R R2 R2 đã được sửa Sai số chuẩn giá nhận định
.292 .085 -.011 .871
Mô hình Hệ số phi chuẩn mực hóa Hệ số chuẩn mực hóa t Khả năng có thể lưu ý (p) B Sai s ố chu ẩn β
(Số mệnh) 3.754 .905 4.150 .000 Trình độ giáo dục -.109 .132 -.080 -.825 .411 Giới tính .133 .187 .069 .711 .478 Tần độ theo dõi phim truyền hình xem trong vòng 1 tuần -.021 .054 -.039 -.397 .692 Độ thỏa mãnphim truyền hình Hàn Quốc -.149 .107 -.139 -1.394 .166 Tần độ theo dõi phim điện ảnh trong vòng 1 năm .033 .037 .091 .911 .365 Độ thỏa mãn phim điện ảnh Hàn Quốc tiêu chuẩn chúng -.008 .102 -.008 -.077 .939 Tần độ thưởng thức âm nhạc đại chúng trong vòng 1 tháng -.032 .060 -.054 -.534 .594 Độ thỏa mãn tiêu chuẩn nói chung về âm nhạc đại chúng Hàn Quốc -.107 .113 -.102 -.948 .346 Ý định theo dõi phim sau này (phim truyền hình) .177 .114 .192 1.553 .123 Ý định theo dõi phim sau này (phim điện ảnh) -.098 .106 -.107 -.923 .358 Ý định thưởng thức phim sau này (âm nhạc đại chúng) .057 .092 .069 .616 .539
In this regard, no remarkable result is obtained (similar to the case of Korean politics). Contacting with Korean mass culture content is not related to the interest extent in Korean society.
3.2 Study result of in-depth interview study
3.2.1 Process of receiving Korean mass culture
Teenager is the major receiving subject of Hallyu in Vietnam. Throughout 20 years after the establishment of diplomatic relation between Vietnam and Korea, teenagers of TV/internet, etc… age have had opportunities to approach Korean culture. Particularly, subjects of this in-depth interview are those who are positive in responding to Korean mass culture questions. Also, they are either Korean language students or learning Korean language due to their love and positive thoughts of Korea/Korean people.
Most of Vietnamese teenagers have positive thought of Korea and Korean people. All of the interviewees are aware of Korea‟s strong economy (same as Japan) and Korea/Korean people‟s desires.
“Korea is a country having strong economic growth amongst Asian countries. I already knew that Korea was regarded as an Asian Dragon when I was in secondary, high school” (Thanh Loan, female, 20 years old)
“Korea, despite its South-North separation, is a peaceful country. Korean people are free, smart and always happy. Maybe that is why Korean movie is interesting” (Mai Huong, female, 16 years old)
“Korea is a powerful country in terms of IT in the world. I am saving to buy a Korean mobile phone. Korean products are expensive but their quality is great (Dat, male, 20 years old).
“I don‟t think Japanese fashion or music is ahead of Korea. I think they are at the same level. However, compared with the freak of Japan, I prefer the sentimental characteristic of Korea” (Duy, male, 21 years old)
Interest in Korean mass culture is built up mostly through television. Receiving Korean mass culture - either through media or cultural products - strengthens Vietnamese teenagers‟ impression on Korea and plays an important role in erasing prejudices.
Korea and Vietnam share painful war pasts. Vietnamese teenagers‟ thought of Korean war-veterans, contrary to expectation, is positive. Perhaps, the youth is not considerably influenced by ideology and therefore quite comfortable in thoughts of politics and history.
“I think the country invading us is the USA, not Korea. Korea was forced by the USA – a powerful country – to take part in the war. In the past, there were both evitable and inevitable war-related issues.” (Thuy Linh, female, 20 years old)
“More important than past is future. Vietnam and Korea, if well cooperated, could do many things together. To prepare for future, don‟t stick too much to the past.” (Minh, male, 21 years old)
“Past is past. Korean did not want to take part in the war and the President of Korea also apologized Vietnam for that. Now, the Korean Government and people have been helping Vietnam very much and I am grateful for that.” (Thanh Thuy, female, 19 years old)
Regarding contact with Korean mass culture, a rather substantial number of interviewee said they first contacted through television movie. In the context of lacking knowledge of Korean culture, in order to contact with Korean mass culture, teenagers use television or cinema movies to form image/knowledge of Korea.
Lead actors in Korean television movies - young artists with beautiful looks and good acting – have become idols of many young Vietnamese. Such idolization has been rapidly been spread out amongst other people.
Many interviewees said that they were aware of Korean mass culture due to their love for television movie‟s stories such as those in “Full House”, “I‟m Sorry I Love You”, “Boys over Flowers”, etc.
“Vietnamese teenagers do love Korean artists. They are all very beautiful and stylist.”(Nha Phuong, female, 19 years old)
“We can see the development of Korea through its television movie. Modern picture, beautiful fashion, music, etc. everything makes people love it” (Nga, female, 15 years old)
“Korean television movie is very interesting indeed. Particularly, there are scenes which can never be seen in Vietnamese movies, bringing about interest and attraction of Vietnamese.” (Hoang Yen, female, 19 years old)
“Korean television/cinema movies have interesting elements such as beautiful fashion, fast story pace and beauty of lead roles.” (Bich Thu, female, 22 years old)
“All of our family members love Korean television movie. When we have free time, we watch Korean television movie altogether. The movies are also in our daily conversations and finally, they play important role in gathering the whole family.” (Thu Ha, female, 17 years old)
Affection for television movies of Korean traditional culture such as “Dae Jang Keum”, “Hur Jun”, etc – which is different from the others - is still very high. Particularly, some interviewee said that through “Dae Jang Keum”, they sensed another aspect of Korean inherent beauty.
“After watching “Dae Jang Keam”, despite of the adverse situations in the movies, we feel emotional with the cure for the king and chefs in the palace. Similar to women of the modern society, the lead female role always tries her best in everything she does.”(Oanh, female, 20 years old)
“Hanbok and Korean traditional food are beautiful. Before, when talking of Korean food I only knew Kimchi but now I know the great taste of many other dishes. Besides, Lee Young Ae - acting as Jang Keum – and other Korean actors are too beautiful for my eyes to leave the TV.” (Tuan Anh, male, 20 years old)
“Hur Jun is a television movie educating part of today‟s doctors to learn and accumulate knowledge and honour, representing in particularly by scenes where Hur Jun is worried about his patients even more than his child or when he uses his mouth to remove latex for his patent”. Thanks to Hur Jun, viewers start to pay more interest to Eastern Medicine.”(Hanh, female, 19 years old)
Some said that Korean culture attracts people by - shifting from television/cinema movies - its popular music. At the beginning stage, music was known through
television or cinema movie but nowadays, through music or video clip is interest on television or cinema movie enlarged more.
And Vietnamese teenagers‟ favorite Korean singers are also long-time famous ones in Korea. This is because their video clips or songs are enjoyed through internet.
“I am a first-year student and a fan of Super Junior. When in high school, I loved DBSK but now I love Super Junior. And I also listen to songs of Bi, BoA and Seven.” (Hong Trang, female, 18 years old)
“Many famous singers of Vietnam and Korea appeared on the anniversary show of 20-year diplomatic relation establishment between the two countries. Some of them are those whom I do not think I can meet in person. 2 hours before the show, the stage was already full of people. Some even arrived 4-5 hours before the show. There is rumor that it is impossible to find an entrance ticket even with VND200,000. What a great event.”(Nha Phuong, female, 19 years old)
“I love Korean music. I download on Internet most of the songs. I want to buy Korean music CDs but due to my limited budget, I cannot since Korean music CD is sold in Vietnam at the price of USD20. Some of my friends choose to buy illegal CDs of Korean music from China. The price difference is 10 times.” (Minh, male, 21 years old)
Interviewees, since secondary school, have been naturally interested in Korea and Korean culture. Through media and education, their affection for Korea has become bigger and bigger.
3.2.2 Korean mass culture
Vietnam and Korea culture share the same Confucianism foundation. That characters in Korean television movies are responsible and honest in terms of treatment and love
for family is always a favored factor of any Vietnamese living in accordance with the moral standards of the East.
“The story progress of Korean television movie is very modern but its content is still traditional. Most of Korean television movie is influenced by western picture, but still makes us feel close because of the existence of the Eastern analysis, tradition and reasons in them.” (Thanh Thuy, female, 19 years old)
“If we watch Korean television movie, we can see that Korean people are very nice. The younger always look up to the older and the older always protects the younger. They respect family, society more than their own.” (Khanh Ly, female, 21 years old)
“There are difference between Korean television movies and those of the USA, Hong Kong or France. Lead female role has an out-going, positive attitude with western values but still makes us feel close, honest with the way she loves.”(Tuan Anh, male, 20 years old)
“Contents of Vietnamese television movies are quite simple with background being rural areas or war. Acting skills are bad and the producing technique is backward.” (Oanh, female, 20 years old)
The reason why Vietnamese love Korean television movies is due to their interesting contents (mostly related to education theme such as friendship, family, love). Vietnamese ones are also very educative but are made unnatural and inflexible.
Regarding the case of popular music, Korean popular music shares some common aspects in terms of affection with that of Vietnam. Vietnamese teenagers also listen to Chinese or Hong Kong popular music but at present only enjoy Korean music given that Korean popular music is more interesting, beautiful and plentiful.
“Korean music is attractive to people, far more attractive than Chinese music.” (An, Male, 18 years old)
“Korean popular music has beautiful melody. Before, I only listened to European or American music but Korean songs have become more and more attracted to me. Particularly, Korean music videos are very well made, some like a movie.” (Hoang Yen, female, 19 years old)
“Korean popular music has beautiful melody. Before, I only listened to European or American music but Korean songs have become more and more attracted to me. Particularly, Korean music videos are very well made, some like a movie.” (Hoang Yen, female, 19 years old)
“I love Korean songs. They are great. Korean singers are very handsome and dance very well. Sometimes, when I sing a Korean song, my friends feel jealous. Recently I have been listening to songs of IU. When I share them with my friends, they also feel the beat even they do not know the songs.” (Hanh, female, 19 years old)
Due to the inherent affection for the Eastern culture of Vietnamese teenagers, they tend to receive Korean mass culture more easily than western culture and feel peaceful. In short, Korean mass culture is well received in Vietnam without any restrictions of psychology.
Of course, Vietnamese teenagers are aware of the difference of Korean mass culture (having special and different contents compared with that of Vietnam), evidenced by their selection manner of television movie, cinema movie, popular music.
Korean television movie‟s attractions lie in its complicated story - which is in contrast with Vietnamese movie‟s simple and boring story. And in regard to cinema movie technique such as movie shooting, acting or picture beauty, those of Korean movies are also highly appreciated.
“Vietnamese television or cinema movies also mention a lot about love. However, the events are simpler than those of Korean cinema movies, plus less natural acting. As
Vietnamese love usually originates in rural areas, war or universities, it is not varied. However, love in Korean television or cinema movie majorly originates in the society or in workplace and therefore, there is more complicated elements which bring about interest to viewers” (Bich Thu, female, 22 years old)
“Females in Korean movies are becoming more and more independent, enthusiastic at work and highly qualified. Compared to males, women‟s qualification is not less. I also want to be successful both in love and work as women in Korean movies.” (Hoang Yen, female, 19 years old)
“Korean movie is made in accordance with Eastern Asia Culture but still very modern. In particular, females in the movies are equal to males, very independent, proactive in work and love and thus, even more outstanding. I also want to be a perfect woman like that, successful in both love and work.” (Nga, female, 15 years old)
“When watching Korean cinema movie, we can sense things which are not seen in a Hollywood one. It is easier for Vietnamese to understand thanks to its similar cultural affection. Certain parts of a Hollywood movie may be difficult to understand but when watching Korean movie, viewers tend to agree and think the same.” (Thuy Linh, female, 20 years old)
Vietnamese teenagers, depending on their self-conception value, use Vietnamese culture to analyze and understand about Korean mass culture – a different but still closer to Vietnamese culture than those western ones. Particularly, Vietnamese teenagers appreciate Korean television movie of its harmonization of Eastern and Western cultures plus educative-ness.
However, Korean television movies are said to make viewers “bored” for its not-so- different characteristics in their stories or repeated movie topics.
“Korean television movies, perhaps, do have a principle. For example, almost every movie has handsome actors and tri-party love. An unhappy female lead role will eventually be loved by the male lead role and also, be suffered from envies, hidden family relation or incurable diseases, etc nothing special.” (Thu Hà, female, 17 years old)
“Different from Vietnamese women, Korean women seem to be more proactive in love, especially in tri-party love – which appears in most Korean television movies.”(Hoa, female, 21 years old)
Korean mass culture not only receives positive feedback. In contrast, many teenagers confine that at first, they were positively impressed by Korea but the more they contact with Korean mass culture, the more their thoughts of Korea change (in a negative way). This phenomenon is originated from the unselectiveness of Korean mass culture in the penetration process.
“Through Hallyu we can see quite clearly the development of Korea and their good traditions, leading to increase of affection for Korean people. However, things depicted on Korean television movies are not traditional culture of Korea. Cultures imported to Korea are almost from western countries. Korean cultures are evidenced by Hanbok, Kimchi, Korean medicine, etc. However, recently, isn‟t the fashion and make-up style of Korean artists same as those from western countries? I think that I cannot see anything of Korean culture in Hallyu.”(Thanh Loan, female, 20 years old)
“My parents are not satisfied with watching Korean television or cinema movies. They hate violence and subtancism of the movies. Actually I do not feel suitable when watching scenes like young girls drinking a lot of alcohol and wandering alone at night.”(Hanh, female, 19 years old)
“Mafia characters in Korean movies are normally violent and uneducated. Actually in the real Korean society, there are not many of them but from time to time, the characters make me feel doubted of Korean society safety.” (Bich Thu, female, 22 years old)
“As I am a student of Korean language, I always try to watch Korean movies as much as possible. However, my friends are also very interested in Korean cinema movies. Once you are interested, you do not care which country the movie belongs to. In fact, I will not watch Korean movies if they are not good.” (Minh, male, 21 years old)
3.2.3 Korean mass culture effect
“Vietnamese do love functional food. If they have an acquaintance visiting Korea, it is likely that they request the acquaintance to buy them ginseng on their behalves. Particularly, after the broadcast of “Dae Jang Keum”, “Thần y Hur Jun”, more and more people became interested in ginseng, lingzhi fungus and national medicine of Korea. To Vietnamese, the Dongdaemun, Namdaemun markets are very famous.” (Hoang Yen, female, 19 years old)
Every year there are ten-thousands of Korean visiting Vietnam. At present, amongst the tourists by country visiting Vietnam, Korean is always on first or second place and increase by at least 30% per year. And as the economic growth of Vietnam tends to increase solidly in comparison to Korea, more and more Korean have started doing business or investing in Vietnam.
Recently the number of Vietnamese women marrying Korean men has been increasing rapidly. However, this phenomenon has become a common social problem of the two countries due to occurrence of bad related events. This does not seriously impact Hallyu in Vietnam, but still bring about bad impacts.
Vietnamese teenagers contact with and receive a new culture (i.e. Korean mass culture) but, at the same time, they do not abolish their basic mainstream cultures such as Vietnamese culture, Chinese culture, western cultures, etc. Moreover, some said that they do not care much about Hallyu.
“Perhaps I am not much influenced by Hallyu. Although recently there are more and more Korean stars famous in Vietnam but besides them, I still love stars from Japan, Taiwan, Hong Kong or the USA.” (Thanh Loan, female, 20 years old)
“Nowadays Vietnam has performed intensive renovation in terms of socio-economy. Accordingly, not only Korean culture but also those of Japan, Hong Kong or Hollywood penetrate to Vietnamese market concurrently. The effect of Korean mass culture is great but that does not make it the most prevailing culture. Since I am studying Korean language, I want to find a job which requires use of it; but it is not the reason I love Korean mass culture. Korean traditional culture is beautiful. However, some recent Korean cinema movies bring about too serious thoughts. Particularly, I am not satisfied seeing Korean women drinking or smoking too freely.”(Hoa, female, 21 years old)
Before 1990, it is obvious that the Soviet Union‟s culture was the dominant culture in Vietnam. Accordingly, the most popular foreign language in Vietnam before 1990 is Russian. However, nowadays English attracts more attention. Many Vietnamese