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http://dx.doi.org/10.5392/JKCA.2020.20.12.593

Has the Collectivism of Koreans been changed? An exploratory study  

Yang, Jungeun (평택대학교 광고홍보학과)
Lie, Jae-Won (이화여자대학교 커뮤니케이션.미디어 연구소)
Publication Information
The Journal of the Korea Contents Association / v.20, no.12, 2020 , pp. 593-610 More about this Journal
Abstract
The purpose of this study is to explore how the collectivism of Koreans has changed or has not changed. Through in-depth interviews and FGI with the older and new generations, keywords that express Korean collectivism today were discovered. First, the collectivism of Koreans is defined as 'selective collectivism', which is based on a more compact group consisting of self-selected members rather than a given group as before. Second, with the development of technology, online collectivism, in contrast to offline collectivism, emerged. Online collectivism is based on communication using online technology, and is characterized by horizontal relationship based on anonymity and 24-hour connectivity that transcends time and space. Third, the most important factor that composes Korean collectivism was found to be 'Cheong', which was recognized as an unchanged aspect of collectivism. Lastly, for Koreans, the group is closely related to self-identity, and for this reason, Koreans are obsessed with the sense of belonging to the group membership and the relationship with the members. The implications and limitations of the study were discussed.
Keywords
Collectivism; Online Collectivism; Korean Culture; Cheong; Relationship;
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