VIETNAM NATIONAL UNIVERSITY, HANOI INSTITUTE OF VIETNAMESE STUDIES AND DEVELOPMENT SCIENCES - KIM MIN JUNG STUDY ON HANLYU IMPACT TO VIETNAMESE TEENAGERS’ AWARENESS OF KOREA IMAGE MASTER THESIS Major: Vietnamese Studies Hanoi - 2012 TABLE OF CONTENTS PRELUDE 10 Matter bring-up and study context 10 Study purpose and constitution of the thesis 13 CHAPTER OBSERVATION OF ARGUMENT 15 1.1 Observation of arguments on national image 15 1.1.1 Definition of national image concept 15 1.1.2 Major study standpoints on national image 16 1.1.3 Receiving Korean mass culture and stages to form awareness/affection for Korea image 21 1.2 Observation on argument on culture development 23 1.2.1 Opening of cultivation theory 23 1.2.2 Standpoints of studies on cultivation theory 25 1.2.2.1 Strong-effect standpoint 25 1.2.2.2 Personality Standpoint 27 1.2.2.3 Awareness standpoint 30 1.3 OBSERVATION ON HANLYU IN VIETNAM 31 1.3.1 Vietnamese media situation 31 1.3.2 Forming and expansion of Hanlyu in Vietnam 33 1.3.2.1 Television Soap Drama 33 1.3.2.2 Cinema movie 39 1.2.3.3 Popular music 40 1.3.3 Hanlyu impacts Vietnamese teenagers‟ taste 42 CHAPTER STUDY METHOD 45 2.1 Study matter and study theory 45 2.2 Definition of operation of study method 47 2.2.1 Investigation/survey 47 2.2.2 In-depth interview 48 2.3 Order of investigation 48 2.3.1 Collection of documents and study subjects 48 2.3.1.1 Investigation/survey study 48 2.3.1.2 In-depth interview study 49 2.3.2 Demography statistics of interviewees 49 2.3.2.1 Investigation/survey study 49 2.3.2.2 In-depth interview study 49 2.4 Document analysis 50 CHAPTER STUDY RESULT 51 3.1 Investigation/survey result 51 3.1.1 Verification of reliability 51 3.1.2 Satisfaction extent of Hanlyu culture content and affection extent for Korea image 52 3.1.2.1 Situation of receiving mass culture 52 3.1.2.2 Affection for mass culture by country 54 3.1.2.3 Situation of approaching Korean mass culture 59 3.1.2.4 Hanlyu and Korea image 82 3.2 Study result of in-depth interview study 91 3.2.1 Process of receiving Korean mass culture 91 3.2.2 Korean mass culture 95 3.2.3 Korean mass culture effect 100 CONCLUSION 105 Argument and summary of study result 105 Policy recommendation for Hallyu‟s continuous development in Vietnam 112 REFERENCES 119 APPENDIX 128 INDEX OF TABLE [Table 2.1] Gender and education of interviewees 49 [Table 2.2] Summary of in-depth interviewees 49 [Table 3.1] Time spent for watching TV 53 [Table 3.2] Time spent for using Internet 53 [Table 3.3] Satisfaction level of cultural life 54 [Table 3.4] Problems of cultural life 54 [Table 3.5] Frequency of watching television movie 55 [Table 3.6] Transmittance means to watch television movie 55 [Table 3.7] Affection for television soap drama by country 56 [Table 3.8] Frequency of watching cinema movie 56 [Table 3.9] Transmittance means to watch cinema movie 57 [Table 3.10] Affection for cinema movie by country 57 [Table 3.11] Frequency of listening to popular music 58 [Table 3.12] Transmittance means to listen to popular music 59 [Table 3.13] Affection for popular music by country 59 [Table 3.14] Interest extent in Korean mass culture 60 [Table 3.15] Satisfaction extent of Korean TV movie (General standard) 60 [Table 3.16] Most impressive Korean TV movie 61 [Table 3.17] Best constituted elements of Korean TV movie 61 [Table 3.18-1] Comparsion between Korean and Vietnamese TV movies (Theme/topic) 61 [Table 3.18-2] Comparsion between Korean and Vietnamese TV movies (content flow/pace) 62 [Table 3.18-3] Comparsion between Korean and Vietnamese TV movies (dubbing) 62 [Table 3.18-4] Comparsion between Korean and Vietnamese TV movies (OST)) 62 [Table 3.18-5] Comparsion between Korean and Vietnamese TV movies (looks/fashion of actors) 62 [Table 3.18-6] Comparsion between Korean and Vietnamese TV movies (acting) 63 [Table 3.18-7] Comparsion between Korean and Vietnamese TV movies (background/atmosphere) 63 [Table 3.18-8] Comparsion between Korean and Vietnamese TV movies (Shooting technique/Special effect) 63 [Table 3.18-9] Comparsion between Korean and Vietnamese TV movies (General standard) 63 [Table 3.19] Problems in using Korean TV movie 64 [Table 3.20] Satisfaction extent of Korean cinema movie (General standard 64 [Table 3.21] Most impressive Korean cinema movie 65 [Table 3.22] Best constituted elements of Korean cinema movie 65 [Table 3.23-1] Comparsion between Korean and Vietnamese cinema movies (Theme/Topic) 66 [Table 3.23-2] Comparsion between Korean and Vietnamese cinema movies (Content flow/pace) 66 [Table 3.23-3] Comparsion between Korean and Vietnamese cinema movies (Dubbing) 66 [Table 3.23-4] Comparsion between Korean and Vietnamese cinema movies (OST) 66 [Table 3.23-5] Comparsion between Korean and Vietnamese cinema movies (Looks/Fashion of actors) 67 [Table 3.23-6] Comparsion between Korean and Vietnamese cinema movies (Acting) 67 [Table 3.23-7] Comparsion between Korean and Vietnamese cinema movies (Background/Atmosphere) 67 [Table 3.23-8] Comparsion between Korean and Vietnamese cinema movies (Shooting technique/Special effect) 67 [Table 3.23-9] Comparsion between Korean and Vietnamese cinema movies (Director) 68 [Table 3.23-10] Comparsion between Korean and Vietnamese cinema movies (General standard) 68 [Table 24] Problems in using Korean cinema movie 68 [Table 3.25] Satisfaction extent of Korean popular music (General standard) 69 [Table 3.26] Reasons for loving Korean popular music 69 [Table 3.27] Favorite Korean singers 70 [Table 3.28] Best constituted elements of Korean popular music 70 [Table 3.29-1] Comparsion between Korean and Vietnamese popular music (looks) 71 [Table 3.29-2] Comparsion between Korean and Vietnamese popular music (singing capability) 71 [Table 3.29-3] Comparsion between Korean and Vietnamese popular music (melody/rthym) 71 [Table 3.29-4] Comparsion between Korean and Vietnamese popular music (genre/style) 71 [Table 3.29-5] Comparsion between Korean and Vietnamese popular music (lyric) 72 [Table 3.29-6] Comparsion between Korean and Vietnamese popular music (dance) 72 [Table 3.29-7] Comparsion between Korean and Vietnamese popular music (fashion/accessories) 72 [Table 3.29-8] Comparsion between Korean and Vietnamese popular music (music video) 72 [Table 3.29-9] Comparsion between Korean and Vietnamese popular music (general standard) 73 [Table 3.30] Problems of Korean popular music 73 [Table 3.31] Vietnamese interest in TV movie/cinema movie 74 [Table 3.32] Sympathy of comprehensive contens of TV movie/cinema movie 74 [Table 3.33] Looks and acting/singing capability of famous actors/singers 74 [Table 3.34] High standards for TV movie/cinema movie/video clip production technique 74 [Table 3.35] TV movie/Cinema movie helps viewers understand lives of many social classes 75 [Table 3.36] Whole family can enjoy altogether 75 [Table 3.37] Contents of TV movie/cinema movie are interesting 75 [Table 3.38] Special theme/topic 75 [Table 3.39] Director/Producer of TV movie/cinema movie‟s capabilities are far better 76 [Table 3.40] Competitiveness of TV movie/cinema movie is rather high 76 [Table 3.41] General affection extent 76 [Table 3.42] Good acting 76 [Table 3.43] Help to change moods 77 [Table 3.44] No unreasonable points in content in general 77 [Table 3.45] Good content and message 77 [Table 3.46] Emotional 77 [Table 3.47] Creative form 78 [Table 3.48] Overall organized 78 [Table 3.49] Beautiful picture or music 78 [Table 3.50] Useful 78 [Table 3.51] Exerting varied affection 79 [Table 3.52] Good planning 79 [Table 3.53] Can enjoy freely 79 [Table 3.54-1] Intention to using Korean mass culture contents afterward? (TV movie) 80 [Table 3.54-2] Intention to using Korean mass culture contents afterward? (cinema movie) 80 [Table 3.54-3] Intention to using Korean mass culture contents afterward? (popular music) 80 [Table 3.55] Awareness of Hanlyu 81 [Table 3.56] Awareness of counter-Hallyu (Protest Hallyu/Hate Hallyu) 81 [Table 3.57-1] Korean mass culture contents and its connection with Korea image (the investigated) 82 [Table 3.57-2] Korean mass culture contents and its connection with Korea image (people around) 83 [Table 3.57-3] Korean mass culture contents and its connection with Korea image (Vietnamese) 83 [Table 3.62] Interest exent in Korean history 89 [Table 3.63] Interest extent in Korean politics 90 [Table 3.64] Interest extent in Korean society 91 74 Park Ki Soon (1996), culture and impression Vol.4, pg.53-68 75 Park Sang Hyun(2007) Connection between Korean communication maganize, Study on prevention of regeneration of counterHallyu –focused on developing cultural industry, Effectiveness magazine, Vol.21, No 2, pg.171-195 76 Perse, E M (1986) Soap opera viewing patterns of college students and cultivation Journal of Broadcasting and Electronic Media, Vol.30, pg.175-193 77 Pingree, S., & Hawkins R P (1981) US Programs on Australian Television: The cultivation effects Journal of Communication, Vol.31, pg.97-105 78 Potter, W J (1988) Three Strategies for Elaborating the Cultivation Hypothesis Journalism Quarterly, Vol.65, pg.960-969 79 Potter, W J (1991) Examining Cultivation from a Psychological Perpective Communication Research, Vol.18, pg.77-102 80 Roth, M S., & Romeo, J B (1992) Matching Product Category and Country Image Perceptions: A Framework for Managing Country of Origin Effects Journal of International Business Studies, Vol.23 (No.3), pg.477-497 81 Seiter, E (1986) Stereotypes and the Media: A re-evaluation Journal of Communication, Vol.36 (No.2), pg.14-26 82 Shanahan, J., & Morgan, M (1999) Television and its viewers: Cultivation theory and research, Cambridg University Press, Cambridge 83 Shapiro, M A., & Lang, A (1991) Making television reality; Unconscious processes in the construction of social reality Communication Research, Vol.18, pg.685-705 84 Sim Jung Uk (2007), Study on impact to teenagers‟ reality awareness in respect of music video use: focused on effective argument approach to develop culture, Master Thesis, Media & Broadcast Department, Bukyung Univ : 85 Sin Yoon Hwan (2002), East Asia: Analysis, comparison and assessment, pg.5-34 86 Son Seung Hye (2009), Hallyu through meta-analysis of thesis, 126 : Hallyu in East Asia Study, Vol.42, 10-year Speech and society, Vol.17 (No 10 4), pg.122~153 87 Tamborini, R., Zillmann, D., & Bryant, J (1984) Fear and victimization: Exposure to television and perceptions of crime and fear Communication year book 88 : U Hyung Jin (2006) Re-study on “Transparent Effect” of culture development argument: focused on impact of television news to hazardous awareness, Korean speech magazine, Vol.50 (No.6), pg.254-277 89 Wakshlag, J., Vial, V., & Tamborini, R (1983) Selecting crime drama and apprehension about crime Human Communication Research, Vol.10 (No.2), pg.227-242 90 Weaver, J., & Wakshlag, J (1986) Perceived Vulnerability to Crime, Criminal Viectimization Experience and Television Viewing Journal of Broadcasting & Electronic Media, Vol.30, pg.141-158 91 W.J.Severin & J.W.Tankard (2004), : Communication argument: Method to study and apply the argument, Publisher, Kyunggi-do, Kyunggi-do Nanam 92 Yang Eun Kyung (2003), Culture contiguity regarding trend to circulate television movies in East Asia, Broadcast study, Vol.Summer, pg.197-220 93 Yoo Se Kyung·Lee Kyung Sook (2001), Culture contiguity in television movies of three East Asia countries, Korean Speech Magazine, pg.230-267 · 127 APPENDIX QUESTIONNAIRE ON UNDERSTANDINGS OF KOREAN MASS CULTURE Hello everybody, Below are questions in relation to Korean mass culture and its contents to investigate Vietnamese teenagers‟ understanding of Korean mass culture I hope that you answer this questionnaire based on what you see in your ordinary lives without any references to others‟ answers Your honest answers will become precious sources for studies on Korea and Vietnam‟s culture exchange Your answers will only be used in statistical documents I hereby commit that your address or personal information will not be disclosed Thank you for your support! Telephone: Email: * Document classification questions Your education qualification (1) Not yet graduated from secondary school (2) Not yet graduated from high school (3) College/Graduated from college Your gender? (1) Male (2) Female Your occupation? (1) Pupil (2) Student (3) Employee (5) Others 128 (4) Unemployed Followings are questions in relation to how much time you spend daily for mass culture contents such as movies, television and popular music: General Information How much time you spend daily to watch TV? (1) Under 30 minutes (2) 30 minutes – hour (3) – hours (4) – hours (5) More than hours How much time you spend daily to use Internet? (1) Under 30 minutes (2) 30 minutes – hour (3) – hours (4) – hours (5) More than hours How is your satisfaction extent of your current cultural life? (1) Very satisfied (2) Quite satisfied (3) Normal (4) Unsatisfied (5) Very unsatisfied What is your biggest problem in relation to your cultural life enjoyment? (1) Lack of time (2) Lack of cultural contents (3) Low Budget (4) Uninterested in cultural life (5) Others Television movie Did you watch television movie usually last week? (1) Almost every day (2) Around 5-6 days (3) Around 3-4 days (4) Around 1-2 days (5) Almost none By what means you watch television movie? (1) Television (2) Cable television 129 (3) VCD/DVD (4) Internet (5) Other means Please select the countries whose movies you have watched (1) USA (2) Japan (5) Hong Kong (3) China (6) Korea (4) Taiwan (7) Others: 3-1 Of the selected, what are countries whose television movies you like most? Write two answers in your favorite order No.1: No.2: 3-2 Why you like? (1) Movie theme, topic (2) Content flow pace (3) Dialogue (4) Original soundtrack (OST) (5) Looks/Fashion of actors (6) Acting (7) Background/Atmosphere (8) Special effect/Movie technique Have you ever watched Korean television movie? (1) Yes (2) No 4-1 Amongst Korean television movies you have watched, which impresses you the most? Movie: Reason: 4-2 Do you know any Korean television movie actor? Write Korean actors in your favorite order (1) (2) (3) (4) (5) 4-3 Your satisfaction extent of Korean television movie (General standard)? (1) Very satisfied (2) Quite satisfied (3) Normal (4) Unsatisfied (5) Very unsatisfied 130 4-4 Of the elements constituting Korean television movie, write elements which are, from your view, the most important No.1: No.2: (1) Movie theme, topic (2) Content flow pace (3) Dialogue (4) Original soundtrack (OST) (5) Looks/Fashion of actors (6) Acting (7) Background/Atmosphere (8) Special effect/Movie technique, etc 4-5 When comparing Korean and Vietnamese television movies, how you assess each of the below categories? (1) Excellent (2) Quite excellent (3) Normal Category Assessme (4) Rather backward (5) Very backward Category nt Assessmen t (1) Movie theme/topic (2) Content flow pace (3) Movie dialogue (4) Original soundtrack (OST) (5) Looks/Fashion of actors (6) Acting (7) Background/Atmosphere (8) Special effect/Movie technique (9) General standard 4-6 The biggest problem of watching television movie broadcast in your country? (1) Incorrect translation (2) Lateness in broadcasting new movie (3) Too many scenes cut (4) Difference of spirit (5) Actors‟ nude/erotic scenes (6) Lack of knowledge of Korean culture (7) Others: Popular Music 110 Did you usually listen to popular music last month? (1) Almost every day (2) More than days 131 (3) More than days (4) Majorly in weekends (5) Almost none 11 By which means you listen to music? (1) Music shows on TV (2) Music shows on cable TV (3) Music shows on radio (4) CD/MP3/Tape (5) Internet (6) Others 12 What type of popular music you like? (1) Ballad (2) Dance (3) Rock/Metal (5) R&B (6) Tango (7) Others: (4) Jazz 13 Please select countries whose popular music you have listened to (1) USA (5) Hong Kong (2) Japan (3) China (6) Korea (4) Taiwan (7) Others: 13-1 Of the selected, write countries whose popular music you like most No.1: No.2: 13-2 Your reasons? (1) Theme, topic (2) Singing capability (3) Melody (4) Genre (5) Lyric (6) Dance (7) Fashion/Accessories (8) Music video 14 Have you ever listened to Korean popular music? (1) Yes (2) No 14-1 Amongst Korean popular songs you have listened, what song impresses you the most? Song: Reason: 14-2 Do you know any Korean singer? Write Korean singers (bands) in your favorite order (1) (2) 132 (3) (4) (5) 14-3 Your satisfaction extent of Korean popular music (General standard)? (1) Very satisfied (2) Quite satisfied (3) Normal (4) Unsatisfied (5) Very unsatisfied 14-4 Of the elements constituting Korean popular music, select elements which are, from your view, the best: No.1: No.2: (1) Theme, topic (2) Singing capability (3) Melody (4) Genre (5) Lyric (6) Dance (7) Fashion/Accessories (8) Music video 14-5 When comparing Korean and Vietnamese popular music, how you assess each of the below categories? (1) Excellent (2) Quite excellent (3) Normal Category Assessme (4) Rather backward (5) Very backward Category nt Assessmen t (1) Theme/topic (2) Singing capability (3) Melody (4) Music genre (5) Lyric (6) Dance (7) Fashion/Accessories (8) Music video (9) General standard 14-6 In your opinion, what is the biggest problem of Korean popular music? (1) Hard-to-understand lyric (3) Assimilation of music genres (2) Lateness in promoting new songs (4) Difference of spirit 133 (5) Singers‟ nude/erotic scenes in music video (6) Expensive album price (7) Others: Overall culture industry 20 How you assess Korean culture industry including television movie, cinema movie, popular music, game, Korean singers/actors? (1) Totally agree (2) generally agree (3) Normal (4) generally disagree (5) Disagree Korea television and cinema movie genres appeals to Vietnamese (1) (2) (3) (4) (5) There is sympathy in developing contents of television/cinema movie (1) (2) (3) (4) (5) Looks and capability (acting/singing) of actors and singers are far better (1) (2) (3) (4) (5) Technical standard for producing television movie/cinema movie/video clip, etc (1) (2) (3) (4) (5) is very high Capability of television movie producer/ cinema movie director is far better (1) (2) (3) (4) (5) Generally, competitiveness of television movie/cinema movie/popular music is (1) (2) (3) (4) (5) rather high Generally, bringing about good impression (1) (2) (3) (4) (5) Good acting (1) (2) (3) (4) (5) Help viewers understand lives of many social classes (1) (2) (3) (4) (5) 10.Whole family can enjoy together (1) (2) (3) (4) (5) 11.Interesting content (1) (2) (3) (4) (5) 12.Special and creative theme/topic (1) (2) (3) (4) (5) 13.Help to change moods (1) (2) (3) (4) (5) 14.No unreasonable points in content in general (1) (2) (3) (4) (5) 15.Good message and content (1) (2) (3) (4) (5) 134 16.Emotional (1) (2) (3) (4) (5) 17.Creative in forms (1) (2) (3) (4) (5) 18.Exerting varied affection (1) (2) (3) (4) (5) 19.Logical in general (1) (2) (3) (4) (5) 20.Good planning (1) (2) (3) (4) (5) 21.Good picture/sound (1) (2) (3) (4) (5) 22.Enjoyable with a comfortable mind (1) (2) (3) (4) (5) 23.Very useful (1) (2) (3) (4) (5) 21 After contacting with Korean mass culture, to what extent is your intention of watching Korean cinema movie, television movie; listening to popular music and playing games, etc? (1) Very much (2) Quite much (3) Normal Category (4) Almost none (5) None Assessment Category Assessment (1) Television movie (1) (2) (3) (4) (5) (2) Cinema movie (1) (2) (3) (4) (5) (3) Popular music (1) (2) (3) (4) (5) (4) Game (1) (2) (3) (4) (5) 22 Have you heard of “Hallyu”? (1) Yes (2) No 22-1 How is Hallyu spread out in your country? In your opinion, why is Hallyu spread out like that? 22-2 If comparing with 2-3 years ago, are you aware of any changes in relation to Hallyu? In your opinion, why the changes happen? 23.Have you ever heard of “counter-Hallyu” (protest Hallyu/hate Hallyu)? 135 (1) Yes (2) No 23-1 In your opinion, what are the reasons behind such “counter-Hallyu” (protest Hallyu/hate Hallyu)? 23-2 How you think about the spread-out of “counter-Hallyu” (protest Hallyu/hate Hallyu) in your country? 23-3 In your opinion, will the extent of “counter-Hallyu” (protest Hallyu/hate Hallyu) increase or decrease? And what are the reasons behind that? 24 Recently, East Asia countries (Japan, China, Taiwan, Vietnam etc.) tend to restrict broadcast of overseas imported television movies, including those from Korea Do you know the fact? (1) Yes (2) No 24-1 How you think about the trend? (1) Agree (2) Generally agree (3) Normal (4) Generally disagree (5) Disagree 25 Have you ever purchased or used Korean products which appear in Korean television movies, cinema movies, music videos? (1) Yes (purchased and used) (2) Not yet purchased but used (3) Heard others‟ assessment after their use (4) No (purchased and used) 26 After you or other people have purchased and used Korean products, how you assess the products? (1) Totally agree (2) generally agree (3) Normal (4) generally disagree (5) Disagree Satisfied about product design, use feature (1) (2) (3) (4) (5) Want to purchase more (1) (2) (3) (4) (5) 136 Generally, Korean products are all pre-eminent (1) (2) (3) (4) (5) 27 How you assess Korea image and Korean people? Inactive (1) (2) (3) (4) (5) Active Unreliable (1) (2) (3) (4) (5) Reliable Impolite (1) (2) (3) (4) (5) Polite Untidy (1) (2) (3) (4) (5) Tidy Rustic (1) (2) (3) (4) (5) Urban Backward (1) (2) (3) (4) (5) Developed Unsociable (1) (2) (3) (4) (5) Sociable Distant (1) (2) (3) (4) (5) Intimate Gloomy (1) (2) (3) (4) (5) Bright Poor (1) (2) (3) (4) (5) Rich Great discrimination of rich-poor (1) (2) (3) (4) (5) Little discrimination of rich-poor Illegal (1) (2) (3) (4) (5) Legal Uneducated (1) (2) (3) (4) (5) Educated Lazy (1) (2) (3) (4) (5) Hard-working Impatient (1) (2) (3) (4) (5) Patient Undisciplined (1) (2) (3) (4) (5) Disciplined Hostile (1) (2) (3) (4) (5) Friendly 137 28 How Korean cultural products (television movie, cinema movie, popular music, game) impact your thoughts of Korea image? (1) Positively impact (2) Quite positively impact (3) Quite negatively impact (4) Very negatively impact (5) Not impact Reason: 29 In your opinion, how Korean cultural products (television movie, cinema movie, popular music, game) impact people around you‟s thoughts of Korea image: (1) Positively impact (2) Quite positively impact (3) Quite negatively impact (4) Very negatively impact (5) Not impact Reason: 30 In your opinion, how Korean cultural products (television movie, cinema movie, popular music, game) impact Vietnamese‟s thoughts of Korea image: (1) Positively impact (2) Quite positively impact (3) Quite negatively impact (4) Very negatively impact (5) Not impact Reason: 31 After the increase of interest in Korea in Vietnam, are you interested in the following contents? (1) Very interested (2) Quite interested (3) Normal (4) Almost uninterested (5) Uninterested Category Assessment Category Assessment (1) Korean language (1) (2) (3) (4) (5) (2) Korean food (1) (2) (3) (4) (5) (3) Korean tourism (1) (2) (3) (4) (5) (4)Korean history (1) (2) (3) (4) (5) (5) Korean politics (1) (2) (3) (4) (5) (6)Korean society (1) (2) (3) (4) (5) 138 32 Are you learning Korean language or contemplating learning Korean language? (1) Learning Korean language at present (2) Not learning Korean language at present but will learn (3) Learned Korean language but not at present (4) Not learning Korean language up to now and will not learn in future 32-1 Reasons for the above answer? 33 Have you ever watched Korean art & culture shows (drama, musical shows)? (1) Yes (please answer 33-1) (2) No (Please answer 33-2) 33-1 Where you find information on the shows? (Please answer 33-2) (1) Brochures of the shows or advertisement (2) People around‟s invitations (family, friends, colleagues,etc.) (3) Introduction/assessment on media (TV, magazine, newspapers, etc.) (4) Others: 33-2 In the future, if there are more shows like that in Vietnam, you intend to watch? (1) Will watch, even when having to pay entrance ticket (2) Will watch if the shows are free (3) Will consider based on the shows‟ contents (4) Not interested 34 Do you intend to visit Korea? (1) Yes (2) No (Please answer 35) 34-1 What is your purpose of visiting Korea? (1) Study (2) Visiting family/friends (3) Travelling (4) Watch shows 139 (5) Others: 35 If you have 100 hours, how much time will you spend for cultural products (television movie, cinema movie, popular music, game) of the following countries? (1) USA: …hours (2) Japan: … hours (3) China: …hours (4) Taiwan: …hours (5) Hong Kong: …hours (6) Korea: …hours (7) Vietnam: …hours This is the end of this investigation Thank you for your honest answers 140 [...]... including Section 1 – Summary of study results and arguments; Section 2 – Restrictions and recommendations 14 CHAPTER 1 OBSERVATION OF ARGUMENT 1.1 Observation of arguments on national image 1.1.1 Definition of national image concept Definition of national image concept should be viewed under two aspects From the view of international marketing, national image is “Ảeneral awareness of quality of products... Or “Consumers or Enterprises‟ opinion on image, reputation, quality on products of a specific nation” [71] Roth and Romeo [80] based on this to re-define national image as “Consumers‟ basic awareness to form capacibility of discrimination of weaknesses, strengths of marketing and production of a specific country corresponding to its products” Accordingly, national image is closely related to consumers‟... of the purposes, this study consists of 5 chapters with the following contents: Prelude: Issue bring-up, study context, study purposes and constitution of thesis Chapter 1: Observation of Argument, including Section 1 – Observation of arguments on national image; Section 2 – Observation of arguments on culture development; Section 3 – Observation in relation to receiving Korean mass culture in Vietnam... Chapter 2: Discussion on study methods, including Section 1 – Study Matter and Study Theory, Section 2 – Definition of variable reasons relating to each study matter and theory, Section 3 – Order of Investigation, Section 4 – Document analysis technique Chapter 3: Providing study results including Section 1 – Results of Investigation/Survey, Section 2 – Results of interview Conclusion: Conclude the matter... fact of a country or its people” In particular, Jeong Kyung Won stated that national image is not only a Kang Hyung Ku∙Mun Ho Jin∙Yun Jung Won (2007) -Study in relation to mututal awareness of Korean cultural product and Korea image: focusing on Korean and Chinese students 婚Marketting study ,No 76, re-cited from 9-28) 2 15 personal thought of a nation but also common “mindset” of the majority of people,... Chinese‟s awareness and affection for Korea was positively improved and thanks to that, the relation between Korea and China, attitude towards Korea and trends to use Korean goods also grew up In other words, Hanlyu not only influences awareness of Korea image but also affection for Korea Sharing the same opinion, studies of Jo Hye Yuong [39], Kim Mi Joo [50] with subjects being people from Hong Kong, Taiwan,... of Hanlyu in media in recent years plays a significant role in forming awareness/ affection for Korea image Under such trend, Vietnamese s 20 awareness of Korea image could be regarded as a positive result of Hanlyu 1.1.3 Receiving Korean mass culture and stages to form awareness/ affection for Korea image According to previous studies, watching foreign television movies could form awareness/ affection... meaning of Hanlyu in the context of each country itself [55] Accordingly, this study will, through the factual verification method, find out how the receipt of Korean mass culture impacts the forming of Vietnamese s affection /awareness of Korea image Therefore, this study will base on the culture development argument 1.2 Observation on argument on culture development The phenomenon that watching television... following period Hanlyu did improve marginally In that context, the Korean Government and enterprises carried out studies on forecast and development of Hanlyu In the past 10 years, according to Son Seung Hye‟s [86] analysis of overall trend of Hanlyu- related studies, 80% of these only mention policy recommendation to enlarge Hanlyu in terms of tourism/economy/business, and half of them are based on foreign... former ones (i.e definition of former scholars is included in that of the later ones) In light of the later scholars‟ view, except for product image, national image also includes images on its overall structure including economy, politics, history, culture, traditions, etc An Jong Soek further clarifies that national image is a concept of broad scope consisting - besides economy, politics, culture - of ... Observation of Argument, including Section – Observation of arguments on national image; Section – Observation of arguments on culture development; Section – Observation in relation to receiving Korean... investigation into the above studies is to study what awareness of Korea/ Korean people image formed by Vietnamese teenagers through receipt of Korean mass culture contents, impacts of such receipt to. .. Study on elements constituting country image of Chinese consumers” of Ahn Jong Soek [19], “ảanlyu effect to Korea image and product trading in China” of Lee Woon Young [68], Study on Korea image