[KS] Hallyu 2.0: The Korean Wave in the Age of Social Media Conference (University of Michigan)

Sangjoon Lee my6mm74 at gmail.com
Wed Mar 28 15:28:35 EDT 2012

Hallyu 2.0: The Korean Wave in the Age of Social Media
An International Conference

April 6, 2012
Rackham Amphitheatre,The University of Michigan

Hallyu (the Korean Wave), a term coined to describe the widespread
popularity and regional/trans-regional influence of Korean cultural
products, has recently come into its own as a subject of academic inquiry
and broad intellectual interest. However, while much attention has been
paid to the impact of the Korean Wave on Korea’s national image or domestic
economy, as well as its implications for transnational cultural flow, there
has been little discussion about the impact of new communication
technologies, such as social media.

Hallyu is indeed entering the new age of social media. For the last few
years, Facebook, Twitter, youtube, cyworld, and myriad social networking
websites have boosted the dissemination of Korea’s popular media contents
to regions where the traditional media-- theatrical distributions, TV
networks, and DVD/VCD sales-- had never reached before. Korean films, TV
dramas and variety shows, online games, comics, and popular songs are now
being shared, distributed and consumed in cyberspace at an unprecedented

"Hallyu 2.0: The Korean Wave in the Age of Social Media” conference seeks
to comprehend and interpret the meaning of this new and powerful cultural
industry. The conference will stage interdisciplinary dialogues among
scholars of cinema, media, and visual studies, and of area studies and
communication studies, by implicating multiple approaches in deciphering
the intricate web of contemporary media ecosystems.

Schedule of Events

Panel 1: Conceptualizing Hallyu 2.0 (9:00-10:10 AM)
"New Perspective on the Creative Industries in the Hallyu 2.0 Era: Emerging
Korean Power vs. Continuing U.S. Dominance" • Dal Yong Jin (Simon Fraser
"New Wave Formations: K-Pop Idol Bands, Social Media, and the Remaking of
the Korean Wave" • Eun-Young Jung (University of California, San Diego)
Discussant: Daniel Herbert (University of Michigan)

Panel 2: K-Pop Reconsidered (10:30-12:30 PM)
"The Token Non-Conformist: The Packaging of Korean Boy and Girl Bands" •
Roald Maliangkay (The Australian National University)
"Of the Fans, by the Fans, for the Fans: The Republic of JYJ • Seung‐Ah Lee
(Los Angeles City College)
"Fashioning the Wave of K-Pop Beyond Asia:  Strategic Importance of
Diaspora" • Jeffrey J. Kim (Sungkyunkwan University and University of
"The K-POP Landed in Latin America: Subculture and New Subjectivities" •
Maria Pilar Alvarez (University of Buenos Aires)
Discussant: Aswin Punathambekar (University of Michigan)

Panel 3: Cultural-Industrial Geography of Hallyu (1:30-3:30 PM)
"The Making of a Popular Cultural Commodity: Korean TV Drama Production" •
Youjeong Oh (UC Berkeley)
"From Diaspora TV to Dramafever.com: Consuming Korean Dramas in North
America" • Sangjoon Lee (University of Michigan)
"Consuming the Other: Israeli Hallyu Case Study" • Irina Lyan (The Hebrew
University of Jerusalem)
"How a Podcast Started a Revolution: New Media and Electoral Politics in
South Korea" • Youngju Ryu (University of Michigan)
Discussant: Yeidy Rivero (University of Michigan)

Panel 4: Hallyu 2.0 and its Discontents (3:50-5:30 PM)
"Of Transmutability of Hallyu: Political Culture and Cultural Politics" •
Jung-bong Choi (New York University)
"Hating the Korean Wave in Japan: The Exclusivist Inclusion of Zainichi
Koreans in Nerima Daikon Brothers" • Hye Seung Chung (Colorado State
"Korean Wave and the Rising of Online Anti-Korea Nationalistic Sentiments
in China" • Lu Chen (University of Hong Kong)
Discussant: Nicholas A. Kaldis (Binghampton University)

Sangjoon Lee (Screen Arts and Cultures)
Nojin Kwak (Communication Studies / Nam Center for Korean Studies)
Abe Markus Nornes (Screen Arts and Cultures / Asian Languages and Cultures)

Academy of Korean Studies, Nam Center for Korean Studies (University of

hallyu2point0 at umich.edu


SangJoon Lee
Postdoctoral Fellow / Lecturer
Screen Arts and Cultures
Nam Center for Korean Studies
University of Michigan
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