IMPACT OF DIVERSIFYING MEDIA CONTENT ON COUNTRY'S ECONOMIC POTENTIAL: CASE STUDY OF SOUTH KOREA AUTHORSHIP INTRODUCTION Alina Vitalievna Fadeeva The relevance of this study is determined by Saint-Petersburg State University, St. Petersburg, Russia. the fact that the products of media production ORCID: https://orcid.org/0000-0003-4219-888X in the Republic of Korea are rapidly gaining E-mail:
[email protected] popularity all over the world. This Daria Anatolevna Puiu phenomenon should be considered within the Saint-Petersburg State University, St. Petersburg, Russia. framework of the "soft power" concept, as a special semiotic system influencing the ORCID: https://orcid.org/0000-0003-1915-9647 E-mail:
[email protected] formation of the consumer culture of a modern Pavel Yurievich Gurushkin person. In particular, such a musical trend as K- pop is the most in-demand and dynamically Saint-Petersburg State University, St. Petersburg, Russia. developing segment of the modern ORCID: https://orcid.org/0000-0001-6980-0573 entertainment industry. The central place in E-mail:
[email protected] this process is held by the mass media as the Sergey Borisovich Nikonov main instrument of promotion. It should be Saint-Petersburg State University, St. Petersburg, Russia. noted that with the development of IT technologies, the popularity of Korean media ORCID: https://orcid.org/0000-0002-8340-1541 E-mail:
[email protected] products is only increasing. The largest conglomerates, cosmetic industries and Iuliia Valerievna Puiu production centers use the latest technologies Herzen State Pedagogical University of Russia, St. Petersburg, (social networks and mobile applications), Russia. modernizing their approach to shaping the ORCID: https://orcid.org/0000-0002-7216-8924 E-mail:
[email protected] image of South Korean brands in the area.