“KOREAN WAVE” AS A MASSIVE POPULAR CULTURAL PHENOMENON OF THE MODERN TIME

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Nowadays, young people from all over the world are fascinated by the mass popular culture of South Korea. This process of spread of Korean culture in the world came to be called “Korean current” or “Korean wave”, which became a kind of “Korean cultural boom”. The spread of the “Korean wave” has been compared to a viral disease that first spread throughout East Asia, then Southeast Asia, and eventually engulfed the entire world. Despite the fact that the phenomenon of the “Korean wave” had a sufficient public resonance, due to its novelty and unexpected emergence, it remains an understudied subject of scientific study, especially in the West and in particular in Ukraine. That is why the topic of this study is relevant nowadays. The aim of the article to investigate the mass cultural phenomenon “Korean wave”, to analyze its sources and dynamics of development, to characterize its inherent features, to determine the aspects of its spread and popularization, to investigate its influence on world society and culture, as well as to find out the peculiarities of its influence on the consciousness of the masses. The research methodology is based on a philosophical and cultural analysis of such a mass phenomenon of modern artistic culture as the “Korean wave”. When writing the work, we tried to adhere to the principles of objectivism, systematicity, comprehensiveness and multifactoriality. To comply with these principles, we used a number of general scientific and special methods in the research: comparative-historical, axiological, phenomenological, logical, retrospective, analytical-synthetic, socio-critical, systemic, structural-functional, generalizing and statistical. Adherence to these principles and methods made it possible to avoid bias and tendencies in judgments. Results. Such a mass cultural phenomenon as the “Korean wave” is a kind of entanglement of opposite principles: modern Western (progressive-innovative) and traditional Eastern (Confucian) cultural values. It manifests itself in the spread of fashion to everything Korean (or to be more precise, South Korean): not only K-pop, dramas, toys, clothes and other types of South Korean entertainment industry, but also Korean cuisine, household items, etc. In the past, despite the geographical proximity and cultural connectivity, for political reasons the countries of Asia largely suppressed cultural exchanges among themselves. China, Korea and Japan began to develop cultural ties between themselves relatively recently. It should also be noted that South Korea is a country that was previously considered a cultural periphery in international exchanges, now it plays an important role in the regionalization of mass culture as a whole in East and Southeast Asia and the product produced by it is considered a center of mass culture and one of the ways of cultural exchange throughout Asia. Conclusions. To sum up, we can say that the great popularity of the “Korean wave” is a kind of leap in the modern culture of South Korea. This phenomenon is represented not only by the synthesis of modern Western (European-American) culture and traditional Eastern (Korean), but also by the fact that in our time it has turned into a powerful locomotive of the entire South Korean economy, a kind of “dragon’s head”. The phenomenon of the “Korean wave” helps to raise the level of the image of South Korea as a prosperous country, and also visually demonstrates the modern South Korean culture to the world. The “Korean Wave” demonstrates to other countries in Asia and to the whole world in general that South Korea is not a periphery in our time, it is no longer a third world country, and it is as modern an urbanized country as most of the developed countries of the West, which has not only modernized its culture, but also spread it, and even managed to influence other countries and their cultures.