Transcultural fandom and the globalization of Hallyu

It is of note that many of the available studies of Hallyu take an ethnographic and interpretive approach and show a strong tendency to prioritize analysis of the textual content and images used in Hallyu. But there is a need to take more notice of the networks of production and dissemination, which are responsible for making Hallyu products available to fans. Indeed, understanding Hallyu networks potentially challenges long dominant Euro-American-centric accounts of production and consumption. Hence, this book is part of the attempt to build a comprehensive and interdisciplinary identity for Hallyu studies. It provides an updated account of Hallyu s traffic and acceptance in countries outside Korea s immediate neighbors, and references some of Hallyu s recent developments, notably its alignments with new media fields and with the growth of Korea s interest in cultural diplomacy.