Understanding Korean Webtoon Culture: Transmedia Storytelling, Digital Platforms, and Genres

Webtoons, a form of digital comic that has gained popularity worldwide, particularly among youth, are the latest manifestation of the Korean Wave. They are distributed through smartphones and have transformed the Korean cultural market through transmedia storytelling and the convergence of cultural content and digital technologies. Understanding Korean Webtoon Culture explores webtoons through the lens of emerging digital cultures, discussing relevant cultural perspectives and highlighting snack-culture and binge-reading as new forms of digital culture exploited by webtoon platforms.

Format: Paperback / softback
Length: 250 pages
Publication date: 07 February 2023
Publisher: Harvard University, Asia Center

The Korean Wave of popular culture, which has gained widespread appeal across the world, particularly among young people, is exemplified by webtoons, a type of comic that is typically published digitally in chapter form. These captivating digital creations were initially distributed via the Internet, but they have now found their way into the hands of eager readers through smartphones, captivating audiences in Korea and around the globe.

The emergence of webtoons has brought about a significant transformation in the Korean cultural market, driven by the growth of transmedia storytelling and the convergence of cultural content and digital technologies. This innovative form of storytelling allows fans to enjoy their favorite stories across various media platforms, from films and television to digital games. The convenience and accessibility of webtoons have created a new era of media consumption, enabling fans to engage with their favorite characters and narratives anytime and anywhere.

Understanding Korean Webtoon Culture delves into the world of webtoons by examining them through the lens of emerging digital cultures. The book combines two distinct yet interconnected approaches, political economy and cultural studies, to provide a comprehensive analysis of this cultural phenomenon. By exploring the dynamics between structural forces and textual engagement in global media flows, the book sheds light on the unique aspects of snack-culture and binge-reading as two new forms of digital culture that webtoon platforms have capitalized on to captivate the ever-shifting media consumption patterns of people worldwide.

Webtoons have become a cultural force to be reckoned with, transcending national boundaries and captivating audiences around the world. With their innovative storytelling techniques, engaging characters, and diverse themes, webtoons have contributed to the global spread of Korean culture and have become a source of pride for Koreans everywhere. As the popularity of webtoons continues to grow, it is clear that they will continue to shape and influence the cultural landscape for years to come.

Dimension: 229 x 152 (mm)
ISBN-13: 9780674291324