當韓流流入歐洲-以韓劇在荷蘭的接收為例

Abstract

「韓流」從1990年代晚期興起，在亞洲地區的影響力至今有增無減，而近幾年這股韓流熱潮已經蔓延到歐洲。以往東亞閱聽人解讀韓劇的研究，大多引用「文化接近性」理論，主張韓劇在東亞的流行主要是因為文化與價值觀上的相似。然而這種以文化為中心的觀點，顯然難以解釋韓劇在東亞地區之外受到歡迎的可能及其原因。 不同於「文化接近性」理論源起的電視時代，當今網路與數位科技的普及，不僅打破了時空界線，也帶來了跨越文化藩籬的更多機會。許多歐洲閱聽人透過網路下載與無償字幕共享，開始固定地接收韓劇，成為韓劇迷，也構成了跨文化傳播的獨特景象。這些在文化上與韓國或亞洲文化並「不接近」的閱聽人，是如何接收韓劇的？他們的愉悅從何而來？文化差異是否構成障礙？或者所謂的文化障礙需要重新解釋？ 本研究以荷蘭當地的韓劇迷為例，透過實地觀察與深度訪談，嘗試回答上述問題，並以此對現有的韓劇跨國接收研究進行重新的反省和修正，最後得以回饋到文化與閱聽人之間關係的相關理論探討。 研究發現，荷蘭當地電視台的戲劇節目只有少數為荷蘭自製，其他則多以美國進口影集為主，因此在戲劇類型選擇性非常少的情況，不喜愛美式戲劇風格的荷蘭閱聽人，便轉而透過網路接收韓劇。透過網路，跨文化閱聽人不僅可以主動選擇欲接收的外國影視產品，也形成了相當多樣化的接收，獲得各種愉悅。文化障礙或文化接近這樣的概念，並無法完全解釋或歸類實際的接收狀況。

"Korean Wave" which rose from the late 1990s and has been increasingly influential in Asia, has spread to Europe in recent years. There are numbers of researches on the reception of Korean television dramas in East Asia. Most of the literatures use "cultural proximity" as a main framework to argue that the popularity of Korean popular culture in East Asia because of similar cultures and values. This culture-centered point of view, however, is obviously difficult to explain Korean Wave may be welcome in other areas such as Europe. Internet and the popularity of digital technology, not only to break the spatial and temporal boundaries, it also brings more opportunities to cross the cultural barrier. European audience watch Korean television dramas online regularly and download free subtitles. Although the culture of Europe is not close to Korean or Asian, European audience still watch Korean television dramas. How these European audience receive and interpret Korean television dramas? How these pleasure come from? Cultural differences constitute an obstacle? Or cultural barriers cannot be explained? In this thesis, take the Netherlands for example, through field observation and in-depth interview, try to answer these questions above, and try to re-reflect and correct these existing Korean television dramas reception researches. Netherlands local television dramas only a few by Dutch-made, others more mainly are imported the United States dramas. Dutch audience who do not enjoy American-drama style will turn to watch Korean television dramas online. Cultural obstacles or cultural proximity, cannot be fully explained or classified the actual status of the Dutch audience.