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This article explores the evolution of Korean ethnicity representations in a specific national media under the impact of Hallyu. Specifically, it proposes the case of the Korean community of Buenos Aires and the Argentine newspaper La Nación as a sample study on how Korean ethnic communities can be affected in their identification and social location by the increasing cultural presence of their ancestral land.
The research questions are the following: 1) What is the effect of Hallyu on dominant representations of Korean ethnicity in the Argentine media? 2) Are these representations transferred to local ethnic Koreans or not, and through which discursive mechanisms? For example, if local Koreans are assimilated to Korean nationals, does being lumped into one with a national Korean identity push local Koreans outside of the boundaries of national belonging? Are hierarchies of “Koreanness” created in this process? 3) Are there independent representations of local Koreans being offered and, if so, how do they relate to past stigmatized discourses on them? The ultimate purpose is to explore the connection between transnational forces and local meanings of ethnicity, with a view to obtain a foresight into the changes the rapidly advancing process of globalization might introduce to patterns of migrant identification.
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