Korean Wave and Potential Impacts on Indonesian Adolescents and Other ASEAN Countries
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HS-16-OF Korean Wave and Potential Impacts on Indonesian Adolescents and Other ASEAN Countries Kurnia Ramadhani Kinanthi Estu Linadi Student of Master of Health Promotion, Student of Master of Health Promotion, Diponegoro University Diponegoro University Semarang, Indonesia Semarang, Indonesia [email protected] [email protected] AbstractKorean Wave or Hallyu is a phenomenon of Korean full advantage of this national phenomenon and began aiding pop culture spread throughout the world including Southeast Korean media industries in exporting Korean pop culture. This Asia countries. The Korean Wave is carried by drama and music in television, D V D, magazine, newspaper or internet. According national image and its economics [30]. The audiences of Korean drama were young people. The Cognitive Theory, media can affect audien observational learning. The process are learning the behavior, statistic from DramaFever.com showed that the percentage by observing the model and modeling via the media that facilitates age of Korean drama audiences, the largest percentage is by the social diffusion of ideas, values and behaviors occurs. age 18-34 (39%), then followed by age 35-49 (25%) and the However, the behavior is not influenced by media only, they also last is age 13-17 (17%) [24]. Moreover, most people in the have ability to consider and choose their own behavior. United States who watch Korean drama in US are non-Asians. Consuming, look like behavior, learning the culture and getting The percentage of Whites is 40%, as the largest percentage of closer to the stars are potential behaviors among Indonesian all. Blacks followed at 18%, then 13% for Hispanics. The rest, adolescents. However, there are limited literatures on impacts of Korean wave to dating/sexual behavior and drinking behavior gender. Between male and female audiences was roughly among adolescents but we must also give concern on it and suggest for further research. Indonesia and Southeast Asia equal, 52% for female and 48% for male. However, data from countries may realize the strength of drama and music to break 75 students in aged 12-20 in a city in Indonesia shows more the distance. Those ways could introduce culture each other than 60% of them fell in love with Korean dramas and most of among ASE A N countries and using social learning mechanism to them are females [33]. In addition, male and female teenage as well as deliver fandoms have the same general structure even though there are health messages. For instance healthy diet, reproductive health, differences. This structure is characterized by the fact that alcoholism and plastic surgery effects, etc. there are not different types of fandom but different intensities. Fandom is regarded as a contribution to young Keywords: Korean wave; Indonesian adolescents; potential -socialization and identity construction, and as an impacts; media active process in the social context of the fan group [34]. I. INTRODUCTION Indonesia, there were 29 women and 7 men in aged of 18 and Most of researches about Korean Wave focused on 24 who stated that they spend their time to do K-pop fans economic, international relation as well as film industry [9, 23, activities online [20]. 31]. However, there is lack of concern on impacts to society Korean wave is delivered by mass media. According to behavior, especially among adolescents who are most mass media theories, behavior can be influenced by media vulnerable group to Korean Wave [33]. consumption. The scholars have examined media effects on The spread of Korean pop culture known popularly as sexuality aspects among adolescent, and unhealthy behavior such as alcohol consumption [4,40,41] Korean Wave has been introduced through television drama. It Learning Theory predicted further that viewers, especially has captured the heart of fans and releases a new trend for young people, will be more likely to assimilate and perhaps rising interest in Korean popular music throughout Pacific imitate behaviors they see frequently depicted by attractive Asia and in Asian communities around the world [19]. The models. It also predicts that imitation is more likely if the birth of Korean Wave was started by Korean drama such as media consumer thinks that the portrayal is realistic and Winter Sonata and the Neo Korean Wave was supported by identifies with or desires to be like the character seen on media Korean music band for instance Big Bang and SNSD [24]. [6]. Moreover, children learn behavior by observing others, The Korean Wave exploded in the media across the world both directly in real life and vicariously through the media. brings the effects for its fans. The Korean government took Indeed, the most effective way to teach a child a certain 20 HS-16-OF behavior is to demonstrate the behavior and have the child have visited Korea for tourism purposes increase among model it, precisely what television does. Cognitive processes Malaysians. This drama has captivated the hearts of such as attention and retention are also involved in such Malaysians who are family centered and sensitive to emotions. Following Winter Sonata in 2002, Autumn Fairly Tale also behavior is interpreted, stored, and recalled [42]. contributed to maintaining popularity of South Korean dramas Literatures show potential impacts that may rise at any in Malaysia. A Malaysian pop song featuring a boy struggling place where Korean Wave is perceived. We find major themes to win back the heart of his girlfriend who has been fascinated about its interconnection. First, Korean Wave spread in by Song Seung- Indonesia and other Southeast Asia countries. Second, Korean hit the headlines in Southeast Asia. This trend also led Wave is brought by mass media such as television, newspaper, Southeast Asians to take interest in South Korean pop song. magazine and Internet. Third, media has effects for their Korean foods are also loved by Malaysians since its broadcast audi on behavior, which are adolescents as major consumer especially in Indonesia. This essay aims to describe prime time program. This drama caused many Malaysians to potential impacts may rise as direct and indirect result of take greater interest in Korean culture and foods. Naturally, Korean Wave in media they use. the social structure of Malaysians II. DATA AND METHODS that relatively stable, they prefer South Korean films that For a critical analysis of how the Korean Wave has been comically deal with love stories rather than movies with serious themes of war or violence. and compared scholarly studies, news, websites, books that South Korean pop songs with singers or groups have relate to the topic. Field observation was also conducted. We consistently won popularity of South Korean drama and films analyzed the potential impacts or behaviors using Social such as Jang Nara, Rain, BoA, BabyVox, and T.V.X.Q, come Learning Theory by Bandura. into the spotlight in Malaysia. In a celebration to mark the 15th anniversary of South Korea joining the ASEAN as an III. LITERATURE REVIEW observer nation on September 22, 2005, BabyVox gave a successful performance along with TV actor Kim Jae-won, the A. Korean Wave in Indonesia and Other ASEAN Countries dance group WaWa, and the rock duo The Cloth [9]. 1) Indonesia: Korean Wave was begun from the spread of 3) Singapore: In Singapore, Korean drama is more Korean drama throughout Asia then to the world. Korean popular than Japanese drama, with Channel U's "Winter dramas which initiated the beginning of Korean Wave in Sonata" (a South Korean production) reached high score of Indonesia are Endless love and Winter Sonata. Numerous rating. South Korea is now one of the most popular numbers of Korean dramas entered to Indonesia at the destinations for Singaporeans. Singapore followed the Korean beginning of 2000s after Japan and Taiwan dramas. Moreover, Wave partly because of the trends in China and Taiwan. When Indonesian has started to idolize boy bands, girl bands and Korean dramas first became popular, and even before then, solo singers from Korea until now [15]. The famous music retailers imported Korean drama box-sets from China and bands among Indonesian adolescents are Super Junior, Taiwan to be sold in Singapore. These VCDs had Chinese SHINee, 2 PM, Big Bang, 2AM, JYJ, and 2NE1. On the other dubs and subtitles, which made them easily accessible to the hand, Korean drama for instance Lie To Me, The Greatest Chinese Singaporean populations. However, the fact that more Love, The Thorn Birds, Twinkle Twinkle and Boys Before and more people now want to watch the drama with the Flowers. Korean reality shows are also being loved such as Korean soundtrack and see what the Korean names are for the We Got Married, Running Man, Dream Team, and Happy characters and actors reflects a changing attitude and Together. Indonesian adolescents also admire girl/boy bands acceptance toward Korean popular culture in the audience's from Indonesia which have same concept with Korean daily media consumption [8]. girl/boy bands [47]. Recently live concert of SM Town singers 4) Thailand: The Korean wave in Thailand came firstly was success in Jakarta, Indonesia and the tickets was sold a lot through media industry such as national TV broadcaster and a [14]. company who imported Korean movie and aired in local and fashion taste of theater. Initially, it is Korean singers are very significant in winning over teenage differentiate itself from other channel and to attract the viewer. fans worldwide. Posters of K-pop stars are peppered They have imported Korean and Japanese TV drama and aired throughout clothing shops in Japan, China, and Southeast in its channel. After the aired of Korean soap opera called Asia. Bookshops are full of magazines introducing the latest they aired . style trends in the K-pop world [24].