VIETNAM NATIONAL UNIVERSITY, HANOI INSTITUTE OF VIETNAMESE STUDIES AND DEVELOPMENT SCIENCES ----------------------------------------------------- KIM MIN JUNG STUDY ON HANLYU IMPACT TO VIETNAMESE TEENAGERS’ AWARENESS OF KOREA IMAGE MASTER THESIS Major: Vietnamese Studies Hanoi - 2012 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS PRELUDE. Matter bring-up and study context. Study purpose and constitution of the thesis. OBSERVATION OF ARGUMENT .1 Observation of arguments on national image .1 Definition of national image concept .2 Major study standpoints on national image .3 Receiving Korean mass culture and stages to form awareness/affection for Korea image.2 Observation on argument on culture development .1 Opening of cultivation theory .2 Standpoints of studies on cultivation theory.
Strong-effect standpoint .3 OBSERVATION ON HANLYU IN VIETNAM .1 Vietnamese media situation .2 Forming and expansion of Hanlyu in Vietnam. 33 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.1 Television Soap Drama .3 Hanlyu impacts Vietnamese teenagers‟ taste .1 Study matter and study theory.2 Definition of operation of study method .2 In-depth interview .3 Order of investigation .1 Collection of documents and study subjects. Investigation/survey study. In-depth interview study.2 Demography statistics of interviewees.
Investigation/survey study. In-depth interview study.1 Investigation/survey result .1 Verification of reliability. 51 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.2 Satisfaction extent of Hanlyu culture content and affection extent for Korea image .1 Situation of receiving mass culture .2 Affection for mass culture by country.3 Situation of approaching Korean mass culture .4 Hanlyu and Korea image .2 Study result of in-depth interview study .1 Process of receiving Korean mass culture .2 Korean mass culture.3 Korean mass culture effect. Argument and summary of study result.
Policy recommendation for Hallyu‟s continuous development in Vietnam. 128 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com INDEX OF TABLE [Table 2.1] Gender and education of interviewees .2] Summary of in-depth interviewees .1] Time spent for watching TV .2] Time spent for using Internet.3] Satisfaction level of cultural life .4] Problems of cultural life .5] Frequency of watching television movie .6] Transmittance means to watch television movie .7] Affection for television soap drama by country .8] Frequency of watching cinema movie .9] Transmittance means to watch cinema movie .10] Affection for cinema movie by country .11] Frequency of listening to popular music .12] Transmittance means to listen to popular music .13] Affection for popular music by country .14] Interest extent in Korean mass culture .15] Satisfaction extent of Korean TV movie (General standard) .16] Most impressive Korean TV movie .17] Best constituted elements of Korean TV movie. 61 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.18-1] Comparsion between Korean and Vietnamese TV movies (Theme/topic) .18-2] Comparsion between Korean and Vietnamese TV movies (content flow/pace) .18-3] Comparsion between Korean and Vietnamese TV movies (dubbing) .18-4] Comparsion between Korean and Vietnamese TV movies (OST)) .18-5] Comparsion between Korean and Vietnamese TV movies (looks/fashion of actors) .18-6] Comparsion between Korean and Vietnamese TV movies (acting) .18-7] Comparsion between Korean and Vietnamese TV movies (background/atmosphere) .18-8] Comparsion between Korean and Vietnamese TV movies (Shooting technique/Special effect).18-9] Comparsion between Korean and Vietnamese TV movies (General standard).19] Problems in using Korean TV movie .20] Satisfaction extent of Korean cinema movie (General standard .21] Most impressive Korean cinema movie .22] Best constituted elements of Korean cinema movie.23-1] Comparsion between Korean and Vietnamese cinema movies (Theme/Topic) .23-2] Comparsion between Korean and Vietnamese cinema movies (Content flow/pace). 66 5 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.23-3] Comparsion between Korean and Vietnamese cinema movies (Dubbing) .23-4] Comparsion between Korean and Vietnamese cinema movies (OST) .23-5] Comparsion between Korean and Vietnamese cinema movies (Looks/Fashion of actors) .23-6] Comparsion between Korean and Vietnamese cinema movies (Acting) .23-7] Comparsion between Korean and Vietnamese cinema movies (Background/Atmosphere).23-8] Comparsion between Korean and Vietnamese cinema movies (Shooting technique/Special effect).23-9] Comparsion between Korean and Vietnamese cinema movies (Director) .23-10] Comparsion between Korean and Vietnamese cinema movies (General standard).
68 [Table 24] Problems in using Korean cinema movie .25] Satisfaction extent of Korean popular music (General standard) .26] Reasons for loving Korean popular music .27] Favorite Korean singers .28] Best constituted elements of Korean popular music .29-1] Comparsion between Korean and Vietnamese popular music (looks) .29-2] Comparsion between Korean and Vietnamese popular music (singing capability). 71 6 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.29-3] Comparsion between Korean and Vietnamese popular music (melody/rthym) .29-4] Comparsion between Korean and Vietnamese popular music (genre/style) .29-5] Comparsion between Korean and Vietnamese popular music (lyric).29-6] Comparsion between Korean and Vietnamese popular music (dance).29-7] Comparsion between Korean and Vietnamese popular music (fashion/accessories) .29-8] Comparsion between Korean and Vietnamese popular music (music video) .29-9] Comparsion between Korean and Vietnamese popular music (general standard).30] Problems of Korean popular music .31] Vietnamese interest in TV movie/cinema movie .32] Sympathy of comprehensive contens of TV movie/cinema movie .33] Looks and acting/singing capability of famous actors/singers .34] High standards for TV movie/cinema movie/video clip production technique .35] TV movie/Cinema movie helps viewers understand lives of many social classes .36] Whole family can enjoy altogether .37] Contents of TV movie/cinema movie are interesting. 75 7 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.38] Special theme/topic.39] Director/Producer of TV movie/cinema movie‟s capabilities are far better .40] Competitiveness of TV movie/cinema movie is rather high .41] General affection extent.43] Help to change moods .44] No unreasonable points in content in general.45] Good content and message .49] Beautiful picture or music .51] Exerting varied affection .53] Can enjoy freely.54-1] Intention to using Korean mass culture contents afterward? (TV movie) .54-2] Intention to using Korean mass culture contents afterward? (cinema movie). 80 8 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.54-3] Intention to using Korean mass culture contents afterward? (popular music).55] Awareness of Hanlyu.56] Awareness of counter-Hallyu (Protest Hallyu/Hate Hallyu) .57-1] Korean mass culture contents and its connection with Korea image (the investigated) .57-2] Korean mass culture contents and its connection with Korea image (people around) .57-3] Korean mass culture contents and its connection with Korea image (Vietnamese) .62] Interest exent in Korean history .63] Interest extent in Korean politics .64] Interest extent in Korean society.
91 9 LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Matter bring-up and study context In the past 15 years, Korean mass culture phenomenon centered by popular music and television movies has spread out to not only Asian countries such as China, Taiwan, Japan, Vietnam, Thai Lan, etc. but also to countries of North America, Europe, South America and Middle East. Simultaneously, cultural products originating from Korean family products such as travelling, food, fashion, etc.
are also loved. The phenomenon is named by the press as Hanlyu. Hanlyu helped to form and increase affection for Korea image worldwide [50; 63; 3; 56; 85; 57]. Basically, the forming and transforming a national image must be accumulated in a long period of time.
However, Hanlyu is an exception. It transformed Korea image positively within a very short period. Accordingly, Hanlyu is significant to understand deeply impacts made to a national image. However, during the time, discussion about Hanlyu majorly based on popular media and outcome of such discussion only specified that the pre-eminence of Korean culture is cultural products with enormous economic benefits and accordingly, strengthening Hallyu will increase and enlarge competitiveness [39].
After its success peak of “The Winter‟s Sonate” and “Dae Jang Keum” in 2000, for a certain following period Hanlyu did improve marginally. In that context, the Korean Government and enterprises carried out studies on forecast and development of Hanlyu. In the past 10 years, according to Son Seung Hye‟s [86] analysis of overall trend of Hanlyu-related studies, 80% of these only mention policy recommendation to enlarge Hanlyu in terms of tourism/economy/business, and half of them are based on foreign user studies and observation from specific countries/regions. Further, all the studies only focus on Japan and China.
Scholars put forward various arguments, analysis and 10 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com criticism on Hallyu [47; 92; 93; 61; 38], however, after 2006, there have not been many in-depth studies using factual verification method developed. Korean, upon talking of Hanlyu in Asia, normally focus their interest on Hanlyu in Japan and China (including Hong Kong and Taiwan) and consider those as representatives of the whole Asia region. This is because of the Korean market value in these two countries as well as the close connection of them with Korea in terms of history and politics. The South East Asia is also mentioned in “Asia” conferences and among the 10 countries in the region, Vietnam is the only one mentioned in all of the conferences.
Vietnam and Korea, after establishment of diplomatic relationship in 1992, have been maintaining, co-operating in promotion/expansion in various fields including economy, politics, trade, culture, etc. Along with this fact, the important role of Korean mass culture in reinforcing the two‟s relationship is undeniable. Korean television movies have been broadcast continuously in Vietnam since 1997, attracted great interest and broadcast in every televisions from central to local levels. Thanks to that, Vietnamese‟s awareness of Korean cultural/economic goods has been materially increased [13].
And, according to a survey of television movie viewers, the rate of Vietnamese who are interested in Korean popular music, cosmetics, fashion, food, goods, language or study has also grown up [12;10;7]. Particularly, in recent years, in many localities of Vietnam, the number of Vietnamese women who want to marry Korean men has surged, emphasizing the great effect of Korean movies. In accordance with the source of the Korean Department of Statistics, in 2000, the number of Vietnamese women marrying Korean men was only 77. However, the number was 11 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 5,822 in 2005 and 7,636 in 2011 (totally, there were 59,898 in 2011) 1.
The main reason behind the fact is increase of Vietnamese‟s awareness of Korea image and affection for Korea/Korean people. In South East Asia countries including Vietnam, there are not many studies on the process of forming and enlarging Hanlyu except for a few such as “Study on the process of receiving and enlarging Korean culture in South East Asia” of Lee Jin Soek and colleagues [65] or “Assessment and comparison analysis of Hanlyu in East Asia” of Sin Yoon Hwan [85]. These studies do not solely focus in Vietnam but also analyze/summarize Hanlyu in East Asia countries. Therefore, they cannot provide in- depth understanding on the effect of Hanlyu, Korean television movies in particular, in Vietnam.
The first study on the process of forming and enlarging of Hanlyu in Vietnam is undertaken by Lee Han Woo [62]. However, given the study only refers to certain journalists‟ analysis and interview of few Korean people living in Vietnam, its outcome is only a preliminary introduction of Hanlyu in Vietnam. “Study on awareness of Korean television movies in Vietnam” of Kim Young Chan [55] is the latest study on Hanlyu effect to Vietnamese. The author used simultaneously various study methods including questionnaire, interview and observation and more importantly, the study specifies that positive awareness of Korean people/Korea is formed due to effect of Korean television movies.
Moreover, given most of the study‟s subjects are Korean language student, outcome of the study could be popularized. Other studies in Vietnam [12;1-;7] do not use the factual verification method but only assess Hanlyu in Vietnam by visual affection. In summary, up to now there are just a few studies specifying the on-going impact of Hanlyu in Vietnam. Notwithstanding that, as Kim Young Chan said: “Given the 1 Korea Department of Statistics (http://kosis.kr/nsikor/view/stat10.do) 12 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com consumption of Hanlyu through each intermediary, each consumer, each period, each Asian country is different, it is essential that factual verification study should stick to receivers and media society of each individual country to specify the overall impact of Hanlyu in terms of industry, economy and culture.