Women’s empowerment and transnational consumption of Hallyu in Vietnam

IF 0.9 4区 社会学 Q3 WOMENS STUDIES
Haeyoung Jang, Ngoc Nguyen, Seung-Ho Kwon
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引用次数: 4

Abstract

ABSTRACT This paper aims to explore the growing popularity and consumption of Korean popular culture, known as Hallyu (Originating from Chinese, the Korean term, Hallyu is “Hàn lưu” in Vietnamese and pronounced similarly. During our interviews, we used the latter term, and in our survey we referred to “Korean cultural products”) (Korean Wave) amongst young Vietnamese women and examine its socio-cultural implications. To this end, we used in-depth interviews and a survey questionnaire as the main methods of data collection and endeavored to identify the trends and meaning of young women’s consumption of Hallyu products in Vietnam. Findings suggest that these signify the following: (i) the emergence of a new generation of womanhood in Vietnam and their empowerment as modern consumers who navigate consumer choices and complement information through the use of diverse channels, and (ii) their desire to construct a modern and cosmopolitan femininity and lifestyle underpinned by the changing role and status of women in the country. These findings add to a growing body of literature on the transnational consumption of media and goods as well as on women’s empowerment, especially in developing countries.
妇女赋权与越南Hallyu的跨国消费
本文旨在探讨韩国流行文化的日益流行和消费,韩流在越南年轻女性中被称为韩流(源自汉语,韩语术语,越南语中的“Hàn lưu”发音相似。在我们的采访中,我们使用了后一个术语,在我们的调查中,我们提到了“韩国文化产品”),并考察了其社会文化含义。为此,我们采用深度访谈和问卷调查作为数据收集的主要方法,努力确定越南年轻女性消费Hallyu产品的趋势和意义。研究结果表明,这意味着:(i)越南新一代女性的出现,以及她们作为现代消费者的赋权,她们通过使用不同的渠道来引导消费者的选择并补充信息,以及(ii)她们希望建立一种现代和国际化的女性气质和生活方式,以妇女在该国不断变化的角色和地位为基础。这些发现增加了越来越多关于媒体和商品跨国消费以及妇女赋权的文献,特别是在发展中国家。
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
CiteScore
1.70
自引率
11.10%
发文量
23
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