| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所在職碩士班 === 94 === Korean TV drama has become synonymous with the Korean cultural industry as well as a major source of momentum for the Korean economy. Through integrated marketing and communication strategies, the Korean government has propelled the so-called Korean Wave from East Asia, Asia, the Middle East, and Africa, all the way to the United States and Australia. Emerging from the 1997 financial meltdown, Korea has been able to regain its economic footing within less than ten years.
This report elucidates the key factors behind the rise of the Korean TV drama by exploring the influences brought about by—and exerted upon—the Korean Wave. The phenomenon is approached from various angles with an examination of the cultural industry, the economy of aesthetics, integrated marketing strategies, cultivation theory, and several experiences within entertainment. I’ve interviewed the Taiwanese representative of the Korea National Tourism Organization, individuals from local TV stations that air Korean dramas etc. At the macroscopic level, this report strives to understand how Korea has been able to “let Korean culture conquer the world” by strengthening the Korean Wave while simultaneously mitigating the negative influences of the Anti-Korean Wave.
Major findings and suggestions are as follows:
1. The way in which Korea fosters Korean drama is quite similar to that of the management techniques in the hi-tech industry. Namely, production and marketing are well integrated, and talent is nurtured ab initio. The Taiwanese government might as well take a lesson from it.
2. As the production budgets for Korean dramas continue to reach record highs, they readily adopt movie-shooting methods during production. Local drama-makers might as well learn something from this pattern.
3. Korean TV drama has elements of tender passion and romance, both of which echo daily life and are easily identified by the audiences. Screenwriters in Taiwan should take this into consideration with their own craft.
4. Korea has learned from the Gala Television Cooperation how to promote Korean dramas through integrated marketing communication, and our own government should consider doing something similar.
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