Youth culture as a nation-branding resource: A case study about policy discourse of South Korea

IF 1.7 Q2 SOCIOLOGY
Marika Kita
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Abstract

This study aims to examine nation-ness in nation-branding policy discourse. This case study deals with South Korea's nation branding from 2008, particularly through the trajectory of K-pop. The act of branding a nation ultimately results in the construction of a new form of “nation-ness as a product” and it provides economic benefits. It is so attractive for a government. However, at the same time, it is so hard to succeed. The nation-ness sometimes can be a reason not to consume. Nation branding, therefore, requires sensitive control of the relationship between culture and nation. While associating cultural attractions with the nation, one should not give too much nation-ness to culture. This study examines policy discourses in South Korean political documents regarding the relationship between K-pop and the nation. The survey revealed the following findings: Even though nation branding is a policy for making nation-ness an object of consumption, K-pop and the Korean Wave were disconnected from the policy discourse of South Korea. There are three reasons for this finding: the arms-length principle, economic perspective, and moving up the pecking order.

作为国家品牌资源的青年文化:韩国政策话语案例研究
本研究旨在探讨民族品牌化政策话语中的民族性。本案例研究涉及2008年以来韩国的国家品牌,特别是通过K-pop的轨迹。民族品牌化的最终结果是构建一种“作为产品的民族性”的新形态,并提供经济效益。这对政府来说很有吸引力。然而,与此同时,成功是如此的困难。民族性有时可以成为不消费的理由。因此,民族品牌化需要对文化与民族的关系进行敏感的把握。在将文化景点与民族联系在一起时,不应赋予文化过多的民族性。本研究考察了韩国政治文件中关于K-pop与国家关系的政策话语。调查结果显示:“虽然国家品头化是将民族性作为消费对象的政策,但K-pop和韩流与韩国的政策话语脱节。”这一发现有三个原因:保持距离原则、经济角度和社会地位的提升。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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CiteScore
1.90
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0.00%
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