Abstract
SOUTH KOREAN HALLYU WAVE İN TRADİTİONAL AND MODERN MEDİCİNE: “LİVE UP TO YOUR NAME” K-DRAMA SERİES
The television series named "Live up to Your Name", which is the subject of the study, is a 2017 K-Drama series that fictionalizes the traditions of South Korean culture and the traditional and modern medical practices with a postmodern understanding and with the features of the genres of medical drama, history and fantasy. The series, which is considered to include the genres of fantasy, medical drama, historical period drama, and romance comedy, was supported by Studio Dragon. The TV series has been shown on the TV channels of Asian countries such as Malaysia, Singapore, Taiwan, Hong Kong, Sri Lanka, Philippines and Indonesia. K-Drama series are marketed to the world with the Hallyu wave created by the South Korean culture industry in the global market. The traditional-modern medicine emphasis of Korean culture, which is presented to the world through K-Drama on a fictional platform and the state-sponsored cultural policies, will be analyzed based on the television series "Live up to Your Name". The transfer of ancient knowledge that underlies traditional medicine and its introduction through K-drama is the result of the cultural policies of South Korea. When the data of the World Health Organization (2000: 4-5) are examined, it is seen that the dramatic increase in the interest in traditional medicine despite the developments in modern medicine renders it necessary to discuss the interest in traditional medicine in the world. It is known that the approaches of the ancient tradition and the technological applications of modern medicine are used in the treatment understanding of Korean culture today. The knowledge and practices of this dual medicinal approach show that it has a postmodern style. This has also been identified in the South Korean K-Drama series “Live up to Your Name”.
Keywords
South Korea, Traditional-Modern Medicine, Hallyu, K-Drama.