Transnational audience reception as a theater of struggle

Young Filipino women's reception of Korean television dramas

Bibliographic Data

ID7516768
AuthorsBelinda F Espiritu (0000-0002-7344-3027, University of the Philippines Cebu, corresponding author)
Year2011
Volume21
Issue4
Pages355-372
Publication date2011-07-26
Open AccessNo
TypeARTICLE
VenueAsian Journal of Communication (JOURNAL)
Journal identifiersISSN: 0129-2986 • E-ISSN: 1742-0911
PublisherRoutledge (PUBLISHER • GB)
DOI10.1080/01292986.2011.580852
OpenAlexW2104254798
LanguageEN
Citations received8
References cited9

This study examines the ‘theater of struggle’ in young Filipino women's reception of Korean television dramas in view of the American cultural imperialism that is deeply entrenched in the Philippine society. Mainly anchored on Gramsci's concept of hegemony and Stuart Hall's encoding-decoding theory, the researcher conducted a reception analysis through a textual analysis of selected Korean television comedy-dramas and focus group discussions with young Filipino women in different colleges. The young Filipino women expressed cultural affinity with the culture, storylines, values, and environment in Korean and other Asian television dramas that have invaded the Philippines in the twenty-first century. ‘Negotiation, resistance, and struggle’, in Hall's sense, against both the liberalism in American dramas and the pre-modern themes in local dramas were manifested in the young women's discourses. Consequently, American cultural imperialism in the Philippines was undermined, challenged, and to some extent subverted. The study also looked into the young women's dominant, negotiated, and oppositional readings of the dominant capitalist patriarchal values and ideologies that were embedded in selected Korean dramas. While there were young female participants who subscribed to global capitalist values showing their cooptation within Western cultural hegemonic domains, the young women largely articulated negotiated readings of capitalist values and oppositional readings with regard to the dominant ideology of capitalist patriarchy. In reading the selected Korean dramas reflexively, the young women identified social pathologies of poverty, class inequality, and capitalist patriarchal values and constructed emancipatory discourses with regard to these

Dominant ideology · Hegemony · Ideology · Media studies · Patriarchy · Political science · Politics · Sociology · Asian Culture and Media Studies · Gender Studies · Globalization and Cultural Identity · Japanese History and Culture · Law

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