대중문화를 통한 한국이미지의 형성과 소비: 인도네시아 네티즌의 사례

초록

The purpose of this paper is to investigate images of Korean culture as are described by Indonesian netizens who have been exposed at length to Korean TV serials and films. Aspects of Korean culture and customs which draw their attention, their attitudes toward these, and a possible connection of their preference to Korean TV serials to Korean culture will be examined. For these purposes, an internet community, in which Indonesian netizens post their writings specifically on Korean culture, is under study. The interactive nature of internet discourse makes it easier for us to find out the processes by which images of Korean culture are produced, circulated, and reproduced. The study shows that Indonesian netizens are attentive observers with curiosity. They pay attention not only to dramatic actions and scenes but also to minute behaviors of everyday life. Indonesian netizens are reflective observers. They do not accept the view that TV reflects what happen in real life. Instead, they make every efforts to find out similarities and differences between what are portrayed by TV and what are told about and experienced in real life. A fusion of online and offline is visible, so that information gathered at offline feedbacks into online and vice versa. Exposures to Korean TV serials have increased the netizens' interest in Korea. The interest develops into a desire to enjoy Korean products and to imitate Korean customs, and further into a favorable and positive stance towards Korea and Koreans. The study indicates that Korean TV serials work as media by which Indonesian viewers are introduced to Korean cultural goods and customs, interest in and favorable attitude toward Korea are built up. Korea popular culture has played a decisive role in intensifying massive culture contacts of Indonesians to Korea having no close historical ties.

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