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www.urn.fi/URN:NBN:fi:amk-202205179911
www.theseus.fi/bitstrea...onen_Ida.pdf (Satakunnan ammattikorkeakoulu - Theseus)
The topic of this thesis is K-pop culture and its marketing. The goal of the thesis was to collect together things that are typical for K-pop culture and its marketing. At the same time, investigate how South Korean culture is visible and affects the K-pop and its marketing. Different types of ways to market music also became familiar. The research methods that were used are observational study, semi-structured interview, and document analysis. The thesis doesn’t have a subscriber. At the beginning there was theory about K-pop, marketing and culture and what they meant. To illustrate culture, it was used both Hofstede Insight and Trompenaars Cultural Dimensions. The end of thesis was more focused on the South Korean’s unique marketing ways and different ways to market K-pop. In the results, the difference between K-pop and western pop music is illustrated in the chart and from the results we can see that there are clear differences between them. The rest of the results are in the form of text and from those results we can see that communality and fans are important parts of K-pop culture. Also, the South Korean culture plays an important part in K-pop.