“韩流”缘何流行?——基于新浪微博的“网络志”观察

Exploring the Cultural Style of Korean Wave——Based on the Study of Topic Pages about Korean Wave in Sina Weibo

风靡中国近20年的"韩流",在互联网环境下实现了升级换代,不仅使"韩流"产品充斥着各大媒体平台,更是实现了文化产业和文化模式的全面输出。为了探究"韩流"的魅力所在,本研究借鉴网络志(netnography)研究方法,从受众视角出发,对受众在新浪微博相关话题页上的意见表达为切入点,来解读"韩流"。研究发现,新"韩流"是一种典型的"情"文化。它通过巧妙运用丰富多样的感官刺激"引人入胜",又以情感化的主题、情感化的表达和情感化的思维"以情动人"、"以情达意"。"韩流"文化在普世价值观的框架下,凭借着"平衡"的审美美感、适度的心理距离感、"以小见大"的"情"的质感,和贯穿于各种文化产品中的对"人"的关注与思考的文化理念,形成了独具特色的文化特点,让受众在消费"韩流"时感受到了高度的"共创性"、熟悉感和自由感,进而获得心理和情感的极大满足。

The Korean Wave has been quite popular in China for almost twenty years. In the Internet era,the upgraded new Korean Wave has heavily rushed into Chinese media,and even successfully exports its cultural industry and cultural patterns. To figure out why the Chinese people show such passion for it,this study used qualitative research methods,from the audience perspective,and applied the basic concepts and major steps of the Netnography to observe and analyze audiences' behaviors on six 'Topic Pages' in Sina Weibo.The study found that the new 'Korean Wave' is a typical 'love' culture. It is through ingenious use of a variety of sensory stimulation that the Korean Wave make itself 'fascinating'. It also resorts to emotional subjects,emotional expression and emotional thinking to make people feel deeply touched and inspired. 'Korean Wave', within the framework of universal values,forms its unique Korean style with certain cultural characteristics,which could affect audiences by dealing with aesthetic feelings of 'balance',moderate psychological sense of distance and texture of emotion through a way of delicate and meaningful expression. What's more,the very cultural concept that 'human' is always the focus of concern and thinking, is embodied throughout varieties of its cultural products. Audiences could not only gain rich and delicate emotional experience,but also feel free and relaxed to enjoy and even to be in its cultural world.