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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2004.9
- 수록면
- 51 - 66 (16page)
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The emerging Asian market of Korean broadcasting programs is pushing forward a new phase of cultural marketing. The Korean trend in Asia brought issues such as cultural proximity, and the issues have been analyzed by structural analysis. This article suggests which kind of program Asians adopt as the favorites based on the factors of cultural proximity. The results shows that Korean programs satisfy Asian emotional needs as being easy to assimilate to similar life styles, cultural proximity and expressiveness. The preference of Korean programs shows that Asians express sympathy for Asian culture frames including family morals, high morality, love and sacrifice. Additionally, as a case study this paper analyzes the story line of the most favorite Korean programs in Asian using five categories: harmony, tension, compromise, participation and agreement. The result of the case study showed that Asian people have a similar culture frame and they like stories dealing with love, harmony oriented stories, stories with tension in daily life, low participation and the agreement and reinforcement with their traditional values.
목차
INTRODUCTION
ASSESSING FACTORS OF CULTURAL PROXIMITY BASED ON CLOSE-TO-REALITY COMMUNICATION PROCESS
KOREAN PROGRAM TRADE AND THE TYPE OF PROGRAMS IN ASIAN MARKET
CASE STUDY: FOCUSING ON THE STORY LINE OF TOP-RATED PROGRAM IN ASIAN MARKET
DISCUSSION AND CONCLUSION
NOTES
REFERENCES
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UCI(KEPA) : I410-ECN-0101-2013-331-001711621