The Concepts of Cultural Diplomacy and Korean Wave: Influence of Korean TV Drama Series in Tanzania

Abstract

Over the past decade, Korean popular culture has spread throughout Asian countries and other parts of the World including Africa and particularly Tanzania. This huge Wave of Korean is famously known as Hallyu describe the rising popularity of Korean Culture which includes Popular Music (K-Pop), Dramas (K-Drama), Language and Cuisine. The Korean Government took advantage of this national phenomenon and began aiding Korean Media Industry in exporting Korean Pop Culture. TV drama is the main driving force of the Korean Wave, the skyrocketing of Korean TV Drama in Asia and beyond is amazing and has contributed in enhancing South Korea's national image, its economy as well as being seen as a tool for diplomacy. The overall aim of this study was to assess the influence of Korean TV Drama Series in Tanzania. Tanzanian's perception and understanding of Korea induced by Korean TV drama was examined. Further this research explore the reasons for the preference of Korean TV dramas, the most preferred Korean TV drama, the possibility of image change induced by Korean TV drama as well as if there is potential Korean TV Drama induce tourism. A survey was conducted with 250 Tanzanian spectators of Korean TV drama. The findings indicated that Korean Wave has been successfully in Tanzania as majority of the respondents agreed that their image change after watching Korean TV drama. In terms of the reasons for the preference of Korean TV drama, contents of the drama plays a crucial role especially those which centered through human life and family togetherness. Moreover the results also shows that there is huge potential of Korean TV drama induced tourism in Tanzania.