I would like to research why non-Koreans like K-pop music videos on Youtube even though they don't understand the lyrics of the songs. There has been an influx of Korean popular culture throughout the world since the last few decades. “Hallyu (Korean Wave)” is the phenomenon called for the popularity of South Korean pop culture in other countries, especially Asian countries. When Psy’s Gangnam Style music video became a huge hit around the world including the US, I began to wonder why non-Koreans would like the song and its video while they have no idea what the song’s lyrics are about.
This is yet a very early stage of a research process. However, I plan to analyze the research topic by using content analysis: analyzing the comments posted on Youtube. By doing so, I hope to figure out how popular music portrayed on media (in this case, on Youtube) can attract and affect international fans regardless of its lyrics. The research can give a clue to the understanding of how sustaining local identities in the global context can successfully work towards the globalization, particularly in the realm of popular culture. Some of the articles below gave me the idea of this research topic.
Jang, G., & Pail, W. K. (2012).
Korean Wave as Tool for Korea’s New Cultural Diplomacy. Advances in Applied Sociology, 2(3), 196-202.
Shim, D. (2006). Hybridity and the rise
of Korean popular culture in Asia. Media,
Culture & Society, 28(1), 25-44.
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