Branded Entertainment in Korea

Hyunsun Yoon

• Publisher: Routledge
• Year: 2020
• ISBN:
  9780429557132
• Edition: 1
• Topic: Business
• Subtopic: Business Communication
• Index: Business

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea.

The book discusses the origins, development, current state, ethics, and regulations of branded entertainment in Korea, considering the impact and implications for communication users and regulators as well as industry actors. Over 30 cases from 2013 to 2019 are offered to provide an up-to-date account of current developments, with a closer look at the ethical challenges and controversies surrounding branded entertainment. The book also provides a review of branded entertainment-related literature in order to help the readers to understand this growing marketing discipline.

This is a valuable case study for scholars and students of critical advertising studies, as well as those interested in broader disciplines of communication and media studies.

1Media and advertising in Korea

Korea has a saturated media market, with media being highly dependent on advertising revenue (Seo, 2020).¹ This chapter will briefly outline the key developments in media and advertising in Korea and then explain three aspects: the Korean wave, internet and mobile communications, and the impact of new forms of digital content on branded entertainment in greater details.

Brief overview

Historically, Korea underwent Japanese colonialism (1910–1945), the arbitrary division by Western powers into opposed states of North and South (1948), the Korean War (1950–1953), and the military rule and successive authoritarian regimes (1961–1993) (Kim, 2013). Despite the movement of democratisation towards a more pluralistic system and press freedom since 1987, there was still the quasi-monopoly of two national TV networks, the Korean Broadcasting System (KBS) and the Munhwa Broadcasting System (MBC), and the oligopoly of three family-run, conservative, national dailies, Chosun Ilbo, JoongAng Ilbo, and Dong-Ah Ilbo, which dominated market share (Lee, 1997; Kim and Johnson, 2009). Table 1.1 summarises the key facts about the development in Korean media and advertising history from the 1880s to 2019.

Table 1.1 A brief chronology of the media and advertising industry in Korea (1880s to 2019)

Year	Political/mass media development
1880s	The Ganghwa Treaty signed between Korea and Japan in 1876, and Korea opens its doors. In 1880s, Korea signs treaties with Western powers.
1883	First Korean newspaper, Hanseong Sunbo, published.
1886	First newspaper advertisement placed in Hanseong Jubo by a German trading company.
1896	Toknip Shinmum (The Independent), the first private bilingual daily, established by Dr. Seo Jae Pil (Philip Jaisohn, a Korean naturalised American). It closed in 1899. A few other dailies and magazines launched.
1904	Ernest T. Bethell, a British citizen, establishes Daehan Maeil Sinbo (Korean Daily), a bilingual (Korean and English) newspaper.
1905	Korea becomes a Japanese protectorate. Japanese-language dailies start to publish in major cities.
1906	Denpo Tsushinsha (present Dentsu), the Japanese news and advertising agency, establishes its Seoul office.
1907	Seoul Press, an English daily, the organisation for the Japanese authority, established.
1910	Japan annexes Korea. Harsh militaristic rule begins. Daehan Maeil Sinbo, with ‘Daehan (Great Korea)’ stripped from its title, becomes the only Korean-language daily for the colonial government’s publicity. Advertising continues. In 1919, the Samil (March 1) Independence Movement breaks out but is suppressed.
1920	Japan switches to a ‘Cultural Policy’ and two Korean-language dailies, the Chosun Ilbo and the Dong-A Ilbo, are established. Magazines also start publication.
1927	Kyungsung Radio (JODK; NHK Radio) starts broadcasting in Seoul. No commercials are permitted.
1930s	Japan invades Manchuria in 1931 and China in 1937. National Mobilisation proclaimed. Koreans are forced to change their names to Japanese style.
1940	Two leading Korean-language dailies are forced to close. Only one Korean-language daily remains as the colonial government’s publicity organisation.
1945	After World War II, Japanese occupation ends with Soviet troops occupying area north of the 38th parallel, and US troops in the south. Korean dailies resume publication. Korea is divided into North and South along the 38th parallel.
1948	Republic of Korea proclaimed. Dr. Rhee Syngman is elected president.
1950	North Korea invades the South and the Korean War breaks out, lasting for three years.
1953	Armistice ends Korean War, which has cost two million lives. Korea remains divided along the 38th parallel.
1950s	South Korea sustained by crucial US military, economic, and political support. In 1953, Christian Broadcasting Station (CBS), the first private radio station, established. No commercials are accepted.
1956	A private TV broadcaster, Daehan (KORCAD Television Station), established in 1956 and accepts commercials. It closes in 1959 because of fire.
1956	Korea Newspaper Annual published for the first time. Total circulation of 10 national and 20 local dailies: 1,423,800 broken down to 775,800 (54%) morning and 648,000 (46%) evening papers.
1959	MBC, a private radio station, established in Busan. The first Jinro Brewery jingle aired.
1960	President Lee Syngman steps down after student protests against electoral fraud. New constitution forms Second Republic, but political freedom remains limited. An influx of print media follows. The short-lived Chang Myeon administration established.
1961	Military coup puts General Park Chung-hee in power. Tight press control exists. MBC Radio Seoul established.
1963	General Park restores some political freedom and proclaims Third Republic. Major programme of industrial development begins. The government-run KBS accepts commercials to augment its revenue. Discontinues advertising partially after MBC TV is established in 1969.
1964	TBC radio/TV, DBS radio established.
1969	MBC TV established.
1970s	Korean economy grows by leaps and bounds. The Miracle on the Han River. Per-capita GNP reaches $1,600 by 1979 from less than $100 in the early 1960s. Exports hit $10 billion.
1979	Park assassinated. General Chun Doo Hwan seizes power the following year.
1980	General Chun Doo Hwan takes power. Basic Press Law proclaimed and forced mergers of both print and broadcast media effected. Colour TV starts.
1981	The Korea Broadcasting Advertising Corporation (KOBACO), a government agency, established as the exclusive sales representative for broadcast advertising. PC: First computer development starts; computers for educational purposes produced in 1982.
1980s	Increasing shift towards high-tech and computer industry. In 1986, changes in constitution to allow direct election of the president. Analogue mobile communication: Radio paging service starts in 1982. Car telephone service starts in 1984.
1987	President Chun pushed out of office by student unrest and international pressure in the build-up to the Sixth Constitution. General Roh Tae Woo succeeds President Chun, grants greater degree of political liberalisation, and launches anti-corruption drive. Basic Press Law abolished. Number of print and broadcast media shows explosive growth.
1988	Olympic Games in Seoul. First free parliamentary elections. Analogue mobile communication: Mobile communication starts. PC communication: PC communication service starts (Chollian)
1991	North and South Korea join the United Nations.
1993	President Roh succeeded by Kim Young Sam, a former opponent of the regime and the first freely elected civilian president.
1994	Kim Il Sung of North Korea dies. Internet: KT’s internet service KORNET starts.
1995	Cable TV: Analogue cable TV broadcasting starts
1996	South Korea admitted to Organisation for Economic Co-operation and Development (OECD). Per-capita GNP reaches $11,385. Digital mobile communication: PCS service starts.
1997	Asian financial crisis hits Korea. Internet: Yahoo Korea Portal service starts. Daum’s Hanmail service starts.
1998	South Korea is bailed out wi...

Table of contents

• Cover
• Half Title
• Series Information
• Title Page
• Copyright Page
• Contents
• Acknowledgements
• Introduction
• 1 Media and advertising in Korea
• 2 Branded entertainment: Literature review
• 3 Branded entertainment in practice
• 4 Issues, challenges, and prospects
• Index