Comparison Of Korean And Local Melodrama

Comparison of Korean Melodrama and Local Melodrama

Most studies in recent times have discovered that Korean dramas have come with a “Korean wave” in media on the global stage. Audience reception has been reshaped due to the widespread availability of the internet and digital technologies, facilitating a global dissemination of Korean melodrama. Korean melodrama has gained more viewers than local melodrama, largely owing to its marketing strategies and content appeal, despite often not owning exclusive distribution channels. Korean melodramas exemplify a hybrid product, blending Hollywood narrative practices, tools, and conventions, while reflecting Korean socio-political and historical contexts.

The element of familiarity, often missing in local melodrama, is prominent in Korean melodramas. Research indicates that audiences respond positively to content that resonates with their cultural or emotional experiences, which is a significant factor in Korean melodramas’ international appeal. The use of genre—combining romance, adventure, and professional settings like medicine, law enforcement, or police work—has played a crucial role in attracting global audiences. For example, a study by the Korean Creative Content Agency (KOCCA) in 2015 estimated that around 19 million Americans enjoyed Korean melodramas, compared to five million who preferred local melodramas, highlighting the broader appeal of Korean content rooted in cultural depiction and familiar themes (Martin, 2019).

Korean melodramas are structured in ways that allow viewers to critique social institutions and explore complex societal issues, although the characters tend to be less complex and their worlds less conflicted, reducing narrative tension. Furthermore, Korean dramas often incorporate elements of adventure and romance, portraying characters such as doctors, lawyers, and police officers—familiar professional fields that enhance relatability (Smith, 2017). The themes and iconography employed in Korean melodramas make them suitable for a wide international audience, as their depictions of Korean culture provide authenticity and cultural pride.

Many international viewers are attracted to Korean melodramas because they reflect aspects of reality. For instance, a Korean television study revealed that an executive received over 500 emails demanding the inclusion of English subtitles, demonstrating significant international interest. Korea’s online streaming licenses have played a vital role in this global reach. Studies show that around 12% of Korean melodrama viewers share Korean ethnicity, while approximately 40% are Caucasian, highlighting its cross-cultural appeal (Moon, 2019). Asian-American audiences in particular have embraced Korean dramas, with platforms like DramaFever experiencing higher subscriptions from local viewers than from Korean residents, illustrating the broad reach and unexpected popularity of Korean melodramas beyond their traditional markets.

In terms of actor grooming and production systems, Korean melodramas distinguish themselves from local dramas through a structured nurture system managed by agencies. These agencies develop idols and actors to meet international standards, and Korean-American inclusion has expanded the demographic reach of these dramas. The embodiment of overlapping masculinities and diverse male celebrities is a marketing strategy that strengthens Korean melodramas’ visibility on the global stage (Holder, 2017). Such strategies, combined with sophisticated marketing, help Korean melodramas dominate in global markets.

Korean melodramas are characterized by a 'glocalized' approach, incorporating both cultural specificity and global influences. This hybridization, or cultural syncretism, makes them adaptable to various political and economic systems—be it capitalist or communist. They blend local cultural elements, especially related to gender and family, with international formats to foster wider audience engagement. Moreover, surveys indicate that genre preferences—particularly romance and romantic comedy—are well-represented in Korean melodramas, making them highly effective in meeting global tastes (Jeong, 2019).

The genre flexibility within Korean melodramas has led to the creation of subgenres that garner varied viewer expectations and satisfaction. These subgenres often embed well-defined narratives capable of being universally understood, regardless of language barriers, as demonstrated by non-Korean viewers analyzing Korean shows without subtitles. This capacity to effectively target specific genre preferences sets Korean melodramas apart from local melodramas, which tend to treat genres less seriously, resulting in limited audience appeal and engagement.

Symbolic iconography and artistic practices are prevalent in Korean melodramas, emphasizing aesthetic quality and narrative coherence. These elements bolster storytelling, creating compelling emotional experiences. Conversely, local melodramas typically focus more on valor-driven narratives, often lacking the emotional intensity and strong build-up seen in Korean productions. Local dramas tend to prioritize production over consumption, with less emphasis on character development, narrative tension, and emotional investment (Holder, 2017).

Furthermore, Korean melodramas emphasize the family as a social unit rather than individualism predominant in Western narratives. They frequently end in tragedy or unresolved emotional states, reflecting cultural attitudes towards suffering, memory, and endurance. For instance, characters often do not achieve closure or happiness but are instead absorbed into nostalgic memories, reinforcing themes of sacrifice and resilience—traits highly valued in Korean society (Smith, 2017). In contrast, local melodramas frequently employ traditional formulas, with less focus on emotional tension or complex character arcs, which diminishes viewer engagement and emotional investment.

Moreover, Korean melodramas prioritize emotional and sentimental content, enhancing viewer identification with characters' tribulations. They utilize tension-building techniques, such as cliffhangers, to sustain audience interest across episodes. These elements contribute significantly to their international success. Conversely, local melodramas often lack such narrative tension, resulting in less emotional engagement and diminished viewer retention. The emphasis on consumption and portrayal of Korean culture through melodramas has successfully shaped Korea’s cultural exports and image globally, attracting diverse audiences interested in Korean societal values, norms, and aesthetics.

In conclusion, Korean melodramas outshine local melodramas globally due to their strategic genre focus, cultural hybridity, sophisticated production systems, and emotional storytelling. Their ability to blend local cultural specifics with globalized narratives ensures a broad and diverse audience engagement, making them a powerful cultural export. Local melodramas, constrained by traditional formulas and limited genre emphasis, struggle to attain similar international success, despite serving their domestic markets. The future of melodramas depends on their capacity to adapt, diversify, and resonate across cultural boundaries, following the successful model established by Korean melodrama productions.

References

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