Title: Hallyu: The Influence of Korean Popular Culture to the Filipino Youth
Stream: Humanities - Media/Film Studies/Theatre/Communication
Presentation Type: Oral Presentation
Authors:
Jeniffer Rio Alagar, University of Perpetual Help System, Philippines
Jeremy Aldrin Velasco, University of Perpetual Help System, Philippines
Angela Jae Atienza, University of Perpetual Help System, Philippines
Abstract:
The Korean Wave or Hallyu is a collective term for Korean popular cultural content that has been spreading rapidly across Asia, particularly the Philippines. This qualitative study explored the perspectives of Filipino youth who have been exposed to the said phenomenon, grounded on the Cultural Proximity Theory by Straubhaar (2003) which states that audiences seek for content from countries proximate in geography, culture, and language.
Following the steps of Creswell (2009), the researchers gathered groups of people and conducted an in-depth interview with the participants; reflected on the overall meaning; identified themes for coding; and finally interpreted the data.
The findings of the study revealed that: 1.) The most popular genres that influence the Filipino youth are food, music, fashion, and cosmetics; 2.) The Filipino youth appreciate Korean traditions and strong values, attributing them to success in life; 3.) The primary factor contributing to Hallyu’s popularity is foreign media, as well as what’s lacking in local Philippine media.
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