Abstract
In the era of globalization, due to the prevalent cultural exchange between countries, inflows of foreign cultural products can enrich local culture by hybridizing local and global culture together. Although there have been numerous studies on cultural hybridity using qualitative interviews with recipients of foreign cultural products in single countries, cross-national studies that examine the national characteristics that facilitate or impede cultural hybridity remain scarce. The purpose of the present study is to identify the factors that promote or hinder cultural hybridity between the Korean Wave and Muslim culture by probing the similarities and differences in social media data on Korean cultural products between Indonesia and Malaysia using a semantic network analysis. The results of the study uncovered the three factors that promote cultural hybridity (‘Asian identity’, policies emphasizing ‘unity in ethnic diversity’, and ‘local consumers xenocentrism’) and the two hindering elements (‘a conservative nature of religion’ and ‘discrimination between ethnic groups’). Theoretical contributions and practical implications are also provided for promoting cultural hybridity.
Highlights
Cultural products are visible and invisible commodities, such as cultural content and multimedia content, which reflect cultural elements and identities [1]
We focus on the Muslim consumers in two Southeast Asian countries, Indonesia and Malaysia, because these two countries have historically had few interactions with Korea; consumers in these countries were unfamiliar with Korean culture until Korean cultural products were introduced through the Korean Wave [16]
We found that the frequently appearing words related to the Korean Wave in Indonesia and Malaysia
Summary
Cultural products are visible and invisible commodities, such as cultural content and multimedia content, which reflect cultural elements and identities [1]. Globalization entails the risk of losing the unique identity and value of the local culture, it produces a hybridized culture by mixing the sociocultural characteristics of the local heritage with those of the imported culture [4]. The interplay of cultural, economic, and political forces is constitutive of this hybridization in the international context [5]. This process of cultural hybridity, known as glocalization, involves a combination of local and global culture that leads to a rich and diverse culture in the importing countries [6,7]. Identifying what expedites or hinders cultural hybridity, which leads to sustainable culture, becomes necessary [3]
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