Study On Communication Strategy Of South Korean Teleplay In China Under New Media Context

Nowadays,South Korean teleplay enjoys wider spreading range and stronger influence in China.The Descendants of the Sun which prevailed in people's life in the summer of 2016 and caused a sensation in China,with everything related with the play being widely discussed.Although South Korean teleplay has been popular in China for 20 years,not all teleplays are greatly welcomed by Chinese audiences.During constant exploration and communication,new teleplay with special features comes into being.From the Successor played in 2013 to My Love From the Star played last year,these teleplays enjoy an increasingly indispensable spreading scale and influence in China.The Descendants of the Sun which is studied in this paper absorbs experiences of previous plays.Different from the previous manufacturing mode of South Korean teleplay which is played while filmed,the manufacturing of the play is completed in advance before played and the copyright is sold to about 32 countries?regions? including Taiwan China.China and Japan,etc.In February 2016 when it was initially manufactured,the iQIYI bought its network broadcasting right with 4,800 million KRW with each episode reaching 300 million KRW equivalent to 230,000 USD.Relying on various integrated marketing channels,it had already enjoyed strong popularity and expectation before played and had been constantly concerned during playing.Related keywords kept ranking the top in the hot search list in microblog.According to the official statistics of iQIYI,the play amount of the Descendants of the Sun reached 2,685 million times in the first round of playing,which refreshed the record of net play.As new media emerges,it is worthwhile to study the reason why South Korean teleplay,represented by the Descendants of the Sun,has such a great influence in China and the way South Korean teleplay adopts to communicate in China.The communication of South Korean teleplay dated from South Korean cultural industry expansion and broke out from new changes brought by new media.With the development of the society,it is necessary to systematically sort new characteristics of new media.The paper applies the basic theories and methods of new media theory,cultural communication and other disciplines into the communication strategy research of South Korean teleplay in China and combines the communication theory analysis with communication practice.The wide communication of the Descendants of the Sun is driven by a series of communication strategies meeting new media characteristics.New media is a relative concept and refers to a media form emerged under the support of new technology.New media developing after broadcasting,newspaper,TV and other traditional medias includes network media,mobile media and digital TV,etc.New media context means a kind of relation status that new media occupies an important role in people's life.It reflects people's correlation during communicative activity.South Korean teleplay suffers many barriers during communication process in China under new media environment.The communication characteristics,contents and forms change accordingly.The main play platform changes from traditional media to network and mobile new media gradually and new communication,new South Korean pop culture and new audience emerge.As a result,the market share of South Korean teleplay in China falls gradually.Chinese audiences still suffer language barrier about South Korean teleplay.In addition,audiences change from middle-age female to younger and highly educated groups.Under new media context,South Korean teleplay is confronted with communication problems which require new solutions.Under the background of new media,the paper adopts document analysis method,case study method and content analysis method which compose the main framework.Taking the “5w model” of Lasswell as the theoretical model,it analyze the difference in communication subject,communication content,communication way,communication channel and audience of the Descendants of the Sun under new media context.Also,it analyzes the integrated marketing communication way using integrated marketing communication theory,analyzes video websites communication path using new media theory and analyzes the group psychology of audiences via uses and gratification theory.As South Korean teleplay's spreading scale and influence keep increasing in China,the Descendants of the Sunrefreshes the record of South Korea teleplay in China over and over and is widely concerned and discussed around the country.Thus it becomes one classic successful case to study the communication process of South Korean teleplay in China under new media environment.Based on the framework of communication theory,the paper specifically analyzes the new media context and the successful communication experience of the Descendants of the Sunin China,which can predict,regulate and guide the communication trend of South Korean teleplay in China on the one hand and promote the positive cycle of cultural communication between China and South Korea on the other hand.Also,the play can be treated as a model of which the quintessence can be used by Chinese teleplay and make up the insufficiency of manufacturing and communication.On that account,the study is of vital importance for the long-term development and external communication of Chinese teleplay.