A Feminist Perspective On Korean Drama A

A FEMINIST PERSPECTIVE ON KOREAN DRAMA AND ITS
INFLUENCE ON THE YOUTH IN INDIA
A dissertation submitted in partial fulfilment of the

requirements for the degree of
Master of Arts in Media and Communication Studies
By
Serene Sarah Zachariah
Reg.No:1737147
Under the Guidance of
NARESH RAO
Associate Professor
Department of Media Studies

CHRIST Deemed to be University
Bengaluru
2019
Program Authorized to Offer Degree:

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CHRIST Deemed to be University
This is to certify that I have examined this copy of a master’s thesis by

Registered Number :1737147
and have found that it is complete and satisfactory in all respects,

and that any and all revisions required by the final
examining committee have been made.
Committee Members:
_____________________________________________________
_____________________________________________________
Date:__________________________________
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I, Serene Sarah Zachariah, confirm that this dissertation and the work presented in it
are my own achievement.
1. Where I have consulted the published work of others this is always clearly
attributed.
2. Where I have quoted from the work of others the source is always given. With
the exception of such quotations this dissertation is entirely my own work.
3. I have acknowledged all main sources of help.
4. If my research follows on from previous work or is part of a larger
collaborative research project, I have made clear exactly what was done by
others and what I have contributed myself.
5. I am aware and accept the penalties associated with plagiarism.
Date: Signature of Student
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CHRIST UNIVERSITY
Abstract
A Feminist Perspective On Korean Drama and its Influence on the Youth in India
This research will address the portrayal of women in Korean drama, and its relation to the
conditions within Korea and about its reception, influence and consequence on the youth
through a feminist perspective. It will look at the popular perceptions of Korean dramas which
is claimed to have started a cultural revolution by changing the attitude of the society towards
convention and tradition. It will analyze two popular K-dramas ‘Boys Over Flowers’ and
‘Playful Kiss’ with respect to relationships, ideals of beauty and the portrayal of educated and
working women in Korean drama. Media’s role in the influence on real life relationships,
infantilism, subjugation and objectification of women are issues that will be dealt with in this
paper. These factors embodied in the dramas are dialogic in nature which may appear
ambiguous and relatively unimportant in nature, but makes it possible to bring elements of
opposition into play which can unveil the real nature of Korean dramas, which is decisive in
measuring the aesthetics of it in the global market.
Keywords: Korean Drama, Boys Over Flowers, Playful Kiss, K-Drama, Feminism
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TABLE OF CONTENTS
List of Figures ................................................................................................................ x
Acknowledgements ....................................................................................................... xi
Chapter 1 Introduction ................................................................................................... 1
Chapter 2 Review of Literature.................................................................................... 21
Chapter 3 Methodology ............................................................................................... 27
3.1 Qualitative Research .......................................................................................... 30
3.2 Content Analysis ................................................................................................ 30
3.3 Visual Analysis .................................................................................................. 31
3.4 Theoretical Framework ...................................................................................... 32
3.4.1 Sex Differences ........................................................................................... 33
3.4.2 Sex Inequality ............................................................................................. 33
3.4.3 Sexual orientation Oppression .................................................................... 34
3.4.4 Basic Oppression ........................................................................................ 34
Chapter 4 Findings and Analysis ................................................................................. 36
Chapter 5 Conclusion .................................................................................................. 59
5.1 Limitations ......................................................................................................... 63
5.2 Scope for Further Study ..................................................................................... 63
Bibliography ................................................................................................................ 64
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List of Figures
Figure 1 Geum Jan Di, an ordinary girl and the elistist 'F4' ........................................ 37
Figure 2 Oh Ha-Ni, who is so far committed to Baek Seung-Jo tries to please Seung-
Jo. ................................................................................................................................. 41
Figure 3 Oh Ha Ni’s ‘Otokay’(What do I do?) question rises in every episode .......... 43
Figure 4 Baek Seung Jo corrects the love letter Oh Ha Ni gives ................................. 43
Figure 5 The ‘wrist grab’ in ‘Boys Over Flowers’ ...................................................... 45
Figure 6 The wrist grab in ‘Playful Kiss’ .................................................................... 45
Figure 7 Oh Ha Ni tries to prove that she is the ‘perfect’ wife .................................... 46
Figure 8 The ‘V-shaped’ face according to Korean Standards .................................... 48
Figure 9 ‘Alphabetization of the woman’s body is common in Korea. An example

would be the ‘S-figure’ and the ‘X- figure’ ................................................................. 48
Figure 10 Jun Pyo gives Geum Jan Di a makeover ..................................................... 49
Figure 11 Amore Pacific’s photoshopped ‘X-line’ ...................................................... 50
Figure 12 Oh Min Ji pleads for Jun Pyo’s love ........................................................... 52
Figure 13 Jan Di who helps in her family’s dry cleaning business ............................. 53
Figure 14 Seung Jo teaching Jan Di after she begs him .............................................. 56
Figure 15 Hae -Ra who is portrayed as the sophisticated antagonist in ‘Playful Kiss’
...................................................................................................................................... 57
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Acknowledgements
Formerly, I would like to thank God Almighty for giving me the strength, knowledge,
ability and opportunity to undertake this research study and to persevere and complete
it satisfactorily. Without his blessings, this achievement would not have been possible.
My sincere gratitude towards the Vice Chancellor, Dr.Fr.Thomas C Mathew and Dean
of Humanities and Social Sciences Dr.John Joseph Kennedy for providing me an
opportunity to conduct the research. I also wish to express sincere appreciation to the
Department of Media studies for their extended long-term support and especially to my
guide Professor Naresh Rao for his vast reserve of patience and knowledge. Also,
sincere thanks to the Head of the Department, Mr. Padmakumar M and our faculty
members for their continued support and guidance. My sincere gratitude towards the
staff members of Christ University library, other reference sources and resource people
for enlightening my knowledge on the topic. This thesis would never have been
completed without the encouragement and devotion of my family and friends.
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Chapter 1
Introduction
Predominantly television is one of the most important inventions of the 20th Century.It
has become one of the most common ways for people to view the larger world beyond
them, as well as being one of the best ways for people to escape from the world and
learn things effectively. And during this journey of television ‘soaps’ have gained a
predominant position both in South Korea and India. Korean dramatizations or K-
dramas, a piece of the 'Hallyu' wave or the Korean wave which rolled in from the 1990s
have displayed a remarkable impact on the Korean ethos - be it culture, legislative
issues, economy or outside relations. This exploration proposes to center around two
prominent Korean Dramas – Playful Kiss coordinated by In-roe Hwang and Boys Over
Flowers coordinated by Ki-Sang Jeon to inspect the social impact of these shows all
inclusive from a women's activist viewpoint.
Since the 1990s Korean Drama has not just surpassed the greater part of the Asian
telecom arranges and overwhelmed the market yet has likewise caught the
consideration of the western group of onlookers. Korea was evaluated to be the tenth
biggest varying media and related administrations exporter on the planet showcase in
2007, as per the World Trade Organization. It owes its prosperity to the arrangement of
'social opening' in the 1990s. In spite of the fact that it slowly began as an activity of
social strategies to engender a specific picture of Korea, with the move towards the
market and liberal exchange approaches under globalization, the substance began to be
managed by the watchers at home and abroad alongside an expansion in the appraisals
crosswise over Asia.
In this way, regardless of Korea being a neo pioneer country, it not just shaped the
social 'sub-focus' of Asia however gave a counter stream of culture, however the marvel
remains to a great extent territorial. It created from the to a great extent against Japanese
conclusions in the nation which imbued into the social space also, inciting the
overwhelming of Japanese social items like manga, popular music, anime by the
Korean wave, along these lines causing a blast in the household showcase, opening the
base for a global market. Unexpectedly, the Korean dramatization or K-show, Winter
Sonata which discharged 2002, beat the TV evaluations of American shows in Japan, a
nation that has been inundated with social items imported from the United States and
which filled in as Asia's 'social substance manufacturing plant'.
Another trend that emerged during this period was that of medical dramas. In the early
days of the medical drama, the doctrines were prepared to teach the doctors who are
both skilled in medicine and humanity, the ignorant and stubborn patients, and to guide
the public. The medical drama with a main character, the diseases that are social
problems, and critical topics about the medical environment. This is a similar trend in
Western and domestic medical dramas.
In the West, in the 1950s, it was the first format that would be considered a typical form
of medical drama. In the United States, Medic was broadcast from 1954 to the following
year. In England, Emergency-Ward 10, which was first broadcast in 1957 and produced
for 10 years, these dramas evolved into a form in which the main characters weave new
episodes every week. The early medical dramas were intended to show the development
of medicine visually reflecting the growing social influence of medical institutions.
In particular, the medical drama crews had to show and preview the main contents
before the drama in advance, such as the American Medical Association and the British
Medical Association. Jason Jacobs, who summarized the history of medical drama in
the United Kingdom and the United States, expressed his goal of increasing the
accuracy of medical information and knowledge, but in fact he was trying to see if the
description of the medical person is positive It is claimed that it was big. As a result,
medical dramas during this period helped the public to have confidence in doctors and
other medical professionals.
Until the 1960s, medical dramas portrayed the physician as an entirely credible expert
who had no failure in the course of disease treatment. However, in the late 1960s,
medical dramas say that medical doctors are not perfect, and they are also ordinary
people who lose confidence and worry. The Medical Center, aired in 1971 at CBS in
the United States, shows doctors and doctors dropping their authority and establishing
equal relationships with each other as members of the team.
At this point, the main character is not one excellent doctor, but several doctors set up,
and they will collaborate to treat the disease episode. It also engages in controversial
issues such as abortion, homosexuality, rape, drug addiction, and sexually transmitted
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diseases to draw drama into the drama. NBC's St. Elsewhere in the UK in the mid-
1980s and the Casualty of the BBC have been used to deal with the health care system
or the failure of the government's health care policy, and drawn doctors at the center of
conflict and controversy.
The time to call it the heyday of the medical drama came in the mid-1990s. ‘ER’,
‘Casualties’, ‘Chicago Hope’, etc. have received great interest from the public. This can
be seen as a reflection of the public's desire for a 'healthy life', as it has been portrayed
in an increasing flow of describing professional workers on television. The medical
drama of this period played a role in producing the fear that it would be dangerous if
not pay attention to health in daily life. As the importance of health is emphasized, the
popularity of medical dramas has increased.
In the medical drama since the 1990s, emergency treatment scenes often appear,
emphasizing that illness and accidents can come suddenly to anyone. Recreating the
dangerous situation of fighting for life and death, the medical drama focuses on how
quickly the main characters doctors deal with difficult new technologies. Recently,
medical dramas in the West have shown that our reality itself is in a dangerous situation
as well as the emergency room and the operating room, and that doctors also feel fear
and despair.
There are about 30 domestic medical dramas produced from 1980 to 2015 which deals
with oriental medicine, and fantasy medical dramas such as "Doctor Jean", where
modern doctors go to the past where Western medicine did not exist. In this book,
however, it is considered that it is more appropriate to classify these drama as historical
drama and melodrama than medical drama.
The genealogy of Korean medical drama began with KBS (1980) which was broadcast
on KBS. Hope was broadcast every Sunday morning from September 1980 to
November 1983. This drama consisted of a devoted and touching sickness form of Dr.
Lee (Shingun Branch) of the local private hospital. In the early days of domestic
medical dramas, the characteristics of home dramas were stronger than those of medical
dramas. Home Drama refers to a drama made on the basis of everyday life that takes
place in a family, ‘Hope’ represents a neighborhood hospital as a family, where medical
people and patients are drawn as conflicts and reconciliations I am focusing on it.
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The drama, which later became a genre of the medical drama, is a "general hospital"
that was broadcast on MBC in 1994. ‘General Hospital’ has created a model of Korean
medical drama, adding to the majors of male and female medical practitioners, as well
as the appearance of specialists who are struggling under strict hierarchical structure in
general hospital such as emergency medicine department and internal medicine
centering on general surgery. This drama, which has been broadcast for over 2 years,
proved that the drama is popular and that medical dramas can also be performed by
making actors such as Shin Eun Kyung, Kim Ji Soo, Jeon Do Yeon, Lee Jae Ryong,
and Jeon Gwang Ryul as stars.
Since then, medical dramas have combined with other genres to create more diverse
narratives and characters. In ‘The Brother of Righteousness’ , he tried to mix genre of
trendy drama and medical drama by adding conflict between siblings originating from
the secret of birth. Trendy drama is a drama in which young characters appear in their
lives and show their life style and lifestyle. If the previous drama set the main audiences
as housewives, starting from trendy drama, young women who enjoy the consumption
culture started to set as the main audiences. As medical dramas are mixed with the
characteristics of trendy drama, the melodrama has become more complex in
‘Sunflower’ , and medical heroes have appeared as professional men and women of
young and sophisticated appearance.
However, from 2000 to 2007, the production of medical dramas has decreased
noticeably. This seems to be due to the fact that the broadcasting production
environment after the 1997 IMF crisis has become even worse. Broadcasters have
avoided the production of medical drama, where production costs are relatively high
compared to regular drama, such as sets and accessories. Medical dramas have had a
strong appeal to young audiences, but there have been few cases where the average
audience rating has not exceeded 25% without getting broader audiences like historical
drama or melodrama.
It is the ‘White Tower’, which led to the transition of the medical drama after the blank
of six years when the production of medical drama stopped. In 2007, the production of
domestic medical drama began again with MBC's ‘White Tower’ and SBS ‘Surgeon
Bong Dal-hee’. There are many reasons why domestic broadcasters were interested in
making a medical drama again, but reading the desires of viewers is the biggest factor.
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It was time for young viewers to get acquainted with American dramas and Japanese
dramas through the Internet and cable TV. With the introduction of new forms and
colorful material dramas such as "Gray's Anatomy" and "The White Tower" of Japan,
which is the original of "The White Tower," the interest and demand of the domestic
medical drama has increased Drama producers have reflected this actively.
Since 2007, materials for medical dramas have become more diverse. In the meantime,
the medical drama is based on SBS, which is based on the background of obstetrics and
gynecology, compared to the setting of the background mainly on surgeons such as
general surgery, thoracic surgery and neurosurgery, and ‘Good Doctor’ which deals
with the pediatric surgery ward.
From 1962 to 1969 - From 1962 to 1969, when KBS, TBC, and MBC started
broadcasting, TV dramas began to develop their original drama formats and contents,
and drama began to accept and integrate life
From 1962 to 1964, when the drama was born, it was produced in accordance with the
government's discipline and control. "Diary of Young Yi" which contains "Seoul alley"
which deals with problems around the city, crime prevention and anti-terrorism, and
anti-public theater "Realism Theater". Since then, the drama production environment
has changed drastically with the opening of private broadcasting TBC. Entertainment
and interest have begun to be introduced as important factors. For this reason, some
dramas dealing with affection and affair have been caught up in ethics controversy.
1970-1980 - The 1970s and 1980s, when television sets became popular, drama, which
took over the place of Korea's representative entertainment media, gradually melted in
the audience's emotions, Was the time when the audience sat in the emotion of the
audience, and the drama was reflecting and reproducing the daily life by releasing the
story of the popular life.
The first half of the 1970s, symbolized by the "Restoration" and "Urgent Action", was
a period of mixed obedience and resistance to regulation. Drama also attracted great
popularity with 'Assi' or 'Joyo', which sacrifice individual awards. On the other hand,
works such as "Reed" depicting the affection of women living at the bottom of their
lives were produced.
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Likewise, there has been an extensive Chinese impact, the absorption of Confucian
family esteems, which supposedly is good to the monetary development and political
reorganization in the nation. Along these lines, the Korean social strategy towards
globalization is continually being altered by advertise powers. This marvel not being
local in nature, but rather a container Asiatic (China, Japan, Vietnam, Taiwan Hong
Kong, and so forth) social item, is controlled by the tasteful and political judgment of
broad publics in East and South East Asia. Unmistakably the K-show draws gatherings
of people, impact and shape the supposition of and cut a specific lifestyle and socially
propagates itself among Asian groups of onlookers. Be that as it may, after the principal
period of 'hallyu', which made a skillet Asian personality, the second stage has now
traversed to the worldwide markets.
Korean dramatizations hold societal components that can leave an intense delayed
flavor impression. A common scene includes the female hero being hauled some place
by her impassioned suitor, desirous sweetheart, or irate dad. The young lady winds up
voiceless and quiet, unfit to dissent. She isn't hurt, yet her wants are covered up. On the
off chance that the female hero begins off spunky and unwilling to be hauled, before
the finish of the arrangement she will be obliging. The more wonderful she turns into,
the more cosmetics she wears, the more fragile the foot rear area, the more consistent
she progresses toward becoming.
The two Korean dramatizations being focused on through this exploration Playful Kiss
and Boys Over Flowers will dig into comparable issues. Playful Kiss is a genuinely
amicable dramatization about becoming hopelessly enamored and growing up en route,
Oh Ha Ni, nicknamed "Noah's snail" by her father and companions for her capacity to
continue attempting despite the fact that she isn't the most brilliant in the pack, has one
objective at the top of the priority list: to catch the core of school virtuoso, Baek Seung
Jo. Subsequent to harboring an all-expending squash for quite a long time, she at long
last gets up the valor to give him a letter admitting her sentiments. Seung Jo, a frigid
stickler, icily rejects her. At the point when Ha Ni's home is annihilated by a seismic
tremor, she and her dad move in with an old family companion, none other than Seung
Jo's dad and in the long run the show creates.
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Boys Over Flowers is revolved around Geum Jan Di, a normal young lady whose family
possesses a laundry store. While conveying laundered garments to an understudy at the
renowned Shin Hwa High School, she spares his life by halting his endeavor at
bouncing off the rooftop and is given a full swimming grant. She goes to Shin Hwa
High and before long is threatened by the pioneer of F4(the four most extravagant and
well known young men at school) Gu Jun Pyo. The KBS 2TV Wall Street drama 'Boys
Over Flowers' has been sanctioned by the Korea Communications Commission (KBS).
The Korea Communications Commission (KCCP) announced on January 1, "Analysis

of audience trends in January", and said, "The contents of the bullying promotion,
school violence, sexual harassment, human insult, incongruity, materialism and luxury
promotion and indirect advertisement are adversely affecting youth "We have received
20 complaints about the possibility of possible sanctions," he said.
In addition, SBS 'Amazing Contest Stocking', which broadcasts beef clothes fashion
show, has received 22 complaints that it is disgusting, and said, "Article 27
(maintenance of dignity) Paragraphs 1 and 2 I decided to make a recommendation for
violating the law. "
KBS mini-series 'Boys Over Flowers', which produced many issues in 2009, has
produced a lot of topics before it was airing. Already in the original work, "Flower
Man" (I will call it a shorthand for man than flower), I got a lot of popularity and support
from Korean women in Japanese and Taiwan drama based on comic book, animation
and original work. In this background, a lot of stories came out about the casting and
the story, and the expectation before the airing was very high, and the expectation
became popular even after the airing. The first airing recorded 14.3% of the audience
rating, followed by a continuous rise to 35.5% of the highest audience rating was
renewed. In addition, the parody of many performances through the flowers, the style
of the male and female protagonists, and the overseas filming sites became topics,
which became elements to confirm the popularity of the drama.
The man, rather than the flower that hit the year 2009, shook the minds of many female
viewers, and fulfilled the emotions and events that women want for men. And it is
considered as a representative drama of 'Cinderella Story' by drawing the love story of
the 2 year old male of the enterprise president and the woman of the poor middle class.
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And the drama "Protect the boss", which was recently broadcast on SBS in 2011, is not
the same as the audience rating of "Boys Over Flowers" but it was loved by viewers
steadily. The basic skeleton of "Cinderella story" .
Sex imbalance in South Korea is significantly spread through customs and social
practices in home and at work environments, and lacking emotionally supportive
networks. Korean man centric request is a main consideration impacting this
circumstance. This will be additionally managed in Chapter 2 where we will center
around the enslavement of ladies seeing someone in Korean dramatization. Confucian
family esteems supporting customary sex jobs and guys seen as the significant
providers in families are likewise factors which go under the Korean man centric
request. There is a solid social inclination to see a lady's place at home, characterizing
her jobs as that of spouse, mother, and servant. Ladies are less inclined to be elevated
to higher administrative positions in the working environment, and working females
get generally little help for youngster raising. For instance, taking paternity leave is
profoundly disagreeable, and informally debilitated inside Korean organizations (much
more so for men), which powers ladies out of the work environment following the
introduction of a kid.
Torn among family and vocation, Korean ladies are wedding later and having less kids.
A 2007 report by Center for Strategic and International Studies takes note of that
because of saw issues, "The outcome is from multiple points of view the most
exceedingly terrible of the two universes. Korea presently has a lower fruitfulness rate
than any created nation and one of the most reduced rates of female work compel
cooperation — 60% for ladies matured 25 to 54 versus 75% in the USA and 76% in the
EU." The report recommends that customary Korean family and working environment
societies need to change to counteract genuine monetary and societal issues because of
to a great degree low ripeness rates.
It is additionally basic to see exactly how expansive a place marvel has in South Korean
culture. Since the beginning, Koreans are instructed in the home, school, and work
environment that magnificence is the most ideal approach to wedding admirably,
having gorgeous kids, landing the best positions, and at last carrying on with an upbeat,
restful life. Korean popular culture places extraordinary weight on stars to look alluring,
and numerous big names experience plastic medical procedure to pick up endorsement.
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Until the 1980s, Korean telecom organizations looked like a hall for sorting out outside
shows. American manifestations drew the thought of Korean groups, while Japanese
arrangements got the hearts of movement fans.
Back then, the importation of Japanese standard culture was legitimately confined,
anyway its colossal effect on Korean TV manifestations was difficult to cover up. In
particular, extending abroad travel and the enhancements of video and propelled wide
interchanges considered a downpour. of Japanese culture into private ventures, while
the no matter how you look at it viewership increased in value by connect frameworks
isolated breaking points between the two nations. Japanese TV programs exhibited a
supportive wellspring of basic considerations for the masterminding and age of Korean
system appears.
Regardless, as the Korean government lifted its limitation on the scattering and offer of
Japanese popular culture in 1998, a wide bunch of Japanese social things were
transported in and enhanced into Korean adjustments to suit neighborhood tastes.
Despite this new responsiveness to Japanese standard culture, the period in like manner
watched progressively joint effort and mutt tries inside the social ventures of the two
nations, each propelling the other's social things and contemplating the headway of a
stand-out Korean culture in the creation and change process.
Then, though American TV game plan, for instance, CSI, Gray's Anatomy, Prison
Break and Friends have met with a lively response from Korean watchers starting late,
the relationship between Korean gatherings of spectators and American system
demonstrates has a history that profits impressively further. For a few Koreans in their
50s who grew up watching old American shows like The Six Million Dollar Man, The
A-Team, and MacGyver on prime time in the 1980s, American TV projects may rouse
nostalgic memories, as there was little else in the technique for noteworthy redirection.
The courageous storylines and tremendous movement of the American TV course of
action were difficult to find in their Korean accomplices. They enchanted Korean
gatherings of spectators and connected an impact on their later excited progression.
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For such watchers, the transitory rising of Korean TV series (commonly called
"sensations") as a comprehensive reviving kind of incitement shows up the perfect
conclusion of the unlikeliest of substance.
One may state, by then, that the lie among dream and reality has never been more thin.
Resulting to influencing Asian watchers in the progressing years, Korean chemical
melodic shows right now have all the earmarks of being practically a general
accomplishment, getting a charge out of a rapidly enlarging fan base that joins a
regularly expanding number of Americans and Europeans. This has been joined with a
wonderful social effect that even the shows' captivated creators still can't totally fathom
or handle.
While Korean TV associations may require greater open door for the creating
prominence of their things to absorb, it is in like manner vital that they refrain from
getting to be tied up with their own specific advancement and surrendering to outlandish
wants. As Korean shows extend their range to more remote flung social events of
individuals, it remains to be seen whether they will undoubtedly be a bit of a
significantly all the more astounding achievement or flop out as one-hit ponders. It
would be huge, by then, to explore what has been driving the reputation of Korean
sensations, how they have benefitted from degrees of progress in web and compact
headways, and whether those components will connote versatility.
'Hallyu' which actually implies Korean wave, is a term that was first in China by Beijing
writers in the mid-1990s to portray the quickly developing notoriety of Korean
diversion and culture in that nation. Alluding to a gratefulness for Korean social fares,
it originally entered regular speech in 2003 when Winter Sonata, a Korean TV
arrangement featuring the now notorious Bae Yong-joon, made a gigantic sensation
with its airing on Japanese TV. It ought to likewise be noticed that Hallyu was
something of an exaggeration as far as what was really occurring in those days.
Regardless of the striking picture of a huge number of moderately aged Japanese ladies
going gaga over 'Yonsama' (as Bae is called by his army of Japanese fans), the
acknowledgment of Korean dramatizations was as yet constrained to a couple of shows.
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Quick forward to 2011, and what was once viewed as an entirely Asian marvel seems
ready to spread through the whole world. Huge numbers of the dramatizations made in
the previous years by Korea's 'enormous three' national channels-KBS, MBC, and SBS-
are presently finding their approach to for all intents and purposes each side of the
globe, from Japan and China to North America, Europe, the Middle East, and Africa.
The greater Korean TV stars are going under the dish Asian spotlight, while the
shooting areas of their hit shows have turned out to be significant traveler goals in Korea
for journeys by an interminable string of outside fans.
The blossoming affection for Korean mainstream culture was first activated by the
Korean TV arrangement that publicized in China in the late 1900s.One of these was
What is Love? Which was communicated in June 1997 on China Central Television
(CCTV). With a tale around two distinct families - a customary moderate Korean family
and a westernized, receptive family who wind up in strife over the marriage of their
youngsters, the show was colossally prominent with the Chinese gathering of people
for its depiction of Confucian qualities, underscoring the significance of family
convention while including amusing contacts. As the cleanser musical show's group of
onlookers share achieved 15 percent, the second most astounding ever for a foreign
program in China, it started a general enthusiasm for Korean Dramas. The excited
reaction was instantly responded with Star in My Heart, an arrangement featuring Choi
Jin-sil and Ahn Jae-wook that was first communicated on Phoenix TV on Hong Kong
before making a beeline for the territory.
A progression of triumphs by Korean shows made ready for some, Korean artists to
make a big appearance in China, Hong Kong, and Taiwan. The achievement of Korean
shows in China was huge in that the "Hallyu" thought was incited by the Korean blast
and would prompt a fixation on Korean pop culture among the Chinese open, one that
was broadly examined by Beijing writers after the instituting of the expression "Hallyu"
in 1999.
The ubiquity of Korean social items in China has just developed from that point forward
and keeps on affecting the nation's patterns and styles in TV programs, motion pictures
music and computer games. What's more, with the Hallyu fever tainting neighboring
countries like Taiwan, Vietnam, Thailand, and Mongolia too, Korean substance makers
have set their sights on the United States and Europe. The early returns are promising.
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In spite of the fact that K-pop has been getting much media inclusion of late, Korean
TV items keep on leading the upward pattern. While it's begging to be proven wrong
what amount of room Korean dramatizations have left for development or whether their
level of fame is feasible, it's additionally worth saying that they have just kept going
longer in the worldwide spotlight than most initially envisioned So what's behind the
interest, fame, and following of Korean shows? Maybe there are a few different ways
to approach the inquiry, yet any assessment should begin with Winter Sonata, a leap
forward minute that keeps on filling in as an outline.
Albeit Korean music and motion pictures had been picking up a Japanese after since
the late 1990s, the fame of Winter Sonata, a 20-section KBS arrangement that originally
circulated back home in 2002 preceding achieving Japanese watchers through NHK's
satellite station the next year, was amazing in its force and suddenness. It could be
contended that Winter Sonata clung to an essential recipe for TV achievement:
delightful individuals (for this situation, Bae Yong-joon and female partner Choi Ji-
charm), wonderful view (snow-secured Nami Island), and a syrup-soaked plot based on
affection, demise, and powerless sentimental yearning, all played out against a
soundtrack of despairing music.
Everything clicked immediately, and Winter Sonata transformed into a national

sensation in Japan that significantly surpassed the prominence the dramatization had
collected from its unique communicates in Korea. By the last scene, NHK was getting
a crowd of people offer of more than 20 percent, an amazing figure in a nation where
even prime time demonstrates once in a while achieve a 10 percent rating. Before the
finish of 2004, it was evaluated that almost 70 percent of Japanese watchers had viewed
no less than one episode. This was an exceptional reaction, given that Winter Sonata
circulated at 11 p.m. what's more, the eyes of the Japanese group of onlookers were
settled on communicates of the 2004 Olympic Games in Athens. Truth be told, the
normal crowd share was especially surprising in light of the way that Shinsengumi, a
primetime Japanese epic dramatization arrangement that had been airing on NHK since
January 11, 2004, had accomplished just a 17.7 percent rating.
12
Bae Yong-joon and Choi Ji-charm or Ji-charm Hime (Princess Ji-charm), as she was
lovingly known in Japan-wound up on the less than desirable end of the energetic
welcome ordinarily saved for A-rundown Hollywood famous people. Their newly
discovered prominence was even specified by Japanese Prime Minister Junichiro
Koizumi, who kidded that "Yonsama is more mainstream than me" in a symposium on
"The Future of Asia" held in Tokyo in 2004 and pled to be classified "Jun-sama" amid
one race discourse.
Winter Sonata's impact in Japan was felt a long way past the domain of mainstream
culture. It ventured into society, business, and even the dusty corridors of the scholarly
world. Korean dialect schools in Japan delighted in a bonanza because of a sudden
increment in individuals wishing to take in the dialect, while Korean areas utilized in
the show profited from a surge of Japanese tourism. Deals took off for Korean pop
culture related items, for example, books, magazines, DVDs, and adornments, while
Hallyu-themed sites and sites started flying up like mushrooms.
The Winter Sonata blast was rapidly and drastically reshaping the manner in which the
Japanese saw and comprehended Korea's way of life and individuals, bringing out both
stunningness and fear from Japanese media, which appeared to be uncertain what to
make, all things considered, while it is hard to exaggerate the impact of Winter Sonata,
it is unquestionable that Jewel in the Palace (Dae Jang Geum), which initially
publicized on MBC in 2003, was similarly as critical, if not progressively in this way,
in lifting Hallyu higher than ever.
In expressive terms, the two dramatizations couldn't be more extraordinary. Winter

Sonata shares the DNA of exemplary tragedies like Arthur Hiller's Love Story and
Shunji lwai's Love Letter, one of the principal Japanese movies appeared in Korea after
the nation started lifting its import prohibition on Japanese social merchandise in 1998.
Interestingly, Jewel in the Palace, featuring well known performing artist Lee Young-
ae, is a period show set amid the rule of King lungiong (1506-1544) of the Joseon
Dynasty (1392-1910). It tells the story of a stranded kitchen cook who proceeds to wind
up the lord's first female doctor.
13
Not in their most out of this world fantasies could Jewel in the Palace's makers have
envisioned contacting a crowd of people significantly more extensive than its local
viewership. All things considered, the show's Korean verifiable and social scenery
would appear to limit its allure. Be that as it may, this didn't keep gem in the Palace
from turning into Korea's first obvious overall TV hit. Despite the fact that Winter
Sonata had basically been a two-country fixation, Jewel in the Palace was
communicated in numerous more nations. The buzz encompassing the show originated
from almost every edge of the planet. While Winter Sonata had been sent out to 20
nations, Jewel in the Palace was sold to 87 nations as of May 2011-proof of its overall
prevalence. Since 2003 the state-run telecaster in Uzbekistan has broadcast a large
number of Korean dramatizations, including Winter Sonata, Jewel in the Palace, Damo,
and Jumong. Korean recorded dramatizations, for example, Jumong, Hong Gil-dong,
Yi San, Heo Jun inspired an emotional response with TV crowds in Kazakhstan too,
albeit more youthful watchers appeared to favor sentimental shows, for example,
Autumn in My Heart, First Love, and All in Korean shows are additionally huge in
Vietnam. In a 2008 overview by the Vietnamese Internet news website VnExpress,
Jewel in the Palace was picked as the nation's most loved Korean TV import, earning
almost 39 percent of the votes. Authentic shows, for the most part Chinese ones, have
dependably been a major piece of Vietnamese TV amusement, and this seems to have
established the framework for the achievement of Korean period pieces like Jewel in
the Palace, Jumong, and The Legend. The more youthful Vietnamese group of
onlookers gives off an impression of being inclining toward huge name Hallyu stars
like Song Hye-kyo and Rain, who were matched in the sentimental show Full House.
Korean artist and performing artist Yun Eun-hye developed as a famous VIP in Vietnam
because of the ubiquity of The Palace, as did individual female star Lee Da-hae after
the airing of My Girl. The Korean dramatization furor in Thailand is summed up in
remarks made by previous Prime Minister Abhisit Vejjajiva, in a 2009 meeting with
the neighborhood media that he took after crafted by Korea's greatest TV stars since his
little girl was a Hallyu fan. He said he had a pile of DVDs of Korean dramatizations
that he flew in now and again, and that he much of the time took his family out to feast
in Korean eateries in Bangkok. The Korean dramatization free for all in Thailand really
began sooner than in most Asian nations, however it seemed to disappear a bit in the
mid-2000s after shows like Sangdo and lutib Yeoja met with just a tepid gathering. Be
that as it may, the airing of My Girl in 2007 would check the beginning of a brutal
14
bounce back. The notoriety of Korean shows proceeded to hit another top in the years
following the communicates of Coffee Prince, a sentimental dramatization conveyed
by Yun Eun-hye and male partner Gong Yoo, and The Legend, which featured Bae
Yong-joon of Winter Sonata popularity.
Korea and India have a long tradition of thousands of years, such as Buddhist
interchange, and have developed relations in the fields of politics, economics, society,
and culture for the past 30 years since the establishment of diplomatic relations in 1973.
Historically, the two countries, which were formed by the relationship between the
Kayani and the Kingdom of Ayodya, helped India to provide medical support units
during the Korean War in 1950 and served as chairman of the "Neutral Nations
Repatriation Committee" in the 1953 Armistice Agreement.
After the Korean War, bilateral relations remained lukewarm, but in 1973, diplomatic
relations between the two countries began in earnest. During the 20th year of Prime
Minister Rao's visit to India in 1993, we have steadily developed our relations with
India through mutual exchange of high-ranking personnel, and India is also expressing
the foreign policy of the two Koreas equally in accordance with the non-aligned
neutrality policy. He emphasized real cooperation.
Since 1990, the relationship between Korea and India has been upgraded due to a
practical relationship centered on trade investment in the existing political diplomacy
centered on the confrontation between North and South Korea. The bilateral trade
volume, which was only a few hundred million dollars in the early 1990s, is growing
rapidly, surpassing the $ 20 billion in 2011, an increase of 41% over the previous year.
Foreign direct investment by Korean companies such as Hyundai Motors, Samsung
Electronics, and LG Electronics has been steadily growing since the mid-1990s, and
has been actively investing in India since the mid-1990s. I am very successful in
achieving a market share in each of my fields.
In the meantime, as both the Tata group in India took over the commercial vehicle
division of Korea Daewoo Motors in 2004 and the Mahindra took over Ssangyong
Motor in 2010,
15
As President Lee Myung-bak visited India in 2010, the two leaders agreed to strengthen
bilateral ties in bilateral relations, such as diplomacy, economy, society and culture, by
upgrading bilateral relations to 'strategic partnership'.
In terms of economic standards, political and diplomatic standards, geographical

standards and feasibility, India has very good conditions as an FTA partner with Korea.
In terms of economic standards, the bilateral trade promotion effect is very high.
Political and diplomatic standards are highly evaluated in terms of political friendly
relations, the possibility of strategic utilization of economic relations, and strengthening
relations with Asia (Southwest Asia and ASEAN) .
In particular, the strengthening of economic cooperation with India under the "China
Plus One" strategy is a realistic alternative to strengthening the foundation of our
economy while reducing dependence on the China (China) economy.
Both Korea and India are likely to win-win through strengthening economic
cooperation, and an FTA can play a positive role in both countries' economies. Given
the strategic importance of bilateral trade relations, complementary industrial structure,
and political cooperation, the Korea-India comprehensive economic cooperation
agreement has an important meaning.
The Korea-India Comprehensive Economic Partnership Agreement is very positive for

the image of Korean companies and Korean products in the increasingly competitive
Indian market.
The signed Korea - India CEPA signed in August 2009 officially became effective on
January 1, 2010 after passing the National Assembly ratification in October, 2009.
Comprehensive Economic Partnership Agreement (CEPA): A term adopted to
emphasize the inclusion of economic relations as a whole, including trade in goods,
services, investment, and economic cooperation, and is essentially the same as a free
trade agreement (FTA).
Korea 's trade balance has been in continuous surplus since 1992 and imbalance in trade
balance has become a major concern for the government of India. Therefore, by
expanding concession items of the Asia-Pacific Trade Agreement (formerly Bangkok
Convention) and the GSTP (Global System of Trade Preferences among Developing
16
Countries) and expanding imports of people through the recently concluded Korea-
India CEPA, Can be.
The Asia-Pacific trade agreement is the only regional economic cooperation that covers
India and China, which are huge markets. Recently, there has been much interest in the
possibility of economic development through the revitalization of the agreement.
Currently, India is granted an average 30% preferential tariff on 1,204 general
concessional items in HS 10 unit terms such as apparel, green tea, paper, etc. Korea has
an average of 20 % Preferential tariff.
The GSTP is a tariff agreement concessing UNCTAD, a UN-affiliated organization, for

specific items between 44 developing countries, including Korea and India, and can be
a means to expand trade between Korea and India. The GSTP considers the granting of
concessional benefits only to participating member countries, not to all member
countries, so it is necessary to consider concessions for items for which it is expected
to increase imports from India.
In the case of CEPA, the price of Korea is 93% as the number of items and 90% as the
amount of imports. As a result, negotiations between the two sides have opened
channels for accelerating tariff liberalization Based on this, trade balance imbalance
can be mitigated.
Especially, in the case of raw materials, which is the main item of procurement of
Korean goods, procurement of raw materials at low price by utilizing CEPA due to the
nature of Korea, which is dependent on foreign countries' raw materials, can increase
the price competitiveness of finished products. It is necessary to maintain the trade style
considering the balance.
According to a report by the Korea Customs Service on January 18, 2011, the year-on-
year performance of the Korea-India CEPA, according to a report by the Korea
Customs Service (KCIA), total exports to the country totaled U SD 11.4 billion in 2009,
up about 43 percent from USD 8 billion in 2009 . That was far more than the 28.3
percent of Korea's total exports last year, and imports rose by 37 percent to $ 5.7 billion,
which was before the CEPA entry. In 2010, the trade balance of the international trade
surged by 49% to $ 5.8 billion from the previous year, up 1807% from the surplus of
just $ 300 million in 2001, ten years ago.
17
The Korea Customs Service said the export quota of CEPA preferential tariff exports
is only 16%, as the Korea-India CEPA is still in its infancy stage. It also provides
export-related information such as customs duty, customs clearance, and plans to
further expand cooperation with customs.
The first joint CEPA meeting between trade ministers of both countries to review the
implementation of the agreement and to discuss ways to promote trade relations
between the two countries in the wake of the first anniversary of the entry into force of
the Comprehensive Economic Partnership Agreement (CEPA) Sun was held in New
Delhi, India. The committee was attended by Chief Representative Kim Jong - hoon
and Minister of Industry and Commerce Anand Sharma.
In particular, the two sides agreed on the signing of two agreements including a MOU
for the simplification of visa issuance procedures and an agreement on co-production
of broadcasting programs. In addition, Kim Jong-hoon also urged the cooperation of
the Indian side in order to expand Korean companies' entry into Korea. The two
ministers and trade ministers announced a joint statement on the outcome of the joint
negotiations and announced that the Korea-India CEPA joint committee will work to
expand trade and mutual investment between the two countries, It was an opportunity
to get closer together. The second CEPA joint committee was held on September 29,
2011 in Seoul.
The complicated visa conditions in India and the frequently changing visa policies are
the biggest challenges for the Korean people. Local businesses require visas for more
than three years for stable business, but at the time of CEPA's entry into force, the
government has put in place a policy of tightening up tax investigations, requiring
demanding conditions such as past income tax and filing of wage statements at the time
of visa application. In order to improve the difficult process of visa issuance in India,
the Korean Embassy has concluded an MOU for expanding the number of applicants
for multiple visas, shortening the processing period for extension of visas and stay,
simplifying the submitted documents, and exempting the visa issuance fee. The visa
conditions and procedures are gradually being eased as the contracts are concluded with
the signing of documents to be completed in 2012 and withdrawal of waiting period
after expiration of visa.
18
The Korea Festival 2011, hosted jointly by the Korean Embassy and the Ministry of
Culture and Tourism, was held at the Select City Walk outdoor event in New Delhi
between September 3.26 (Sat) and 27 (Sun). The opening ceremony was attended by
the first vice minister of the Ministry of Culture, Sports and Tourism of Korea and the
Deputy Minister of Foreign Affairs of the Republic of Korea, Mr. Jay Singh, and more
than 3,000 Indian audiences and Korean residents participated in the event. In the
opening ceremony, Bibimbap performances were exhibited. In the cultural
performances, both Korea and India followed the traditional cultural performances and
Hanbok and Indian traditional costume fashion shows were carried out. Indian locals
showed great interest in fan dance, sogo dance, B-boy performance, and magic show,
and enjoyed a festive feast of Korean food. It was a great occasion to promote
understanding of Korea and India culture both in Korea and India and to inform Korea,
like "Hi India, Feel Korea" which is the key phrase of this event.
19
Chapter 2
Review of Literature
The researcher had reviewed a few papers which fall into similar realms of study with
relation to feminism and Korean Media. The paper, by JooHyeon Kim and Sangin Park,
titled ‘Effects of Media Use Behavior on the Channel Bundle Preferences’ separates
the parts that effect what sorts of tendencies buyers appear concerning channel bunches
gave by multichannel organizations (computerized TV, DBS and IPTV) in Korea,
focusing on buyers' media use hones as key determinants. For the examination, we use
the mixed logit model and check the coefficients of affiliation terms between nuclear
family characteristics and properties of the channel bunches offered by multichannel
organizations. We find that nuclear families that lean toward station packs made out of
higher watcher rating programs have a tendency to contribute more vitality seeing
terrestrial broadcaster's undertakings than other TV programs and assign greater open
door for surfing the web; that families that grade toward channel bunches featuring
diverse orders are most likely going to contribute more vitality surfing the web and
review VOD by methods for TV or other propelled contraptions; and that single tenants
or married couples without kids have tendencies for channel packs made out of more
watched channels, while upper-wage families are less tricky to cost.
Similarly, a paper titled Advertising: ‘A Content Analysis- Representation of Gender

in South African Television’ by Russell Luyt , investigates how sexual introduction is
addressed in South African TV advancing. It gives a foundation whereupon changes in
depiction after some time may be mapped; contributes toward a cross-national written
work that contemplates differentiates in depiction; and likely investigates how
depictions meet with other key social classes. A case of 5,803 exposements was
assembled in the midst of 2003 that included 1,633 fundamental visual entertainers and
2,350 storytellers. These were researched by techniques for content examination. A
coding plan was delivered that was to some degree in light of existing investigation,
including McArthur and Resko's (1975) intense examination, yet furthermore ask about
inside non-Western settings. Content groupings included qualities of the fundamental
visual on-screen character (i.e., age; portrayal; race; and social class) and furthermore
business properties (i.e., performing specialists; basic storyteller; things; and setting).
Hypotheses foreseen that folks and females would be addressed unmistakably in TV
advertisements and that these refinements would reflect customary dynamic relations
in the general population field. Revelations, as it were, maintained these hypotheses.
Folks were addressed as overpowering. They were of fundamental focus; appeared to
be practically from time to time inside the socially regarded open work field; and were
addressed as having spots of more critical social expert. Females were addressed as
subordinate. They were of discretionary focus; appeared to be most a significant part of
the time inside the socially belittled private-family unit field; and were oftentimes
addressed as including spots of social subordination. This subordination was reinforced
through disclosures that deduce their sexualisation. Intriguing precedents similarly
created in disclosures showing possible change in depictions of sexual introduction.
The repercussions of disclosures are discussed and proposition for future research are
made.
This paper takes a gander at how sex is addressed in South African TV advancing. It
gives a foundation whereupon changes in depiction after some time may be mapped;
contributes toward a cross-national composition that considers differentiates in
depiction; and most likely takes a gander at how depictions combine with other key
social classes. A case of 5,803 announcements was accumulated in the midst of 2003
that included 1,633 fundamental visual performing specialists and 2,350 storytellers.
These were analyzed by strategies for content examination. A coding plan was made
that was for the most part in perspective of existing examination, including McArthur
and Resko's (1975) great examination, yet also investigate inside non-Western settings.
Content arrangements included attributes of the fundamental visual on-screen character
(i.e., age; delineation; race; and social class) and furthermore business characteristics
(i.e., performing craftsmen; basic storyteller; things; and setting). Theories foreseen that
folks and females would be addressed contrastingly in TV ads and that these
refinements would reflect traditional different leveled relations in general society field.
Disclosures by and large supported these hypotheses. Folks were addressed as
transcendent. They were of basic focus; appeared to be practically once in a while inside
22
the socially regarded open work field; and were addressed as including spots of more
conspicuous social master. Females were addressed as subordinate. They were of
assistant focus; appeared to be most a significant part of the time inside the socially
thought little of private-private field; and were routinely addressed as including spots
of social subordination. This subordination was sustained through revelations that
construe their sexualisation. Captivating precedents furthermore created in disclosures
exhibiting possible change in depictions of sexual introduction. The repercussions of
disclosures are discussed and suggestions for future research are made. This paper takes
a gander at how sexual introduction is addressed in South African TV advancing. It
gives a foundation whereupon changes in depiction after some time may be mapped;
contributes toward a cross-national composition that ponders differentiates in
depiction; and likely takes a gander at how depictions meet with other key social
classes. A case of 5,803 announcements was accumulated in the midst of 2003 that
included 1,633 basic visual performing craftsmen and 2,350 storytellers. These were
dismembered by techniques for content examination. A coding plan was delivered that
was fairly in light of existing examination, including McArthur and Resko's (1975)
powerful examination, yet what's more investigate inside non-Western settings.
Content groupings included attributes of the fundamental visual entertainer (i.e., age;
portrayal; race; and social class) and moreover see qualities (i.e., on-screen characters;
basic storyteller; things; and setting). Hypotheses foreseen that folks and females would
be addressed contrastingly in TV promotions and that these refinements would reflect
standard dynamic relations in the general population field. Revelations, as it were,
reinforced these theories. Folks were addressed as dominating. They were of
fundamental fixation; appeared to be most as frequently as conceivable inside the
socially regarded open work field; and were addressed as including spots of more
significant social expert. Females were addressed as subordinate. They were of
discretionary focus; appeared to be most as frequently as conceivable inside the socially
thought little of private-nearby field; and were routinely addressed as having spots of
social subordination. This subordination was reinforced through disclosures that gather
their sexualisation. Entrancing models similarly ascended in revelations demonstrating
possible change in depictions of sex. The repercussions of disclosures are discussed and
recommendations for future research are made.
23
This paper co-authored by Stacy L. Smith & Katherine M. Pieper & Amy Granados &
Marc Choueiti titled ‘Assessing Gender-Related Portrayals in Top-Grossing G-Rated
Films.’ Here, the inspiration driving this substance examination was to take a gander at
sexual introduction related delineations in standard G-assessed films. Our investigation
questions kept an eye on the ordinariness and nature of folks and females when all is
said in done social occasion of individual’s charge. To answer our examination
questions, 101 of the best netting film industry films released significantly in the United
States and Canada from 1990 to mid-2005 were studied. The results gave the idea that
folks predominate females by an extent of 2.57 to 1, which has not changed in fifteen
years. Females were more plausible than folks to be young and depicted usually. In
wording of character characteristics, females will presumably be wise, extraordinary,
and brilliant than were folks.
Another paper the researcher came across ‘Content Analysis of Gender Roles in Media:
Where Are We Now and Where Should We Go?’ authored by Rebecca L. Collins, gives
an analysis with respect to the quantitative substance examinations of sexual orientation
jobs in media distributed in the two extraordinary issues of Sex Roles (Rudy et al.2010a,
2011). A couple of topics and some overall exercises rise up out of the wide assortment
of information displayed. To start with, plainly ladies are under-spoken to over a scope
of media and settings. Second, when ladies are depicted, usually in an encompassed
and negative way. Ladies are frequently sexualized—ordinarily by indicating them in
insufficient or provocative attire. Ladies are likewise subordinated in different courses,
as shown by their outward appearances, body positions, what's more, different
variables. At last, they are appeared in customarily female (i.e., stereotyped) jobs.
Ladies are depicted as non-experts, homemakers, spouses or guardians, and sexual
watchmen. In spite of the fact that the examinations for the most part bolster these ends,
some intriguing directing elements are recognized, for example, race. It is proposed that
following stages include the improvement of hypothesis and an assortment of
observational proof with respect to the impacts of introduction to under-portrayal of
ladies. Information concerning the impacts of introduction to sexualized or cliché
depictions on youthful gatherings of people is additionally deficient. At last, content
investigations of new media, including those made and appropriated by clients, are
prescribed as a subsequent stage. It is presumed that, while expanding the portrayal of
ladies in media might be significant, it is additionally important that the way in which
24
they are depicted be all the while considered to abstain from expanding negative or
cliché delineations that might be especially destructive to watchers.
A paper ‘A Content Analysis Comparing Gender Images in Network Television

Commercials Aired in Daytime, Evening, and Weekend Telecasts’ by Steve Craig talks
about a substance investigation looking at sexual orientation depictions in 2,209 system
TV ads was directed. Numerous prior investigations treated TV promoting's depiction
of men as unproblematic and rejected advertisements pointed particularly at men from
the examination test. To address this inadequacy, the example was browsed three
diverse day parts: daytime, when ladies make up most of the group of onlookers and
are the essential focus for sponsors; evening prime time, when the sex of gathering of
people individuals is all the more equally conveyed; and end of the week evening
sportscasts, when men make up a huge level of the crowd. The outcomes show that
there are extensive and steady contrasts in the manner in which people are depicted in
these multi day parts, with all examinations achieving noteworthiness at the .05 level.
In spite of the fact that advertisements in throughout the day parts had a tendency to
depict men in cliché jobs of power and predominance, those on ends of the week had a
tendency to underscore escape from home and family. The discoveries of prior
examinations which did not consider day part differences may now must be
reconsidered. The global social and social changes on reshaping of chronicled streams
that Winter Sonata conveyed to Japan and Korea have turned out to be significant theme
for scholarly research.
Arvind Singhal, an educator of correspondence learns at Ohio University, and Toru

Hanaki, a teacher of correspondence learns at the Faculty of Foreign Studies of Nazan
University, teamed up with different specialists on paper titled "Hanyu Sweeps East
Asia: How Winter Sonata is Gripping Japan," which was printed somewhere in the
range of 2005 and 2007 in the incredibly famous correspondence diary.
The International Communication Gazette - As per the examination, Winter Sonata is

an uncommon case of the ubiquity of o TV dramatization assuming o enter job in an
alternate social zone. In the mid twentieth century, the Japanese settler occupation left
profound enthusiastic scars on Korea and other Asian nations. Individuals from the
nation's biggest ethnic minority-ethnic Koreans who were persuasively moved to Japan
amid the war-were subjected to separation as peasants because of financial troublesome
25
remained an imperceptible nearness in standard Japanese society. For Japanese
individuals who recollect the long periods of pilgrim control (1910-45) and the Korean
War (1950-53), Korea was a nearby be that as it may, far off nation. Be that as it may,
the Hallyu wonder started by Winter Sonata extraordinarily changed the Japanese
individuals' impression of Koreans. In light of an inquiry on the manners by which
Winter Sonata and the going with Hallyu wonder changed Japanese ladies' Zainichi
Koreans, one organization worker in her 50s stated, "Albeit South Korea is a
neighboring nation, I didn't attempt to know the nation, and I even looked down on if.
Presently I need to know South Korea and attempt to know South Korea. A nation that
is geologically close yet mentally far turned into a nation that is both topographically
and mentally close."
On analysing the above mentioned papers, we can see that the topic that the researcher
has taken up has not been studied specifically. Although there are various papers on
women’s portrayal in media, their portrayal in K-dramas have not been studied and
hence the study is qualified to become a contribution to the world of research.
26
Chapter 3
Methodology
The researcher has incorporated Qualitative analysis by analyzing the content on the
selected K-Dramas on the issue chosen. The data analysis is done based on the
following parameters.
For this paper, the researcher has analyzed two Korean Series’ which has gained high
viewership in Korea and other parts of the world, namely ‘Boys Over Flowers’ and
‘Playful Kiss’ with 25 and 16 episodes respectively. The researcher has analyzed the
episode using the feminist perspective on the basis of:
1. Portrayal of Relationships in Korean Drama

2. Role of the ‘Ideal Beauty’ of Women in Korean Drama
3. Portrayal of Working Women in Korean Drama
The researcher has also interpreted the answers from the 4 expert interviews that were
conducted with viewers of Korean drama who have also watched the series’ that have
been analyzed.
Research in a general sense suggests an attempt as for the scientist to discover

something in a specific range of his worry. Examination is so fundamental to one's life.
It is something practically one does it reliably deliberately or unwittingly. In our regular
day to day existence we break down, assess or measure the preferences and weaknesses
remembering the true objective to play out our step by step errands. On a crucial level
each one of us are analysts. In spite of the way that it is commendable that each one of
us are analysts, it is particularly basic that one outfits oneself with the required
instruments for investigation that assistants oneself towards the divulgence of the vague
or the typical.
Research need not need to be led keeping in mind the end goal to discover an answer
for an issue; it can likewise be a study what might upgrade a current learning of a study
or the field of premium. For scholastic examination, deductive and inductive are the
techniques that are included in the greater part of the cases. At the point when watched
marvel is breaking down and the general structures are, standard are distinguished, then
it gets to be inductive thinking. Deductive reasons, then again, check theorized
standards through perception. The previous tries to make clarifications and the last
endeavor to test a speculation.
It goes for the view of wonders in their normal setting with the goal that it bodes well
regarding the crucial qualities that individual ‘s credit to the settings. The centre of the
exploration is to reasonably offer the discoveries to the others. It tries to offer
comprehension of the human experience, recognitions, inspirations, aims and practices
construct principally in light of portrayal and perception and utilizing a naturalistic
interpretative way to deal with a specific subject and its contextualized setting.
Research comprises of characterizing and rethinking the examination issue, building up
a theory or suggested resolutions, assembling, systematizing and assessing information,
making surmising and landing at conclusions, lastly circumspectly looking at the
conclusions concerning how they are identified with the speculation. The period of
innovation today has made a feeling of interest among the social researchers, the
legislatures, corporate organizations alike driving them to dive into broad
communications with a brain of a scientist. The reason for such is essentially the
profound and solid effect that the broad communications has left on the mass gatherings
of people. Consequently, the previously mentioned are keen on finding how they can
make best utilization of broad communications for their points of interest. They might
want to know the media influences the gatherings and people, how media assumes an
essential part in the improvement of the general public, how the general population tend
to utilize media, how the media influences the individual's learning of the present issues,
how the media helps in giving social change and how the media can be utilized to
accomplish social, political and monetary advancement and development among the
general population. All together that this revelation might be significant and certain, the
specialist ought to embrace a technique that is attainable and solid. It is key to note that
exploration strategies and examination procedure are not the same as each other.
Research strategies allude to each procedure that is utilized by the specialist for leading
28
a specific examination operation. Research technique includes the sorts of strategies
that the specialist finds fitting while doing a study on his exploration issue. Research
techniques worry with the accumulation of information, setting up relationship between
the information and the questions furthermore with the assessment of the precision of
the outcome. A framework does not set out to give courses of action - it is, accordingly,
not the same as a technique. Or maybe, a framework offers the theoretical supporting
for understanding which procedure, set of methodologies, or charged best practices can
be associated with specific case, for example, to figure a specific result. The
methodology is the general investigation framework that systems the way in which
examination is to be endeavored and, notwithstanding different things, perceives the
strategies to be used as a piece of it. These methodologies, depicted in the methodology,
describe the strategies or techniques for data amassing or, occasionally, how a specific
result is to be registered. Technique does not describe specific methodologies; in spite
of the way that much thought is given to the nature and sorts of strategies to be followed
in a particular approach or to accomplish an objective. Research strategy surmises more
than essentially the techniques you intend to use to assemble data. It is every now and
again critical to consolidate a thought about the thoughts and theories which underlie
the systems. For instance, in case you intend to highlight a specific segment of a
sociological speculation or test a figuring for some a player in information recuperation,
or test the authenticity of a particular system, you have to exhibit that you grasp the
essential thoughts of the methodology. The examination technique has along these lines
distinctive measurements and exploration strategies are a vital part of the examination
system. The extension that is accessible for exploration system is normally far and wide
when contrasted and the techniques for examination. The exploration procedure
considers the rationale behind the techniques so that the finishes of the examination can
be touched base at and assessed. Thus strategy is a methodical examination of the
exploration issue with the point of touching base at a conclusion. TV has a medium of
correspondence rose after the Second World War and got to be well known in United
States of America and Britain. These days, this specific medium is unavoidable among
all spots. Because of its availability and varying media quality, it helps people in
comprehension the world better. In the early stage, there were just countable channels
fundamentally news channels were accessible however now the whole situation has
been changed. These days, it is thought to be multimillion dollar business and is
accessible in various kinds including amusement, comic drama, sports and so forth.
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3.1 Qualitative Research
The qualitative methodology is taken by the researcher to check for the legitimacy of
the study led by examining inquiries and answers from alternate points of view. This
gives consistency in the examination procedure and it additionally gives top to bottom
comprehension of the exploration led and the better approach to investigate result. The
researcher utilized subjective examination as it leaves scope for subjective
understanding and basic investigation. This exploration presents non quantitative kind
of examination. It portrays reality as experienced by the gatherings, groups, people and
so on. The focal thought of Qualitative Content Analysis is to begin from the
methodological premise of Quantitative Content Analysis however to conceptualize the
way toward allotting classes to content entries as a subjective interpretive act, taking
after substance explanatory tenet. In this regard, the Qualitative Content Analysis is a
blended techniques approach: task of classifications to content as subjective stride,
working through numerous content entries. Subjective examination is described by its
points, which identify with seeing some part of social life, and its strategies which
create words, instead of numbers, as information for investigation. Qualitative analysis
would aid the researcher to help in gathering information and to interpret in a way which
will help the researcher to do proper study of the parameters that the researcher has
been selected for the analysis of the topic.
3.2 Content Analysis
Content Analysis is one of various exploration strategies used to break down content
information. The objective of substance examination is "to give learning and
comprehension of the marvel under study". Subjective substance investigation is an
exploration strategy for the subjective elucidation of the substance of content
information through the efficient grouping procedure of coding and distinguishing
topics or examples. The essential methodology of subjective substance examination is
to hold the qualities of quantitative substance investigation and against this foundation
to create procedures of methodical, subjectively situated content investigation. The
substance examination of the exploration strategy is connected with the subjective
information. Here the information will be investigated from the auxiliary source i.e.
from ads. This technique is exceptionally subjective. Albeit at first restricted to studies
that inspected writings for the recurrence of the event of distinguished terms (word
30
checks), by the mid-1950's analysts were at that point beginning to consider the
requirement for more complex techniques for examination, concentrating on ideas
instead of essentially words, and on semantic connections as opposed to simply
nearness (de Sola Pool 1959). While both conventions still proceed with today, content
investigation now is additionally used to investigate mental models, and their semantic,
full of feeling, subjective, social, social and recorded centrality. Content examination
is a system for the order of verbal or behavioral information, for motivations behind
arrangement, outline and classification. The substance can be broken down on two
levels. The fundamental level of investigation is an elucidating record of the
information: this is what was really said with nothing perused into it and nothing
accepted about it. A few writings allude to this as the show level or sort of examination.
The more elevated amount of investigation is interpretative: it is worried with what was
implied by the reaction, what was construed or suggested. It is some of the time called
the dormant level of examination.
3.3 Visual Analysis
Visual analysis is the essential unit of artistry verifiable composition. Sources as

changed as craftsmanship magazines, insightful books, and undergrad research papers
depend on compact and definite visual examinations. You may experience a visual
examination as a task itself; or you may keep in touch with one as a component of a
more extended exploration paper. The reason for a visual examination is to perceive
and comprehend the visual decisions the craftsman made in making the work of art. By
watching and expounding on particular parts of the craftsmanship object, you will go
to a superior comprehension of the workmanship object all in all. A visual examination
addresses a work of art's formal components—visual characteristics, for example,
shading, line, surface, and size. A visual examination may likewise incorporate
verifiable setting or elucidations of importance. Further, the researcher will be able to
analyses some of the parameters in the analysis part in a more comprehensive manner.
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3.4 Theoretical Framework
Feminist theory is a is a noteworthy part of hypothesis inside human science that moves
its presumptions, expository focal point, and topical concentrate far from the male
perspective and encounter and toward that of ladies. In doing as such, women's activist
hypothesis sparkles a light on social issues, patterns, and issues that are generally
ignored or misidentified by the verifiably overwhelming male point of view inside
social hypothesis. Key regions of center inside women's activist hypothesis incorporate
separation and avoidance based on sex and sex, typification, basic and monetary
disparity, power and persecution, and sexual orientation jobs and generalizations,
among others.
Numerous individuals erroneously trust that women's activist hypothesis centers only
around young ladies and ladies and that it has a characteristic objective of advancing
the predominance of ladies over men. Actually, women's activist hypothesis has
dependably been tied in with review the social world in a way that enlightens the powers
that make and bolster disparity, persecution, and unfairness, and in doing as such,
advances the quest for correspondence and equity.
All things considered, since the encounters and points of view of ladies and young
ladies were verifiably prohibited from social hypothesis and sociology, much women's
activist hypothesis has concentrated on their collaborations and encounters inside
society so as to guarantee that a large portion of the total populace isn't let well enough
alone for how we see and comprehend social powers, relations, and issues. While most
women's activist scholars all through history have been ladies, today individuals of all
sexes can be discovered working in the control.
By moving the focal point of social hypothesis far from the viewpoints and encounters
of men, women's activist scholars have made social speculations that are more
comprehensive and innovative than those which accept the social on-screen character
to dependably take care of business. Some portion of what makes women's activist
hypothesis inventive and comprehensive is that it frequently considers how frameworks
of intensity and abuse associate, which is to state it doesn't simply center around
gendered power and persecution, yet on how it may cross with fundamental bigotry, a
32
progressive class framework, sexuality, nationality, and (dis)ability, in addition to other
things.
3.4.1 Sex Differences
Some women's activist hypothesis gives a diagnostic system to seeing how ladies' area
in, and experience of, social circumstances contrast from men's. For instance, social
women's activists take a gander at the diverse qualities related with womanhood and
gentility as a motivation behind why people encounter the social world in an unexpected
way. Other women's activist scholars trust that the diverse jobs doled out to ladies and
men inside establishments better clarify sex contrast, including the sexual division of
work in the family unit. Existential and phenomenological women's activists center
around how ladies have been underestimated and characterized as "other" in man
centric social orders. Some women's activist scholars center particularly around how
manliness is created through socialization, and how its advancement associates with the
way toward creating feminity in young ladies.
3.4.2 Sex Inequality
Women's activist speculations that attention on sexual orientation disparity perceive

that ladies' area in, and experience of, social circumstances are distinctive as well as
unequal to men's. Liberal women's activists contend that ladies have indistinguishable
limit from men for moral thinking and organization, yet that male controlled society,
especially the sexist division of work, has generally denied ladies the chance to express
and practice this thinking. These elements serve to push ladies into the private circle of
the family unit and to avoid them from full investment in broad daylight life. Liberal
women's activists bring up that sexual orientation imbalance exists for ladies in a hetero
marriage and that ladies don't profit by being hitched. For sure, these women's activist
scholars guarantee, wedded ladies have larger amounts of worry than unmarried ladies
and wedded men. In this way, the sexual division of work in both people in general and
private circles should be changed with the goal for ladies to accomplish uniformity in
marriage.
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3.4.3 Sexual orientation Oppression
Hypotheses of sex mistreatment go more distant than speculations of sexual orientation

distinction and sex disparity by belligerence that not exclusively are ladies not the same
as or unequal to men, however that they are effectively persecuted, subordinated, and
even manhandled by men. Power is the key variable in the two primary hypotheses of
sexual orientation abuse: psychoanalytic woman's rights and radical women's
liberation. Psychoanalytic women's activists endeavor to clarify control relations
among people by reformulating Freud's speculations of human feelings, youth
advancement, and the workings of the subliminal and oblivious. They trust that
cognizant computation can't completely clarify the creation and multiplication of male
centric society. Radical women's activists contend that being a lady is a positive thing
all by itself, however this isn't recognized in man centric social orders where ladies are
mistreated. They distinguish physical brutality as being at the base of male controlled
society, yet they feel that man centric society can be crushed if ladies perceive their
own particular esteem and quality, build up a sisterhood of trust with other ladies, stand
up to persecution fundamentally, and frame female-based dissident systems in the
private and open circles.
3.4.4 Basic Oppression
Basic persecution hypotheses place that ladies' abuse and imbalance are an aftereffect
of free enterprise, man controlled society, and bigotry. Communist women's activists
concur with Karl Marx and Freidrich Engels that the average workers are abused as a
result of private enterprise, however they look to stretch out this misuse to class as well
as to sexual orientation. Intersectionality scholars try to clarify mistreatment and
disparity over an assortment of factors, including class, sex, race, ethnicity, and age.
They offer the imperative understanding that not all ladies encounter abuse similarly,
and that similar powers that work to persecute ladies and young ladies likewise mistreat
non-white individuals and other underestimated gatherings. One manner by which basic
mistreatment of ladies, particularly the financial kind, shows in the public eye is in the
sexual orientation wage hole, which demonstrates that men routinely gain more for a
similar work than ladies. An intersectional perspective of this circumstance
34
demonstrates to us that ladies of shading, and men of shading, as well, are significantly
additionally punished in respect to the profit of white men.
In the late twentieth century, this strain of women's activist hypothesis was stretched
out to represent the globalization of free enterprise and how its strategies for generation
and of collecting riches focus on the abuse of ladies specialists around the globe.
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Chapter 4
Findings and Analysis
For this paper, the researcher has analyzed two Korean Series’ which has gained high
viewership in Korea and other parts of the world, namely ‘Boys Over Flowers’ and
‘Playful Kiss’ with 25 and 16 episodes respectively. The researcher has analyzed the
episode using the feminist perspective on the basis of:
1. Portrayal of Relationships in Korean Drama

2. Role of the ‘Ideal Beauty’ of Women in Korean Drama
3. Portrayal of Working Women in Korean Drama
The researcher has also interpreted the answers from the 4 expert interviews that were
conducted with viewers of Korean drama who have also watched the series’ that have
been analyzed.
Boys Over Flowers is a 2009 South Korean TV arrangement that earned high
viewership appraisals in South Korea and fame all through Asia. It stars Ku Hye-sun,
Lee Min-ho, Kim Hyun-joong, Kim Bum, Kim Joon and Kim So-eun. It disclosed for
25 scenes on KBS2 from January 5 to March 31, 2009.
The arrangement is around a normal young lady who gets tangled up in the lives of an
egotistical rich kid and his companions, and depends on the Japanese shōjo manga
arrangement Boys Over Flowers composed by Yoko Kamio.
Figure 1 Geum Jan Di, an ordinary girl and the elitist 'F4'
Shinhwa Group is giving off an impression of being one of South Korea's greatest totals
and is passing by the completely gaudy Kang Hee-soo. Her tyke Gu Jun-Pyo (Lee Min-
ho) is the pioneer of F4, the most common and awesome child store up at the grandiose
Shinhwa High School. Yoon Ji-hoo (Kim Hyun-Joong), So Yi-jung, and Song Woo -
Bin Gu Jun-pyo's colleagues and rich recipients in their own specific right - are all in
all people from the social event. Right when F4 spooks a child to the skirt of suicide,
needy individuals yet vivacious Geum Jan-di (Ku Hye-sun) saves his life and gets a
swimming gift to go to the High School. Geum Jan-di's family keeps up a clothing
business and she lives in somewhat home with her people, Geum Il-bong and Na Gong-
joo, and her more energetic kin Geum Kang-san.
Instantly, Geum Jan-di hates her well off associates and is sickened by the obsession
enveloping the F4 young fellows. Bothered by her strong headed nature, Gu Jun-pyo
singles out Geum Jan-di to spook anyway she faces him and he begins to encounter
enthusiastic affections for her. Meanwhile, Geum Jan-di makes affections for Yoon Ji-
hoo. She a little while later finds that Yoon Ji-hoo develops an uneven love for Min
Seo-hyun, a successful model and his valued sidekick. After Yoon Ji-hoo leaves the
country to look for after a relationship with Min Seo-hyun, Geum Jan-di begins to
grudgingly contribute more vitality with Gu Jun-pyo. He broadcasts to the school that
37
she is his significant other. In a matter of seconds, a brief span later, Geum Jan-di's
friend Oh Min-ji sedates her at a social occasion and takes photographs of her laying
absent in bed with a man. Right when the photos are spilled in the school, Gu Jun-pyo
is offended and assumes that Geum Jan-di has been undermining her. Thus, his fans
and swarm of cherishing associates begin to spook and mistreat Geum Jan-di. Goodness
Min-ji inconspicuously uncovers to Gu Jun-pyo of her commitment with the photos. It
is revealed that they have been companions since kindergarten, and that Oh Min-ji has
for quite a while been attempting to win his thought by encountering remedial plastic
restorative method. Gu Jun-pyo avoids Oh Min-ji for betraying her partner and rushes
to save Geum Jan-di, who is attacked by spooks. He apologizes for scrutinizing her and
their bond turns out to be more grounded.
Yoon Ji-hoo returns, causing Geum Jan-di to feel bewildered about her feelings. While
Gu Jun-pyo relentlessly endeavors to give her affection, she is logically occupied by
Yoon Ji-hoo. In the midst of a week's end discover a private island, Gu Jun-pyo walks
around on her offering a kiss to Yoon Ji-hoo and he conveys his hurt in a wrath. The
next morning, he leaves the island and winds up solitary, causing Geum Jan-di to feel
remorseful. She comprehends that she is captivated by him and announces this when
Gu Jun-pyo fakes a setback. In the interim her nearest buddy, Chu Ga-eul, bonds with
F4 part So Yi-jung. Right when Kang Hee-soo learns of Gu Jun-pyo and Geum Jan-di's
relationship, she executes different undertakings to humiliate Geum Jan-di and her
family in view of their societal position. Geum Jan-di drives forward and finds a
sidekick in a too much obliging model, who energizes her win money by exhibiting for
a magazine. This disturbs Gu Jun-pyo as he feels hurt by Geum Jan-di searching for
help from someone else. When she is captured by the model, it is revealed that he is the
more energetic kin of the understudy whose suicide Geum Jan-di had dodged, and he
searches for vindicate. Gu Jun-pyo arrives alone and the model has him beat up before
a tied up Geum Jan-di, yet they are defended by the F4 people in time.
After Gu Jun-pyo's father falls debilitated, his mother drives him to begin getting ready
to lead Shinhwa. He leaves the city, turns cool toward his buddies and Geum Jan-di,
and begins to run with his mother for formal courses of action. Geum Jan-di and F4
look for after him and endeavor to induce him to without break, in any case he expels
them. Kang Hee-soo plots to keep the partition among them and brains Gu Jun-pyo's
38
dedication with the recipient Ha Jae-kyung. Geum Jan-di approaches Gu Jun-hee, Gu
Jun-pyo's worshiping more settled sister, to empower her find to work and she advances
toward getting to be Gu Jun-pyo's near and dear house guardian. It is clear that both Gu
Jun-pyo and Geum Jan-di still love one another, at any rate Ha Jae-kyung encounters
energetic affections for Gu Jun-pyo and endeavors to influence him. She after a short
time comprehends that it is useless, and in the midst of the motorcade of their wedding,
she decays to marry Gu Jun-pyo and imparts that she can't be with someone who
venerates another. Geum Jan-di and Gu Jun-pyo rejoin, in any case in light of being
moreover incapacitated by his mother and feeling perplexed about their relationship,
Geum Jan-di leaves the city in the wake of experiencing esteeming minutes with him.
Gu Jun-pyo is pain hit and meets with an incident that influences him to lose his
memory of Geum Jan-di. Asked by her mother to look for after her heart, Geum Jan-di
returns yet is debilitated that Gu Jun-pyo can't survey her personality. In the wake of
asking for that he tries to remember her name, she skips in a pool as he watches,
influencing him to be flooded by memories of them saving each other from choking.
He gets out her name and ensures her and they join without a doubt. Disregarding the
way that he asks for that her marry him, they pick it is best to look for after their
individual dreams first. Gu Jun-pyo leaves for America, where he helps the Shinhwa
assembling and transforms into a powerful operator.
After four years, it is demonstrated that Geum Jan-di and Yoon Ji-hoo have graduated
restorative school, while So Yi-jung is an effective designer and comes back from
Sweden for Chu Ga-eul, who has turned into an instructor. Gu Jun-pyo touches base in
a helicopter and proposes to Geum Jan-di at the shoreline side; she energetically
acknowledges and they stroll close by the shoreline, grinning joyfully.
Boys Over Flowers pulled in high viewership appraisals and buzz all through South
Korea amid its communicate in 2009, and made another Korean Wave all through Asia.
The cast individuals progressed toward becoming easily recognized names and shot to
fame medium-term, and after the arrangement finished, a few of them turned into the
characteristics of different supports and commercials. The show is credited with
propelling the vocation of its lead performing artist, Lee Min-ho, who had already
showed up in few low-spending secondary school dramas.
39
Amid its communicate, the arrangement impacted South Korean men to consider their
appearances more important to duplicate the metrosexual or "pretty kid" picture (lit.
"men as excellent as blooms") of the F4 characters in the dramatization. This prompted
an expansion in South Korean guys wearing beautifying agents, preppy and voyage
outfits, and dress in generally more female resembles the shading pink and flower
prints.
The show's nearby shooting areas progressed toward becoming vacation destinations,
for example, Damyang Dynasty Country Club in South Jeolla Province; Ragung hanok
lodging in Silla Millennium Park in Gyeongju, North Gyeongsang Province; Hilton
Namhae Gold and Spa Resort in South Gyeongsang Province; Grand Hyatt Seoul ice
arena; Lotte Hotel World's Emerald Room; Farmer's Table in Heyri; and Yangpyeong
English Village. The abroad areas highlighted, for example, New Caledonia and Macau
additionally ended up looked for after occasion destinations.
The arrangement's global fame stretched out to Japan, Thailand, Vietnam, Singapore,
India, Nepal, Malaysia, Philippines, Taiwan, Sri Lanka, Zambia and among others. The
cast individuals held different sold-out occasions crosswise over Asia, for example,
shows and fan meetings.
The Seoul part of the Young Women's Christian Association (YWCA) scrutinized the
arrangement for being the embodiment of realism and the Cinderella complex, saying
it sets a terrible case for Korean shows by delineating school brutality, and youngsters
enjoying joy and preference toward others in view of their appearance and social class.
The YWCA report additionally singled out the main female character (Geum Jan-di)
for being latent and dependent.
The second arrangement that the specialist has examined is 'Playful Kiss' ((generally
called Mischievous Kiss or Naughty Kiss) which is a 2010 South Korean romantic
comedy TV plan, including Jung So-min and Kim Hyun-joong It circled on MBC from
September 1 to October 21, 2010 on Wednesdays and Thursdays at 21:55 for 16 scenes.
It depends on the Japanese manga Itazura Na Kiss created by Tada Kaoru. The Korean
game plan is the third TV alteration of the manga following the Taiwanese It Started
with a Kiss in 2005, and its continuation They Kiss Again in 2007. Despite the fact that
Playful Kiss got low assessments in South Korea in the five to seven percent go, it was
40
sold to 12 countries in Asia for generally US$3,400,000 and developed a strong religion
following, having been spouted 70 million times on Viki and securing US$400,000 in
promotion salary through web based spilling. Because of its overall reputation, a short
exceptional discharge was flowed on YouTube after the game plan finale.
A ditsy and unpleasant Oh Ha-Ni (Jung So-Min) is captivated with her opposite, Baek
Seung-Jo (Kim Hyun-Joong) who is a sharp and well known child. Strain rises when
Oh Ha-Ni forms and passes on her love letter to Baek Seung-Jo to which he gives back,
assessed.
Embarrassed and heart-broken, Oh Ha-Ni goes home just to have her home fold in on
her, her father and her three partners. As predetermination would have it, Oh Ha-Ni and
her father – Oh Ki-Dong (Kang Nam-Gil) end up being welcome to live with Baek
Seung-Jo and his family.
Figure 2 Oh Ha-Ni, who is so far committed to Baek Seung-Jo tries to please Seung-Jo.
Along the way, Ha-Ni winds up tired of Seung-Jo's cool and unfeeling attitude. Bong
Joon-gu, who has been leaning toward Ha-Ni for a long time, began seeking after for
her kinship and finally, her hand for marriage. Seung-Jo by then comprehends that she
will vanish and starts seeking after her to win her back.
41
Connections are depicted in Korean Drama as an extremely significant part and yet the
job of a lady in a relationship is exceptionally minor. Regularly talked by a dashing
male lead, 'I'll assume liability' is a term utilized as an angled, sensational proposition
of marriage. A character who says these words ventures forward as a potential spouse,
as somebody will's identity around for his better half through great and awful, thick and
thin.
In Korea by expressing, "I'll assume liability for you and our relationship," the man is
announcing to his question of want, as though she's a pet needing a proprietor, not a
grown-up lady fit for thinking about herself. Eventually, it is anything but an admission
of affection—it's an affirmation of an uneven parity of intensity. It's the individual in
control stooping to go up against the weight of a spouse, begrudgingly tolerating the
job of being her pioneer, supervisor, and ace. In Playful Kiss the male lead character
Baek Seung Jo 'assumes liability' for Oh Ha Ni, when he requests her deliver marriage.
The dad answers by saying "You definitely know yet Oh Ha Ni is great at nothing. She
isn't brilliant. She can't cook and she's indiscreet and clumsy" (Episode 14, Playful Kiss)
putting her down considerably encourage.
Numerous K-dramas markers of ladies' status are outer, followed up on by one

character by another. A few, be that as it may, are inside—like to shout "Otokay?"
(What to do?). This explanatory articulation of vulnerability and uncertainty is utilized
by characters who learn about of their alliance and unfit to outline a game-plan.
42
Figure 3 Oh Ha Ni’s ‘Otokay’(What do I do?) question rises in every episode
Oh Ha Ni, for example utilizes the shout atleast once in each scene as the entire
arrangement is based on the male lead infantilizing her. Feebly she groans otakay
despite whatever little scale, whimsical humiliation the show's male lead has dispensed
on her. From the minute he rejects her affection letter in school (Episode 1, Playful
Kiss) to even after their marriage when she is uncertain about it (Episode 15, Playful
Kiss) she consistently groans 'Otokay?'.
Figure 4 Baek Seung Jo corrects the love letter Oh Ha Ni gives
43
It turns into an awkward affirmation of vulnerability and self-question that really
capacities as a statement of regret for the individual organization of female characters.
Certainly, they in the long run settle on the choices the plot expects of them, however
not before the essayists set aside opportunity to push exactly how hard it is for their
ladies to think autonomously and tackle their own particular issues.
With regards to overbearing physical contact in K-shows, men are believed to constrain
ladies to get things done without wanting to. Men get ladies to drag them off for
protracted, uneven discussions; to keep them from leaving the room; or to control them
in swarms. The main parallel thing K-show ladies are permitted is to grasp the edge of
a man's coat, something they for the most part do in fear or to guarantee that they're not
isolated from him in the city. However, it's in every case clear that snatching a wrist is
a declaration of intensity and a refusal of the other individual's through and through
freedom, while getting a coat is an affirmation of shortcoming.
Towards the finish of Boys over Flowers, while remaining in a cluster of furious
characters, Jun Pyo took what he thought was Jan Di's wrist and hauled her for squares.
What he didn't understand until very late was that the wrist he snatched had a place not
with Jan Di, but rather to her adversary for his affections (Episode 20, Boys Over
Flowers). This was played for satire, yet it's in reality only an update what an uneven,
unoriginal demonstration of animosity the wrist snatch really is: He hauled that young
lady so far she needed to request taxi passage to return to where they began, while never
acknowledging its identity. "What's so difficult about affection, you essentially get the
other individual's hand and decline to give up" Gu Jun Pyo builds up this idea by the
start of the arrangement itself (Episode 2, Boys Over Flowers).
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Figure 5 The ‘wrist grab’ in ‘Boys Over Flowers’
Figure 6 The wrist grab in ‘Playful Kiss’
Oh Ha Ni is gotten by the wrist and given a piggy back ride by Baek Seung Jo in spite
of the fact that she obviously says no to it (Episode 3, Playful Kiss). A large portion of
the kisses in K-shows are additionally 'constrained’, Gu Jun Pyo strongly attempts to
kiss Geum Jan Di when he gets some answers concerning her fascination towards Ji
Hoo and endeavors to build up their relationship through a kiss in spite of the fact that
she isn't eager (Episode 3, Boys Over Flowers).
45
The Feminine Mystique by Betty Friedan draws out the slippery convictions and
establishments that undermined ladies' trust in their scholarly abilities and kept them in
the home and furthermore talks about the mountain man strategies which can be
contrasted with the conduct found in the Korean Drama male heroes.
The family unit exercises likewise turn into a basic piece of connections in Korean
Drama, the lady's capacity as a 'spouse' is tried on this. At the point when Baek Seung
Jo's dad is conceded in the healing center Han Ni goes up against the job of the
'homemaker' to demonstrate her value to Baek Seung Jo (Episode 12, Playful Kiss)
however this turns out to be amazingly, one more example where he infantilizes Oh Ha
Ni and ridicules her cooking abilities.
Figure 7 Oh Ha Ni tries to prove that she is the ‘perfect’ wife
With regards to want and physical connections in K-shows, just in the rarest of
conditions are they permitted to need to contact a man, however when that man needs
to contact them they're quite often anticipated that would give him a chance to do as
such. In Playful Kiss when Oh Ha Ni returns into Baek Seung Jo's space to get her
math’s course reading, he prods her adage that she is `here to engage in sexual relations
with him when nobody is at home. He even pulls her on to his bed (Episode 3, Playful
Kiss). Ladies likewise see that satisfying a man's longing will take care of the
considerable number of issues in a relationship, a case for this would be Baek Seung
Jo's mom who urges Oh Ha Ni to go to Seung Jo's studio flat alone and 'make utilization
of the chance' (Episode 10, Playful Kiss). Indeed, even after marriage, Oh Ha Ni is
46
unmistakably extremely unreliable about her relationship, she is exceptionally worried
about enrolling their marriage when her opponent, Hae Ra says "so you're in fact still
not wedded to him" (Episode 16, Playful Kiss).
This is extremely tricky and it additionally approaches what measure of sexual want
and action is viewed as ordinary and how ladies are being induced they are normally as
sexual as men and when they don't feel thusly, there is a major issue with them either
physically, candidly or they have to lose control.
The connections between the male and female heroes in Korean dramatization are
regularly observed to depict male prevalence, infantilism of the female, enslavement of
ladies and their reliance on men. They additionally demonstrate powerful and injurious
sexual connections as sentimental which turns into a contributing variable to assault
culture.
'Beauty' additionally winds up one of the classifications that has turned out to be
consecrated in Korea Drama. In this sense, ladies' bodies turned into a critical theme
for social talk. The Korean culture is fixated on naming ladies' figures after letter sets,
similar to S figure, X figure, and so forth. Korean ladies have the best levels of body
disappointment on the planet (notwithstanding really being the slenderest). On-screen
characters like Son Ye-Jin (Park Gae in Personal Taste) is really viewed as fat, the
benchmarks of excellence being to a great degree skinny K-pop stars like Uee. It creates
the impression that while the S-line term itself wasn't utilized, harking back to the 1920s
and '30s, those were absolutely developmental years for Korean consumerism, in which
the act of empowering and additionally pandering to specific looks, styles of dress, and
body states of particularly female customers was first settled. Afterward, it would be
(re)implemented with a retribution by military governments that conflated
consumerism with patriotism and national security. Over that, quite a bit of it obliged
what were classified "New Women" (shin-yoseong), who not just exploited outrageous
outside designs and non-customary ways of life to state their sexuality and ladies' rights.
47
Figure 8 The ‘V-shaped’ face according to Korean Standards
Figure 9 ‘Alphabetization of the woman’s body is common in Korea. An example would be the ‘S-figure’ and the
‘X- figure’
In 'Boys over blossoms', the primary thing that Jun Pyo does with Jan Di when he
feels pulled in to her is to 'change' her. He captures her from school to his manor and
gives her a makeover. After Jan Di is 'changed', Jan Di is conveyed to Jun Pyo and he
says 'Even an odd one out be transformed into a swan' (Episode 2, Boys Over Flowers)
and he additionally proceeds to 'acknowledge' her as his better half, in spite of the fact
that by then in the arrangement Geum Jan Di has no fascination whatsoever towards
Jun Pyo. He says 'In the event that you do as I say, when no one is near, I can regard
you as the Almighty Jun Pyo's better half'.
48
Figure 10 Jun Pyo gives Geum Jan Di a makeover
This reality of the broad communications advancing outlandish standards of ladies'

body shapes misshapes how men see ladies' bodies, and thusly this urges ladies to battle
against their own particular bodies proliferating a belief system of a continuous
disappointment with oneself’. In this way, ladies begin generalizing their own particular
bodies. Indeed, even the performing artists can't compare to the guidelines of the perfect
body that the media presents. On-screen character Yoon Eun-Hye's (Eun-Chan in
Coffee Prince) picture was photoshopped by the organization Amore-pacific to
demonstrate a X-line that she didn't have.
49
Figure 11 Amore Pacific’s photoshopped ‘X-line’
In all societies, the desire for ladies is to be excellent. Be that as it may, the specifics
of every culture perfect body are formed as they build up their own particular
exceptional arrangement of characteristics they consider excellent. Korean culture has
its own particular arrangement of societal "tenets" that characterize excellence, its own
particular meaning of physical engaging quality, and its own particular arrangement of
body perfect, which shape its aggregate self-perception. Before talking about how
Korean dramatization impacts goals, the meaning of Korea's beliefs is vital. A perfect
body in Korea, as in numerous different societies is multi-faceted. It draws in the
measure of muscle to fat ratio, shape, and the noticeable quality of various facial
highlights.
Koreans, basically females, have received a 'sequential order' of body shapes. Ladies'
figures and characteristics comply with the states of letters in the English letter set and
are utilized to survey a body. The 'S-line' is characterized as abundant bosoms and rump
when seen from the side. Long legs and arms that are associated by a thin abdomen
portray the 'X-line’. What's more, various self-revealed Korean online journals
demonstrated the expanding notoriety of a slim, yet physically tasteful X-line. Gu Jun
Pyo ridicules Geum Jan Di's figure, "I was seeking after a S-line D-glass measured
young lady when I heard ponder lady. That is an aggregate frustration" (Episode 1,
Boys Over Flowers).
Indeed, even in Playful Kiss, Baek Seung Jo prods Oh Hani by saying "You don't have
a body that can be viewed as attractive however. Indeed, even the A-container must be
50
too enormous, did you quit becoming after rudimentary school?"(Episode 9, Playful
Kiss).
A lady's face with thin cheeks and a pointed and characterized jaw is viewed as the 'V-
line’. 'Facial highlights additionally have particular prerequisites with a specific end
goal to be esteemed socially perfect. Notwithstanding a little, angular face, the face
must be symmetrical and the jaw must not just either forward or along the side. Other
cherished highlights incorporate fair skin and bigger eyes with a twofold eye-cover’.
Korean restorative medical procedure ascended as a side-effect of the gigantic Korean
'wave' and by the late 2000s, corrective medical procedure had turned into a
multimillion dollar send out industry in its own right.
The Korean-dialect web teens with media reports of big names who have gotten free
corrective medical procedure as a byproduct of advancing a given center's aptitude.
Many are paid for embracing the supporting facility. Photos of the carefully altered
famous people, supplemented by media interviews are powerful promoting devices for
drawing in planned purchasers. Korean sites concerning restorative medical procedure
are likewise an eye-getting highlight of the Korean web. Daum right now has
somewhere in the range of 47,781 restorative medical procedure sites. Of these, a huge
number were established by centers to advance their specialists.
Subjectively, the degree of corrective medical procedure's coordination into

contemporary Korea's esteem framework can be found in the prominence of eyelid and
nose methodology that Korean guardians much of the time present to their kids as
secondary school graduation blessings. The demonstration of going under the blade
turns into an 'experience' of personal growth that denotes a man's ascent in social
standing. Moreover, the parental endorsement communicated through the endowments
transform the surgery and its foreseen result into an occasion of family holding.
To date, ladies stay by a long shot the biggest gathering of corrective medical procedure
beneficiaries in Korea. The across the board reputation for restorative medical
51
procedure has the impact of fortifying the commodification of female magnificence as
a 'trophy' for the fruitful male, regardless of whether as forthcoming spouse or manager.
Min-ji from Boys Over Flowers leaves the school subsequent to being rejected by Jun-
pyo when they were little, she returns having done different plastic medical procedures
in anticipation of being acknowledged by him. She enlightens him regarding her
difficult experience and how she did it for him. (Episode 4, Boys Over Flowers).
Figure 12 Oh Min Ji pleads for Jun Pyo’s love
Korean families are likewise observed to pressurize their kids about their bodies and
urge them to take an interest in compensatory practices. In Boys Over Flowers Geum
Jan Di's mom is seen too be exceptionally worried about her girl's figure and advises
her, "You need to count calories and get yourself a decent body to get the eyes of the
youthful gentlemen"(Episode 1, Boys Over Flowers).
In 2012, specialists played out an aggregate of 700,000 corrective surgeries in South

Korea. For examination in the United States, specialists performed 1.6 million
techniques in 2012. Nonetheless, the number of inhabitants in US in 2012 was 313.9
million individuals. With a populace more than six times the span of South Korea's, yet
just twice the same number of medical procedures.
Along these lines, what was utilized to subvert principles of sexuality at that point, is
presently essentialized socially as a form standard as well as a major aspect of being a
cutting edge lady in Korea. This comprehension of magnificence as an essential for
52
one's self-esteem has gone past a tasteful domain. It has been advanced similar to a
necessity. But in actuality this fixation gathers immense benefits for restorative
organizations and the plastic medical procedure industry.
The K-shows for the most part take after a basic recipe which requires the meeting up
of the heroes in whichever route conceivable as that is the mainstream request. In this
way, there is the game changing gathering, frisson between the leads, obstructions in
their way and after that the inescapable clearing up of perplexities which finishes in a
cheerful closure. This is the veritable platform of any plot in K-shows, with variable
stories. In a ton of these, the lady is appeared to work, which emits the picture that
ladies in Korea are present day, liberated, esteem their flexibility, and add generously
to the economy. However, this picture will promptly break up in the event that we take
a gander at the example of the male lead portrayals in the dramatizations. All of them
are 'Chaebols' (CEO of a multinational business aggregate) or claim their very own
organization. The hero of Boys Over Flowers, Gu Jun Pyo the proprietor of the 'Shinwa'
amass is additionally a magnate, in the interim the female lead Geum Jan Di is from a
group of cleaners and furthermore works low maintenance at a porridge shop.
The female leads are utilized however they will dependably seem poor and deficient
regarding the male leads.
Figure 13 Jan Di who helps in her family’s dry cleaning business
53
Cha Eun Sang in Heirs is the girl to Kim Tan's servant, whose adoration for her begins
of pity, oblivious of her social standing. She seems powerless, frail and weakened while
she is in America to meet her sister and does not comprehend the nearby dialect. He
quickly assists the "lady in trouble" figure, being the purebred high society male that
he is. He generally endeavors to assist her with cash at whatever point he can. Along
these lines, there is a chain of command in their relationship.
In Boys Over Flowers, we see that Gu Jyun Pyo attempts to awe Geum Jan Di and her
family with his cash. Gu Jyun Pyo gives Jan Di's family pristine machines and they are
happy with their relationship, yet Jan Di irately rejects all the gifts (Boys Over Flowers,
Episode 5). Eun Sang from Heirs likewise buckles down at five low maintenance
occupations, dismissing Tan's financial help, and faces him disregarding her poor
foundation. Yet, her poise and dignity does not counter his cash. Eun Sang is overcome,
brave, adroit, dedicated and shrewd, however her value is weakened in the relationship.
K-shows renders this imperceptible. Be that as it may, towards the end, exceptionally
not at all like himself, Tan skillfully makes utilization of the media to harden his
association with Eun Sang, and constrains his dad into tolerating Eun Sang. Eun Sang
continually alludes to her relationship as a fantasy from which she needs to wake up
sometime in the not so distant future. She is by all accounts scrutinizing her self-esteem
in connection to Tan. Thus, the lady dependably must be sub-par somehow to fit into
the male centric worldview of connections where the man is the supplier. The man's
vocation is dependably a colossal issue, pressurizing the man to deal with his family,
however as per western liberal qualities the man and lady are breaks even with in a
relationship now. In Playful Kiss we see that Baek Seung Jo deals with his dad's
organization when he shows at least a bit of kindness assault and we see the female lead
Oh Ha Ni savoring the job of the housewife amid this time (Playful Kiss, Episode 12).
The lady quite often originates from a poor to a white collar class foundation with the
man having money related ability. We can see a similar thing rehashed in Coffee Prince
where Han Kyul is the proprietor of the bistro that Eun Chan works at, who is again
penniless. This is in accordance with the ordinary Confucian family esteems go down
from China, where the lady is consigned to the residential circle and the man deals with
his family.
54
Likewise, the infantilism of the courageous women turns into a major issue in such
manner. In I require Romance 3, and Personal Taste the men 'fare thee well' of the
ladies. Joo Wan (I require Romance, Episode 3) basically progresses toward becoming
Joo Yeon's maid and chitchats with her wryly when she is disturbed to occupy her
consideration, as with a kid. He nearly forces her into respecting their relationship by
saying he will quit 'minding' for her. Joo Yeon shockingly shows a bothering reliance
when she understands that Wan's parental effortlessness is gone, by trick calling,
abandoning him messages and pursuing into his arms taking the draw like a lost kid.
This youthfulness credited to females, their being awkward, bird-brained, absent
minded however brimming with life like kids is very baffling. Indeed, even Jin ho in
Personal Taste needs to 'change' Gae-In, by tending and serving her way of life, who
has been undermined by her sweetheart for her absence of 'gentility'. She chooses to
put an 'unequivocal' confidence in him, even after he fakes his character to gain
admittance to her home. This sort of an attribute which indicates social ineptitude,
household insufficiency and money related inadequacy which is mitigated by an
accomplice, is exceptionally disparaging and ungainliness, bashfulness, fragility and
absence of social watchfulness is surrounded as charming, attractive and 'female'.
In Playful Kiss, Oh Ha Ni is depicted as a moronic young lady who always admires

Baek Seung Jo for help and respects his capacities. Gracious Ha Ni 'irritates' Baek
Seung Jo to encourage her investigation and he comprehends the whole worksheet
inside a couple of minutes and irritated at her, he hollers, "Don't step foot in my room
anymore!"(Playful Kiss, Episode 4).
55
Figure 14 Seung Jo teaching Jan Di after she begs him
Indeed, even insubordinate and different females are brought under the heading of
adequate gentility where they are supported and ensured in the account of the
relationship, disconnected from all social, political, sexual variables, advocated by
'adoration' and in this manner approved by the watchers. The depiction of the awful
female likewise winds up imperative, since she is dependably the thwart for the well-
meaning, humble however ungainly champion. She dresses keenly (perilously towing
the line among humility and foulness), is slightest unsure, debilitating the male centric
administration with her statement of office and her money related riches. She is the lady
that ladies are prompted against getting to be. In this way, one must be wonderful
however should agree to male centric society in the meantime. He-Ra from Playful Kiss
is an appropriate case for this kind of a female foe. The female lead, Oh Hani is scared
by He-Ra who is complex, affluent and at the highest point of her class. Goodness Hani
stammers a disavowal when Baek Seung Jo inquires as to whether she's envious of He-
Ra (Playful Kiss, Episode 7).
56
Figure 15 Hae -Ra who is portrayed as the sophisticated antagonist in ‘Playful Kiss’
The profession decisions of the female leads are likewise put down or affected by the
male heroes in Korean Dramas. In Boys Over Flowers, Geum Jan Di chooses to go to
medicinal school and Gu Jyun Pyo questions her if she's not kidding and prods how
she's not brilliant enough (Boys Over Flowers, Episode 25) and Oh Hani in Playful Kiss
chooses to end up an attendant with the goal that she can follow along Baek Seung Jo
when he turns into a specialist. She likewise considers for the college exam with an
objective to awe him (Playful Kiss, Episode 14).
What the gathering of people sees is a veil of innovation and radicalism, where the
man's help to the lady is avowed as an occasion of adoration. This is a protected zone
that does not disregard the watcher's sensibilities as it cunningly masks the esteem
framework behind it and cloak it in the wrap of the relationship ethic which is present
day in nature. Along these lines, both the western and the Asian watcher agree to this
sort of a portrayal, not understanding, that the account includes the male lead's money
related distinction, which takes after the backward Confucian philosophy.
Advance into the talk, on dissecting the appropriate responses given by the 4 specialists
who were talked with, it was of the supposition that a large number of the scenes and
57
the plot in general was depicted in an extremely belittling manner as far as the female
hero while the male hero or the 'legend' supposedly was of a very tyrannical conduct.
The specialists were asked whether they had noted cases where they felt that the females
in the arrangement were being controlled regarding their choices, and additionally
physically. To this inquiry all the four specialists concurred that they had felt that the
guys in these Korean arrangement's depicted a strength over the female characters. They
were also asked about the portrayal of these women physically, for which all four
agreed that K-dramas emphasize a lot on the physicality of the women, their bodies, the
clothes they wear etc. Their worth is identified in the series’ with their looks. The
experts also agreed that the women in stronger or authoritative positions were the
antagonists in the series.
From these findings the researcher could observe that the analysed scenes from both
the series’ and the conclusions that the experts arrived at were both parallel and
analogous.
58
Chapter 5
Conclusion
The world's expanding interest with South Korea is momentous, in 'The Birth of Korean
Cool', Euny Hong gives us a few tales to demonstrate why South Korea was positively
'not cool' before the 1990s. For example, Hong portrays how South Korean
dramatizations had a tendency to be 'commonplace and repetitive', fundamental the
improbability that such outdated and unacceptable nearby preparations would
inexplicably end up being prevalent abroad. All things being equal, stamped
advancements inside South Korea's social ventures have totally changed the world's
perspective of the nation thusly offering ascend to Hallyu and producing much
reverence for the nation's fast advancement.
The Birth of Hallyu harmonized with a vital move in South Korea's financial approach
and social desire from the 1990s onwards. Through the order of the 1990 Broadcasting
Law the administration upheld new rules for neighborhood broadcasting systems.
Broadcasting systems were made to set aside no less than 80 percent of aggregate
telecom time for neighborhood preparations and buy content made by free generation
organizations. The state's accentuation on nearby creations and support for non-
subsidiary creation organizations in a roundabout way enhanced the quality and fare
capability of ensuing K-Dramas. Following the provincial money related emergency in
the late 1990s, President Kim Dae Jung (1998 to 2003) established a large group of
authoriative activities to redo and trade South Korea's pop culture to whatever remains
of the world. In a period of globalization, it is ending up strongly essential to
comprehend individuals' acknowledgment and responses to remote pop culture. The
South Korean government, purpose on improving its delicate power alongside its fare
powers, has effectively advanced K-show.
Each issue and many-sided quality that emerges because of the conflict of the
conventional Korean qualities and leaking western qualities are appropriated into the
rising questionable culture through the talk of affection which is otherworldly in nature
and preoccupied from physical concerns like magnificence, sex, sexuality, monetary
conditions and age. This remaining parts a very hazardous territory as the medium of
the inquiries asked and the level at which it is addressed isn't the same. Not to state that
Korea has not changed by any means, but rather the extent of that change has been over-
evaluated. The portrayals of the K-dramatizations are exceptionally not the same as
Korean motion pictures where issues are managed all the more profoundly the country
is known for delivering films that always push the envelope of what is satisfactory on
the extra large screen as far as sex, dialect, brutality, and cruel social editorial. The film
and broadcast businesses in Korea are hence in strife with one another, going after the
rights to make the social character for the country according to other people. Likewise,
this transition social personality is liable to the various Asian countries, as their open
reaction will manufacture the substance and philosophy behind it.
Amid the Japanese pilgrim time frame (1910-45), Koreans couldn't utilize their native
language or get satisfactory Korean instruction. Against this setting, ensuing Korean
governments took a strict position against Japanese culture. For quite a while,
governments restricted the importation of Japanese well known social items into Korea
in light of a legitimate concern for Korean social independence. In April 1998, at that
point President Kim Dae-Jung pushed for a continuous opening of the local market to
Japanese mainstream culture. "We are not anxious of tolerating Japanese mainstream
culture," he stated, "as we have verifiably acknowledged outside societies and
reproduced them in our own way of life. The same is valid for Japanese culture." On
November 20 of that year, the Korean government declared a progressive opening to
Japanese culture in three stages: Japanese movies, productions, and movement.
This opening had its chief effect on the Korean show scene, which around then managed
for the most part with genuine (and repetitive) subjects. The dramatizations were
implanted with Japanese-motivated entertaining and happy topic, which established the
primary components in youth shows and lighthearted comedies. Additionally, a large
number of the Korean cleanser musical shows depended on Japanese manga,
reinterpreted to suit the Korean circumstance. These delighted in colossal ubiquity both
at home and abroad.
A valid example is Boys Over Flowers, which likewise delighted in extraordinary fame
in its Japanese and Taiwanese manifestations. This show had a nuanced contrast from
the Japanese form in that the characters and stories mirrored Korea's one of a kind
opinion. In the Japanese form, a female hero naturally introduced to a poor and uncouth
60
family enters a top of the line tuition based school in light of her folks' vanity and beats
trouble with her unyielding soul. In the Korean form, the champion is as yet the
offspring of an unassuming family, however this time is a swimmer at a school without
a pool. At some point, she accidently spares an understudy who falls into the pool at an
esteemed non-public school, and her activities get her conceded into the school. The
Korean adaptation included the "swimming" component, which was absent in the first.
It additionally offered an alternate advancement of the storyline as it introduced the
account of the courageous woman conquering an unforgiving reality. The setting added
more sensational flavor to the first substance, which had simply enabled the character
with her own resolute. In this adaptation, accentuation was put on her self-satisfaction
as she seeks after her own fate through ability and exertion. This, alongside other
engaging components, was another factor in the show's energetic gathering in other
Asian nations.
Due to the social likenesses with countries like China, Taiwan and Hong Kong as they
include the dish Chinese bend, the featuring of morals like gathering esteems, moral
height and a basic confidence in human goodness, these commonplace Korean imports
is one part that prescribes itself to the Asian group of onlookers. As the paper features,
the backward conservatism and unmitigated commercialization of feel that is displayed
through the casement of innovation and approved through the talk of affection, tries to
keep the western crowd enchanted alongside the intriguing social component.
Yet, this provincial social circle is debilitated by the social and financial tensions of its
neighbors. From developments on acquiring dramatizations from Taiwan and Hong
Kong to enhance the class, to restricting it totally to check the 'hallyu' blast are all
together.
Indeed, even with holding off communicating fares and prohibiting it doesn't appear to
be conceivable wipe out the impact of the veritable establishment that K-shows have
made far and wide. With time it will just multiply, and may even proceed to end up an
option in contrast toward the Western social cleansers, if not uproot it out and out. Choi
Jun-Bong even alludes to social one party rule in setting of 'hallyu', that is if the free
market economy wins. Yet, incomprehensibly, in spite of its alert to supplant the
western authoritative culture, it's anything but a risk at all and not in view of its Asian
social insignificance. The combination of Korean social qualities which assumed be
61
neighborhood and all-inclusive in the meantime has progressively begun reflecting its
obviously 'radical and current' contender in the globalized world, which thus shrouds
its reactionary relapse, abandoning it empty afterward.
On breaking down both the arrangement', 'Boys over Flowers' and 'Playful Kiss’, it
could be seen that the female characters in both the arrangement were depicted in a
deprecatory way. The plot of the arrangement, chose groupings that were said in the
substance investigation would all be able to be viewed as supporting confirmations to
this announcement. As it was seen from the scenes, it very well may be seen that the
connections in the arrangement are unmistakably male focused and the lady's job is
constrained. The point of the examination was to think about Korean shows from a
women's activist viewpoint and breaking down these arrangements’ we could attract
parallels to the way of life in South Korea and its similitudes. Another target of this
exploration was to perceive how the Indian youth was impacted by these Korean shows.
On leading the master meet with 5 vigorous watchers of these Korean dramatizations it
could be inferred that the belittling of the ladies and the general depiction has affected
them. The recognition about Korean ladies and the depiction of ladies' observation to
specific circumstances has additionally impacted them.
This investigation is vital for a comprehension of how TV arrangements can impact the
mentality of the general public and furthermore how ladies are depicted in such
arrangement. How and why such depictions are completed in these arrangements are
additionally an inquiry that is replied through this exploration. The spread of this
marvel, is the 'Hallyu Wave' to nations like India and its impact on the adolescent here
was likewise examined through this examination. The expanded review of Korean
dramatizations has expanded the tourism to South Korea from different nations like
India. The Indian youth have been very affected by the way of life of the Koreans as
depicted in the arrangement. The sustenance, the mold and the general elitist culture
has drawn the consideration of numerous different nations to investigate the Korean
culture besides.
South Korea is one of the main nations on the planet, if by all account not the only one,
that has a devoted objective to end up the world's driving exporter of mainstream
culture. It is a route for Korea to build up its "delicate power". Delicate power is a well-
known term begat in 1990 by Harvard political specialist Joseph Nye. It alludes to the
62
immaterial power a nation employs through its picture, as opposed to through hard
power. Hard power alludes to military power or financial power. A case of delicate
power in play is the way the US tempted the world to purchase its Levi's pants, Apple
iPhones, Marlboro cigarettes, Coca-Cola soda pops and Hollywood motion pictures, by
utilizing on an alluring picture. An exceptional picture of cool. From the examination
we can see that this wave has hit India to a huge degree and has impacted the adolescent
to a huge degree.
5.1 Limitations
There are different components that could have been incorporated into the examination,
for example, focusing more on the Korean culture, the influencer in contrast with the
Indian culture, which is the impacted.
The investigation could likewise have focused on other Korean dramatizations from
various time allotments, in order to dissect the depiction of ladies in these Korean shows
all through those periods and the varieties that have come to fruition.
5.2 Scope for Further Study
This examination can be extended to other Korean dramatizations from various time
allotments and can likewise incorporate different other measurement of woman's rights
which can move toward becoming center variables of investigation.
63
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A Feminist Perspective On Korean Drama A

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A Feminist Perspective On Korean Drama A

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A FEMINIST PERSPECTIVE ON KOREAN DRAMA AND ITS

INFLUENCE ON THE YOUTH IN INDIA

A dissertation submitted in partial fulfilment of the

Master of Arts in Media and Communication Studies

Serene Sarah Zachariah

Under the Guidance of

Department of Media Studies

Program Authorized to Offer Degree:

This is to certify that I have examined this copy of a master’s thesis by

Serene Sarah Zachariah

and have found that it is complete and satisfactory in all respects,

Date: Signature of Student

Serene Sarah Zachariah

List of Figures ................................................................................................................ x

Chapter 1 Introduction ................................................................................................... 1

Chapter 2 Review of Literature.................................................................................... 21

Chapter 3 Methodology ............................................................................................... 27

3.1 Qualitative Research .......................................................................................... 30

3.2 Content Analysis ................................................................................................ 30

3.3 Visual Analysis .................................................................................................. 31

3.4 Theoretical Framework ...................................................................................... 32

3.4.1 Sex Differences ........................................................................................... 33

3.4.2 Sex Inequality ............................................................................................. 33

3.4.3 Sexual orientation Oppression .................................................................... 34

3.4.4 Basic Oppression ........................................................................................ 34

Chapter 4 Findings and Analysis ................................................................................. 36

Chapter 5 Conclusion .................................................................................................. 59

5.1 Limitations ......................................................................................................... 63

5.2 Scope for Further Study ..................................................................................... 63

Figure 3 Oh Ha Ni’s ‘Otokay’(What do I do?) question rises in every episode .......... 43

Figure 4 Baek Seung Jo corrects the love letter Oh Ha Ni gives ................................. 43

Figure 5 The ‘wrist grab’ in ‘Boys Over Flowers’ ...................................................... 45

Figure 6 The wrist grab in ‘Playful Kiss’ .................................................................... 45

Figure 7 Oh Ha Ni tries to prove that she is the ‘perfect’ wife .................................... 46

Figure 8 The ‘V-shaped’ face according to Korean Standards .................................... 48

Figure 9 ‘Alphabetization of the woman’s body is common in Korea. An example

Figure 10 Jun Pyo gives Geum Jan Di a makeover ..................................................... 49

Figure 11 Amore Pacific’s photoshopped ‘X-line’ ...................................................... 50

Figure 12 Oh Min Ji pleads for Jun Pyo’s love ........................................................... 52

Figure 14 Seung Jo teaching Jan Di after she begs him .............................................. 56

Serene Sarah Zachariah

The Korea Communications Commission (KCCP) announced on January 1, "Analysis

Everything clicked immediately, and Winter Sonata transformed into a national

In expressive terms, the two dramatizations couldn't be more extraordinary. Winter

In terms of economic standards, political and diplomatic standards, geographical

The Korea-India Comprehensive Economic Partnership Agreement is very positive for

The GSTP is a tariff agreement concessing UNCTAD, a UN-affiliated organization, for

Similarly, a paper titled Advertising: ‘A Content Analysis- Representation of Gender

A paper ‘A Content Analysis Comparing Gender Images in Network Television

Arvind Singhal, an educator of correspondence learns at Ohio University, and Toru

The International Communication Gazette - As per the examination, Winter Sonata is

1. Portrayal of Relationships in Korean Drama

Research in a general sense suggests an attempt as for the scientist to discover

3.2 Content Analysis

3.3 Visual Analysis

Visual analysis is the essential unit of artistry verifiable composition. Sources as

3.4.1 Sex Differences

3.4.2 Sex Inequality

Women's activist speculations that attention on sexual orientation disparity perceive

Hypotheses of sex mistreatment go more distant than speculations of sexual orientation

3.4.4 Basic Oppression

1. Portrayal of Relationships in Korean Drama

Numerous K-dramas markers of ladies' status are outer, followed up on by one