Transcultural Fandom and the Globalization of Hallyu

AUTHOR : Keith Howard , Nissim Otmazgin
ISBN : 9791190205146
PUBLISHER : Korea University Press
PUBLICATION DATE : November 05 ,2019,
SPINE SIZE : 0.8 inches
PAGES : 264
SIZE : 6.3 * 9.1 inches
WEIGHT : 1.2 pounds
CATON QTY : 20
PRICE : $42.95
It is of note that many of the available studies of Hallyu take an ethnographic and interpretive approach and show a strong tendency to prioritize analysis of the textual content and images used in Hallyu. But there is a need to take more notice of the networks of production and dissemination, which are responsible for making Hallyu products available to fans. Indeed, understanding Hallyu networks potentially challenges long dominant Euro-American-centric accounts of production and consumption. Hence, this book is part of the attempt to build a comprehensive and interdisciplinary identity for Hallyu studies. It provides an updated account of Hallyu’s traffic and acceptance in countries outside Korea’s immediate neighbors, and references some of Hallyu’s recent developments, notably its alignments with new media fields and with the growth of Korea’s interest in cultural diplomacy.


Keith Howard

Keith Howard is Professor Emeritus and Leverhulme Emeritus Fellow at SOAS, University of London. He has written or edited 20 books, 170 academic articles and 195 book/music reviews. He was editorial chair for the SOAS Musicology Series (Ashgate/Routledge) for nine years (2008–2017), and founded and managed the SOASIS CD and DVD series as well as Open Air Radio.

Nissim Otmazgin

Nissim Otmazgin is Professor in the Department of Asian Studies and currently the Director of the Institute for Asian and African Studies at the Hebrew University of Jerusalem. His work centers on contemporary media production and dissemination and he is the author/co-editor of 6 books and over 25 academic articles on media industry, media policy, and cultural diplomacy in South Korea and Japan.

Gil-Sung Park
Gil-Sung Park is Professor in the Department of Sociology at Korea University, where he was also Provost and Dean of the Graduate School. He served Founding Chairman and President of the World Association for Hallyu Studies during 2013–2017. He has authored or edited numerous books on globalization, economic sociology, social conflict, business ethics, and political economy.

Preface … 5
• Gil-Sung Park, Nissim Otmazgin and Keith Howard
Introduction: Fandom Formation and the Globalization of Hallyu ……….. 11
• Gil-Sung Park and Nissim Otmazgin
Who are the Swedish K-pop fans? Revisiting the reception of hallyu
in post-Gangnam Style Sweden ……………………………………………… 27
• Tobias Hübinette
Between realities and artefacts:
An analysis of the impact of Hallyu in Romania ………………………. 49
• Valentina Marinescu
K-pop Fandom in Germany: A micro and a macro perspective …………….. 67
• Ute Fendler
Midwestern U.S. Hallyu Fans: “Black American, Heart Korean” …………. 95
• Sherri L. Ter Molen
“Becoming-a-fan” stories: Hallyu in Australia …………………………………. 127
• Sarah Keith
Fan Entrepreneurship: Fandom, Agency,
and the Marketing of Hallyu in Israel ……………………………………. 155
• Nissim Otmazgin and Irina Lyan
Japanese Webtoon: Digitalizing and Marketing Manga Online
Using South Korean App Designs ………………………………………… 181
• Ingyu Oh and Bonwon Koo
Hallyu as Sports Diplomacy and Prestige Building …………………………… 207
• Jonson N. Porteux and Kyong Jun Choi
Conclusion: Writing Hallyu, Defining Fandom ………………………………… 231
• Keith Howard
Index … 257
Biographical Sketches of Contributors … 261