Translating and receiving Korean media: from Squid Game to Life on Mars

Arjun Appadurai1 argues that the polycentric dispersion of the contemporary media, technology, and financial flows has progressed. This claim for popular culture scholarship draws an attention to how producers, filmmakers, and distributors within the marginal media industry have been competing with globally dominant media counterparts. Recently, South Korean (hereafter Korean) media industry has been encouraging reconsidering the role of nation-state in transnational cultural flows as well as in regional media collaborations. Unprecedentedly, the Korean Wave triggered the Korean media industry to take the forefront in international media exchange.2 The Korean Wave has becomes an indication of a global-local interconnection of media in respect to production, distribution, and reproduction. On the whole, multilateral streams of the Korean media content evoke a proactive transformation of the Korean media industry. While the Korean media industry had been regarded as a peripheral system, today the Korean media have reached broader than ever in the international market and have strengthened the scope of media practices and commercial impacts. It is noted that the heyday of Korean popular culture is a sign of the resurgence of Asian media after the Hong Kong film boom during the 1980s and the early 1990s.

The Korean media in LA have come a long way to help Koreans adapt to American society and at the same time, to provide them with necessary information to understand current issues in Korea almost simultaneously. Also, as LA Koreatown is the largest Korean community overseas, the Korean media in LA play a crucial role to bridge the gap between the generations and between Korea and America. Even though, many Korean media tend to work in poor condition and lack of experienced employees compared to the mainstream media, they take responsibilities for immigrants who were usually exempted from the whitepredominant media by customizing the news and information for the Korean community. As of 2010, the Overseas Korean Foundation Support Act was enacted in Korea. Accordingly, the Act insures that the government supports overseas Korean media in a variety of fields with technical as well as financial support. In this context, despite of growing concerns about possible constriction of freedom of speech, the Korean media in LA definitely enter a new epoch.

This study examines the popularity of South Korean media in Eastern Europe as a case of cultural politics. Strong fandom and subcultural activities related to Korean media in this region show not only temporary cultural trends but also social changes and public aspirations in these countries. Media audiences use Korean popular culture as a way of expressing their visions of social and cultural construction different from western systems. Currently facing new crises and despair after transitioning from the breakdown of socialism, people in these countries actively seek alternatives to both Eastern European communist and capitalist western development. This politically motivated cultural practice of media use demonstrates a case of soft power that phases the cultural dimension of politics motivated by the people. As an empirical endeavour of conceptual framework of cultural politics, an ethnographic research, including field studies with in-depth interviews and the participatory observation of social media, was conducted in Romania and Hungary. This research finds that criticism of national politics and the hasty adoption of the western system are the starting points for fan groups that indulge in Korean media, which simultaneously depict traditional values and rapid development towards modernity. Fans of Korean media in this region show nostalgia and Korean dreams that disclose the collective desires and social consciousness of the people at present. This study identifies cultural politics as an exercise of soft power and driving forces for the popularity of Korean media in post-socialist Europe.

Based on ethnographic research in Nagaland, a north-eastern state in India, this article critically examines the engagement of Naga youth with Korean media focusing on its popularity, meaning-creation and negotiation, against the larger context of Indo-Naga political issues. Naga youth, denied time and space by the Indian mainstream media, have found in Korean media an alternative way to engage themselves. It also examines the complex process of reception of Korean media by the Nagas to re-negotiate the broader terrains of modernity, identity and national culture. The reception process also illuminates the political tensions between the centre and periphery and reflects the political status and identity of the Naga vis-à-vis the mainstream Indian identity. The tension between Naga nationalistic sentiments and de-indianization comes out in this transnational media engagement. And as they carve out an identity in this complex matrix from the local across the global, it is an expanded identity that is highly mediated with remnants of the memories of past injustices and struggles, an identity that goes beyond the borders of Nagaland.

Based on in-depth interviews with Vietnamese young adults in the Czech Republic who consume Korean media products on a regular basis, this study investigates how their diasporic contexts are reflected in the consumption of Korean media products. While participants quickly spotted cultural proximity as the reason for their preferences, the in-depth analysis further revealed that cultural proximity was particularly identified (a) when they devised a concept of the Asian family from the dialectic relationship among their family experiences, the represented family culture in Korean media, and the observed Czech family culture; (b) when they found their diasporic identity in the image of hardworking immigrants; and (c) when they highlighted their cultural tastes and valued their human capital in contrast to those of Czech people and other kinds of Vietnamese migrants.

This paper introduces the ongoing project, ‘Towards Diversity, Equality and Sustainability in Streaming: Translating British Media in Korea and Korean Media in the UK,’ supported by the Fund for International Collaboration and the Economic and Social Research Council in the UK. The project aims to increase the understanding of the reception and translation of Korean media in the UK and British media in Korea. In terms of tickets sold in both countries, British media in Korea and Korean media in the UK are still marginalized. This suggests that there is a lack of connection between the two media industries and a scarcity of research addressing the production, collaborative production and reception of media contents. In the age of streaming, over-the-top (OTT) and streaming platforms seem to be the most efficient way to introduce the Korean and British media content to audience groups in the other country. Therefore, focusing on streaming, this project brings together practitioners and stakeholders of media content industries and researchers from Film Studies, Fan Studies, and Translation Studies in Korea and the UK in order to explore ways to promote Korean and British media content in translation through streaming services with the goal of promoting mutual exchange and sustainable media industries in each country. It highlights the importance of translation which gives access to foreign culture, while at the same time it underscores the need to explore ways to promote local culture and local production in translation. The results of this project can be widely used in and applied to relevant industries which have to make daily decisions on what and how to promote and distribute media. They have ramifications on relevant scholarship and stakeholders of industries. In addition, while we live in the age of fast media, whereby audiences consume numerous media every day, i.e. through binge-watching, this project brings much attention to the matter of sustainability and it suggests how slow media can be a feasible alternative to fast media by, for instance, hosting a gathering for audiences of certain films or TV programs and making an archive of media produced in the past and rereleasing or reusing them.

This study quantitatively examined the portrayal of physician assistant (PA) nurses in Korean media by integrating text network analysis with latent Dirichlet allocation (LDA) topic modeling. A total of 3,564 news articles published by nine major Korean media outlets between 2020 and 2024 were analyzed. Content analysis was conducted using term frequency-inverse document frequency calculations, network centrality analysis, and LDA topic modeling to extract key terms, map discourse structures, and identify latent topics. The analysis identified four primary topics in Korean media discourse: "healthcare workforce expansion policies" (30.4%), "hospital clinical practice and operational management" (23.5%), "institutionalization of the PA nursing role" (17.8%), and "COVID-19 response and public health crisis management" (28.3%). High-centrality keywords included "hospital," "medical," "patient," "physician," "government," and "nurse," indicating that the discourse primarily focused on clinical settings. Topic modeling revealed a major shift from pandemic-centered coverage in 2020 to a focus on healthcare workforce policy and PA nurse institutionalization in 2024, coinciding with the passage of the Nursing Act. This study provides empirical evidence suggesting that the portrayal of PA nurses in Korean media discourse evolved from a peripheral regulatory issue to a central healthcare delivery solution, particularly in the contexts of workforce management, clinical practice, and crisis response. Our findings suggest that PA nurse institutionalization received broader attention when positioned as part of systemic healthcare improvements addressing concrete clinical needs. These results offer valuable insights for policymakers and administrators in framing and implementing workforce policy reforms.

Probably, the beginning of the pro-American trend in the development of Korean media was the editorial policy of the Korean media in the middle of the 20th century. This assumption is tested with the help of historical and typological analysis of the Korean mass media during the period of the American military administration in 1945-1948. In in the context of the media, a characteristic of the political situation of that period is given. A comparative descriptive method and a classification method were applied. Previously unpublished information about the structure, language, and style, circulation, audience, thematic focus of two newspapers, the most popular at that time in Korea, is presented. In addition, the most significant personalities in the field of journalism of the designated period are identified. This study not only provides an insight into the political situation and journalism of 1945-1948 but also draws attention to the origins of the long-term influence that the United States of America had on the ideological transformation of the Korean media. It was discovered that at first the American military administration in Korea guaranteed and supported freedom of the press, then an anti-communist policy was inspired and mainly pro-American publications remained in Korea. Thus, it is from the time when Korea was ruled by the American military administration that the Korean media has been favorable to the United States and negative to its opponents.

This study examines the challenging lives and roles of Jeju divers as independent modern women reflected in Korean media during the Japanese colonial era, by analyzing the articles in Maeil-shinbo, the only Korean newspaper at the time. Jeju woman divers were registered as UNESCO's Intangible Cultural Heritage of Humanity in 2016 and have great significance as a leading model in the beginning of modern Korean women. In previous studies, Jeju divers have been treated as a unique lifestyle and cultural construct formed in the special environment of the island region. However, they pursued a pioneering and progressive life despite the double oppressive structure of the colonial rule and the feudal tradition that restrained women. They became independent economic agents by enduring extreme labor in the dangerous environment of the deep sea, and also resisted power without being silent about the exploitation and oppression of the colonists. And through the organization of voluntary decision-making bodies, they themselves protected their rights and interests in economic activities.

Chapter 11 addresses Korea’s creative migration to the Chinese television industry, with the presumption that the rise and fall of these two nations’ collaborations can unveil recent dynamics in the East Asian media landscape. Sino-Korean media interactions can be discussed as the historical moment when human agents reimagined the boundary of spaces in the Information Age. Therefore, it elucidates interregional collaborations whereby Korean media players are employed as instrumental texts for negotiating cultural infusions and political conflicts in an interregional context. It explores several focal points, including the ways in which Korean media actors deal with conflicts and tensions with their regional partners. Based on in-depth interviews with five Korean media professionals who either collaborated with Chinese media companies or observed the process of Sino-Korean media production, it concludes that the spatial gravity of regionalization manifests Sino-Korean collaborations in reality show production.

In terms of leading innovation and growing economy in the world, South Korea has secured the highest position, which makes it the global centre for graphical revolution in areas of media and culture. In the words of honorary Research Scholar, Y. Kim in her book Routledge Handbook of Korean Culture and Society, “Digital Korea is not only about the growth of digital technologies but also digital culture and eventually the convergence of technology and culture”. This paper aims at exploring the digital diversity in Korean media, its evolution through eras as well as its contribution in sustainable revitalisation of Korean Cultural Heritage. Focal point of the research is the fast growing South Korean media, which has revolutionised the concept of globalisation. Throughout the years, this unique entertainment industry has created a space of expression such that it reaches and resonates with each kind of human mentality. Even after receiving recognition from around the world, Korean media has never re-modeled its cultural roots to adapt Western methodologies. This shows how South Korea concentrates on preserving their cultural heritage and strengthening their traditions and history, integrating modernised approaches to their media at the same time. This research is also extended to the influence this revolution has had internationally through social media commercialisation and increased the impact of the Korean wave or Hallyu.

This study compared newspaper frames of the 2013 Asiana Airlines crash in the three countries involved: the USA, Korea, and China. The results revealed distinct patterns of news coverage under the particular influence of national interests. The responsibility frame was the most frequently used, but the attribution of responsibility varied across the three countries. US newspapers overwhelmingly attributed the causation to pilot error, Korean media framed the causation as being open to multiple explanations, and Chinese newspapers were less likely to speculate about causation before the final official conclusion was reached. US and Korean media maintained a negative tone toward each other, while Chinese newspapers took a similar standpoint as the US media but were slightly less negative toward Korea. Further, divergence of news frames used across countries was associated with the different use of sources by different newspapers across countries. In particular, Korean media indicated reluctance to use US officials and a preference to cite alternative sources which offered diverse opinions regarding the attribution of responsibility. Finally, emotions of the crash stories varied by attributions of causation in Korean but not in the other countries’ news reports.

Racism has taken on subtle forms that are hard to notice unless given careful attention. In the era of globalization, interpreting racism becomes more complicated in that globalization intensifies both racist and anti-racist reactions. This article examines how racism in the global age has evolved into a subtler form. Using both frame analysis and critical discourse analysis, I examine the Korean media’s discourse around migrants in the past two decades (1990–2009). Findings show that the dominant attitude taken by the Korean media toward migrants has been positive, which is counter-intuitive considering Korea’s notorious ethnocentrism. However, a critical discursive approach reveals that these positive discourses have a variety of effects: they ironically ‘victimize’ and ‘objectify’ migrants, overlook the question of how to empower migrants, and reveal misunderstandings over what it means to embrace diversity. I conclude that in Korea, where the tension between globalization and nationalism is intense, racial prejudice becomes more disguised under the cliché of political correctness, such as the rhetoric of multiculturalism and diversity.

Purpose This study investigates the influence of media-driven expectations on customer experiences (CE) within Korean restaurants in Assam, India. It aims to understand how popular Korean media, especially dramas and food content, shape dining expectations and thereby impact customer satisfaction, perceived value (PV) and future behavioural intentions (BI). By focusing on both hedonic (emotional) and utilitarian (functional) values, the research seeks to unravel the mechanisms through which CE translate into loyalty. The study specifically addresses the growing popularity of Korean cuisine in Assam and explores how elevated expectations, fuelled by media and social influence, can affect the PV and intention to revisit these dining establishments. Design/methodology/approach The research employs a quantitative, cross-sectional design using structured surveys administered to 338 patrons across two Korean restaurants in Guwahati, Assam. Drawing on expectancy-disconfirmation theory and cognitive dissonance theory, the study constructs and tests a model linking CE, PV (both hedonic value, HV and utilitarian value, UV) and BI. Statistical analyses include mediation and moderation tests using bootstrapped regression and moderated regression analysis (MRA) to examine direct, indirect and interaction effects. Measures for customer expectations influenced by Korean media are mean-centred and included as moderators to explore how media-driven expectations alter the dynamics between experience and PV. The data analysis was performed in the open-source statistical software R. Findings Both HV and UV dimensions significantly mediate the effect of CE on BI, with UV showing a stronger mediating effect. Elevated customer expectations, shaped by exposure to Korean dramas and online food media, negatively moderate the link between CE and PV – reducing the positive impact of actual dining experiences. The study reveals that while emotional satisfaction (HV) is vital, practical aspects (UV) are more influential in fostering loyalty. The results underscore the risk of cognitive dissonance when media-inflated expectations are unmet, highlighting the necessity for balanced, realistic customer engagement strategies in cultural dining contexts. Research limitations/implications This research is constrained by its exclusive focus on Korean restaurants in Guwahati, Assam, which could limit the applicability of findings to other geographical locations or culinary contexts. The reliance on self-reported responses and a non-probability sampling approach may introduce bias and reduce the generalizability of results. Future studies are encouraged to examine broader or comparative contexts, employ probability sampling or utilize longitudinal designs to capture changes over time. Despite these limitations, the study advances understanding of the interplay between media-induced expectations, PV and loyalty in emerging international cuisine markets. Practical implications The results highlight how Korean media content, such as dramas and food-related reels, shape customer expectations and experiences in Korean restaurants. Practitioners should capitalize on these trends by integrating popular media references into marketing strategies, menu planning and ambience design to resonate with both hedonic and utilitarian customer preferences. Emphasizing staff training to meet heightened service expectations and balancing authenticity with local tastes can further enhance customer satisfaction and loyalty. These insights enable restaurant managers to improve service quality, foster repeat patronage and stimulate positive word-of-mouth in increasingly competitive dining environments. Originality/value This research fills the gap by exploring Korean restaurants owned and managed by non-Koreans in Northeast India, a context rarely addressed in scholarly literature. It provides novel insights into how the Hallyu Wave shapes culinary expectations and behaviour far beyond Korea. By empirically testing both mediation and moderation effects, the study contributes methodologically and theoretically – demonstrating the necessity to balance emotional and functional aspects of service. Its findings are valuable for restaurant managers seeking to leverage cultural trends without falling into the pitfall of overpromising. The paper offers actionable recommendations on aligning marketing communications, managing expectations and sustaining customer loyalty in an emerging market.

한국 미디어에 나타난 여성 외모담론 - 2000년부터 2017년 뉴스 기사의 비판적 담론 분석을 중심으로 -