K-pop, pioneer of cultural entertainment and the development of its audience 2.0
[THESIS ABSTRACT] In the early 90 South-Korea began producing more and more movies, dramas and music: which became known as K-Pop. These media have invaded Asia and are now being exported all over the world. This Korean Wave is called Hallyu. Thanks to the internet and globalization, content that tend to dematerialize is becoming more accessible. The marketing of K-Pop agencies plays primarily on proximity, as it is often the case in Asia. It works quite well on young women but its transparency repels many potential consumers, especially Westerners. The creative concepts of K-Pop and the Global Entertainment meet a definite need for the international audience. It offers more groups than in US Pop. The manufactured multi-talented idols are impressive, the choreographies are accessible and music videos appear creative. These fans in search of exoticism, interested in K-Pop for its difference, fulfill their dreams through a passion for South Korea. They are interested in its traditional culture and plan on traveling or living in the Land of Morning Calm.
However, the main difference with its cousin J-Pop is with the connection of cultural values with its audience. These values, more hybrid and even transnational make it more accessible. The fans’ preference therefore comes unconsciously through the ownership that transnationality enables. Indeed, the community around K-Pop creates its own cultural context based on the consumption of Hallyu products. These codes and values often have no link, with the marketing itself, nor with the transasian traditional values: they are constructed by the media reception of the audience. Fans are active participants in building this hybrid exotic world, and it is actually the act of enculturation that becomes the key to entertainment. As such, K-Pop is a pioneer of the relatively new phenomenon known as Cultural Entertainment.
• Elaborated an online survey, collected about 1800 answers and analyzed the data
• Gathered partners to maximize the number of respondants
• Created a webpage to keep fans updated with the results and credit the partners
• Designed an Infographic to show the main results and promote my work
• Performed an oral presentation and received honors from the faculty’s jury
From September 2012 to August 2015.