Sustaining the Hallyu : International Social Media Promotion and Buzz for South Korean Movies and Series
Tolou, Vasileia (2014)
Tolou, Vasileia
Tampereen ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121019293
https://urn.fi/URN:NBN:fi:amk-2014121019293
Tiivistelmä
This thesis explores the use of social media by fan communities and official carriers for the promotion of South Korean cinema and television series (dramas) in the English language and to global audiences.
The text begins with an introduction to the concept of the 'Korean Wave' or 'Hallyu', continues with some words about the rise in popularity of South Korean cinema and drama through it and ends with the difference between South Korean, other Asian and international audiences.
Chapter 2 opens with a description of the access to these forms of entertainment in the past and present as well as a mention to how the crackdown on piracy changed things. The first main part of chapter 2 is about how fans, fan communities and illegal sources of content contribute to the buzz and independently promote movies and dramas through sites and different social media. The second main part of this chapter is a look into how content creators, legal content providers and affiliated services do the same through social media as well and how user generated content is utilized.
Chapter 3 looks at some issues which might hinder the maximization of the appeal and reach of South Korean cinema and drama that can be achieved through online means. After an introduction on the topics of language, cultural differences and feasibility of the changes mentioned, this chapter splits into different sections for cinema and drama, but also fan promotion and official promotion. Some of the problems and successes in terms of how social media is used are explored.
The thesis closes with some words on the future of the 'Hallyu' itself and South Korean cinema and drama on the global market, as well as the important role social media plays in it.
The research for this thesis includes online sources, studies and other theses. Some of the data here is empirical and based on years of participation in and observation of fan communities and their use of social media. A small research project was conducted to create some tables for the English language pages and social media usage of official content creators and providers of South Korean films and TV dramas.
The text begins with an introduction to the concept of the 'Korean Wave' or 'Hallyu', continues with some words about the rise in popularity of South Korean cinema and drama through it and ends with the difference between South Korean, other Asian and international audiences.
Chapter 2 opens with a description of the access to these forms of entertainment in the past and present as well as a mention to how the crackdown on piracy changed things. The first main part of chapter 2 is about how fans, fan communities and illegal sources of content contribute to the buzz and independently promote movies and dramas through sites and different social media. The second main part of this chapter is a look into how content creators, legal content providers and affiliated services do the same through social media as well and how user generated content is utilized.
Chapter 3 looks at some issues which might hinder the maximization of the appeal and reach of South Korean cinema and drama that can be achieved through online means. After an introduction on the topics of language, cultural differences and feasibility of the changes mentioned, this chapter splits into different sections for cinema and drama, but also fan promotion and official promotion. Some of the problems and successes in terms of how social media is used are explored.
The thesis closes with some words on the future of the 'Hallyu' itself and South Korean cinema and drama on the global market, as well as the important role social media plays in it.
The research for this thesis includes online sources, studies and other theses. Some of the data here is empirical and based on years of participation in and observation of fan communities and their use of social media. A small research project was conducted to create some tables for the English language pages and social media usage of official content creators and providers of South Korean films and TV dramas.