The role of new media in the process of popular culture: A research on Korean pop groups and Turkish fans

This research discusses K-pop groups as cultural carriers as one of the reasons for the spread of Korean popular culture in Turkey. Revealing the dynamics of the spread of Korean culture in Turkey through a popular culture element or component and the functionality of the new media in this context reflects the main importance and purpose of the study. Since the basis of the study is based on the interpretation of an ethnographic structure, the "Cultural Analysis/Ethnography" pattern was used in accordance with the study within the qualitative research method. It is difficult to analyze a culture with standardized data collection tools. Therefore, as a data collection method, focus group interviews were used. For the focus group interview, the participants were determined according to the snowball sampling method within the purposeful sampling category. 57 participants who listen to Korean pop music and are interested in Korean culture were reached using social media tools. Descriptive analysis technique was used in the interpretation of the data. As a result of the focus group discussions, it was seen that the tendency of Turkish fans to listen to K-pop music and learn about Korean culture is directly proportional. Fans take an interest in Korean culture, both through music and by being influenced by K-pop idols. It is possible to talk about K-pop and K-dramas as the main cultural carriers of Korean popular culture. Two factors, which are related to each other and have an important role in the spread of culture, affect Turkish fans and arouse curiosity for learning about the culture. K-pop idols arouse interest in Korean popular culture by blending their music and dance shows with traditional clothing and traditional music with innovation. The main effect of new media in spreading Korean popular culture is to bring fans and Korean cultural products together in virtual environments by making them independent of time and space. Turkish fans actively use social media to obtain information about Korean culture through social media. Turkish fans play an active role in the dissemination of Korean popular culture to large audiences by contributing to the production and distribution of content about Korean culture through social media.