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El Efecto Del “Hallyu” En La Estrategia De Soft Power De Corea Del Sur

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El Efecto Del “Hallyu” En La Estrategia De Soft Power De Corea Del Sur FACULTAD DE DERECHO Carrera de Relaciones Internacionales EL EFECTO DEL “HALLYU” EN LA ESTRATEGIA DE SOFT POWER DE COREA DEL SUR Tesis para optar el Título Profesional de Licenciado en Relaciones Internacionales SANDRA LUCÍA OCAÑA BAUDOIN Asesor: Manuel Augusto Gonzales Chávez Lima – Perú 2019 A mi familia, por siempre creer en mí y apoyarme en cada paso de mi camino. AGRADECIMIENTOS Me gustaría expresar mi sincera gratitud a las personas que me brindaron su apoyo para el desarrollo de esta tesis: Manuel Gonzales Chávez, Enrique Cárdenas Aréstegui, Juan Carlos Liendo O’Connor, Pamela Olano de Cieza. Así mismo, extiendo mi agradecimiento al Ministro Seung-in Hong y a la Primera Secretaria Ye-seung Lee, de la embajada de Corea del Sur en Perú. Finalmente, agradezco a mi familia por su apoyo incondicional durante esta investigación. Resumen El presente trabajo busca analizar el efecto del fenómeno Hallyu en la estrategia de soft power de Corea del Sur. El Hallyu, también llamado “Ola Coreana”, es el proceso de difusión de la cultura popular surcoreana, que inició a mediados de los años noventa y se mantiene hasta el día de hoy. Considerando el alcance global que logró obtener dicho fenómeno – debido al éxito de productos culturales tales como las telenovelas y el K-pop – esta tesis busca responder cuál es su impacto en la estrategia de soft power surcoreana. La investigación – que es de tipo explicativo y enfoque cualitativo – se basó en distintas publicaciones académicas para comprender el desarrollo del fenómeno Hallyu y los elementos que lo constituyen. Además, determina los efectos económicos, socioculturales y políticos del fenómeno Hallyu. Adicionalmente, se analizaron diversas investigaciones y documentos oficiales del gobierno surcoreano para describir la estrategia de soft power aplicada por Corea del Sur desde el contexto del éxito del Hallyu, incluyendo las fuentes utilizadas, herramientas aplicadas, actores emisores, actores receptores, competencia y objetivos perseguidos. El análisis de esta estrategia está basado en la teoría de soft power propuesta por Joseph Nye. Finalmente, la tesis ilustra y analiza la naturaleza público-privada del desarrollo del Hallyu y el rol central de la cultura popular surcoreana y la diplomacia pública en la estrategia de soft power de Corea del Sur. Palabras clave: Hallyu, Ola Coreana, soft power, Corea del Sur, cultura popular, diplomacia pública. Abstract The present paper seeks to analyze the effect of the Hallyu phenomenon in South Korea’s soft power strategy. Hallyu, also called “Korean wave”, is the diffusion process of South Korean popular culture, which started in the mid-nineties and continues nowadays. Considering the global scope that this phenomenon achieved – due to the success of cultural products such as Korean TV dramas and K-pop – this thesis aims to identify its impact in the South Korean soft power strategy. The research – which is explicative and has a qualitative approach – was based on several academic publications, in order to understand the development of the Hallyu phenomenon and the elements that constitute it. Besides, it determines the economic, sociocultural and political effects of Hallyu. Additionally, many papers and official documents of the South Korean government were analyzed to describe the soft power strategy applied by South Korea in the context of Hallyu’s success. This analysis includes the soft power resources, tools, wielder actors, recipient actors, competition and pursued objectives. The analysis of this strategy is based on the soft power theory proposed by Joseph Nye. Finally, the thesis illustrates and analyzes the public-private nature of Hallyu’s development, as well as the key role of both South Korea’s popular culture and public diplomacy in the country’s soft power strategy. Key words: Hallyu, Korean wave, soft power, South Korea, popular culture, public diplomacy. ÍNDICE DE CONTENIDOS Capítulo 1: Introducción .................................................................................................................. 1 1.1. Situación problemática ........................................................................................................ 1 1.2. Formulación del problema .................................................................................................. 2 1.3. Justificación del problema .................................................................................................. 2 1.4. Objetivos generales ............................................................................................................. 3 Capítulo 2: Marco Teórico .............................................................................................................. 4 2.1. Marco Teórico ...................................................................................................................... 4 2.1.1. El Hallyu........................................................................................................... 4 2.1.1.1. Hallyu 1.0................................................................................................................ 5 2.1.1.2. Hallyu 2.0.............................................................................................................. 10 2.1.1.3. El futuro del Hallyu. ............................................................................................. 14 2.1.2. El Soft Power. .................................................................................................17 2.1.2.1. Definición y evolución del concepto. ................................................................ 17 2.1.2.2. Fuentes de Soft Power. ...................................................................................... 19 2.1.2.3. Herramientas de Soft Power. ............................................................................ 20 2.1.2.4. Estrategias de Soft Power. ................................................................................ 22 2.1.2.5. ¿Cómo medir el Soft Power? ............................................................................ 24 2.2. Antecedentes ...................................................................................................................... 26 Capítulo 3: Metodología de la investigación ............................................................................. 29 3.1 Tipo de investigación .......................................................................................................... 29 3.2 Diseño de la investigación ................................................................................................. 29 3.3 Recolección de datos ......................................................................................................... 30 3.3.1. Categorías conceptuales. ...............................................................................30 3.3.2. Diseño de instrumentos. .................................................................................30 Capítulo 4: Impacto del Hallyu en Corea del Sur ..................................................................... 32 4.1. Impacto económico ........................................................................................................... 32 4.1.1. Industria del entretenimiento. ..........................................................................32 4.1.2. Industria del turismo. .......................................................................................36 4.1.3. Otras industrias. ..............................................................................................39 4.2. Impacto sociocultural......................................................................................................... 41 4.3. Impacto político .................................................................................................................. 49 4.3.1. Relaciones exteriores de Corea del Sur. .........................................................49 4.3.2. Conflicto intercoreano. ....................................................................................55 Capítulo 5: Estrategia de soft power de Corea del Sur ........................................................... 59 5.1. Definición de estrategia de soft power ........................................................................... 59 5.2. Fuentes de soft power utilizadas ..................................................................................... 60 5.2.1. Los elementos de la cultura popular surcoreana. ............................................61 5.2.1.1. K-dramas. ............................................................................................................. 61 5.2.1.2. K-pop. .................................................................................................................... 62 5.2.1.3. Películas. .............................................................................................................. 64 5.2.1.4. Programas de entretenimiento y espectáculos. ............................................. 64 5.2.1.5. Juegos de computadora. ................................................................................... 65 5.2.1.6. Webtoons. ............................................................................................................ 66 5.2.1.7. K-beauty. .............................................................................................................. 66 5.2.1.8. Moda. ...................................................................................................................
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