品牌研究Issue(4)：75-96,22.
“韩流”缘何流行？--基于新浪微博的“网络志”观察
Exploring the Cultural Style of Korean Wave--Based on the Study of Topic Pages about Korean Wave in Sina Weibo
摘要
Abstract
The Korean Wave has been quite popular in China for almost twenty years. In the Internet era, the upgraded new Korean Wave has heavily rushed into Chinese media, and even successfully exports its cultural industry and cultural patterns. To figure out why the Chi⁃nese people show such passion for it,this study used qualitative research methods,from the au⁃dience perspective, and applied the basic concepts and major steps of the Netnography to ob⁃serve and analyze audiences' behaviors on six “Topic Pages” in Sina Weibo. The study found that the new "Korean Wave" is a typical "love" culture. It is through inge⁃nious use of a variety of sensory stimulation that the Korean Wave make itself "fascinating". It also resorts to emotional subjects, emotional expression and emotional thinking to make people feel deeply touched and inspired. "Korean Wave", within the framework of universal values, forms its unique Korean style with certain cultural characteristics, which could affect audiences by dealing with aesthetic feelings of "balance",moderate psychological sense of distance and tex⁃ture of emotion through a way of delicate and meaningful expression. What’ s more, the very cultural concept that “human”is always the focus of concern and thinking, is embodied throughout varieties of its cultural products. Audiences could not only gain rich and delicate emo⁃tional experience,but also feel free and relaxed to enjoy and even to be in its cultural world.关键词
韩流/新浪话题/质化研究Key words
Korean Wave/Sina Weibo Topics/Qualitative Research分类
管理科学引用本文复制引用
沈茜,林升栋..“韩流”缘何流行？--基于新浪微博的“网络志”观察[J].品牌研究,2016,(4):75-96,22.基金项目
本文是国家自然科学基金项目“东西方不同文化思维方式对广告说服的影响一个自下而上的脉络建构与验证”部分成果 （）
