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Abstract

Since 1997, the Korean Wave (Hallyu) has become a global cultural phenomenon that has influenced millions of people across the globe. The aim of this research was to examine the effectiveness of the Korean Wave as a mechanism of soft power and nation branding. Throughout this dissertation, the theories of soft power and nation branding have been applied to identify the three main objectives of the Korean Wave, which are, to improve national image, attract foreign visitors and increase export revenue. Using the three objectives, this dissertation analysed the impact of Korean dramas in China from 1997 to 2007 (Hallyu 1.0), and the impact of Korean pop music in the United States from 2008 to present day (Hallyu 2.0), to determine the effectiveness of the Korean Wave as a mechanism of soft power and nation branding., this dissertation found that both Korean dramas and Korean pop music had a vast impact in China and the United States. Finally, this dissertation concluded that to some extent, the three main objectives of the Korean Wave have been achieved during both Hallyu 1.0 and Hallyu 2.0, deeming the Korean Wave an effective mechanism of soft power and nation branding.

Course: International Relations - BA (Hons)

Date Deposited: 2022-02-18

URI/permalink: https://library.port.ac.uk/dissert/dis13827.html