The article analyzes how some Far Eastern media are integrating into globalization processes, forming a unique situation and going far beyond the national media landscape. All this becomes possible because of the specifics of the "new" media, the distinctive feature of which is the feedback from users. If in "old" classical media, their main function was to transmit information, knowledge, and certain narratives, now in "new" media subject-object relations have radically changed. Thanks to the Internet and social networks, ordinary users are able to place their content, thus forming a certain agenda. Often, these messages find themselves in the top, i.e. get huge popularity, and become an integral part of the world content of interest to many users.
In this way, they have the opportunity to be quite active in shaping strong trends that affect the cultural and political landscape of many countries. At present, the fans of Korean pop groups are especially active, forming fan clubs not only in South Korea, but also in many countries: Thailand, Indonesia, the Philippines, the United States, Brazil, Malaysia, Japan, Mexico, Argentina, Vietnam, Singapore, Peru, Chile, Britain, France, Canada and Turkey. More than 6.1 billion tweets were dedicated to the K-pop tag in the social network Twitter in 2019.
The Russian Internet community is also under the strongest influence of K-pop music. It is the Korean mass culture (Korean doramas, popular music) are beginning to form a special interest in the Far Eastern culture, as previously did the J-pop – Japanese popular music.
Using webometrics – analysis of Internet queries in the search engine Yandex – the authors are trying to identify common trends in the formation of interest in Korean and other Far Eastern cultures.
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