K-POP PHENOMENON IN THE CONTEXT OF THE GLOBAL CULTURE OF THE DIGITAL AGE
DOI:
https://doi.org/10.31392/cult.alm.2025.1.21Keywords:
K-pop, K-pop's generations, «Korean wave», idol, online platform, fandom, digitization, westernization, marketing, Korean identityAbstract
The article explores the phenomenon of South Korean pop music as a unique cultural phenomenon that has gained worldwide fame due to innovation, integration and globalization. The history of the development of K-pop, its division into generations, each of which made a significant contribution to the formation of the genre and its adaptation to the conditions of the digital age, is analyzed. Particular attention is paid to the rapid digitization of the music industry in South Korea, which contributed to the global spread of the genre through online platforms YouTube, Spotify, Apple Music, Naver, Instagram and others.It considers the westernization of K-pop as a strategic process of integrating elements of Western culture, in particular musical styles, the use of English and international cooperation. Considerable attention is paid to the marketing of the genre, which is based on attractive visual aesthetics: bright clips, stage images, choreography and interactive content.At the same time, the role of Korean identity is emphasized, which remains the main factor in the strategic differentiation of K-pop. This is manifested through the use of national motifs, language and cultural elements that add uniqueness to the genre on the world music stage. As a result, K-pop has become not only a musical direction, but also a tool for popularizing Korean culture, an important component of the «Korean wave», which forms new cultural trends in the modern world.This work highlights the importance of K-pop as a phenomenon of the culture of the digital age, which demonstrates that innovation and the preservation of cultural identity can create a powerful global impact on world culture and society.
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