Sociological Implications of Dances in Korean Tourism Advertisements
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This paper aims to examine characteristics of dances in Korean tourism advertisements, thereby revealing their sociological significances. I explore how dances are represented for national images in three films of Korea Tourism Organization -- Welcome to Korea (1998), Korea, Sparkling (2007), and Korea Inspiring (2010). Drawing on discourses of semiotics, tourism studies, media studies and cultural studies, I argue that the dance images signify national self-confidence about unique Korean culture, but partly rely on the gaze of the other upon Korea. The dance images also display interactions between the national and the global by creating spaces of difference and similarity.
Abstract
This paper aims to examine characteristics of dances in Korean tourism advertisements, thereby revealing their sociological significances. I explore how dances are represented for national images in three films of Korea Tourism Organization -- Welcome to Korea (1998), Korea, Sparkling (2007), and Korea Inspiring (2010). Drawing on discourses of semiotics, tourism studies, media studies and cultural studies, I argue that the dance images signify national self-confidence about unique Korean culture, but partly rely on the gaze of the other upon Korea. The dance images also display interactions between the national and the global by creating spaces of difference and similarity.
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