The master thesis analyses the South Korean culture wave (known as Hallyu) in the context of globalisation and Internet development. The theoretical part defines key terms in the area of globalisation, focusing on cultural globalisation and the role of Internet. This part further explains the origins and the spread of Korean popular culture with focus on its glocalization and the role of social media and the benefits of the wave for its country. The practical part of this master thesis deals with the presence of Korean wave in the Czech Republic. Included is also own research aimed at Czech fans of Korean culture. The final part includes the research evaluation, interpretation of the findings and the results obtained.

This case study research examines the impact of transmedia storytelling on the global reach of Korean-pop (K-pop) group BTS (Bangtan sonyeondan) and how narratives within the transmedia storyworld can motivate the audience to seek individual and social change. This study is inspired by the rise of BTS in the global music industry. The group came with a solid brand image, highlighting sincerity and authenticity that captivate audiences worldwide. BTS consistent messages—that intersect with sustainability issues—about the importance of loving oneself, equality, social justice, anxiety, and wellbeing are communicated through multiple platforms and travel across language and cultural barriers. To understand the context, this study uses the concepts of transmedia storytelling and audience engagement by Jenkins (2006, 2007, 2012, 2014), Gambarato (2019), Broesma (2019), and Askwith (2007), to name a few. The method used to conduct this research is the analytical and operational model of transmedia design by Gambarato et al. (2020). The findings are that transmedia storytelling —with spreadability, drillability, extractability, and immersion characteristics—is an effective communication strategy that significantly influences the global reach of the group. Further, the camaraderie between BTS and ARMY generates fan activism—an epitome of individual change due to the fondness to BTS, as the act of identification and the attitude of giving back to the intimacy that BTS members provide to the fandom.

La presente investigación analiza el papel de la gráfica transmedia detrás del álbum-objeto de la banda BTS y su impacto en el comportamiento del consumidor latinoamericano. Todo esto en base a la hipótesis que los consumidores fanáticos del álbum objeto de BTS en Latinoamérica adquieren este producto influenciados por la gráfica transmedia, la conceptualización detrás del diseño del mismo álbum y diversos factores externos. Para abordar esta investigación, que implica a un grupo humano y a la vez a objetos, se realiza una investigación cualitativa, que incluye trabajo de análisis visual, bibliográfico y de campo, tomando como base las diferentes variables de investigación. Como principales resultados, se identificó cuatro etapas gráficas reflejadas en las portadas de los álbumes de la serie Love Yourself de BTS, transmitiendo el proceso de crecimiento en la juventud mediante el amor propio. Este proceso, expresado a través de una línea volátil, crea el hilo conector entre el significado conceptual y visual de todo el proyecto. Se concluye que la gráfica transmedia detrás del álbum-objeto de BTS sí influye en el comportamiento del consumidor, pero este también se ve afectado por diversos factores culturales y sociales como el fenómeno Hallyu, la influencia del comportamiento colectivo de los fandoms, el poder adquisitivo del público objetivo y la conexión emocional estrecha que mantienen las fanáticas con sus ídolos. / This research analyzes the role of transmedia graphics behind the material album of the band BTS and its impact on the behavior of the Latin American youth consumer. All this based on the hypothesis that the fanatic consumers of the material album of BTS in Latin America acquires this product influenced by the transmedia graphics, the conceptualization behind the design of the album itself and various external factors. To address this research, which involves a human group and also objects, a qualitative research is being carried out, which includes visual, bibliographic and field analysis work, based on the different research variables. As main results, four graphic stages reflected in the album covers of the BTS Love Yourself series were identified, conveying the process of growth in youth through self-love. This process, expressed through a volatile line, creates the connecting thread between the conceptual and visual meaning of the entire project. It is concluded that the transmedia graphics behind the BTS material album does influence consumer behavior, but this is also affected by various cultural and social factors such as the Hallyu phenomenon, the influence of the collective behavior of fandoms, the acquisitive power of the target audience and the emotional connection fans have with their idols. / Trabajo de investigación

El presente trabajo analiza los elementos de la representación del adolescente en los videoclips de la narrativa transmedia de la boyband surcoreana TXT. Con el reciente aumento de la popularidad de las boybands y girlbands surcoreanas en Latinoamérica, especialmente en jóvenes adolescentes, nace la duda si se repetirá el fenómeno que alguna vez One Direction logró. La segregación existente entre Pop Occidental y el K-Pop como industria se basa en la interactividad que mantienen con sus fandoms. Sin embargo, es la representación de la narrativa dentro de la conceptualización de la banda lo que permite la vinculación profunda del fandom con los grupos. Hoy en día la difusión de la narrativa transmedia en la industria musical popular coreana ha aumentado, especialmente en las nuevas generaciones y, en este contexto, se ha diversificado. Es por ello que cada narrativa existente contiene matices que difieren del otro, convirtiéndose así en el valor añadido que posee su universo transmedia. Gracias a esta narrativa no solo son capaces de empatizar con su fandom a través del planteamiento de una historia más cercana a la realidad; sino que mantinenen su propósito inicial: aumentar su popularidad. / This work analyzes the elements of the adolescent's representation in the transmedia narrative video clips of the South Korean boyband TXT. With the recent rise in popularity of South Korean boy bands and girl bands in Latin America, especially among young teenagers, the question arises as to whether the phenomenon that One Direction once achieved will be repeated. The existing segregation between Western Pop and K-Pop as an industry is based on the interactivity they maintain with their fandoms. However, it is the representation of the narrative within the conceptualization of the band that allows the deep connection of the fandom with the groups. Nowadays the diffusion of the transmedia narrative in the Korean popular music industry has increased, especially in the new generations and, in this context, it has diversified. That is why each existing narrative contains nuances that differ from the other, thus becoming the added value of its transmedia universe. Thanks to this narrative they are not only able to empathize with their fandom through the approach of a story closer to reality; Rather, they keep their original purpose: to increase their popularity. / Trabajo de investigación

El presente trabajo analiza la transculturalidad en los comentarios del video de Damaris Sharel en la plataforma de Youtube. El concepto de fandom transcultural se viene estudiando por diversos autores del mundo, especialmente en una era en la que la globalización de los medios por medio del internet se ha expandido notoriamente. Específicamente, el fandom de K-Pop ha sido objeto de estudio en esta investigación para poder observar esta característica transcultural que afecta significativamente en los valores, actitudes e identidades de la comunidad K-Pop. Se usa al fandom K-Pop y los comentarios de estos en un video de una Youtuber llamada Damaris Shariel con el tema central de cómo llegó ella a vivir en Corea del Sur para poder investigar este aspecto transcultural que tendría esta comunidad y además establecer cómo afecta a los individuos dentro de ella. / This work analyzes transculturality in the comments of Damaris Sharel's video on the YouTube platform. The concept of cross-cultural fandom has been studied by various authors around the world, especially in an era in which the globalization of media through the internet has expanded dramatically. Specifically, the K-Pop fandom has been the object of study in this research to be able to observe this cross-cultural characteristic that significantly affects the values, attitudes and identities of the K-Pop community. The K-Pop fandom and their comments are used in a video by a Youtuber named Damaris Shariel with the central theme of how she came to live in South Korea in order to investigate this cross-cultural aspect that this community would have and also establish how it affects to the individuals within it. / Trabajo de investigación

匯流時代來臨，内容的流傳速度愈來愈快，資訊以即時的方式傳達到世界各地。流行音樂單曲長度大於為5分鐘，相較於其它娛樂商品，音樂本身沒有語言的隔閡，因此音樂在文化產業當中，最適合數位環境，也最容易進行全球化。從音樂產業角度來看，韓國偶像團體「Super Junior」與「少女時代（Girls’Generation）」跨越亞洲，席捲歐洲市場，可説是匯流時代的成功案例。 本研究試圖借鏡韓國音樂產業的案例，找出因應匯流時代的全球化策略與關鍵因素，提供給音樂產業者，也希望本研究能夠幫助台灣音樂產業更發揚光大。 本研究以匯流、全球化及價值鏈為基礎，藉由目前在亞洲市場令人矚目的「Super Junior」與「少女時代」的經紀公司「S. M. Entertainment」(以下簡稱S. M. )案例，去分析匯流時代所帶來的全球化策略與成功因素。主要的研究方法是藉由分析韓國學者與資深記者發表的各種相關研究論文、學術季刊、書籍、新聞、雜誌、網路、影片等，來回答本研究問題，同時也進行S. M.、韓國政府及記者的深度訪談，來彌補文獻資料所帶來的侷限。 從S. M. 的案例研究，發現S. M. 首先建立獨特的培訓系統及全球化策略Culture Technology，再長期投資内容研發與跨國合作，來提高内容的品質，也具備在全球市場上的競爭力；隨著新媒體的出現，S. M. 也積極應用各種手段，加速全球化的發展。另外，S. M. 採用OSMU（One source multi-use）方式進行事業多元化及跨產業合作，不斷發掘新的收入來源。本研究也發現台灣與韓國相似，有市場規模的限制以及有全球品牌智慧型手機的大環境；音樂產業以產製為中心，發掘能吸引全中華市場的歌手；以中國作爲目標市場等共同點。因此可考慮結合兩國的優勢為合作共識，攜手成爲亞洲最合適的合作夥伴。 / Digital convergence leads to a global transformation in entertainment industry. Comparing with films or other entertainment products, music takes the advantage of short performance time for international coverage. Also, music can overcome the language barriers and become popular in global cultural industry. In South Korea, the Super Junior and Girls' Generation are successful cases in the music industry. This study tries to analyze the reasons why these two pop idol groups can become a fashion. By reflecting the global strategies for music industry in the age of convergence, this research also tries to contribute to music industry in Taiwan. This research investigates a famous music company in South Korea, called “S. M. Entertainment”, the management company of Super Junior and Girls' Generation, examines its global strategies in the age of convergence. By interviewing S. M. Entertainment managers, the South Korea government agency and an entertainment journalist, this study gets deep interpretation for the globalization strategy of Korean music industry. Also, researcher collects secondary data by journal papers, books, newspapers, magazines, and films to triangulate the authenticity. This study comes up with a global sourcing framework for culture technology. By sourcing local talents and building a unique incubation system, S. M. Entertainment can keep a qualified talent pool. By cooperating with global music experts and investing in music content innovation, the company can reach outstanding music intelligence globally. By innovating business model, such as “One source multi-use” (OSMU), the company can discover new opportunities by cross boundary cooperation. Taiwan’s music industry is also constrained by the market scale as South Korea. However, Taiwan has competitive technology in smart phone and in other digital technology. By leveraging the advantages of S. M. Entertainment, Taiwan’s music industry may have great breakthrough in Mainland China. Also, it may be an important stage for Taiwan and South Korea to become strategic partners in Asia’s culture industry.

Ce mémoire de maîtrise présente une étude des normes genrées auxquelles sont soumises les idols féminines de la K-pop. La construction, par l'industrie du divertissement, de ces vedettes de la culture populaire sud-coréenne, est un lieu de négociation entre les valeurs traditionnelles et modernes. Ce contexte se manifeste par une personnalité paradoxale, unissant l’innocence enfantine et la sexualité explicite. Les normes entourant ces célébrités sont étudiées par le biais de trois émissions de télé-réalité sud-coréennes mettant en scène des idols féminines : Invincible Youth (KBS, 2009- 2012), We Got Married (MBC, 2008-2017) et Produce 101 (Mnet, 2016-2019). L’analyse de ces émissions montre que, peu importe le contexte, on attend des participantes qu’elles maintiennent leur image et leur rôle d’idol, qui consiste à divertir et à charmer tout en restant humbles et chastes. Ces normes sont transmises et renforcées, notamment, par le « supertexte », un ensemble de commentaires textuels et/ou graphiques superposés à l’image à l’étape du montage. Ce procédé n’ayant pas encore été théorisé, cette recherche le compare aux intertitres du cinéma muet et à la « televisuality » selon Caldwell (1995). Il appert que la variété des formes que peut prendre le supertexte lui accorde une expressivité qui dépasse celle des intertitres, lui permettant d’asseoir une « autorité esthétique » par laquelle il invite le public à se joindre à son regard hégémonique. Les résultats de ce mémoire, jumelés à la théorisation du supertexte esquissée au cours de cette recherche, approfondissent la compréhension du processus par lequel l’industrie du divertissement sud-coréenne construit et entretient l’image des idols féminines. / This thesis looks into gender standards surrounding K-pop female idols. Curated by the Korean entertainment industry, these women embody the current clash between traditional and neoliberal values in South Korea, which translates into a contradictory image bringing together childish cuteness and mature sexiness. Those standards are studied through three South Korean reality TV shows starring female idols: Invincible Youth (KBS, 2009-2012), We Got Married (MBC, 2008-2017) and Produce 101 (Mnet, 2016-2019). Our analysis of these shows finds that in any setting, female idols are expected to keep up their image and fulfill their role as an idol, which consists of entertaining and seducing while simultaneously displaying a pure and humble personality. Those standards are transmitted and reinforced by the “supertext,” an ongoing textual and/or graphic commentary overlaid on the image through editing. As this object has yet to be theorized, this research compares it to inserts in silent film and to Caldwell’s (1995) concept of “televisuality.” These comparisons allow us to note that the supertext’s various shapes and forms allow for expressivity way beyond that of inserts, through which it invites the audience to join its hegemonic gaze by establishing “aesthetic authority.” The results found in this thesis, paired with the theorization of the supertext drafted through this research, lead to a better understanding of the process through which the South Korean entertainment industry constructs and maintains a certain image of female idols.

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