Communicating the culture through Korean food between authenticity and adaptation

Paper to be presented at the Association for Education in Journalism and Mass Communication Annual Conference, Aug. 6-9, 2020. *This paper won the third-place top student paper award, Minorities and Communication Division, AEJMC

Abstract: This study explores how Korean restaurants in the States promote their businesses by using the Circuit of Culture as a theoretical framework. Five elements in the Circuit, representation, production, consumption, identity, and regulation, provided a contextual understanding of how Korean food is communicated at a local level. In-depth interviews with 10 small business Korean restaurant owners in the U.S., the study highlighted the discrepancy in perception, knowledge and access to resources in promoting their businesses.

Solyee Kim 

Related Research

Getting a little too personal? Positive and negative effects of personalized advertising on online multitaskers

Abstract: Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between […]

Bartosz Wojdynski
read more
Increasing the Efficacy of Emotional Appeal Ads on Online Video Watching Platforms: The Effects of Goals and Emotional Approach Tendency on Ad-Skipping Behavior

Abstract: Using an experimental tool that tracks the viewers’ real-time ad skipping behavior, the current research tested when and why a highly arousing emotional appeal ad that induces a set of […]

Hye Jin Yoon
read more