On the Hallyu Wave: K-Pop on the scenary of Latin America

• Grant number: 14/20243-8
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: December 01, 2014
• End date: February 28, 2017
• Field of knowledge: Applied Social Sciences - Communications - Radio and Television
• Principal Investigator: Maria Cristina Gobbi
• Grantee: Mariana Carrion Teodoro
• Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil
• Associated scholarship(s): 15/13462-8 - On the Hallyu Wave: K-Pop on the scenery of Latin America, BE.EP.IC

Abstract

Hallyu Wave is the name given to the divulgation of South Korea culture abroad, especially through movies, doramas, and music. Doramas is the correspondent to the American series and the Brazilian soap operas. In music, the most popular style is K-Pop, from the English term Korean pop. Since the '90s, it's been molded and widespread in Asia, but only from the year 2010, it could be said that it reached a global scale. Made by diversified groups of girls and boys, and commanded by big agencies of entertainment, the K-Pop has the focus on pleasing especially teenagers, and this is the public that is in charge of disseminating it around the world. They are fans that are inserted on the internet context, mainly on social networks, and because of it they are able to give feedback about videoclips and music released, propagate the groups, attract people, making mobilization for a cause, crowd people under common interests. The agencies of entertainment and the media are the main bases of K-Pop, supporting the success of this cultural movement. However, it is necessary to think on the consequences of this global phenomenon. How it influences the culture of the fans? What is the price that these young artists have to pay for stardom? This research aims to understand the formation of the Hallyu Wave, with a focus on K-Pop, describing its system; its scenery in Latin America; its fans, and the power that this movement has to move this cultural wave. (AU)