Abstract
ABSTRACT This study explores the social construction of a Korean Wave using Saussurian linguistic semiology. It presents a thematic analysis of academic commentary, as a literature review, to show how media and marketing represent a Hallyu-based tourism destination image. A cultural narrative like Hallyu seems paradoxical when its wide range of conflicting projects and interests are thus variously described. However, semiotic analysis reveals that the structure of this narrative is formed by an effective articulation of arbitrary language fixed in time, and iconic linguistic signs that are emergent, reflecting sociocultural trends that change over time. Hallyu, in this way, acts as a synecdoche presenting a single true account while accommodating all micro events and their social discourses. In tourism, Hallyu serves as a foundational representation of Korea's destination image because it works as a semiotic narrative inclusive of the cultural tensions and contradictions that naturally exist within a complex globally oriented society.
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