Beyond Boundaries: Forging New Pathways for Korean Communication Research

Beyond Boundaries:Forging New Pathways for Korean Communication Research Do Kyun David Kim and Yeonsoo Kim South Korea was perhaps first known to the world due to the Korean War, although the awareness of the Korean War in Western countries, particularly in the United States, has been characterized by the term "Forgotten War" (Cumings, 2010). Despite its significance in global geopolitics and the lasting division of the Korean Peninsula, the Korean War often takes a backseat in Western popular historical consciousness when compared to more extensively covered conflicts like World War II or the Vietnam War. This limited recognition can be attributed to several factors, including the relatively short duration of the war, the absence of a clear-cut victory, and the overshadowing of its history by subsequent events like the Cold War (Stueck, 2010). However, many communities and countries outside South Korea have Korean War memorials, which make at least Korean War veterans keep South Korea in their memory. In fact, much communication research on the rhetoric of public spheres has explored the Korean War or the Korean War memorials in the context of public memory (e.g., Aden, 2018; Choi, 2014). Another significant milestone that the global community acknowledges in the modern history of South Korea is the rapid economic growth of South Korea during the latter part of the 20th century. During this era of rapid economic growth, one of the primary sectors backed by the South Korean government was the electronics industry, which produced household appliances and mass media like television, radio, portable audio, and similar items. This line of industrial development laid the foundation of South Korea's world-leading internet and mobile technologies, which have contributed to the global dissemination of Korean pop culture in the 21st century. From the beginning of the 21st century, Korean television drama series began to receive notable attention from global audiences, particularly in Asia, the Middle East, and Africa. Responding to the trend, many media and communication research articles were published by not only Korean End Page 1 scholars but also academics from various countries worldwide (Kim et al., 2009). Prior to the global spread of Korean popular culture, Asian popular culture outside of Asia was primarily represented by Japanese manga and films created in Hong Kong. However, the skyrocketing international popularity of various Korean pop culture products, including television drama series (soap operas), movies, and online games, captured the attention of the public in Western countries as well. A K-pop bomb exploded in the early 2010s. "Gangnam Style" became a massive sensation in the United States and worldwide, creating a cultural phenomenon. The song and its music video were released by South Korean artist Psy in the summer of 2012 and gained global attention and popularity in late 2012 and early 2013. Its infectious tune and repetitive lyrics made it easy for all people to sing and dance along, regardless of language barriers and different nationalities. The "horse-riding" dance moves featured in the music video, especially, became a viral sensation on dance floors and at parties across the country. Social media played a pivotal role in its success, as the music video quickly garnered billions of views on platforms like YouTube. As a result, Psy made appearances on American television shows and performed at major events like the MTV Video Music Awards. Despite being sung primarily in Korean, "Gangnam Style" demonstrated the power of music and dance to transcend language barriers and connect people from different cultures. It showcased how the internet and social media could rapidly propel a piece of content to global stardom, leading to countless parodies, flash mobs, and dance challenges (Jones, 2013). While the initial fervor around "Gangnam Style" eventually subsided, its legacy endures as a symbol of the global reach and influence of music and internet culture. It also paved the way for more international artists to find success in the United States and around the world, contributing to the globalization of pop music (Lee, 2015). Currently, the globalization of Korean pop culture, often referred to as the "Hallyu," or Korean Wave, encompasses various cultural elements, including K-pop music, Korean television dramas (K-dramas), movies, fashion, and cuisine. One...