신 한류의 동유럽 수용과 문화 정체성 확산의 작은 정치

초록

These days, strong fandom of Korean media and popular culture isconsolidating in diverse countries in Eastern Europe. Sudden popularity ofSouth Korean media and pattern of media reception in East Europe connote notonly cultural trend but also social and political implications. Post-socialistcountries have experienced struggle and despair in the process ofindustrialization both under communism and market economy. Since 1989,Eastern European countries have integrated into the West. These countriespresently all face a new challenge due to economic crisis and social problems andsearch for new alternative. Media reception discloses one way of organizingpeople’s collective desire. The sudden rise of Korea media in Eastern Europeimplies people’s desire and interests. When people Eastern Europe encounterproblems and crisis coming both from internal politics and external influence,they see a new option in forming cultural identity from South Korean media. Korean media fans in Eastern Europe illustrate unique pattern of receivingmedia compared to audiences in other societies having strong socialconsciousness and political motivations. This study conducted a field study inRomania and Hungary for eight months in 2013. This ethnographic studyillustrate uniqueness in receiving and interpreting South Korean media inrelation to cultural process of forming post socialist nations as well as possibilityof restructuring cultural power in the international realm that has beendominated by the West.

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