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세계 속에서 ‘한류’는 어떻게 흐르고 있는가

서양에서 음악, 영화, 드라마 등 한국 대중문화의 인기가 높아지고 있는 이유는 무엇일까? 서양문화권의 연구자들이 문화학, 역사학, 텍스트 분석, 담론 분석, 민족지적 분석 등 다양한 측면에서 이 질문에 답한다. 이 책은 서양 대중문화 소비자의 관점을 통해 한국 대중문화의 세계적인 인기와 그 영향을 이해하고, 한국 대중문화가 세계화를 위해 나아가야 할 길을 제시한다.

Why have Korean popular culture products (e.g., music, movies, TV dramas, etc.) continuously expanded their fandom in Western countries? This book project began with this question. To answer this question, this book invited scholars who were either born in Western countries or conducted pop culture research at universities in Western countries for decades. Research on Korean popular culture in the Western cultural market can yield multilayered intellectual avenues that analyze issues of vernacularism of pop culture globalization, changes in cultural centrality, celebrity studies, transformation of aesthetic hierarchies in the Western countries, and many more. Methodologically, this book included, but not be limited to, comparative analysis between the Korean Wave and the influence of other foreign popular cultures in Western countries, historiography, text analysis, discourse analysis, and participatory ethnography. This book will help readers not only understand the global popularity of Korean popular culture, but also see a great potential for further diffusion of Korean popular culture through presenting authentic perspectives of Western popular culture consumers. This book will also explain how advanced communication technologies contribute to the globalization of popular culture in this technology-driven global community.

Preface
(Do Kyun David Kim)

Chapter 1. LOVE MYSELF: The BTS Campaign that Brings Hope to Teens
(Nancy Wiencek & Aimee Wiencek)

Chapter 2. K-Pop as a Case of Inter-Group Similarity and Acceptance in Cross-Cultural Communication
(Carolyn A. Lin, Suji Park, & Xiaowen Xu)

Chapter 3. Soft Masculinity in K-Pop and Fans in the United States
(Hyeri Jung)

Chapter 4. Neo Culture Technology: Affective Fandom and K-Pop in America
(Samantha James)

Chapter 5. “Oppa, Gangnam Style!”: The Accidental Persuasion of Asian Creativity, Authenticity, and Masculinity in American Pop Music
(Chen Yang)

Chapter 6. To Lose Your Path is the Way to Find That Path: The BTS Narrative, Mental Health, and US Fans
(Hannah Christine Fassbender, Xzavior Rain Sweeny, & Cheryl L. Nicholas)

Chapter 7. My First Taste of K-Drama, Boys over Flowers: Analysis of an Autoethnography
(Hayley Rummel & Do Kyun David Kim)

Chapter 8. A Mirror Image of the Self as Other: The Korean Adoptee as a Hybrid Consumer of K-Culture
(Aino Rinhaug)

Chapter 9. Bonding over K-Drama: Cross-Cultural Influence of K-Pop Culture in South Asian Immigrant Diasporic Families
(Rukhsana Ahmed & Zerin Mahzabin Khan)

Chapter 10. Streaming Okja: Netflix and Hallyu on the Shores of North America
(Ali Na)

Chapter 11. Media Imports and the One-Inch Barrier: Translation Debates in the Post-Parasite Era
(Laurena Bernabo)

Chapter 12. A Critical Rhetorical Analysis of the International Reception of Bong Joon Ho’s Parasite
(Marouf Arif Hasian, Jr.)

Index

K-pop is no longer a strange term among the public in Western countries. The Korean boy group, BTS, was ranked #1 in Billboard Charts twice in 2019. In the same year, the Korean film, Parasite, directed by Bong Joon Ho received the highest honors in several major international film festivals including the Palme d’Or, the top prize at the Cannes Film Festival and, in the next year, four Oscars including the Best Picture of the year. Korean cosmetics are being displayed in a special booth called “K-beauty” in the nationwide pharmacy and cosmetics store Walgreen’s in the U.S. Likewise, one of the world’s largest bookstore chains, Barnes & Noble, also has special BTS and/or K-pop booths. As part of a major cultural trend, numerous Westerners are now consuming Korean cultural products at unprecedented rates.(p. vii)

Some expected the trends of K-culture would not last long. However, its influence has continuously grown in more and more countries throughout the world. This continuation of K-culture popularity insinuates the implicit and explicit social change caused by a mix of cultures and new generations who have wider openness to other cultures. Intellectually, the cultural ideology of melting pot that was mainly pursued by the U.S. government to blend different cultures and create a new and sole national identity had revealed its critical limitation; the model was not able to reflect many unblended uniquenesses of different cultures in society. Later, multiculturalism recognized the inescapable reality of coexistence of different cultures with a somewhat negative connotation of tolerance fostered as a necessary condition of a harmonious society. However, it also faced other limitations that could not elucidate an individual’s partial identity even with her/his prime culture, which still reinforced the categorical perspective, as explained above, in understanding cultures among individuals and within society.(p. ix)