Building a Cultural Superpower: The Impact of South Korean Popular Culture in Romania

• Authors: Marinescu Valentina , Rodideal Anda , Dumitrache Teodor
• Languages of publication: EN

Abstracts

EN

In this article we aim to present the ways in which listening to K-pop music influences consumer behaviour. We examine how South Korean cultural exports have been adopted in Romania, but we also weigh the gender-wise benefits for the consumer. The theoretical framework is centered on the effect of K-pop music and deals with key-concepts such as gender, globalisation, hybridity, and influence. The methodology is mainly qualitative, as data were collected through telephone interviews. Our findings show that K-pop music has a major impact on the purchasing decisions and lifestyle of Romanian fans of South Korean popular culture.

Keywords

EN

consumer behaviour; cultural export; gender; globalisation; influence; K-pop

• Publisher: Instytut Kultur Śródziemnomorskich i Orientalnych PAN
• Journal: Acta Asiatica Varsoviensia
• Year: 2020
• Issue: 33
• Pages: 73-88

Contributors

author

Marinescu Valentina

• Department of Sociology and Social Work, University of Bucharest.

author

Rodideal Anda

• Department of Sociology and Social Work, University of Bucharest.

author

Dumitrache Teodor

• Department of Sociology and Social Work, University of Bucharest.

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