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Abstract ▼ AI-Helper

This article proposes four theoretical investigations necessary for understanding Hallyu consumptions observed in the world beyond East Asia. (1) Liberating the East Asian identity discussion from the Hallyu discourse; (2) Reconsidering the Western‐oriented programs ‘Quality’ discourse; (3)...

This article proposes four theoretical investigations necessary for understanding Hallyu consumptions observed in the world beyond East Asia. (1) Liberating the East Asian identity discussion from the Hallyu discourse; (2) Reconsidering the Western‐oriented programs ‘Quality’ discourse; (3) Free the cultural industries discussion from the North America centred view; (4) Requestioning Bourdieusian theories on the cultural practices and social change. (1) argues the necessity of position changes considering cultural identity of the East Asia: from the discussions on the cultural “Sameness” developed from observations on the translational cultural consumption within the East Asia into the discourses of identity in relation to the “Otherness” based on the global contents flow. (2) and (3) are the critics on the Western researchers studies focused on the Western cases. It is argued that we must consider beyond the Eurocentric concept of ‘Program Quality’ and show a legitimate interest on the cultural industries in East Asia in order to develop a ‘Universal’ communication research and theories. Proposition (4) considers the emerging logic of cultural practice under the changes made by digital culture. These theoretical investigations interpellate not only the Est Asian researchers studying Hallyu but also all communication researchers questioning the changes in the cultural practice under the digital culture parameters in the process of globalization.

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