On October 22, the 14th session of the Qizhen Qiushi Media Circle academic lecture series, co-hosted by the Digital Communication Research Center at Zhejiang University, the College of Media and International Culture at Zhejiang University, and the Converging Research Initiative in Digital Social Science at Zhejiang University, was held at Zhongxi Bookstore - Dazhong Bookstore (Zhejiang University Campus Bookstore). This lecture was moderated by Professor Wu Hongyu from the College of Media and International Culture and featured Professor Shin Dong Kim from the School of Media, Hallym University, South Korea, as the keynote speaker. The lecture, titled Globalization and Digitalization in the Cultural Industry, focused on the rise of South Korea's cultural industry and its driving forces, with particular emphasis on the profound impact of digital technology on this sector.
Photo: Professor Shin Dong Kim delivering the lecture
Photo: Professor Wu Hongyu moderating the lecture
Professor Shin Dong Kim began by discussing the current state of the global cultural industry, highlighting the evolution of media industries within the framework of CPND (Content-Platform-Network-Device). He emphasized the paradigm shift in content distribution, driven by the rise of OTT (Over-The-Top) platforms and the decline of traditional television channels. According to him, audiences are no longer limited to watching content on household TVs; they can now access it on multiple devices. This transformation has not only reshaped distribution models but also altered audience consumption habits. Professor Kim referred to this platform-driven shift as the library model, where users search for content as they would for books in a library.
He then noted that while digital technology continues to evolve, human narratives remain stagnant in terms of core ideas and visions. Humans live within the narratives they create, and in the era of global television's ascendancy, the ways we produce and consume narratives are entering a new stage. Drawing from Anderson’s insights on the rise of nationalism, Professor Kim predicted that globalism will similarly rise in the long term. He suggested that new platforms and their content will establish a global interpretative community, sharing a new grand narrative that offers an effective framework for addressing competition and conflict.
Photo: The lecture in progress
Next, Professor Kim used South Korea's cultural industry as a case study to examine the factors behind its rise over the past few decades. He identified external factors such as the post-Cold War global landscape and cultural globalization, alongside domestic factors like South Korea’s socioeconomic development, high levels of social mobility based on education, the accumulation of cultural capital, and the growth of its cultural industries. These developments are reflected in high consumer demand for cultural products, a growing appreciation for entertainment, the formation of a competitive media market, and advancements in production technology. During the lecture, Professor Kim engaged with students on topics related to Korean popular culture, including its TV dramas and idol groups.
Finally, Professor Shin Dong Kim underscored the centrality of narratives in the cultural industry. He argued that social change and progress are inextricably linked to the evolution and sharing of narratives. Sharing narratives is not merely about introducing new or improved stories to others but about immersing oneself in them and forging a bond with them. He urged the audience to seek new narratives capable of uniting humanity in the pursuit of a better world.
Photo: Students engaging in discussion with Professor Shin Dong Kim
The lecture concluded with a lively discussion between Professor Shin and the audience about the heterogeneity and homogeneity of cultural narratives. While acknowledging the diversity of cultural backgrounds and narrative styles, the professor emphasized the need for a meta-narrative that can unite people across cultural divides.