Dae Jang-gum

Sujeong Kim's "Interpreting Transnational Cultural Practices: Social Discourses on a Korean Drama in Japan, Hong Kong, and China," Cultural Studies, Vol. 23, Nos. 5-6 (Sep - Nov 2009), pp. 736-66.

Drawing from newspaper discourses on a highly popular Korean dram, Dae Jang-gum (DJG), as the prime example, Kim examines the ways in which East Asian countries approach and understand the transnational flow of Korean cultural products.

I found this article inspiring and her analysis on HK newspapers (Wenweipo, Mingpao, Apply Daily, and Asia Times) discourse particularly revealing. Compared to Korean, Japanese, and Chinese selected newspapers, HK newspaper failed to provide the readers with feature stories, commentary, or interview. (p. 744)

Concerning star coverage, HK triumphed by miles! HK is "star centered" focusing on star visits whereas Japanese "audience centered" on food or tour event, and Chinese "text centered" looking into forms and contents of the drama. (p. 751) "Hong Kong newspapers frequently report fans' enthusiasm for DJG stars without adopting any critical tone." (p. 747) Kim summaries the characteristics of Japanese, HK, and Chinese newspaper discourses as analytical, straight, and interpretative respectively. (p. 751)

Furthermore, HK social discourses, she argues, "consider the Korean wave as consumer popular culture in general," or "pop-culture consumption," rather than as 'Korean' popular culture." (p. 747, 749) Indeed, very true.

Two pitfalls in HK sources though. First, out of my ignorance, Asia Times is rarely heard or mentioned in the media. Second, without looking at the most widely read/circulated newspaper Oriental Daily News, a comprehensive investigation could never be reached.

What's more? On pp 748-9, Kim makes an interesting observation with a piece (commentary?) titled "it's ok to give up" from Apple Daily on 12 March 2005 (I tried to search the original one but in vain) as an oppositional reading with a feminist nuance. In my point of view, the newspaper piece was written in a highly political context. Just two days earlier, 10 March 2005, the Chief Executive of HK, Tung Chee Hwa, announced his resignation. Apple Daily is a highly critical and political daily newspaper against HK government and Tung Chee Hwa. The general public calling for his step-down had firmly found its root since 2003 but he consistently and publicly refused "to give up" his throne. For HK readers, like me, the newspaper article Kim quoted came in no surprise as a politically stirical piece.

Without recognizing contexts, textual analysis alone is obsolete.