Collectively known as Hallyu, Korean music, television programs, films, online games, and comics enjoy global popularity, thanks to new communication technologies. In recent years, Korean popular culture has also become the subject of academic inquiry. Whereas the Hallyu’s impact on Korea’s national image and domestic economy, as well as on transnational cultural flows, have received much scholarly attention, there has been little discussion of the role of social media in Hallyu’s propagation. Contributors to Hallyu 2.0: The Korean Wave in the Age of Social Media explore the ways in which Korean popular cultural products are shared by audiences around the globe; how they generate new fans, markets, and consumers through social media networks; and how scholars can analyze, interpret, and envision the future of this unprecedented cultural phenomenon.

This open access book examines the lived experiences of diasporic Korean youth in light of the transnational flows of South Korean popular culture, known as the Korean Wave, or Hallyu. Drawing on an ethnographic study of Korean Canadian youth and their engagement with the Korean Wave, the book proposes a critical understanding of the interactions between diasporic youth audiences and popular culture. By examining the Korean Wave as diasporic cultural practices rather than the diffusion of national cultural products, the book reveals the diversified ways in which cultural flows are negotiated by audiences who take up relatively ambivalent reception positions between two or more national and cultural contexts. This book expands the scope of transnational audience studies and youth cultural studies by focusing attention on the diasporic media practices of young people.

The first scholarly volume to investigate the impact of social media and other communication technologies on the global dissemination of the Korean Wave

Featuring quirky horse-riding dance moves and an infectious electronic beat, an unlikely music video and its leading man made history in 2012. In December of that year, "Gangnam Style" reached one billion hits on YouTube—the most views ever. Seemingly overnight, the South Korean pop star behind the hit—Psy (Park Jae-sang)—became a household name. But Psy is just part of the story. Other South Korean pop sensations such as Girls' Generation, 2NE1, and BigBang are part of a global sensation called Hallyu, or the Korean Wave. South Korean bands are performing to sold out arenas all over the world, and fans can't get enough of South Korean music, films, television, food, and manhwa (cartoons). K-Pop: Korea's Musical Explosion traces the journey of South Korean pop music, from the early influences of American rock 'n' roll in the 1950s to the success of a tiger-eyed sensation called Rain, who wowed American audiences in the early 2000s. Discover how this Korean Justin Timberlake, and those who came after him, rose through South Korea’s star-making system through grueling hard work to seduce international audiences with their tight choreographies, irresistible beats, outrageous outfits, and exciting stage shows. You'll become part of the K-Pop fandom world too!

Samosir and Wee examine how the immensely popular Korean Wave ("K-wave") also known as Hallyu is wielded as soft power through the use of communication for persuasion and attraction on the global stage. The Korean Wave refers to the global spread and popularity of South Korean culture, particularly its pop music ("K-pop"), serialised dramas ("K-dramas") and films ("K-films"). Given the South Korean government’s involvement in providing funding and publicity, the Korean Wave raises interesting sociolinguistic questions about the relationship between artistry and citizenship, the use of social media in facilitating the consumption of cultural products, and, ultimately, the nature of soft power itself. Studies of soft power have tended to come from the field of international relations. This book shows that sociolinguistics actually has a number of tools in its conceptual arsenal – such as indexicality, stance taking, affect, and styling – that can shed light on the Korean Wave as a form of soft power. As the first book-length sociolinguistic analysis of the Korean Wave and soft power, this book demonstrates how K-pop, K-dramas, and K-films have been able to encourage in consumers an anthropological stance towards all things Korean. This volume will be of particular interest to students and scholars in sociolinguistics, political science, cultural studies, and Korean studies.

Global Talent seeks to examine the utility of skilled foreigners beyond their human capital value by focusing on their social capital potential, especially their role as transnational bridges between host and home countries. Gi-Wook Shin and Joon Nak Choi build on an emerging stream of research that conceptualizes global labor mobility as a positive-sum game in which countries and businesses benefit from building ties across geographic space, rather than the zero-sum game implied by the "global war for talent" and "brain drain" metaphors. The book empirically demonstrates its thesis by examination of the case of Korea: a state archetypical of those that have been embracing economic globalization while facing a demographic crisis—and one where the dominant narrative on the recruitment of skilled foreigners is largely negative. It reveals the unique benefits that foreign students and professionals can provide to Korea, by enhancing Korean firms' competitiveness in the global marketplace and by generating new jobs for Korean citizens rather than taking them away. As this research and its key findings are relevant to other advanced societies that seek to utilize skilled foreigners for economic development, the arguments made in this book offer insights that extend well beyond the Korean experience.

The 2012 smash "Gangnam Style" by the Seoul-based rapper Psy capped the triumph of Hallyu , the Korean Wave of music, film, and other cultural forms that have become a worldwide sensation. Dal Yong Jin analyzes the social and technological trends that transformed South Korean entertainment from a mostly regional interest aimed at families into a global powerhouse geared toward tech-crazy youth. Blending analysis with insights from fans and industry insiders, Jin shows how Hallyu exploited a media landscape and dramatically changed with the 2008 emergence of smartphones and social media, designating this new Korean Wave as Hallyu 2.0. Hands-on government support, meanwhile, focused on creative industries as a significant part of the economy and turned intellectual property rights into a significant revenue source. Jin also delves into less-studied forms like animation and online games, the significance of social meaning in the development of local Korean popular culture, and the political economy of Korean popular culture and digital technologies in a global context.