THE ROLE OF TECHNOLOGY AND SOCIAL MEDIA IN THE SPREAD OF HALLYU

Abstract

Since their inception, technological advances and social media have been a powerful tool for rapid globalisation, particularly in terms of culture. The mass culture of European and American countries has had a stable circulation within them, which is also true for Asian countries. However, it is worth paying special attention to the transformative and important role of technology and social media in the context of cultural exchange, dissemination and targeted distribution of cultural products of Asian countries such as Japan, South Korea and China (PRC). Using the example of the spread and popularisation of Hallyu, commonly known as the "Korean Wave", the article examines how technological advances of the 21st century have brought South Korean pop culture beyond geographical boundaries, contributing to the creation of global communities of devoted fans. The study of the interaction between Hallyu and technology reveals that there are complex relationships and dependencies between content and the technological sphere, encompassing digital platforms, social media, and the dynamic landscape of fan culture. Various streaming services, digital platforms such as YouTube, X (Twitter), Instagram, TikTok are stable platforms for the global distribution of South Korean creative industry content. K-pop music videos, Korean dramas, Korean literature and culture in general – thanks to digital platforms, they have gained unprecedented access to diverse audiences around the world. Psy’s "Gangnam Style" music video on YouTube is a great example of the global appeal of K-pop, which has paved the way for the subsequent success of groups such as BTS and BLACKPINK, TWICE and others. Streaming services, including Netflix, have played a key role in the global distribution of Korean dramas. Netflix’s investments in original Korean series (Kingdom, Squid Game) have attracted increased international attention, highlighting the effectiveness of digital platforms in promoting Korean storytelling around the world, which, through its quality and accessibility, further facilitates global perception of Korean culture. The paradigm shift in communication between fans and artists is evident with platforms such as VLIVE and Weverse allowing artists to interact closely with their global fanbase. Music streaming platforms such as Spotify and Apple Music have expanded K-pop’s global reach, while social media platforms such as X (Twitter), Instagram and Facebook have kept audiences interested and contributed to the popularity of K-pop artists through real-time updates and fan interaction. In addition to music and dramas, digital platforms have facilitated the global distribution of Korean webtoons, with platforms such as LINE and Webtoon offering translations into various languages. Social media platforms, such as X (Twitter), have become important hubs for global fan communities, facilitating the spread of K-pop-related hashtags around the world. The study is based on a comprehensive analysis of the symbiotic relationship between Hallyu and technology. The interconnection of digital platforms, social media and fan culture has not only elevated South Korean pop culture to unprecedented global heights, but also redefined the dynamics of fan engagement and cultural dissemination in the digital age.