Pokyny Pro Vypracování Bakalářské/Diplomové Práce
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Masaryk University Faculty of Social Studies Department of Media Studies and Journalism Valuing Korean Drama The Czech audiences’ consumption of cultural values reflected on Korean TV dramas Diploma Thesis MgA. Eva Kolovrátková Supervisor: Tae-Sik Kim, Ph.D. Brno 2018 I declare that I have worked on this thesis independently, using only the primary and secondary sources listed in the bibliography. ……………………………. Brno 3. 1. 2018 Acknowledgement I would like to express my gratitude to Tae-Sik Kim, Ph.D., who spent a two long years questioning if I’ll ever finish this work, however still tried to couch me through it. He didn’t give me the guidelines rather he let me to find my way. It was accompanied by a lot of hardship, confusion and several times I’ve lost the right direction, however it was worth it since I’ve learned a lot through these past two years. I also made a good friend, which I will always be grateful for. I am also so much thankful to my respondents; I would be never able to finish this study if it wouldn’t be for them, for their time they kindly given me, for their honest talk with me, for being open and friendly with me. I am still in contact with many of them and I hope our life paths will continue to cross and I will be able to stay in contact with them. Lastly I want to thank for all the support coming from the people close to me, my family, my friends, my co-workers. To know that I am surrounded by people who believed in me made me try and work harder. TABLE OF CONTENTS I. INTRODUCTION ..................................................................................................................... 8 II. THEORETICAL BACKGROUND ................................................................................................ 11 1 Korean Drama ...................................................................................................................... 11 1.1 Soap Opera versus Korean Drama ......................................................................................... 13 1.2 Typology of Korean Drama, Genres and Format ................................................................... 14 1.3 Popularity of Korean Drama .................................................................................................. 16 1.4 Introduction to Dramaworld .................................................................................................. 17 1.5 Drama Goes Global ................................................................................................................ 19 1.5.1 Television Dramas: Transnational Products .................................................................. 19 1.5.2 Consuming Cultural Values: The Case of Americanisation ............................................ 21 1.5.3 Consuming Cultural Values: The Cases in the World Context ....................................... 22 1.6 Korean Drama Goes Global .................................................................................................... 23 1.6.1 Market Expansion: Korean Drama Reaches the Western World .................................. 23 1.6.2 Accessibility of Korean Drama ....................................................................................... 23 1.6.3 Consuming Cultural Values: The Cases in the Context of Korea ................................... 24 1.6.4 Academics Missing Opportunity of Korean Drama ....................................................... 25 2 Czech Audiences................................................................................................................... 26 2.1 Korean Drama in the Czech Republic ..................................................................................... 26 2.1.1 Fansubbing .................................................................................................................... 27 2.1.2 Academic Focus on Hallyu and Korean Drama Consumption by Czech Audiences ...... 27 3 Designated Values ................................................................................................................ 30 3.1 The Role of Designated Cultural Values in the Process of Transnational Consumption ....... 30 3.2 Comparison of Value Structures of the Czech Republic and Korea on the Basis of Geert Hofstede’s 6-D Model ............................................................................................................ 32 3.3 Extensive Literature Review of Designated Values of Exported Korean Drama .................... 34 3.3.1 Aesthetics ...................................................................................................................... 35 3.3.1 Universality, Simplicity and Acceptance ........................................................................ 37 3.3.2 Modernity ...................................................................................................................... 38 3.3.3 ‘Typical’ Korean ............................................................................................................. 39 3.3.4 Family and ‘Confucianist’ Values ................................................................................... 40 3.3.5 Brand of Exotic Fairy Tale .............................................................................................. 41 3.3.6 Emotions and Korean ‘han’ ........................................................................................... 42 3.3.7 Femininity ...................................................................................................................... 43 3.3.1 Masculinity .................................................................................................................... 43 4 Conclusion ........................................................................................................................... 47 III. METHODOLOGY ................................................................................................................... 48 5 Research Design ................................................................................................................... 48 5.1 Research Objectives ............................................................................................................... 48 5.2 Research Questions ............................................................................................................... 48 5.3 Research Methods ................................................................................................................. 49 5.3.1 Grounded Theory in Ethnography ................................................................................. 49 5.4 Data Collection ....................................................................................................................... 53 5.4.1 Methods of Data Collection ........................................................................................... 54 5.5 Research Sample .................................................................................................................... 58 5.6 Memo-making ........................................................................................................................ 58 5.7 Ethical Principles of Data Collection ...................................................................................... 59 5.8 Self-reflection and Bias .......................................................................................................... 59 5.9 Data Analysis .......................................................................................................................... 60 5.10 Limitations ............................................................................................................................. 63 IV. FINDINGS ............................................................................................................................. 65 6 Introduction to Studied Czech Audiences .............................................................................. 65 7 Values Reflected in the Studied Czech Audiences .................................................................. 69 7.1 ‘Confucianist’ Values .............................................................................................................. 71 7.1.1 Collision of Cultures ....................................................................................................... 71 7.1.2 ‘Comfortable’ before ‘Korean’....................................................................................... 74 7.2 ‘Typical’ Korean ...................................................................................................................... 76 7.2.1 Experiencing the ‘Authentic Korea’: Tasting Korea ....................................................... 76 7.2.2 Experiencing the ‘Authentic Korea’: Talking Korea ....................................................... 78 7.3 Universality ............................................................................................................................ 80 7.3.1 Spoiling the Audiences .................................................................................................. 80 7.4 Exotic Fairy Tale ..................................................................................................................... 83 7.4.1 Ontologically Secured Escape from Reality to ‘Familiarly Special’ ................................ 83 7.4.2 Declaration of ‘Peculiarity’ ............................................................................................ 85 7.5