PSY’s “I Luv It”: The Role of Mis-Translation in the Overseas Promotion of Hallyu
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Despite the increase in Korean language acquisition around the globe, the dissemination of Korean culture internationally is still almost entirely dependent on translation. It is therefore interesting to examine translation practices to see what they can tell us about how Korean translators intend Korean culture to be perceived by its target audience. In The Cleanest Race: How North Koreans See Themselves—and Why it Matters (2010), Bryan Meyers identifies an internal track and an external track in the dissemination of North Korean propaganda: one for North Koreans and the other for everyone else. These two tracks have different objectives and contain radically different messages. A similar mechanism may be identified in the translation of some South Korean hallyu content. In this article, a comparative analysis of the English translation of PSY’s recent release “I Luv It” will be deployed in order to elucidate the different aesthetic and cultural messages being conveyed to the internal (Korean) and external (international) audiences, respectively. From this, it will become possible to draw some conclusions about the type of image content that the producers and media manipulators, which may include some translators, are presenting to non-Korean-speaking consumers. In addition, the discussion will examine the Korean government’s increasing influence in the production and dissemination of PSY’s work in an attempt to determine if translation is intentionally being used to present cultural images and messages curated to promote the hallyu industry.
Abstract
Despite the increase in Korean language acquisition around the globe, the dissemination of Korean culture internationally is still almost entirely dependent on translation. It is therefore interesting to examine translation practices to see what they can tell us about how Korean translators intend Korean culture to be perceived by its target audience. In The Cleanest Race: How North Koreans See Themselves—and Why it Matters (2010), Bryan Meyers identifies an internal track and an external track in the dissemination of North Korean propaganda: one for North Koreans and the other for everyone else. These two tracks have different objectives and contain radically different messages. A similar mechanism may be identified in the translation of some South Korean hallyu content. In this article, a comparative analysis of the English translation of PSY’s recent release “I Luv It” will be deployed in order to elucidate the different aesthetic and cultural messages being conveyed to the internal (Korean) and external (international) audiences, respectively. From this, it will become possible to draw some conclusions about the type of image content that the producers and media manipulators, which may include some translators, are presenting to non-Korean-speaking consumers. In addition, the discussion will examine the Korean government’s increasing influence in the production and dissemination of PSY’s work in an attempt to determine if translation is intentionally being used to present cultural images and messages curated to promote the hallyu industry.
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