Matter bring-up and study context
Over the past 15 years, the Korean Wave, or Hanlyu, has significantly influenced global culture, extending beyond Asia to North America, Europe, South America, and the Middle East This phenomenon, driven by popular music and television, has also popularized various Korean cultural products, including travel, food, and fashion Hanlyu has rapidly transformed Korea's national image, fostering a greater affection for the country worldwide Unlike typical national image transformations that require extensive time, Hanlyu's swift impact highlights its importance in understanding the evolving perception of Korea on the global stage.
The discussion surrounding Hallyu has primarily focused on its popular media, highlighting that the dominance of Korean culture is largely driven by cultural products that yield significant economic benefits Strengthening Hallyu is seen as a way to enhance competitiveness Following the peak success of "The Winter's Sonata" and "Dae Jang Keum" in 2000, Hallyu experienced marginal improvements In response, the Korean government and enterprises initiated studies to forecast and develop Hallyu further.
Over the past decade, Son Seung Hye's analysis reveals that 80% of Hanlyu-related studies primarily focus on policy recommendations aimed at enhancing tourism, economic, and business aspects Additionally, half of these studies are based on observations from specific countries, particularly Japan and China While scholars have presented various arguments and critiques regarding Hallyu, there has been a noticeable decline in in-depth studies utilizing factual verification methods since 2006.
When discussing Hanlyu in Asia, Koreans primarily focus on its impact in Japan and China, including Hong Kong and Taiwan, viewing these nations as representatives of the entire region due to their significant market value and historical ties with Korea Southeast Asia is also acknowledged in discussions about Hanlyu, with Vietnam notably being the only country from the ten in the region consistently mentioned in these conferences.
Since the establishment of diplomatic relations in 1992, Vietnam and Korea have fostered cooperation across various sectors, including economy, politics, trade, and culture A significant aspect of this partnership is the influence of Korean mass culture, particularly through television and movies, which have been broadcast in Vietnam since 1997 This exposure has significantly heightened Vietnamese awareness of Korean cultural and economic products Surveys indicate a growing interest among Vietnamese viewers in Korean popular music, cosmetics, fashion, food, and language Notably, there has been a surge in the number of Vietnamese women seeking to marry Korean men, reflecting the profound impact of Korean cinema According to the Korean Department of Statistics, the number of Vietnamese women marrying Korean men rose dramatically from just 77 in 2000.
5,822 in 2005 and 7,636 in 2011 (totally, there were 59,898 in 2011) 1 The main reason behind the fact is increase of Vietnamese‟s awareness of Korea image and affection for Korea/Korean people
Research on the formation and expansion of Hanlyu in Southeast Asia, particularly Vietnam, is limited, with notable studies including Lee Jin Soek's examination of Korean culture's reception in the region and Sin Yoon Hwan's comparative analysis of Hanlyu in East Asia However, these studies lack a focused exploration of Hanlyu's impact specifically in Vietnam The first dedicated study by Lee Han Woo provides only a preliminary overview, relying on journalists' analyses and interviews with a few Korean expatriates The most recent research, "Study on Awareness of Korean Television Movies in Vietnam" by Kim Young Chan, aims to delve deeper into this cultural phenomenon.
The Hanlyu effect has significantly influenced Vietnamese perceptions of Korean culture, primarily through the impact of Korean television and movies This study employed a variety of research methods, including questionnaires, interviews, and observations, to reveal that positive awareness of Koreans and Korea is largely shaped by these media Notably, many participants were Korean language students, which suggests that the findings could be widely disseminated among this demographic In contrast, other research in Vietnam has focused on visual appeal rather than factual verification, limiting their assessment of the Hanlyu phenomenon.
In summary, up to now there are just a few studies specifying the on-going impact of Hanlyu in Vietnam Notwithstanding that, as Kim Young Chan said: “Given the
The consumption of Hanlyu varies significantly across different Asian countries, with each intermediary, consumer, and period influencing its impact on industry, economy, and culture It is crucial to conduct factual verification studies focused on the receivers and media societies of each nation to accurately assess the overall effects of Hanlyu Many individuals, including scholars, have formed opinions based on misconceptions and biases without proper research According to Sin Yoon Hwan, the status and characteristics of Hanlyu differ based on the economic standards of each East Asian country To gain a deeper understanding of Hanlyu in Vietnam, it is essential to explore the social context of Vietnam in relation to its people.
Study purpose and constitution of the thesis
This thesis aims to explore the awareness and affection of Vietnamese teenagers towards Korea, addressing the gap in studies regarding the in-depth effects of Korean mass culture in Vietnam By employing factual verification methods, the research seeks to provide a comprehensive understanding of how Korean mass culture influences Vietnamese youth.
This study utilizes Cultivation Theory and National Image concepts, employing interview and survey methods to investigate perceptions among teenagers in Hanoi The research aims to clarify key aspects related to these theories through the perspectives of the youth in the city.
First, in context of Hanlyu being formed in a number of countries, finding out the current situation of receiving Korean mass culture of Vietnamese teenagers;
Second, forming the awareness/affection for Korea image and clarifying effect of Korean mass culture;
The impact of Korean mass culture in Vietnam can be observed through several phenomena, including a growing demand for Korean products, heightened interest in learning the Korean language, an increase in Vietnamese students pursuing education in Korea, and a rising number of women seeking to marry Korean men It is essential to investigate whether these trends are genuinely influenced by Korean mass culture.
Apart from the above purposes, this study also aims to play a part in forming a common culture community to dynamize the cooperation between Vietnam and Korea
In light of the purposes, this study consists of 5 chapters with the following contents:
Prelude: Issue bring-up, study context, study purposes and constitution of thesis
Chapter 1 focuses on the observation of arguments regarding national image, cultural development, and the reception of Korean mass culture in Vietnam It establishes a foundational understanding of these topics, which is further explored in Chapter 2, providing essential insights and origins related to the matter.
Chapter 2: Discussion on study methods, including Section 1 – Study Matter and
Study Theory, Section 2 – Definition of variable reasons relating to each study matter and theory, Section 3 – Order of Investigation, Section 4 – Document analysis technique
Chapter 3: Providing study results including Section 1 – Results of
Investigation/Survey, Section 2 – Results of interview
Conclusion: Conclude the matter including Section 1 – Summary of study results and arguments; Section 2 – Restrictions and recommendations.
OBSERVATION OF ARGUMENT
Observation of arguments on national image
1.1.1 Definition of national image concept
The concept of national image can be understood from two key perspectives In the realm of international marketing, it refers to the overall perception of the quality of products produced in a particular country This encompasses the opinions held by consumers and businesses regarding the reputation and quality of a nation's products.
Romeo [80] redefines national image as consumers' fundamental ability to discern the strengths and weaknesses of a country's marketing and production in relation to its products This concept underscores the connection between national image and consumers' evaluations of product quality and trade [21].
National image refers to the overall perception of a country, encompassing various elements such as its traditions, unique products, arts, history, and political and economic structures According to Jeong Kyung Won, it can be analyzed through macro/micro and visible/invisible perspectives, highlighting the complexity of how a nation's identity is formed An Jong Seok further defines national image as a collective set of impressions, ideas, and subjective beliefs held by individuals, reflecting the multifaceted nature of how countries are viewed both domestically and internationally.
National image, as defined by Hall (1996), refers to an individual's perception of a country and its people, encompassing commonly held beliefs about them Jeong Kyung Won emphasizes that national image extends beyond mere awareness, highlighting its significance in shaping perceptions and attitudes toward a nation.
Kang Hyung Ku, Mun Ho Jin, and Yun Jung Won (2007) explored the mutual awareness of Korean cultural products and the image of Korea among Korean and Chinese students in their study published in "Marketing Study." They define national image as not only the personal perceptions of a nation but also the collective mindset of its people This image encompasses foreign prejudices and inherent opinions about a specific country, reflecting the overall perception formed by various elements such as the economy, politics, society, and culture.
Recent scholarship on national image has expanded the scope of its definition, incorporating earlier perspectives while offering a more comprehensive understanding.
National image encompasses not only the product image but also a comprehensive representation of a country's overall structure, including its economy, politics, history, culture, and traditions According to An Jong Soek, the concept of national image is broad and includes the perception of its people alongside these elements.
In short, although definitions may be slightly different, in overall, national image is described by words with similar meaning such as “feeling”, “inherent opinion”,
1.1.2 Major study standpoints on national image
Research on national image has evolved significantly since its inception in 1965 by Schooler, encompassing diverse areas such as international marketing, advertising, and promotion This body of work can be categorized into two primary trends.
Recent studies in international marketing emphasize the significance of national image in shaping consumer awareness and perceptions of products from a specific country Research by Kim Bong Cheol, Lee Byung Kwan, and Choi Yang Ho highlights the influence of Korean imagery on Chinese college students' attitudes towards Korean enterprises and products In a competitive market, factors such as social value, cultural significance, and the origin of a product play a crucial role in consumer decision-making, alongside traditional metrics like quality and price Consumers often form their opinions about product quality based on their pre-existing perceptions of the national image, which subsequently fosters an emotional connection to the product, ultimately influencing their purchasing choices Thus, understanding national image is essential for effective international marketing strategies.
The second perspective on national image focuses on the various elements that influence its formation As noted by Jung Kyung Won, national image is not an instantaneous creation; rather, it is shaped by several factors While numerous studies have explored the theme of national image, a broader communication approach reveals that it can be developed through four key trends: direct experiences, interactions with individuals, engagement with products and services, and media communications.
Direct experience, such as traveling to a country and immersing oneself in its values, plays a crucial role in shaping awareness of that nation's image However, due to constraints of time and cost, this approach is accessible to only a limited number of individuals, making it an uncommon method for forming a broader understanding of a country's identity.
Direct communication with people, similarly, has the following meaning “an individual forming awareness of a country and its people through her direct
In "Korea Image and Overseas Marketing of Korean Enterprises," Park Ki Soon (1996) emphasizes the significance of communication in shaping a nation's image, highlighting how individuals share their experiences to enhance awareness of their country's identity (Korean Association of Public Relations, 2007) However, despite the potential for personal communication to broaden national perception, it faces limitations Individuals often encounter challenges in connecting with people from other countries consistently, making this method less effective in establishing a country's image on a larger scale.
The third trend in shaping a country's image revolves around its products and services, allowing individuals to form perceptions through their consumption choices This approach is more accessible and widely applicable compared to previous methods, making it a popular way to enhance awareness of a nation's identity When travel isn't feasible, consumers can gauge a country's image by evaluating the quality and uniqueness of its products However, this perspective primarily highlights the economic dimension of a nation, often neglecting broader societal, cultural, and political contexts.
Among the four trends analyzed, the formation of a national image through cultural products, particularly media such as cinema, music, and television, stands out as the most effective method Media's ability to convey both image and sound significantly influences audience perceptions In today's fast-evolving information landscape, people increasingly rely on media to learn about specific countries, fostering a sense of awareness and affection for them A notable example is the Korean Wave, or "Hanlyu," which has played a crucial role in enhancing the image of Korea Coined by Chinese media in the late 1990s and popularized by Korean media in 2000, "Hanlyu" refers to the surge of Korean cultural products—including films, music, and food—spreading across Asia and shaping perceptions of Korea.
Ko Jung Min, Lee An Jea, and Kang Sin Kyum describe Hanlyu as the phenomenon of extreme love for Korean mass culture, which has evolved through various stages of popularity, leading to increased interest in purchasing related cultural products and enhancing the affection for Korea Hanlyu has provided numerous benefits to Korea, both direct and indirect, by promoting the cultural industry through the export of movies, television, music, and other entertainment products This "direct export effect" is reflected in the rise of exports for both general and Hanlyu-related products, such as cosmetics, tourism, fashion, and mobile phones Moreover, Hanlyu serves as a catalyst for the development of the cultural industry and has a significant "national economic pervasion effect." Additionally, it plays a crucial role in enhancing Korea's image in diplomacy by sparking interest in Korean cuisine and the Hangul writing system.
Observation on argument on culture development
The phenomenon that watching television movies creates impact to forming individual‟s awareness and affection for a specific country is explained by the standpoint of culture development theory (i.e cultivation theory)
The first argument on the role of media in the process of receiving outside information/knowledge of an individual was first brought up by Water Lippman
In 1950, our understanding of social imagery was shaped by the "pictures in our head," which are significantly influenced by popular information This portrayal of social imagery not only alters individual perceptions but also restructures the broader social narrative, leading to profound effects on society.
Emerging in the 1970s, cultivation theory has been supported by numerous studies that explore the connection between televised violence and real-life violent behavior in American society during the 1960s and 1970s This theory seeks to understand how exposure to violent content on television influences societal attitudes and behaviors regarding violence.
4 Lippmann, W (1950) Public Opinion New York: MacMillan pg 16
Gerbner's analysis in "Toward Cultural Indicators: The Analysis of Mass Mediated Public Message Systems" serves as a foundational argument for cultivation theory, which posits that widely disseminated information shapes a community's overall understanding of social dynamics This awareness is influenced by several factors, including the relationships within the message, the timing of its delivery, the perceived significance of behaviors or events, and the general knowledge of societal components.
In the 1970s, Gerbner conducted a study titled “Living with Television: The Violence Profile” to examine how television influences individuals' perceptions of social reality The research highlights that television, unlike other media forms, plays a significant role in shaping and reinforcing societal beliefs and behaviors due to its accessibility and ability to convey both sound and image Gerbner and Gross emphasized that television serves as a powerful means of socialization and standardization of cultural patterns, impacting viewers regardless of their social class Their study revealed that regular viewers of violent television shows are more aware of real-life violence compared to occasional viewers, suggesting that frequent exposure to televised violence enhances their perception of its prevalence in everyday life.
Recent studies in Korea have provided significant support for the cultivation theory, particularly in its expanding application and the emergence of intermediaries Research by Lee Jun Young and Jang Hyun Mi demonstrates that the amount of time spent online influences users' awareness of real-life hazards, such as murder and robbery Additionally, frequent viewers of music videos are found to have a deeper understanding of real-life issues and the products featured in these videos compared to non-viewers, as noted by Shim Jung Wook The varying consumption of music videos also affects viewers' perceptions of violence and their awareness of crime prevention As new forms of popular information continue to emerge, the scope of cultivation theory is expected to grow even further.
1.2.2 Standpoints of studies on cultivation theory
Since its inception in 1976, Gerbner and Gross's cultivation theory has inspired numerous studies, yet consistent results remain elusive Ha Jong Won categorizes these studies into three distinct approaches: the "Powerful Effect Approach," the "Individual Difference Approach," and others, highlighting the ongoing exploration of this influential theory.
The strong-effect standpoint, introduced by Gerbner and colleagues in the 1970s and 1980s, emphasizes the significant influence of media stimulation on cultural development This perspective is rooted in the stimulation-reflection (S-R) model, highlighting how media exposure can shape societal norms and values.
5 Gerbner G et al (1977) TV Violence Profile No.8 Journal of Communication, Vol.27 No.2, pg.171-180
Popular information, particularly through television, plays a significant and ongoing role in cultural development Its inherent qualities, such as content consistency and widespread reach, contribute to a gradual yet profound impact on society Although the initial effects may not be immediately apparent, persistent exposure leads to an "accumulated effect" that influences nearly everyone over time (Gerbner, 1986).
Media exerts a long-term social influence rather than a short-term individual impact, leading to a phenomenon where a "uniform message" encourages viewers to engage in "habitual," "non-selective exposure." This behavior persists even when variations in total viewer rates are unrelated to the specific television show being watched A key study by Gerbner and colleagues highlights the connection between violent behavior and television consumption, revealing a significant disparity in the perception of real-life violence between regular and occasional viewers, irrespective of their age, gender, or education level.
Television viewers often develop a heightened awareness of real-life violence due to their viewing habits Gerbner asserts that effective television programming should convey appropriate content that reflects societal beliefs, values, and behaviors While the cultivation theory suggests that repeated exposure to certain messages influences viewer perceptions, this theory has limitations, as it primarily considers overall viewer rates without accounting for individual viewer personalities Consequently, studies indicate that television significantly shapes viewers' understanding of real-life violence, though they may overlook the nuanced characteristics of the audience.
6 Gerbner G., Gross L., Morgan M., Signorielli N (1986) Living with television: The dynamics of the cultivation process Perspectives on media effects, P.21
In his 1993 article, Ha Jong Won critically examines the cultivation theory as it pertains to television, published in the Speech Information Study (Vol 30, pp 151-187) However, the study has faced criticism for its insufficient explanation regarding the concepts of "merge and innerize."
Scholars such as Hawkins, Pingree, Hughes, Tamborini, and Wakshlag have critiqued Gerbner's perspective, emphasizing the need to analyze television shows within the context of distinct cultural developments rather than merely focusing on overall viewer statistics They argue that topics like violence are portrayed differently across various television genres, including criminal documentaries, films, and general programming Therefore, the impact of cultural development should be examined in relation to specific show genres to gain a comprehensive understanding of their effects.
The study utilizes factual verification methods to assess the cultural development effects of various genres; however, a limitation is that the "content analysis used as the foundation for this methodology, particularly in television on demand, is not adequately aligned with practical applications." Additionally, this approach fails to address critical issues, such as the value system inherent in content analysis, leading to the conclusion that the perceived "greatness of cultural development effect" may be overstated.
The personality standpoint of cultivation theory diverges significantly from the strong-effect perspective, highlighting the role of viewer self-motivation and the recognition of cultural development This approach underscores that the impact of media varies among individuals, influenced by their unique personality traits.
According to Hall, the way a receiver analyzes a message depends on their personality and circumstances Therefore, though television producers tested to select
8 Tamborini, R., Zillmann, D., & Bryant, J (1984) Fear and victimization: Exposure to television and perceptions of crime and fear Communication year book
During the decoding stage, viewers actively select television content that aligns with their personality and experiences, rather than passively absorbing everything presented This selective engagement shapes their awareness of the social landscape Consequently, the cultural impact of television shows is influenced not only by various external factors but also by the individual viewer's personality and personal experiences, whether they are exposed to the content or not The intensity of this effect varies from one viewer to another.
OBSERVATION ON HANLYU IN VIETNAM
The rise of the Hanlyu wave in Vietnam is largely driven by television and movies, influenced by the current state of Vietnamese media Notably, while there is an abundance of media organizations, the overall quality of media content remains low.
Vietnam currently boasts over 748 speech organizations, 40,000 online newspapers, and 64 television organizations, excluding central television The landscape of television broadcasting has evolved significantly, with each of the 64 provinces now having its own channel in addition to central channels like VTV1, VTV2, and VTV3 Despite the increase in television channels, the quality of local programming, particularly in locally-produced films, remains a concern due to inadequate production forecasting Consequently, many local stations opt to air foreign films, predominantly Korean and Chinese, which resonate with Vietnamese viewers due to cultural similarities Chinese films, often reflecting themes of "life sorrow and concept," appeal mainly to middle-aged audiences, while Korean films, known for their ability to evoke feelings of peace and simple happiness, are particularly favored by teenagers As noted by Kim Young Chan, the proliferation of local television channels has led to an overwhelming number of Korean films being broadcast in Vietnam over the past decade.
Since the introduction of the Internet in Vietnam in 1997, the country has experienced a significant transformation in its digital landscape As of March 31, 2012, Vietnam boasted 30,858,742 Internet users, representing 34.1% of its population and 1.4% of the global total, positioning it 18th among the top 20 countries for Internet users In Asia, Vietnam ranks eighth, and third in Southeast Asia, following Indonesia and the Philippines This surge in Internet usage has led to the rapid growth of online magazines, which serve as vital information sources for teenagers and office workers, further fostering a growing interest and affection for Korean culture through media such as films.
1.3.2 Forming and expansion of Hanlyu in Vietnam
Cultural exchange methods among countries can be categorized into three types: coercion, voluntariness, and a mixed approach Coercion involves an invading country imposing its culture on another, while voluntariness occurs during peaceful times when countries willingly share their cultures The cultural exchange between Korea and other nations, particularly through Hanlyu, exemplifies the voluntariness method, as it adapts to the unique cultural demands of each country For instance, in Japan, Hanlyu initially emerged through music and later expanded to television and cinema, whereas in Hong Kong and Singapore, it began with films In regions like China, Mongolia, and Taiwan, the broadcast of Korean movies plays a crucial role in establishing Hanlyu In Vietnam, the progression of Korean culture is notably marked by television movies, followed by cinema and popular music, as highlighted by Kim Jong Wook in 2005.
In Vietnam, television stands out as the primary and most favored medium of transmission, allowing shows to be broadcasted widely for viewers to enjoy comfortably in their homes Additionally, people can access television content at a minimal cost, often making it virtually free of charge.
Television serves as a vital communication tool, allowing people to stay informed about current events and engage in discussions about social issues through news broadcasts and talk shows featuring artists In many households, the television is placed in common areas like the living room or bedroom, fostering family bonding as members gather to watch and share thoughts on various shows This shared viewing experience not only keeps families connected but also helps them navigate and discuss important societal matters together.
Television is renowned for its popularity and relatability, with soap dramas being the quintessential genre that embodies these traits These engaging narratives resonate with viewers by reflecting the emotional and compelling aspects of everyday life, making soap operas the dominant choice in terms of broadcast duration and audience ratings.
Before the rise of Korean soap operas in Vietnam, VTV primarily aired dramas from Italy, China, and Latin America between 1991 and 1995, with Chinese dramas being the most popular due to cultural similarities The significant introduction of Korean soap operas began with "Hoa Cuc Vang" in 1997, which gained immense popularity and left a lasting impression of Korea on Vietnamese teenagers.
Following the success of "Marigold," the film "Emotion" also captivated teenagers in the same year, significantly influencing their fashion choices Additionally, "Brothers in Doctors Family" played a crucial role in establishing the Hanlyu wave in Vietnam This wave continued to grow with popular titles like "First Love," "Yumi My Love," "Son and Daughter," "Fireworks," "Model," and "Star in My Heart."
Korean soap operas have gained immense popularity in Vietnam, with titles such as "Did We Love Truly?", "Brothers", "Yesterday", "Final Match", "Sunflower", "Wedding Dress", "General Hospital", "Rose and Bean Sprouts", "Tomato", "Golden Era", "Mr Q", "Hourglass", "Autumn Fairy Tale", "Goodbye My Love", "Winter Sonata", and "Glass Shoes" captivating audiences Notable series like "First Love", "Glass Shoes", and "Autumn Fairy Tale" have particularly resonated with viewers, solidifying the genre's reputation in the region.
“Lovers in Paris”, “Full House”, “Lovestory in Harvard”, etc… are the most notable ones [12; 55; 14]
Vietnamese local television broadcasts Korean movies for an average of four hours daily, achieving a notably high viewer rate As of early 2006, Korean films represented 20% of foreign shows on local TV, with this figure rising to 41%.
Until 2004, in Vietnam, movies that attracted teenagers most are those depicting youth love However, after the broadcast of traditional movie “Dae Jang Keum” in
2004, Korean movie lover class was expanded to the middle-aged [55] Vietnamese viewers, through “Dae Jang Keum”, were aware of another aspect of Korean movies
Vietnamnet, a leading online magazine in Vietnam, remarked on the surprising portrayal of Korean culture and people in the film "Dae Jang Keum," noting that it offers a distinctly different perspective that captivated many Vietnamese viewers.
Despite Korea's relatively smaller presence in the film industry compared to China, the movie garnered immense popularity among viewers, achieving a remarkable 30% viewer rating during its broadcast Critics and audiences alike expressed their opinions through various media channels, highlighting the film's impact Following the success of "Dae Jang Keum," other Korean dramas like "Hur Jun" (2006) and "Ju Mong" (2007) also received positive feedback, further solidifying the appeal of Korean cinema.
Vietnamese teenagers are increasingly drawn to Korean movies for several reasons, as identified by various speech and study organizations The growing popularity of these films in Vietnam can be linked to cultural resonance, captivating storytelling, and the influence of K-pop and Korean dramas Additionally, the appeal of relatable characters and modern themes contributes to their widespread acclaim among the youth.
The rising demand for cultural products in Vietnam is driven by an increase in the population's standard of living, particularly following the country's renovation and opening policy As Vietnam's economy has grown, so has the purchasing power of its citizens, leading to a greater demand for high-quality cultural offerings However, domestically-produced films have struggled to meet this demand due to lower quality, resulting in a significant gap that foreign films, particularly Korean and Chinese movies, have filled These foreign films resonate more with Vietnamese audiences due to their cultural similarities, making them more relatable and easier to understand.
