环球时报海外版：韩国音乐戏剧在中国正逐渐成为一种文化力量

2018-7-6 11:20| 发布者: cnxqw| 查看: 36885 |来自: 环球时报海外版版

摘要: 编者按：今天环球时报海外版刊登针对韩国音乐影视剧对中国的影响专题文章，并采访了湖南驻贵州团工委筹备组成员、国家文化产业研究中心博士、贵州日报传媒集团战略企划中心副主任蒋海军。 S.Korean music and dramas ...

编者按：今天环球时报海外版刊登针对韩国音乐影视剧对中国的影响专题文章，并采访了湖南驻贵州团工委筹备组成员、国家文化产业研究中心博士、贵州日报传媒集团战略企划中心副主任蒋海军。

S.Korean music and dramas becoming growing cultural power in China

By He Keyao Source:Global Times Published: 2018/7/5 18:58:39

Promotional material for Descendants of the Sun Photo: IC

South Korean boy band BTS Photo: IC

Bands like EXO, Wanna One, BTS, and TV series such as Misty and Descendants of the Sun are some of the first things that pop into people's minds when it comes to South Korea.

Recently K-pop boy band BTS captured the world's attention by topping the Billboard charts with their album Love Yourself: Tears, the first non-English album to do so over the past 12 years. The rising popularity of South Korean pop culture is nothing new in China, where BTS, together with other celebrated K-pop bands and various TV shows, have huge fan bases. The so-called Korean Wave, or Hallyu, is penetrating many aspects of Chinese people's lives, leading to different entertainment tastes and aesthetic values.

New Korean Wave

The term "Korean wave" first appeared in China during the 1990s, a time when K-dramas and K-pop began to spread across the country. Following the classic TV series What is Love (1992) - the first South Korean series to air on China Central Television in 1997 - the cultural wave came into a climax in the 2000s when a string of South Korean dramas became house-hold names in China, such as Autumn Fairy Tale, The Temptation of Eve, Miss Mermaid, Full House and Stairway To Heaven. The actors and actresses in the series also became widely known celebrities in China.

However, the cultural wave declined after 2007 due to the homogonous nature and lack of creativity on display in these programs. The "Three Treasured Korean Plots," - cancer, amnesia and death - which once drew tears and broke hearts among Chinese audiences, became tired memes that people laughed at.

However, a new Korean wave soon hit again after 2012 as brand new ideas took off and productions that better suited modern audience's demands, lifestyles and ideologies appeared. The popular 2013 show You Who Came from the Starsand The Heirs quickly won back the hearts of many Chinese fans.

"There is an obvious gap between the old-fashioned South Korean 'cancer dramas' and new TV productions. We were captured by these creative plots almost immediately," said Shi Qihui, a Chinese fan in her 20s who has been watching South Korean TV dramas for more than a decade.

The complete disappearance of cliché storylines and introduction of fast-paced plots, creative settings and more female-orientated and straight-forward romantic relationships have been some of the key factors behind these shows' success.

What is noticeable is that female characters have changed dramatically. Instead of depicting "kind and sweet yet vulnerable" women, strong and independent female characters have become the norm for many shows and fan favorites due to women's increasing social status. The women characters in popular show Descendants of the Sun and the recent Misty are typical examples.

"Shows are always changing, culturally and ideologically, to meet our needs. I think that is why they can stay popular for such a long time," said Shi.

One selling point seems to remain the same as before: "Giving you what you lack," Quan Long, a presenter and producer for Shandong TV, told the Global Times.

"No matter what the story is, the core part is to give you something fancy that you can't really achieve in real life. Say for instance, a handsome and almighty boyfriend, love that crosses social classes, a romance across time and so on," Quan noted. He added that the increased diversity of genre has also helped to boost these TV series' popularity. For instance, crime/detective dramas and judicial-themed shows tend to capture the attention of 30-somethings.

Idol culture

Another key element that has boosted the new "Korean Wave" in China has been the comprehensive introduction of South Korean variety shows. These shows, including both original South Korean ones and localized Chinese versions, have been a great platform for introducing popular South Korean culture to China.

"The industry has already entered a pan-entertainment introduction era, an upgrade from the previous more simple era during which cultural products were just imported into the country," said Jiang Haijun, a cultural industry researcher at the International Cooperation Center under China's National Development and Reform Commission. He noted that the wide introduction of South Korean TV programs and their formats, such as the recent idol competition Produce 101 and reality shows Running Man, Where are We Going, Dad? and Infinite Challenge have caused Chinese audiences to embrace trendy K-pop culture and idols.

Meanwhile, the brands and products surrounding these programs and dramas have further enriched South Korea's cultural and business influence, according to Jiang. For example, make-up and clothing worn by South Korean actresses in popular shows have seen a boost in sales in China.

"One of the fun parts of watching South Korean TV dramas is to study the way they dress and do their make-up. I have also ended up buying many of the skincare products they use," Shi noted, adding that South Korean idols are more "professional" and "entertaining," which is what attracts her to them. Her most recent love is Kang Daniel from Wanna One.

Quan echoed Shi's observation.

He stressed that the "idol trainee system" in South Korea is much more developed than in China. This allows these entertainers to be better trained, more qualified and better at marketing than their Chinese counterparts when they make public debut both in terms of "talent" and "image-building." In addition, they are better able to cater to younger audiences in the way they promote themselves and interact with their fans.

"Take BTS for example, they were trained by BigHit Entertainment for years and are really good at their jobs. They are extremely active on social media, such as Facebook, and never forget to interact with their fans," said Quan.

Newspaper headline: On the rise

韩国的音乐和戏剧在中国逐渐成为一种文化力量

      像EXO、Wanna One、BTS等乐队，还有云雾和《太阳的后裔》等电视剧，这些都是韩国人最先想到的东西。
      最近，韩国流行乐队BTS以其专辑《爱自己:眼泪》(Love Yourself: Tears)赢得了全世界的关注，这是过去12年来第一张非英文专辑。韩国流行文化的日益流行在中国并不是什么新鲜事，BTS和其他著名的韩国流行乐队和各种电视节目都有庞大的粉丝群。所谓的韩流正在渗透中国人生活的方方面面，导致了不同的娱乐品味和审美价值。
         新韩流
      “韩流”一词最早出现在上世纪90年代的中国，当时韩剧和韩流开始在全国传播。经典电视连续剧后什么是爱》(1992)——第一个韩国系列空气在中国中央电视台在1997年的文化浪潮进入高潮在2000年代当一连串的韩国电视剧成为家常的名字在中国,如秋天的童话,夏娃的诱惑,人鱼小姐,房子和《天国的阶梯。剧中的男女演员也成为了中国家喻户晓的名人。
     然而，2007年以后，由于这些节目的同质性和缺乏创意，文化浪潮有所下降。“三个珍贵的韩国情节”——癌症、健忘症和死亡——曾经在中国观众中引起了眼泪和心碎，变成了人们嘲笑的疲惫的模因。
      然而，2012年之后，韩国又掀起了一股新的浪潮，新的创意开始流行，更适合现代观众的需求、生活方式和意识形态的作品出现了。2013年的热门节目《来自星星的你》和《继承者们》迅速赢得了许多中国粉丝的心。
      “传统的韩剧和新电视剧之间存在明显的差距。”20多岁的中国粉丝石启辉(音译)说。
       陈腔滥调的故事情节完全消失了，快节奏的情节、创造性的场景以及更多以女性为导向的、直截了当的恋爱关系被认为是这些剧集成功的关键因素之一。
值得注意的是，女性角色已经发生了巨大的变化。由于女性的社会地位越来越高，强壮、独立的女性角色不再是描绘“善良、甜美但又脆弱”的女性形象，而是成为许多电视剧和粉丝的最爱。流行电视剧《太阳的后裔》中的女性角色和最近的雾霾就是典型的例子。
       “为了满足我们的需要，节目在文化和意识形态上总是在变化。”我想这就是为什么他们能在这么长时间内保持受欢迎的原因。
       山东电视台的节目主持人、制片人泉龙告诉《环球时报》说，一个卖点似乎和以前一样:“给你你所缺乏的东西”。
       不管故事是什么，核心部分是给你一些你在现实生活中无法实现的幻想。比如，一个英俊的、全能的男友，一个跨越社会阶层的爱情，一段跨越时间的浪漫，等等。他补充说，种类的多样化也有助于提升这些电视剧的受欢迎程度。例如，犯罪/侦探剧和司法主题剧往往会吸引30多岁的人的注意力。

           偶像文化
      推动新“韩流”在中国兴起的另一个关键因素是韩国综艺节目的全面推出。这些节目，包括韩国原版和中国本土版本，都是向中国介绍流行韩国文化的绝佳平台。
      中国国家发展和改革委员会下属的国际合作中心的文化产业研究员蒋海军表示:“这个行业已经进入了一个泛娱乐的引入时代，从之前的更简单的时代开始，文化产品刚刚进入中国。”他指出，韩国电视节目的广泛引进和他们的节目形式，比如最近的偶像比赛节目《101》和真人秀节目《奔跑的男人》，爸爸，我们去哪?无数的挑战让中国观众接受了流行的韩国流行文化和偶像。
      与此同时，围绕这些节目和戏剧的品牌和产品进一步丰富了韩国的文化和商业影响力。例如，韩国女演员在热播节目中所穿的化妆品和服装在中国的销量有所增长。
     “看韩剧的乐趣之一就是研究他们的着装和化妆方式。”她补充说，韩国的偶像更“专业”、更“娱乐”，这正是吸引她的地方。她最近的爱人是来自《欲望一号》的康·丹尼尔。
        全响应的观察。
      他强调，韩国的“偶像训练系统”比中国发达得多。这使得这些艺人在首次公开亮相时，无论是在“才能”还是在“塑造形象”方面，都比中国同行得到更好的培训、更有资格、更擅长营销。此外，他们能更好的迎合年轻观众的方式，他们推销自己和与他们的粉丝互动。
     “以BTS为例，他们接受了多年的BigHit娱乐培训，并且非常擅长自己的工作。”他们在Facebook等社交媒体上非常活跃，而且永远不会忘记和粉丝互动。