An Analysis of Commercial Communication Paths of Korean Pop Idols in the Context of New Media
Abstract
With the development of new media, K-pop has successfully realized cross-cultural communication. Some researchers have analyzed the Korean wave fan groups and the marketing strategies of the Korean wave, but they still lack a correct understanding of the current situation of the commercialization of Korean wave idols and the potential problems. Therefore, through literature analysis, case analysis, and comparative analysis, this paper explores the commercial communication path of Korean pop idols in the context of new media. Finally, the study found that the lack of self-awareness of Korean idols, the politicization of idols, and cultural strategies formulated by the government are the leading causes of the problem. Therefore, people should set up their independent values and judgment in daily contact with Korean Wave culture, and the media should also play a good role in checking and supervising communication to promote positive cultural exchanges between China and South Korea.
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