Introduction

Hong, Seok-Kyeong; Jin, Dal Yong

doi:10.4324/9781003126850-1

Cited by 4 publications

(3 citation statements)

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“…Feigenblatt (2010) found that Thailand's standard for ideal aesthetics has been established in greater Bangkok (Central Region) where the preponderance of the country's Thai-Chinese reside. Preference for Sino-aesthetics has been compounded by the "Korean Wave" (Chua & Iwabucho, 2008;Hong & Jin, 2021) including Korean Pop bands, and Korean soap operas (dubbed into Thais as part of Korea's transnational production strategy) as well as Japanese anime and manga, and, more recently, the commercializing of metrosexual (sometimes androgynous) Korean, Japanese, and mainland or Singapore Chinese male pop stars and male models (Purnell, 2013). The Thai expression "khaaw-suay-muay-X" (whitepretty-Chinese-looking-seXy) evolved to incorporate Japanese and Korean aesthetics with "big 'innocent' eyes" that are often made oversized with big, colored contact lenses (Saiyasombut, 2012).…”

Section: Colorism In Thailandmentioning

confidence: 99%

Colourism as a Catalyst for the Skin Whitening Industry in Thailand

Franco¹,

Roach²

2023

MJBE

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Colorism is a historical and cultural phenomenon with global dimensions. This phenomenon is credited, in part, for the growth and financial success of the skin-lightening industry throughout the world. In Thailand, dark skin is often associated with lower-income classes, including farm labor. As a pioneering effort, this study sought to empirically identify colorism in a way that would minimize social desirability bias. Three groups in an MBA program at an international university in Bangkok - Thais with Chinese ancestry, non-Chinese Thais, and non-Thai foreigners – were asked to identify socio-economic status (“rich” or “poor”) by examining photographs of male and female Thais with dark, medium, and light skin tones. An analysis was conducted using the demographic variables of ethnicity, gender, and age. The study found significant differences wherein Thai-Chinese associated light skin tone with wealth and dark skin tone with poverty. Non-Chinese Thais followed in this assessment, but foreigners did not. Regarding marriage, both Thai-Chinese and non-Chinese Thais chose photographs of individuals with light skin to marry, but they were significantly different than the foreigners where skin tone was not a factor. There was no significant difference regarding gender. However, age was significant in that the younger group in the study (ages 20 to 27) identified dark skin tones as indicating poverty more than the older group in the study (ages 28 to 48).

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Section: Colorism In Thailandmentioning

confidence: 99%

Colourism as a Catalyst for the Skin Whitening Industry in Thailand

Franco¹,

Roach²

2023

MJBE

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“…Amid an intense outpouring of American media, East Asian pop culture managed to be strongly consumed by a large portion of Asians and grow core fan bases. The Korean Wave in the region has evolved along with the accumulation of such experiences, has served as a shared cultural currency, and has increased the likelihood of developing a regional common culture [16].…”

Section: The Impact Of Fandoms As a Participant In Convergence Culturementioning

confidence: 99%

The Influence of Fandom Language in the Word Formation of Indonesian Internet Slangs

Permatasari

Karjo

2023

E3S Web of Conf.

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Fandom has become a sociocultural phenomenon. The phenomenon as a whole has shown how people consume media and participate in developing a new subculture based on the media. As the usage of the internet increases, social media has become a space that caters to the need of fandom communities, particularly Twitter. Twitter is a very powerful platform to reach a large online audience. With its high mobility function, Twitter has become a comprehensive medium for fandom communities to interact. The goals of this research are to identify the word-formation process in Indonesian internet slang language and to find out how these new slangs are being used in a textual context on Twitter. The research applies qualitative methods with a descriptive approach. In the process of collecting data, 5 tweets that contain fandom language-influenced Indonesian slang from Indonesian Twitter users were obtained. The data analysis is done by using Yule's morphology theory of the word-formation process. The results show that there are influences of fandom language in the creation of Indonesian internet slang words. The majority of word-formation processes of the slang words are multiple processes, indicating that there are not only word transformations, but there are also changes in the meaning. The research implies the adoption of new words from other language experiences meaning change which results in contextual transformation from the original words.

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“…Squid Game, as an all-Korean socio-cultural drama, continues to influence global popular culture in much the same way that Korean pop culture has a strong influence on the world outside of Korea (Marinescu, 2021; Putri & Adani, 2021). More specifically, there has been active development of the exchange and convergence of East Asian culture since the beginning of the twenty-first century, referring to the new collective condition represented by the ‘reciprocal merging and penetrating within the once-separated practical, industrial, and business aspects of popular culture under the influence of digital culture’ (Hong, 2021, p. 10). Research by Kanozia and Ganghariya (2021, p. 220) explains this relationship clearly, noting: The unique case of Korean pop culture’s ability to spread a wide range of products unlike any other country, as well as the changing consumption patterns and nature of audiences as a result of technological innovation and new media.…”

Section: Literature Reviewmentioning

confidence: 99%

Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game

Ahmed

Fenton

Hardey

et al. 2022

IIM Kozhikode Society & Management Review

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The management literature has extensively studied viral marketing in the last decade; however, there is a lack of research in understanding network structures and the role of influencers within popular cultural consumption, such as on-demand digital media and binge-watching. In this article, we investigate the role of social media in popularising the East Asian dystopian cultural drama Squid Game. We studied this phenomenon by analysing social network structures, dynamics and influencer characteristics that transformed Squid Game into a popular global digital cultural consumption sensation. Stemming from the foundational theories of popular culture binge-watching, network theory and the social media echo chamber effect, we demonstrate how careful ‘seeding’ and ‘broadcasting’ behaviour adopted by Netflix and key influencers helped the ‘reciprocal merging’ of creative media content within the broader social media space. Our study found that 13,727 Twitter users were tweeting or mentioned on the day show was released. Our research findings further present the characteristic of individual group-based echo chambers and their role in value co-creation towards expanding the network boundary through e-WOM. This phenomenon led to the show’s unprecedented popularity amongst a global audience within a short period. Contributions of our work expand viral marketing and echo-chamber concepts into the binge-watching and popular digital culture realm, where the interplay between dramatized Asian and Western dystopian social norms provided the very fabric of user-led promotion and value co-creation.

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Introduction

Cited by 4 publications

References 0 publications

Colourism as a Catalyst for the Skin Whitening Industry in Thailand

Colourism as a Catalyst for the Skin Whitening Industry in Thailand

The Influence of Fandom Language in the Word Formation of Indonesian Internet Slangs

Binge Watching and the Role of Social Media Virality towards promoting Netflix’s Squid Game

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