Communicating the culture through Korean food between authenticity and adaptation
Communicating the culture through Korean food between authenticity and adaptation
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.
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