Feb 20 (T) (5): Korean Cinema: States of Emergency

APP 315-42 Asian Pop Culture & Globalization (#4) Katherine Chu 2018/02/13

1

Last time …

Lecture #3 Key Ideas

  The Slanted Screen

  Asian American History

  Asian images in Hollywood (6 images)

  The stereotypes of Asians in Hollywood   Case study: Breakfast at Tiffany’s (1961)

  What is Yellowface?

  How did Asian response (or “talk back”) to Hollywood?   Film: An Autumn’s Tale (1987)

  Introduce you to some Asian Stars

TODAY !

The Global Impact of S. Korean Pop Culture in Asia

On the syllabus

  I required students to read from Chapter 1 to Chapter 4.

  Feel free to pick one or more chapters to read.

  Reasons to read:   Each chapter could be a sample to your FINAL

RESEARCH PAPER   Each chapter falls into one or two of popular culture

analysis (the 4 critical approaches) [NEXT SLIDE] which I have introduced to you in Lecture #1

Four Critical Approaches

  Production analysis

  Textual analysis

  Audience analysis

  Historical Analysis

Critical Approaches

  Production Analysis   Who owns the media? Who makes these texts? With

What intentions? Under what technical constraints? How democratic or elitist is the production or popular culture? Role of the state government? How much is commerce? How much creative freedom?

Critical Approaches

  Textual Analysis   How do specific works of popular culture make their

meanings? How do explicit meanings differ from implied ones? How do texts consciously and subconsciously shape those who hear, see, or touch them?

Critical Approaches

  Audience Analysis   How do different groups of popular culture consumers

or users, make similar or different sense of the same texts?

  Historical Analysis   How have these other three dimensions changed over

time? How does current popular culture differ from that of 10, 20 or 30 years ago? What accounts for the changes?

About the Book

  Chapter 1 – overview the Korean Wave

  Chapter 2 – Impact of Korean TV dramas

  Chapter 3 – Impacts of Korean Wave in Indonesia

  Chapter 4 – Impacts of Korean Wave in Japan

  When you write your Readings Response Journal, please provide me a summary of each chapter. Then you can discuss some interesting points from the chapters.

Key Ideas of Lecture #4

  What is globalization?   Remember our course name? Asian Pop Culture &

Globalization.

  About your Final Research Paper

  What is Korean Wave?

  Asian Pop Culture Development   Regionalism   US’s impact

What is Globalization?

Globalization

1.  An outgrowth of cultural imperialism   US (“West”): Stronger àVS. Others (“East”/

“Oriental”): Weaker

  One-way flow of western media   “One-way” means: flows from the West to the East ONLY,

not the opposite way

Globalization 1.  An outgrowth of cultural imperialism

  US (“West”)à Weaker   One-way flow of western media   However, after the process of globalization,

  Contraflow of international media and the growing plurality of regional media players

  Such as: Japanimation, Hong Kong Cinema, the Korean Wave, Bollywood cinema à One-way flow is not accurate

  One-way flow also misses the complexity of audience reception   i.e. what is the real taste of the local audiences?   We can’t assume everyone in the world love Adele, Taylor Swift,

Rihanna, Justin Bieber ONLY

Globalization

2.  An outcome of the workings of the modernity project   Globalization = Capitalism

So, if globalization is the same as capitalism, what is capitalism?

What is Capitalism?

  Capitalism is an economic system based on private ownership and the investment of wealth for profit

The Rise of Capitalism

Overseas colonization and trade = merchant wealth

Business across Europe grew and flourished

Merchants continued to invest their money in trade and overseas exploration

Profits from these investments enabled merchants and traders to reinvest even more money in other enterprises

Globalization

  An outcome of the workings of the modernity project   Globalization = Capitalism   One path for the development

  i.e. Development of a global movement towards capitalism

Globalization

  An outcome of the workings of the modernity project   Globalization = Capitalism   One path   Development of a global movement towards capitalism   US support the modernization policies in many Asian

countries after the WWII à improvement of property. Rise of economy

  But did improve the well-being of humanity, such as human rights, freedom of press, freedom of speech?

Globalization 3.  Cultural hybridity

  Different cultural groups through immigration, international trade, wars àcreate different identities

  US pop culture à transport to Asia   Local + global è Hybridity à new practices of cultural and

performative expression

  In conclusion: In order to attract local consumers, transnational enterprise need to adapt to local culture which resulted in a “cultural hybridity”

  Next couple slides will show you this concept of “cultural hybridity”.

What kind of drink is that?

  Can you imagine McDonald has Beer?

  Where can you have it?

  Right, in Germany.

What is so special on this menu?

Right, first you can have CURRY.

Second, there is no beef nor pork. Imagine hamburger without beef?

Where can you have it?

  Right, India!

What is this?

What is this again?

Three-course menu

  Yes, it’s like a French-style McDonald.

  Yes, it looks very high class.

  Yes, it looks very yummy too.

  Where can you find this McDonald?

  Japan.

What are they doing? Where are they?

  Wedding banquet !

  In McDonald!

  I tell you, besides birthday party in McDonald, right now it’s very trendy to have Wedding in McDonald, esp in China!!!

Cultural Hybridity

  So, right now, do you understand the concept of Cultural Hybridity?

  Our course title: Asian Pop Culture and Globalization

  Remember, we’re not only studying variety forms of pop culture in Asia, but also we need to understand the process of Globalization and its impact on Asian pop culture.

  I expect your final research paper needs to show me these key concepts:

Key Ideas of Lecture #4

  What is globalization?   Remember our course name? Asian Pop Culture &

Globalization.

  About your Final Research Paper

  What is Korean Wave?

  Asian Pop Culture Development   Regionalism   US’s impact

APP315: Asian Pop Culture and Globalization

  Key Terms:   Asia (East Asia, Southeast Asia, South Asia, Lecture#1 )   Pop culture (remember, not Culture, it’s pop culture!

Check Lecture#1’s reading)

  Globalization (Lecture #4)

Key Ideas of Lecture #4

  What is globalization?   Remember our course name? Asian Pop Culture &

Globalization.

  About your Final Research Paper

  What is Korean Wave?

  Asian Pop Culture Development   Regionalism   US’s impact

So what is the Korean media development and the Korean Wave?

  1990s

  TV dramas à China, Hong Kong, Taiwan, Singapore, Vietnam and Malaysia

  1997/1998, Asian crisis   Korean TV dramas were a quarter of the price of Japanese

dramas, a tenth of the price of HK dramas

  Liberation of Korea’s domestic media in mid 1980s to mid 1990s   Under US pressure, 1988 the Korean government allowed US

film companies to distribute their films   à in 1994, Korea film companies shut down   Annual number of local film productions 121 in 1991 to 63

in 1994   US films shared 80% of the box revenues in 1994 (54% in

1987)   [Support the imperialism argument]

1993

Korean Wave

  In 1994, the Presidential Advisory Board on Science and Technology (in South Korea) à promote media production as a national strategic industry

  Revenue from Jurassic Park (1993) =foreign sale of 1.5 million Hyundai cars

  Result: develop an idea of cultural products as an industry

  à national economy à national pride

Korean Wave

  Cultural Industry Bureau (in South Korea) established in 1994

  Motion Picture Promotion Law in 1995

  Slogan: “Let’s learn from Hollywood.”   “Big Business” media companies like the Big Studios in

US [Big 6]

  What are the Big 6 Studios in the US?

Korean Wave

  Slogan: “Let’s learn from Hollywood.”   “Big Business” media companies like the Big Studios in

US [Big 6]

  Big 6 Studios in US: Walt Disney, Warner Brothers, 20th Century Fox, Universal, Sony, Paramount

  In 2003, 50% of the local market share   Export: 14 movies (US $173,838) in 1993 to 164 movies

(US$31 millions) in 2003

  2016:US$101 millions   2017: US$118.8 millions

Korean Music Industry

  Before 1990s, preferred Anglo-American pop culture

  In 1990s, liberal environments à most dynamic periods in Korean history

  Demand local musicians à unique   Various foreign musical styles

“I Know” 1992

https://www.youtube.com/watch?v=y8em1w3KIFA

(please watch the video)

Seo Taiji & Boys

à  1st rap track in Korea

à  Rap, soul, rock “n” roll, techno, punk, hardcore, traditional Korean ballad à Global hybrid

à  Unique Talent Production System

http://www.smtown.com/

SM Entertainment

  One of the biggest entertainment companies in South Korea and the world

  The company has more than 500 composers from around the world

  Meetings and conferences à produce one song à appeal global audiences à Global hybridization

Key Ideas of Lecture #4

  What is globalization?   Remember our course name? Asian Pop Culture &

Globalization.

  About your Final Research Paper

  What is Korean Wave?

  Asian Pop Culture Development   Regionalism   US’s impact

Asia Pop Culture Development

  Started from Japanese film 1960s à[Exported] Hong Kong film 1970s

  Hong Kong films 1980 & 90s exported to Korea à inspiration of Korean filmmakers and music video directors

  The Korean Wave 2000s à Asian audiences enjoy Asia-originated content

Case Study: Regionalism Asian Pop Culture

  One of very popular TV Korean Shows:   Boys Over Flowers (2009)

  It was adapted from a Taiwanese TV show in 2001   Meteor Garden (2001)

  The Meteor Garden (2001) actually was adapted from a Japanese Manga called Hana Yori Dango

  In 2009, China also has its own remake version called Meteor Shower (2009)

  In 2014, Indian also has their own version called Kaisi Yeh Yaariyan

https://www.youtube.com/channel/ UCyDbFZGBGauvH6JDxO7SC9g/featured

Key Ideas of Lecture #4

  What is globalization?   Remember our course name? Asian Pop Culture &

Globalization.

  About your Final Research Paper

  What is Korean Wave?

  Asian Pop Culture Development   Regionalism   US’s impact

US (Foreign) Impact on Asian TV Shows

Import and Export TV program Formats

  Why import TV program formats from the West countries   Concepts, ideas, know-how à copyrighted TV program

  Script writing, production, marketing, audience research   Lower risk and save costs

Eg. Who wants to be a millionaire (1998 - )   British à US   2000 India, the Philippines, Singapore, HK, Indonesia   Survivor, American’s Next Top Model, The Price is Right, American Idol   Korea: Saturday Night Live Korea, Challenge!, Korea’s Got Talent, The Voice

Korea

  Korea Reality shows à China, eg I am a Singer, Who Got Married, Running Man, K-Pop Star, Real Men, Daddy Where are we going?

Slumdog Millionaire, 2008

https://www.youtube.com/watch?v=Ak70AEHw1as

Watch it to see the Indian Version

Korean-Chinese Coproductions

  because of the success of Korean Wave, Chinese government also started to learn from Korea

  “Let’s learn from Hollywood” à “Let’s learn from Korea”

  à Increase its soft power (national images)

“Hopefully, the innovation-induced success of Korean TV programs will prompt Chinese TV drama makers to think up new ideas and abandon their bad practice of copying foreign productions in order to attract more viewers at home, and possibly abroad.” (will discuss in last lecture on May 8th)

In Conclusion: Asia Media System

  1980s: Short supply of domestic programming à US opportunities

  Started from South Korea à China   Local power à Regionalization à Globalization

  Indigenous cultural elements + Foreign forms and styles è commercial success at home and abroad

  Hybrid cultural forms à sustaining local identities in the global context

  Asia mix and transform content and styles à maximize project (increase soft power)

In conclusion of this lecture …

  Korea: not a traditional powerhouse of culture production à ignited cultural exchange in Asia & awakened neighboring Asian countries to new possibilities in media industry development and cultural hybridization

Next Lecture #5

Next Lecture #5

https://login.libproxy.csudh.edu/login?url=http:// fod.infobase.com/PortalPlaylists.aspx? wID=151103&xtid=40156

You have to watch the Video File – in order to learn some background of the Korean Cinema.

Next Lecture #5 …

  Then we’ll talk about a little bit on Korean War

  Result: Divided Families http://www.dividedfamilies.com/

  Highly recommend you to watch this web page and its documentary.

  Third, you are required watch the film – JSA: Joint Security Area (2000)

  If you plan to work on the extra credit Movie Reaction Paper, make sure the due date will be Feb 21 11:59pm

Movie Reaction Papers for Extra Credit

Next Lecture #5

  Last part of next lecture: Mini Lecture: Introduction to Research   On the syllabus, those “Recommended readings” are

not required, but they are recommended.

  You don’t need to discuss those readings on your Readings Response Journal

  See you next Lecture!