Influence of Korean Drama to the Fashion Style of Mass Communication Students

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Mass media generally talks about the medium that we used to be fully informed about our country includes radio, books, magazines, newspapers, internet and television.

Media has a big impact on how people behave. According to Mooney (2014) the influence of media to people’s human behavior is getting stronger and stronger. Information travels faster because of technology. Through mass media, people are gaining knowledge, gets information, gives us ideas and it also influence us in decision making.

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Watching television has become one of the most favored past time by individuals. According to Bignell (2008), television offers unlimited scope information and entertainment. It is a source of authentic information on what is happening around us either in political aspect, health, crimes, education and such. Television as a source of entertainment, people tend to watch television just to get entertained through the programs like drama, talk show and to name the few.

In 1960, cable television was introduced to many people. As cited in an article maintained by Victor Jones (2004) cable television provides clear signals and many channels. People can now watched dramas from foreign countries such as Korea. Korean dramas or what we call k-drama became part of people’s lives.

Kim (2007) defines Korean Wave as the significant increase of popularity of South Korean Culture includes pop music, drama, films, food, and fashion around the world. In fact, South Korea became the 12th largest economy. Korean Wave also referred “hallyu” in Hangeul (Korean language). A term coined by the Chinese media to describe the popularity of Korean Culture in China. Korea Wave created positive effects to their economy. According to Roll (2018), a business and brand strategist, there is an estimated USD 11.6 billion increase in the Korean economy. Korea became well known to people. In 2010, there are 8.8 million foreigners visiting Korea. Korean products are sold everywhere. People try to eat Korean food as well.

Korean Wave also helps Korea to improve the image from other countries. Korea, Japan, and China is known to be rivals but when k-drama spread in this country, people started to appreciate and love k-dramas.

The impact of Korean Wave is not only the increase on its economy but also the positive beliefs of people about Korea. Many people don’t know much about Korea. They just know that Korea is associated with negative images because of war, poverty, and political instability. The negative images are lessen due to entertainment such as dramas and movies.

Korean drama became hit also in Taiwan. People adopt and imitate Korean actors and actresses when it comes to their clothing, when the Korean drama “fireworks” was aired in Taiwan. They started already to buy Korean goods/products.

More surprisingly, Korean drama also reaches the farthest country such as Ecuador, Cuba and Iran.

A book entitled The Korean Wave: A New Pop Culture Phenomenon stated that in December 2010 Americans CNN reported that the Korean Wave had swept over Asia.

According to Nichols (2009) South Korean drama is written and performed by South Koreans, generally in Seoul. It was first introduced in 1960’s then later on it became popular and recognized by many people. Normally, their genres talks about love triangle, war or rivalry, and family conflicts. They also do comedies, mystery and fantasy. Examples of these are Boys over Flowers (2009) a love story of a poor girl and a rich man studied in the same university. Fated to love you (2014) is all about a girl who happens to spend a night with a rich man. Battleship Island (2016) talks about the 400 Koreans who are trying to escape in a Battleship Island. Perfect Wife (2012) is all about a mother who will do everything for her children.

Korean drama or k-drama is known as Korean novellas in the Philippines. According to Correa, (n.d) the term Korean novellas was introduced by Philippine television channel Global Media Arts (GMA 7) in 2003. K-dramas in the Philippines became popular to Filipinos, particularly to the youth in their 20’s, specifically females from 15-25 years old. Philippines was counted as one of the major countries importing k-dramas having 3.7%.

Torre (2006) stated that Filipinos love k-dramas because the plots are unusual. Aside from that, Filipinos are getting knowledge about Korean culture, tips on how to look presentable, and gets lesson from the drama. According to AGB Nielsen Philippines, a media research Korean novellas is the most watched dramas as observed in the ratings of the show rather than the local drama which is the Filipino dramas.

Recently, the most watched k-dramas that were aired in Philippines are Descendants of the Sun having 92% Filipino viewers, aired in GMA 7. Goblin aired in Alto Broadcasting System Chronicle Broadcasting Network (ABS-CBN) having 14.25% nationwide. These are the k-dramas that were aired in Philippine television, Black, Missing You, The Legend of the Blue Sea, The Heirs, Radio Romance and to name the few.

Korean Wave helped to change Korea as the most popular in terms of fashion. According to Rahman (2015) Seoul is considered as the most fashionable and culturally influential City in Asia taking from a long time holder Tokyo.

Fashion style is part of our daily lives. It talks about clothing, accessories, make-ups and hairstyle.

Fashion from Korea is a bit different from other countries. Many teenagers from Korea not only that, even in other countries love to mimic Korean fashion from head to toe.

Dying bright hair is very common in Korea specially the famous people like Lee Min Ho, Shin Se Kyung, Park Soo Jin, Go So Young and many more. The colors that they usually use are ash gray, lime green, orange and pastel color. The very famous color of the hair this year is the ultraviolet. Korean stars already dyed their hair in this color like Irene Kim. For the hair cut, bob haircut is the most popular haircut in Korea. Stars’ Krystal, Seohyun, and Yoona hairs give of a lighter, fresher and younger look.

Palette shadow, false eyelash and dry rose color lipstick were a big hit for women in 2016. False eyelash in 2016 became more comfortable to use than in 1960’s. Dry rose lipstick gave a mild look and palette shadows had much better color formation.

For the clothes that they wear, usually Koreans are very fond of stripes. They also love to wear long coats. Padded long coats, bright knits, argyle and patterned pullovers are very popular in their country. Sheer and lace dresses are the usual get up for going out with friends, family or someone pairing with the shoulder bags.

High waist, shorts, skinny, wide pants, mini-skirt for a person who have longer legs paired with crop top and bustier, bustier two-piece was a big hit in 2015. Miniskirts are being paired with stilettos, or sneakers.

Baguio City, people are also into K-drama. They are also fond of Korean fashion style. In a survey listed by Bureau of Immigration, there were 15,265 Koreans visiting Baguio. Most of the people in Baguio really like Korean’s make-ups, clothing, and hairstyle.

Korean fashion styles are becoming a fad among teenagers. Their interest on Korean fashion was developed. Buying and applying Korean products shows that they are being influenced on what they watched on television.

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