The impact of the Korean cultural wave on the attitudes and practices of Pakistani youth

Authors

DOI:

https://doi.org/10.47264/idea.lassij/8.2.9

Keywords:

Korean cultural diffusion, Behaviour impact, Cross-cultural interaction, Hallyu, Hybridization, Korean wave, Social media and globalization, Youth engagement

Abstract

This study delves into the profound influence of Korean culture on the behaviour of young Pakistanis, particularly in Islamabad. Korean popular culture, with its pervasive presence in music, television shows, movies, and other forms of entertainment media, has captivated a global audience. Through commerce, social media, and globalisation, Korean cultural traits have permeated many countries, including Pakistan. However, previous research on the Korean wave has largely overlooked its behavioural consequences in favour of its economic and political components. This qualitative study focuses on young Pakistanis who have been exposed to Korean culture for at least two years. The results of a thematic analysis of ten in-depth interviews revealed that Korean entertainment's originality and aesthetic appeal resonate with a younger demographic. After engaging with Korean cultural goods, they are more likely to invest time and money into Korean cultural events. Additionally, young Pakistanis are influenced by Korean cultural norms and practices through this involvement, which leads to significant changes in their language usage, gender roles, and social behaviours.

References

Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13, 89-100. https://link.springer.com/content/pdf/10.1057/palgrave.jibs.8490539.pdf DOI: https://doi.org/10.1057/palgrave.jibs.8490539

Chang, P. L. & Lee, H. (2017). The Korean wave: determinants and its impacts on trade and FDI. https://medialit.massir.ir/wp-content/uploads/2022/01/korean-wave-2-1.pdf

Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the country-of-origin effect1. Journal of International Marketing, 2(2), 49-62. https://doi.org/10.1177/1069031X9400200204 DOI: https://doi.org/10.1177/1069031X9400200204

Howard, K. (2015). K-pop—the international rise of the Korean music industry. Ethnomusicology Forum, 24(2), 298–300. https://doi.org/10.1080/17411912.2015.1050428 DOI: https://doi.org/10.1080/17411912.2015.1050428

Kim, S. Y. (2016). The many faces of K-pop music videos: revues, Motown, and Broadway in Twinkle. The Journal of Popular Culture, 49(1), 136–154. https://doi.org/10.1111/jpcu.12382 DOI: https://doi.org/10.1111/jpcu.12382

Kim, S. (2007). Japanese diplomacy towards Korea in multipolarity: history and trend. Cambridge Review of International Affairs, 20(1), 159–178. https://doi.org/10.1080/09557570601155385 DOI: https://doi.org/10.1080/09557570601155385

Kim, S., & Tahira, I. (2022). The Korean wave in the minds of Pakistani students in Korea on JSTOR. Journal of Asian Sociology, 157. https://doi.org/27144073

Leuthesser, L., Kohli, C. S., & Harich, K. R. (1995). Brand equity: the halo effect measure. European Journal of Marketing, 29(4), 57–66. https://doi.org/10.1108/03090569510086657 DOI: https://doi.org/10.1108/03090569510086657

Messerlin, P. A., & Shin, W. (2013). The K-Pop Wave: an economic analysis. SSRN Electronic Journal, 12(4). https://doi.org/10.2139/ssrn.2294712 DOI: https://doi.org/10.2139/ssrn.2294712

Nathan, R. J., Soekmawati, Jeong, S. W. & Jin, B. E. (2023). K-wave fans and non-fans: cultural-specific and collection responses to Korean country and product image. International Journal of Business and Society, 24(2), 846–866. https://doi.org/10.33736/ijbs.5968.2023 DOI: https://doi.org/10.33736/ijbs.5968.2023

Nisbett, R. E., & Wilson, T. D. (1977). The halo effect: evidence for unconscious alteration of judgments. Journal of Personality and Social Psychology, 35(4), 250–256. https://doi.org/10.1037/0022-3514.35.4.250 DOI: https://doi.org/10.1037//0022-3514.35.4.250

Obermiller, C. & Spangenberg, E. (1989). Exploring the effects of country-of-origin labels: an information processing framework. Advances in Consumer Research, 16. https://scholar.google.co.uk/citations?view_op=view_citation&hl=es&user=g1SDzjgAAAAJ&citation_for_view=g1SDzjgAAAAJ:qjMakFHDy7sC

Ota, A. (2011). K-Pop Boom, A Source of Grief for Some. In Tokyo’s Korea town, harried locals bemoan the influx of music fans, and new business. Daily Yomiuri. http://www.yomiuri.co.jp/dy/national/T111016003267.html

Ozsomer, A. & Cavusgil, S. T. (1991). Country-of-origin effects on product evaluations: a sequel to Bilkey and Nes review. American Marketing Association, 269-278. https://link.springer.com/content/pdf/10.1057/palgrave.jibs.8490539.pdf

Pha, M. L., & Lhe, P. Q. (2022). The point of view of spreading the culture and habits of young people through Korean drama films. Journal of Asian Multicultural Research for Social Sciences Study, 3(1), 7–14. https://doi.org/10.47616/jamrsss.v3i1.225 DOI: https://doi.org/10.47616/jamrsss.v3i1.225

Ryoo, H. K. (2007). Interculturality serving multiple interactional goals in African American and Korean service encounters. Pragmatics. Quarterly Publication of the International Pragmatics Association (IPrA), 17(1), 23–47. https://doi.org/10.1075/prag.17.1.03ryo DOI: https://doi.org/10.1075/prag.17.1.03ryo

Ryoo, W. (2009). Globalization, or the logic of cultural hybridization: the case of the Korean wave. Asian Journal of Communication, 19(2), 137–151. https://doi.org/10.1080/01292980902826427 DOI: https://doi.org/10.1080/01292980902826427

Stigler, G. J., & Becker, G. S. (1977). De gustibus non-Est disputandum on JSTOR. The American Economic Review 67, 76-90. https://doi.org/1807222

Titiev, M. (1959). Introduction to cultural Anthropology. The University of California.

Touhami, B. & Al-Haq, F. A. M. (2017). The influence of the Korean wave on the language of international fans: case study of Algerian Fans. Sino-US English Teaching, 14(10). https://doi.org/10.17265/1539-8072/2017.10.004 DOI: https://doi.org/10.17265/1539-8072/2017.10.004

Winthrop, R. H. (1991). Dictionary of concepts in cultural Anthropology. Greenwood.

Published

2024-09-30

How to Cite

Khalid, R. (2024). The impact of the Korean cultural wave on the attitudes and practices of Pakistani youth. Liberal Arts and Social Sciences International Journal (LASSIJ), 8(2), 167–185. https://doi.org/10.47264/idea.lassij/8.2.9

Issue

Section

Research Articles | Original Research

Similar Articles

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 > >> 

You may also start an advanced similarity search for this article.