미국에서의 K-pop 한류 : 싸이(Psy)와 방탄소년단(BTS)을 중심으로

다국어 초록 (Multilingual Abstract)

The Korean Wave, or Hallyu, refers to the global dissemination of popular culture from Korea. The Hallyu has been diffused worldwide for last 20 years of its history. Since late 1990’s Korean TV drama and K-pop has been actively absorbed and consumed in Asian countries where Korea shares cultural bond and intimacy. While Hallyu has expanded its influence from the nearest countries like China and Japan to the East Asia including Vietnam, Thailand, Malaysia, Indonesia etc., Korea also has made meaningful attempts to attract the U.S. public with its Hallyu contents, which has been returned as poor grade most times though. K-pop singers, who have enjoyed great popularity in Korea and Asia, have been struggling in the U.S. pop market.

Korea has recently witnessed the Psy’s ‘Gangnam Style’ becoming a sensation all over the world and BTS setting remarkable records in Billboard charts and getting huge support from their fandom called ‘Army.’ The extraordinary stories of PSY and BTS and their visible success in the U.S. have proved the positive possibilities of the success of K-pop contents in the wildland of Hallyu. This study has started from questions that how Korean pop culture has been recognized in the U.S. after many years of efforts to overcome the barriers; and if the recent spotlighted K-pop contents can be considered as the mainstream in the U.S.

To answer those questions, this paper seeks to explain the phenomenon of the Korean Wave in the U.S. by analyzing major Hallyu contents including K-pop, TV drama, movies and animations. The study also focuses on the aspect of K-pop contents and its consumption considering the rising status of K-pop in the U.S. with a fact that most U.S. public recognize K-pop as an axis of Hallyu. To draw the meaningful outcomes, the success factors from Psy and BTS were analyzed which can be referred as the best success cases in K-pop Hallyu history in the U.S. The analysis concludes that the success of Psy’s ‘Gangnam Style’ and BTS is founded on the three characteristics - unique identity as an artist, social media usages such as YouTube, and the messages from their music and performances.

To keep Hallyu influence sustainably in the U.S, contents which would be considered unique and fresh yet universal should be discovered and created. The unique, fresh and universal contents should include Korean traditional culture, ordinary lifestyle of Korea or messages from Korean artists. It is also suggested the changes of a system in the Korean entertainment industry not to train Korean pop idols but to cultivate genuine artists. As Psy and BTS were strong enough to arouse attention as killer contents, it is obvious that the foothold is now set to expand the influence of Hallyu continuously in the U.S.

목차 (Table of Contents)

• 제Ⅰ장 서론 1
• 1.1 연구배경 및 목적 1
• 1.2 문헌연구 4
• 1.3 연구방법과 연구내용 10
• 가. 연구방법 10
• 나. 연구내용 11
• 제Ⅱ장 연구의 이론적 배경 13
• 2.1 한류의 개념과 역사 13
• 가. 용어의 정의 13
• 나. 한류사 15
• (1) 드라마와 한류 1.0 시대 17
• (2) K-pop과 한류 2.0 시대 19
• (3) 한국문화와 한류 3.0 시대 22
• (4) 세계화와 한류 4.0 시대 26
• (5) 반(反)한류와 혐(嫌)한류 27
• 2.2 K-pop 한류 발전사 32
• 제Ⅲ장 미국에서의 한류 36
• 3.1 미국 내 한류 콘텐츠 수용 37
• 3.2 미국 내 한류 콘텐츠 현황 43
• 가. K-pop 43
• 나. 방송 및 드라마 51
• 다. 영화 56
• 라. 애니메이션 59
• 제Ⅳ장 싸이(Psy) 61
• 제Ⅴ장 방탄소년단(BTS) 70
• 제Ⅵ장 싸이와 방탄소년단의 비교 81
• 6.1 독특한 정체성 82
• 6.2 유튜브, SNS 활용과 팬덤 85
• 6.3 음악적 콘텐츠의 성격 89
• 제Ⅶ장 결론 95
• 참고문헌 102