넷플릭스가 매개하는 태국의 드라마 한류

초록

Netflix, a global OTT service, has played a significant role in reshaping the global landscape of Korean drama consumption. This study aims to explore how Netflix, which facilitates novel cultural mediation and content flow, influences the reception of Korean dramas in regions where the Hallyu has already become widespread, exemplified by Thailand. To investigate this, in-depth interviews were conducted with eight Thai viewers of Korean dramas on Netflix, The findings revealed, firstly that Netflix is becoming the dominant platform that replaces traditional channels for Korean drama consumption. Second, unlike the attention garnered by the blockbuster-like Netflix Originals, Thai viewers exhibit a preference for romance and drama genres in Korean dramas, appreciating their distinctive qualities. Third, due to the high familiarity of Thai viewers with Korean dramas, their reliance on Netflix’s recommendation algorithm is relatively low. Lastly, while Korean dramas’ sociopolitical messages resonate strongly in Thai society, awareness of the stereotypical representations of Thailand in Korean dramas is increasing.

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