the influence of korean wave on hong kong and the analysis of its success group 91 1155030452 chung...
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THE INFLUENCE OF KOREAN WAVE ON
HONG KONG AND THE ANALYSIS OF ITS
SUCCESS
Group 911155030452 Chung Pui Lam
CONTENT 內容Content
1 Introduction 簡介2 Literature review 文獻3 Questionnaire 問卷調查4 Methodology 方法5 Result 結果6 Analysis 分析7 Strength and Limitation 強項與不足8 Discussion 討論9 Future Implication 未來方向
INTRODUCTION
http://www.youtube.com/watch?v=9bZkp7q19f0 Gangnam Style – PSY
INTRODUCTION
• 2001: Yi Jong-hwan, Dong-aIlbo from Beijing “No End in Sight for the Korean Wave in China”
• The flow and spread of Korea• Rising popularity of Korean popular culture (Lee, 2011)
Definition of Korean Wave
• A surge in the international visibility of Korean culture beginning in East Asia in the 1990s
• Continuing more recently in U.S., Latin America, the Middle East, and parts of Europe (Revina, 2009)
• the Korean Wave as "the growing popularity of all things Korean, from fashion and film to music and cuisine (Nye, 2009)
• Korean Wave fan clubs: several million members drawn from all over the world (Jung, 2011)
Getting popular in the world
2000’sKorean TV
drama (Daejanggrum,
Full House)+ K-Pop (Rain,
Boa)
Late 2000sK-Pop bands (Big
Bang, Super Junior)
2011K-Pop YouTube view: 1billion
markConcert, fans
meeting, showcase
DEVELOPMENT OF KOREAN WAVE IN HONG KONG
K-Drama, K-Pop other aspects of Korean culture e.g. K-Food, Electric products, variety show, cosmetic products, clothing, tourism
DIFFERENT ASPECTS OF SOUTH KOREAN CULTURE
Korean clothing
Korean cosmetic product
Korean food
Korean electric product
Korean entertain
ment
LITERATURE REVIEW1. History and development of Korean Wave (Hae-Joang, 2005) • 1st wave: Asian countries• China & Japan Taiwan, Hong Kong• 2nd wave: other continent • Korean music & drama films, food and fashion. • a catalyst for curiosity about Korean culture and Korea itself• Esp. Korean dramas: an important bridge for the different
countries to encounter Korean culture (Lee, 2011)• Target audience:
middle-aged and older women males and females in teens and 20sgender ratio: majority of women (Yang, 2012)
• 1. Technological superiority of Korean production (Lee, 2012)
• 2. Engaging and touching plot (Park, 2001)• 3. Racial proximity e.g. shared norms of beauty,
sense of Asianness (Kim, 2007)• 4. Physically appealing cast • K-Pop Korean television serials, films and games
2. Reasons of popularity
• 1st wave: TV, CDs, DVDs• 2nd wave: social network services e.g. YouTube,
3. Ways of expansion
• A tool of soft power• A tool of soft power• trendy entertainers, new technology, and the
image of contemporary South Korean lives through dramas and movies
• enhancement to the national image of Korea• Led to a surge in sales of Korean industrial
products• Increased interest in Korean tourism resources
(Kim, Kim, Agrusa, Lee, 2012)
4. Promotion of the government of South Korea
METHODOLOGY
Quantitative Cross-sectional studySelf-administrated questionnaireSample Size: 179Target: Teenage (16-25)Method: Snow-ball sampling (Facebook) for exploratory purpise
RESULT – DESCRIPTIVE ANALYSIS
男25%
女75%
性別
男 女
16-1816%
19-2162%
22-2421%
>251%
年齡
16-18 19-21 22-24 >25
RESULT – DESCRIPTIVE ANALYSIS
中學5%
大專91%
碩士或以上4%
教育程度
中學 大專 碩士或以上
<$100031%
$1001-200033%
$2001-300021%
$3001-400015%
收入
<$1000 $1001-2000 $2001-3000 $3001-4000 >$4000
INFLUENCE OF KOREAN WAVE IN HK - FOOD
1 非常不同意1%
241%
336%
414%
5 非常同意7%
3. 韓國的飲食對香港的影響很大
Strongly agree/agree
40%
Neutral 35%
Strongly disagree/disagree
25%
INFLUENCE OF KOREAN WAVE IN HK -ENTERTAINMENT
1 非常不同意1%
28%
311%
447%
5 非常同意33%
4. 韓國的影視娛樂對香港的影響很大
Strongly agree/agree
80%
Neutral 11%
Strongly disagree/disagree
9%
1 非常不同意26%
224%
319%
413%
5 非常同意17%
29. 我會因為 K-pop 而減少留意本地音樂。
1 非常不同意21%
229%
316%
418%
5 非常同意
16%
28. 我會因為韓國電視節目而減少收看香港電視節目。
1 非常不同意
26%
239%
326%
47%
5 非常同意2%
30. 我會因為韓國電影而減少留意香港電影。
HK TV HK Music HK film
Strongly agree/agree
34% 30% 9%
Neutral 16% 19% 26%
Strongly disagree/disagree
50% 51% 65%
INFLUENCE OF KOREAN WAVE IN HK –CLOTHING &COSMETIC PRODUCTS
1 非常不同意3%2
7%3
7%
443%
5 非常同意39%
5. 韓國的衣著及化妝品對香港的影響很大Strongly agree/agree
83%
Neutral 7%
Strongly disagree/disagree
10%
Strongly agree/agree
49%
Neutral 11%
Strongly disagree/disagree
40%
1 非常不同意
23%
217%
312%
435%
5 非常同意14%
11. 我有使用韓國品牌的化妝品或護膚品。
INFLUENCE OF KOREAN WAVE IN HK –ELECTRIC PRODUCTS
1 非常不同意2% 2
12%
322%
439%
5 非常同意25%
6. 韓國的電子產品對香港的影響很大
Strongly agree/agree
64%
Neutral 22%
Strongly disagree/disagree
14%
1 非常不同意16%
227%
324%
424%
5 非常同意8%
21. 我會購買韓國品牌的手提電話
Strongly agree/agree
32%
Neutral 25%
Strongly disagree/disagree
43%
2. 你現在從那些途徑了解到韓流的資訊? Ways
1. Internet
2. TV
3. Friends
4. Advertisement
5. Newspaper
6. Radio
電視節目25%
廣告12%
電台2%報紙
9%朋友口中
22%
網上31%
8. 你為甚麼會留意韓國的衣著文化?價錢 , 22.4%
質素 , 38.4%
明星效應 , 30.4%
款式 , 84.8%
受歡迎 , 17.6%Reasons:1. Outlook 84.8%2. Quality3. Celebrity
effect4. Price5. Popularity
價錢30%
質素42%
明星效應9%
款式10%
受歡迎9% Reasons:
1.Quality 42%2.Price 30%3.Outlook4.Celebrity effect
& Popularity
12. 你為什麼使用韓國品牌的化妝品或護膚品?
20. 你為什麼選擇韓國出產的電子產品?
價錢21%
質素35%
明星效應7%
款式25%
受歡迎11% Reasons:
1.Quality 36%
2.Outlook 25%
3.Price 21%
4.Popularity
5.Celebrity effect
26. 你為甚麼會留意韓國的影視娛樂 ?
題材廣泛17%
藝人質素25%
內容創新24%
拍攝手法16%
朋輩影響18%
Reasons:1.Quality of celebrity
25%
2.Creativity 24%
3.Peer Influence 18%
4.Diversity of topics 17%
5.Filming 16%
DATA ANALYSIS: RELIABILITY
Reliability Test Cronbach’s Alpha
Clothing 0.735
Cosmetic product 0.469
Food 0.441
Electric products 0.848
Entertainment 0.786
DATA ANALYSIS: COMPARED BY GENDER
≦0.05 significance
relationship
Clothing P<0.001 Female>maleCosmetic products
P<0.001 Female>male
Food P=0.918Electronic products
P=0.593
Entertainment
P<0.001 Female>male
DATA ANALYSIS: COMPARED BY AGEClothing P=0.601Cosmetic products P=0.512Food P=0.083Electronic products P=0.674Entertainment P=0.983
≦0.05 significanceX relationship
DATA ANALYSIS: COMPARED BY INCOME
≦0.05 significance
X relationship
Clothing P=0.674
Cosmetic products P=0.361
Food P=0.908
Electronic products P=0.266
Entertainment P=0.304
DATA ANALYSIS: PERCEPTION, PERSONAL BEHAVIOR Clothing & Cosmetic product
P< 0.001
Electric product P<0.001Entertainment P<0.02Food P<0.001
DISCUSSION 1: GENDER DIFFERENCE
Items Male FemaleClothing X care
Comfortable Dress-upTrendyStyles: sexy, cute, OL etc
Cosmetic products X make up Make upAttractive outlook
Entertainment Variety ShowX K-Drama& K-Pop
Fantasy
Food & electric products
Focus more on quality and price
DISCUSSION 2: X SIGNIFICANT RELATIONSHIP (AGE &INCOME)1. Age• mainly teenagers
2. Income• don’t need much money• similar price level
DISCUSSION 3: HERD BEHAVIOR
Erikson’s stages of psychosocial development
13-19 years Identity (Peers, Role Model) Social relationship (Erikson, 1968)
Great influence
(peer &media influence)
Trend
Follow(peer
relationship, self-esteem)
Do
ANALYSIS OF ITS SUCCESS
1. Various ways of dissemination • TV• Internet• Friends• Advertisement 2. Promotion by the government• Soft power• Financial assistance • Travel ambassador: celebrity
ANALYSIS OF ITS SUCCESS
3. Marketing strategy• Specific target group• e.g. K-Pop: teenagers, K-Drama: teenagers
&middle-aged • K-entertainment other Korean culture
4. Tense Competition • Competition improve quality• Many brands
INSIGHTS GENERATED FROM THE SURVEY
1. Promotion methods
• Various ways• Outlook
2. More government support
• Financial assistance• Education• Venue
3. Intrinsic competition• Open up the market
4. Training/Education• Undergraduate programme/ courses• Scholarship (increase motivation) • Internship (local and foreign company)
STRENGTH AND LIMITATION
1. Inadequate sample - less than 200 subjects
2. Reliability and validity- X pilot test- X validation test for questionnaire
STRENGTH AND LIMITATION
3. Representativeness- Facebook friends: general background x represent a more general population
4. Imbalanced gender ratio1:3 (Male: Female) Reasonable: Females Korean Wave
REFERENCE
oErikson, E. H. (1968). Identity: Youth and crisis (No. 7). WW Norton & Company.
oHae-Joang, C. (2005). Reading the ‘Korean wave’as a sign of global shift.Korea Journal, 45(4), 147-182.
oJung, S. (2011). K-pop, Indonesian fandom, and social media.Transformative Works and Cultures, 8
oKim, Jeongmi. 2007. “Why Does Hallyu Matter? The Significance of the Korean
oKim, S., Kim, M., Agrusa, J., & Lee, A. (2012). Does a food-themed TV drama affect perceptions of national image and intention to visit a country? An empirical study of Korea TV drama. Journal of Travel & Tourism Marketing,29(4), 313-326
oLee, S. (2012). The structure of the appeal of korean wave texts. Korea Observer, 43(3), 447-469. Retrieved from http://search.proquest.com/docview/1268144643?accountid=10371
oLee, S. J. (2011). The Korean Wave: The Seoul of Asia. The Elon Journal of Undergraduate Research in Communications, 2(1), 85-93.
REFERENCE
oNye, J. S. (2009). South Korea’s Growing Soft Power. Project Syndicate, November, 10.
oRavina, M. (2009). Introduction: Conceptualizing the Korean Wave.Southeast Review of Asian Studies, 31, 3-9
oWave in South Korea.” Critical Studies in Television 2 (2): 47-105.
oYang, J. (2012). The Korean Wave (Hallyu) in East Asia: A Comparison of Chinese, Japanese, and Taiwanese Audiences Who Watch Korean TV Dramas. Development and Society, 41(1), 103-147.
oYi, J. H. (2001). Jungguk-ui ‘hallyu’-neun meomchuji anneunda. No End in Sight for the Korean Wave in China). Dong-a Ilbo, February, 12.