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Hallyu in Indonesia: Koreanization Through Advertisements Hallyu in Indonesia: Koreanization Through Advertisements by Chris Januardi Lim B.A. (Communication), Simon Fraser University, 2019 Extended Essay Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Arts in the School of Communication (Dual Degree Program in Global Communication) Faculty of Communication, Art, and Technology © Chris Januardi Lim 2020 SIMON FRASER UNIVERSITY Summer 2020 Copyright in this work rests with the author. Please ensure that any reproduction or re-use is done in accordance with the relevant national copyright legislation. Approval Name: Chris Januardi Lim Degree: Master of Arts Title: Hallyu in Indonesia: Koreanization Through Advertisements Program Director: Katherine Reilly Dal Yong Jin Senior Supervisor Distinguished Professor Katherine Reilly Program Director Associate Professor Date Approved: August 31, 2020 ii Abstract Due to a weak government and failed policies, Indonesia is lagging behind globally in terms of media and cultural development, opening the door for strong culture industries like South Korea to penetrate the Indonesian market. In contrast to Indonesia, Korea’s model of development in creating a culture industry with Hallyu has created a global craze. Constant exposure to Hallyu has led to the Indonesian public to develop a taste for Korean cultural products, leading to advertisements using Korean celebrities for promotion. This paper aims to explore how advertisements as mass culture and reality are intertwined through an analysis of South Korean celebrity advertising campaigns in Indonesia. Findings of the study show the promotion of six Korean elements that have also translated to real-life in Indonesia. The promotion of these elements will continually increase Koreanization in Indonesia where the ideal is then to become as Korean as possible. Keywords: culture industry; Hallyu; Indonesia; media policy; cultural flow; advertising iii Dedication I dedicate this paper to my parents, Riny Widjaja and Jusuf Lim. Both of whom have sacrificed so much by immigrating to Canada in search for better opportunities for their son. This paper represents one step in my infinite journey to repay them. iv Acknowledgements I am very appreciative of everyone who has helped me throughout the process of my MA program here in Canada. From the SFU professors, my program director Dr. Reilly, and my T.A’s Tahmina Inayatova and Xiaoxing Zhang here in Vancouver. To my supervisor, Dr. Dal Yong Jin who is in Korea. To my friends and cohort that is comprised of people from various different countries. And lastly to my family in Singapore and Indonesia. Your accumulated knowledge from all corners of the world have helped me create something that is representative of who I am, transnational. v Table of Contents Approval...................................................................................................................................... ii Abstract...................................................................................................................................... iii Dedication .................................................................................................................................. iv Acknowledgement ....................................................................................................................... v Table of Contents ....................................................................................................................... vi List of Tables ............................................................................................................................ vii Glossary................................................................................................................................... viii Chapter 1. Introduction ............................................................................................................ 1 Chapter 2. Indonesian Media Development............................................................................ 3 2.1 Colonial Times .................................................................................................................. 3 2.2. Early Post-Colonial Policies ............................................................................................. 4 2.3. Orde Baru and Beyond .................................................................................................... 6 Chapter 3. South Korean Media Development ....................................................................... 8 3.1. Early Post-Independent Policies ...................................................................................... 8 3.2. The Turning Point ............................................................................................................ 9 3.3. Hallyu .............................................................................................................................10 Chapter 4. Culture Industry ....................................................................................................12 4.1 Culture Industry ...............................................................................................................12 4.2 Advertising and The Culture Industry ..................................................................................14 4.3 The Hallyu Culture Industry in Indonesia .............................................................................16 Chapter 5. Research: South Korean Celebrities in Indonesian Advertising Campaigns ..............19 5.1 Research Question ..........................................................................................................19 5.2 Methodology ....................................................................................................................19 5.3 Limitations .......................................................................................................................22 5.4 Results ............................................................................................................................22 5.5. Discussion ......................................................................................................................24 5.5.1. Standardization and Sameness ................................................................................24 5.5.2. Advertisement as Mass Culture and Reality Intertwined ...........................................25 5.5.3. Cultural Imperialism & Cultural Hybridization ............................................................27 Chapter 6. Conclusion and Recommendations ....................................................................30 References ..............................................................................................................................31 vi List of Tables Table 1. Hallyu Index ....................................................................................................................... 18 Table 2. Sample of Advertising Campaigns................................................................................. 20 Table 3. Description of Coded Symbols ....................................................................................... 23 Table 4. Proportion of Coded Korean Elements Used in Korean Celebrity Advertising Campaigns in Indonesia .................................................................................................. 23 vii Glossary Bataviasche Nouvelle Advertising broadsheets in Colonial Dutch East Indies Bekasi A city in Indonesia Gangnam An affluent district in Seoul, South Korea Gyeongbokgung Palace A former royal palace of the Joseon Dynasty located in Northern Seoul, South Korea Hallyu Korean wave ICT Information communication technology Jakarta Capital city of Indonesia Joomuk mahn ban Korean beauty standard where a beauty exists in a small fist sized face K-Drama Korean television soap opera K-Pop Korean popular music Orde Baru The reformed Indonesian government led by President Suharto in 1967 Pribumi Ethnic native Indonesians Youtube American video sharing platform viii Chapter 1. Introduction Two years ago, I spent my birthday in Indonesia. As soon as I landed, I received a birthday note from my then 9-year-old cousin. To my surprise, included in the note were Korean words. My cousin is not Korean, nor am I or anyone in my family, which left me to wonder why and how my Indonesian cousin knew Korean. As I spent more time in Indonesia, I was astounded to see how the country where I once lived had changed. My cousin was not an anomaly. Indonesia as a whole has become more Korean. I was surprised to see the amount of K-dramas on television, the number of Korean restaurants, the frequency of K-pop I heard on the radio, and the constant bombardment of advertisements with Korean celebrities. I was surprised to see the sheer amount of Korean culture in Indonesia. The main goal of this paper is to investigate how Korean culture has become popularized in Indonesia. After being subjugated to Portuguese, Dutch, and Japanese rule, Indonesia achieved independence from colonialism in 1945. However, this has left them exposed to outside influence once more. Rather than hard military power, this new threat comes from soft power in the form of media. Due to their failed model of media development, Indonesian media content production has lagged behind the rest of the world in terms of quality and quantity. To compete in the global capitalist market, Indonesian companies have consistently imported
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