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p-Index From 2020 - 2025
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All Journal Devotion: Journal of Research and Community Service Jobmark: Journal of Branding and Marketing Communication
Safira, Btari Anya
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Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Consuming Korea: Global Branding and Soft Diplomacy from the Lens of K-Drama Cyber Travelers Safira, Btari Anya; Badaruddin, Muhammad
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i1.69

Abstract

South Korea’s popular culture has been globalizing massively through various channels. Popular culture becomes a giant magnet that attracts global consumers to enjoy South Korea. Particularly by consuming k-drama, foreign consumers can expand their experience by doing internet-based-imaginary travel to South Korea’s landscape and daily cultures. This phenomenon is suitable for what we discuss later as the concept of cyber traveling. Departing from that point, this research focuses on South Korea’s global branding and soft diplomacy by analyzing k-drama’s cyber traveling experience by Indonesian consumers. We are using phenomenology as the main method, while in-depth interview, observation, and open-source document research are used as data collecting methods. This research found that k-drama consumption was able to facilitate cyber traveling that contributes significantly to South Korea’s global branding and soft diplomacy as a form of cultural globalization.
Resisting Patriarchy through Pop Culture: Stereotypes of Korean Women in a Global Perspective Safira, Btari Anya
Devotion : Journal of Research and Community Service Vol. 5 No. 5 (2024): Devotion: Journal of Community Service
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i5.726

Abstract

Korean dramas have made significant strides in gender representation in the past decade. However, South Korea continues to grapple with the deeply ingrained roots of misogyny and patriarchy. The study aims to explore how Korean women challenge stereotypes through pop culture of Korean women in a global perspective. The research employs a qualitative approach following Lawrence W. Neuman's framework, aiming to explore the underlying mechanisms and reasons behind the phenomenon. Through this approach, the research seeks to provide a nuanced understanding of how Korea's dramas contribute to the evolving discourse on gender roles in the globalized world. Specifically, the study examines how South Korean women confront stereotypes, particularly through the medium of Korean drama. The results of this study reveal that, despite the complexities within these narratives, Korean women continue to struggle with the challenge of capturing the full spectrum of female realities. In addition, the analysis reveals that women's experiences in Korean drama are shaped by a combination of relatable themes and an engaged audience, paving the way for Korean drama to act as powerful agents of social change, subtly dismantling long-held stereotypes via captivating storytelling.
Co-Authors Muhammad Badaruddin