysia, and highlights the impact of Korean soft power in Malaysia in the form of a new hybridized trendy drama. We conceptualize features of the K-drama model: hybridized physiognomy, romantic innocence, ‘neo-Romantic’ ballads, and foreign language as a ‘hook’, borrowing Gary Burn’s terminology in popular music, that united multiracial consumption among the Malaysian youth. Finally, the results suggest a ‘re-packaging’ of homogeneity in television drama production and consumption.

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Hybridity, Confucianism, and Ambiguity in the South Korean Soft Power Model in Hallyu 1.0

Cited by 3 publications

References 15 publications

Affordances, challenges, and possibilities of Hallyu in the classroom: Korean language instructors’ perspectives

Affordances, challenges, and possibilities of Hallyu in the classroom: Korean language instructors’ perspectives

The role of social media engagement in the purchase intention of South Korea's popular media (Hallyu) tourism package: based on uses and gratifications theory

Conceptualizing the ‘hook’ in K-drama: Racial segregation and unity in media consumption among multiracial Malaysian youth before and after Hallyu 1.0

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