UNAIR NEWS – Hallyu orKorean Waveis growing in Indonesia.We understand that the Hallyu orKorean Waveis South Korean pop culture that has spread to various parts of the world, including Indonesia.One of theKoreanwaves favored by many Indonesians, especially girls, is the Korean drama series. Following this phenomenon, why do young girls like Korean dramas?
51¶¯Âþ ()Cinema Studies expertIgak Satrya Wibawa S.Sos., MCA., Ph.D said that it was due to theKorean Wave˜fever™spreading in Indonesia.It has become a wave of culture around the world, commonly known as theKorean Culture Invasion.
“I took an assumption from the start that there are several possible causes, the main one, of course, because of theKorean Wavefever.It is becoming a trend and trends are an important factor, ”explained the lecturer.
K-Drama leads to emotional bonds
Teenage girls occupy the highest rating as connoisseurs of Korean dramas, it is because dramas are primarily aimed at female viewers. Korean dramas lead to emotional bonds that are stereotypically owned by women.
œNot only Korean dramas, but the concept of drama has always been directed atfemaleaudiences.Dramas are made for those who like emotional psychological touches, and that is bigger for women, “he said, who is a lecturer in Cinema Studies, Faculty of Social and Political Sciences UNAIR (FISIP UNAIR).
Furthermore, the K-drama producers also complemented the drama work with enchanting stars and presented a dramatic storyline.
“All dramas must sell beautiful emotional and physical narratives, that is the standard of drama, it’s just that they are currently at the peak of popularity,” he added.
K-drama has more massive market penetration
One thing that is no less important according to Igak is the choice of media for dissemination.In this millennial era, of course digital services are the main choice that is widely used by teenagers.So, the Korean drama market penetration strategy chooses to sell on digital platforms such aspaidstreamingmedia,mobileapplications, and many more which are loved more by young people.
“Indonesian soap operas are only presented through television shows, while television is no longer the choice of the current generation of media, it is the void that is filled with Korean dramas.They appear through internet media,paidstreaming,mobileapplications, youtube and other platforms, which are much more effective in penetrating the market than through television, ” explained the alumnus of Curtin University Master and Doctoral Program.
Looks different
Igak explained that some Korean drama stories are different from other dramas. Korean dramas present different stories from stories in everyday life. There is the creativity from the creators and they work freely and creatively.
“Finding out something that is beyond what we experience everyday might be more interesting. So, it might be a factor that causes them to like Korean dramas, there are things they don’t find in everyday life, but they find in Korean dramas, “he said.
If we compared with Indonesian soap operas, they have their own market share, television lovers.The thing to pay attention to is to maintain quality by presenting a different story.Eliminating current market winners will be much more difficult, moving to internet media such as Korean dramas is not enough, but it needs a lot of other strategies becauseKorean Wavecomes in all lines, such as music, films, culinary, fashion and others.
“The basic principle of the creative world is that if you can’t be the best, be the first, because being the first will automatically be the best. But if you can’t be the best and the first, be different, because by being different, you will be the first and can be the best, “he concluded.
´¡²õÌý, UNAIR supports its human resources to develop themselves so that they can contribute to society.(*)
Author: Adelya Salsabila Putri
Editor: Khefti Al Mawalia
