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Vol.27, No.0, 17 ~ 27, 2010
Title
Cultural Ideologies and Mythological Structure of Hallyu
박장순 Park Jang-soon , 변동현 Byun Dong-hyun
Abstract
The debate is recently heated why the Hallyu(The flow of Korean culture into foreign countries) boom has been declining year by year. According to the government statistics which has been compiled since 1995, the amount of TV drama export occupying about 90% of the whole TV contents export`s amounts started decreasing in 2006. The rate of export growth of broadcasting contents also drastically decreased in the second half of 2000`s, to be only one fifth of the first half of the 2000`s. What is the fundamental cause of the sharp downturn of Hallyu phenomenon? This study intends to explicate the cause in the light of the cultural ideology perspectives and the antagonistic relationships of cultural imperialism and cultural pluralism. This study argues that the dual meaning of the coined word `Hallyu` comes from the cultural ideologies in the relationship of binary opposition, and examines closely the relationships between the cultural ideologies and pro/anti-Hallyu through the mythological structure theory. Based on the concept of Levi-Strauss` mythological structure, this study finds that there aroused dual meaning of `reject`(negative) and `acceptance`(positive) of `Hallyu` phenomenon in the mind of foreign people. It is argued that Hallyu phenomenon could be explained by the ideological theories of cultural imperialism and cultural pluralism, and these ideologies are the fundamental cause of pro-Hallyu and anti-Hallyu. In short, cultural imperialism ideology lies behind the anti-Hallyu(寒流), and cultural pluralism ideology lies behind the pro-Hallyu(韓流) trends in foreign countries.
Key Words
한류, 문화다원주의, 문화제국주의, Hallyu, cultural imperialism, cultural pluralism,
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