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

Q1 Arts and Humanities

Media Watch Pub Date : 2021-01-01 DOI:10.15655/mw_2021_v12i1_205464

F. Loo, F. Loo

引用次数: 1

Abstract

This paper aims to analyze K-drama’s phenomenon as a popular cultural product that generated Hallyu 1.0 and South Korea’s soft power. Past literature suggests this manufactured television drama is a hybrid of ancient Eastern values and Western modernity that resulted in a female-centric and youth consumption. Confucianism and family values are discussed as a backbone of K-drama’s narrative. On the other hand, the “reserved romance” and conservativeness that led to a particular focus on gendering male K-drama actors invited much debate around the new label of “soft masculinity.” However, we question the absence of discussion and detailed analysis of major elements in the Korean popular cultural production that we found are similar to many identical Western models, including the theme song as the catalyst of Hallyu 2.0, “reserved romance,” and ambiguity in the discussion of image branding among male idols, that may not fully reflect claims of Confucianism.

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韩流1.0中韩国软实力模式的混杂、儒学与模糊性

本文旨在分析韩剧现象作为产生韩流1.0和韩国软实力的大众文化产品。过去的文献表明，这部人造电视剧是古代东方价值观和西方现代价值观的混合体，导致了以女性为中心和年轻的消费。儒家思想和家庭价值观是韩剧叙事的主干。另一方面，“保守的浪漫”和保守导致了对韩剧男性演员性别化的特别关注，这引发了围绕“软男子气概”这个新标签的争论。然而，我们质疑缺乏对韩国流行文化生产中主要元素的讨论和详细分析，我们发现这些元素与许多相同的西方模式相似，包括作为韩流2.0催化剂的主题曲，“保留的浪漫”，以及在讨论男性偶像形象品牌时的模糊性，这可能无法完全反映儒家的主张。

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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来源期刊

Media Watch Arts and Humanities-Literature and Literary Theory

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期刊介绍： Journal of Media Watch is a double blind peer-reviewed tri-annual journal published from India. It is the only journal in the discipline from Asia and India listed in many leading indexing platforms. The journal keeps high quality peer evaluation and academic standards in all levels of its publication. Journal of Media Watch reflects empirical and fundamental research, theoretical articulations, alternative critical thinking, diverse knowledge spectrum, cognizant technologies, scientific postulates, alternative social synergies, exploratory documentations, visual enquiries, narrative argumentations, innovative interventions, and minority inclusiveness in its content and selection. The journal aims at publishing and documenting research publication in the field of communication and media studies that covers a wide range of topics and sub-fields like print media, television, radio, film, public relations, advertising, journalism and social media and the cultural impact and activation of these media in the society. It aims at providing a platform for the scholars to present their research to an international academic community with wide access and reach. Published topics in Media Watch enjoy very high impact and major citation. The journal is supported by strong international editorial advisory support from leading academicians in the world.