Cross-National Study on the Perception of the Korean Wave and Cultural Hybridity in Indonesia and Malaysia Using Discourse on Social Media

Yu Lim Lee, Minji Jung, Robert Jeyakumar Nathan and Jae-Eun Chung
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Yu Lim Lee: Department of Consumer Science, Sungkyunkwan University, Sungkyunkwan-ro 25-2, Jongno-gu, Seoul 03063, Korea
Minji Jung: Department of Consumer Science, Sungkyunkwan University, Sungkyunkwan-ro 25-2, Jongno-gu, Seoul 03063, Korea
Robert Jeyakumar Nathan: Faculty of Business, Multimedia University, Melaka 75450, Malaysia
Jae-Eun Chung: Department of Consumer Science, Sungkyunkwan University, Sungkyunkwan-ro 25-2, Jongno-gu, Seoul 03063, Korea

Sustainability, 2020, vol. 12, issue 15, 1-33

Abstract: In the era of globalization, due to the prevalent cultural exchange between countries, inflows of foreign cultural products can enrich local culture by hybridizing local and global culture together. Although there have been numerous studies on cultural hybridity using qualitative interviews with recipients of foreign cultural products in single countries, cross-national studies that examine the national characteristics that facilitate or impede cultural hybridity remain scarce. The purpose of the present study is to identify the factors that promote or hinder cultural hybridity between the Korean Wave and Muslim culture by probing the similarities and differences in social media data on Korean cultural products between Indonesia and Malaysia using a semantic network analysis. The results of the study uncovered the three factors that promote cultural hybridity (‘Asian identity’, policies emphasizing ‘unity in ethnic diversity’, and ‘local consumers xenocentrism’) and the two hindering elements (‘a conservative nature of religion’ and ‘discrimination between ethnic groups’). Theoretical contributions and practical implications are also provided for promoting cultural hybridity.

Keywords: cultural hybridity; Korean Wave; Indonesia; Malaysia; social media data (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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