Медиатизацията на „Корейската вълна“ за глобална аудитория
The mediatization of the “Korean wave” for a global audience

Author(s): Simona Raykovska
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: mediatization; culture; audience; Korean Wave; audiovisual content; algorithms; digital distribution
Summary/Abstract: The article examines the interactions between media and culture in a digital environment and what role the audience assumes in this exchange of information. The concept of the “Korean Wave” (Hallyu) is examined as a media phenomenon strategically targeting specific audiences at a regional and global level. Audiovisual content (television dramas, music, and films) is not produced only for the domestic market, but is created with a clear target orientation towards international audiences, especially towards young and digitally active viewers. Through digital platforms and the use of recommendation algorithms, this content reaches a global audience while at the same time adapting to pop culture trends. The mediatization of culture and its transformation into a media product for multiplatform distribution illustrates the specific communication practices of South Korea in transforming a regional product into a global phenomenon. The “Korean Wave” not only exports culture, but also has a carefully designed media model that combines local cultural identity with global communication practices aimed at building lasting connections with specific audiences. The study proposes a methodological communication model illustrating the dynamic interactions between culture, algorithms, and audiences that shape the way cultural media content is created and distributed in a digital environment and in a global context.

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