A influência dos doramas na difusão da cultura sul coreana e sua contribuição para o aprendizado cultural

Abstract

With the advancement of globalization and the intensification of cultural interactions, understanding a country's cultural aspects has become essential for successful international negotiations. The relationship between Brazil and South Korea, formalized in 1959, has grown stronger over the years, establishing solid foundations in both commercial and diplomatic areas. In this context, media plays a fundamental role in cultural diffusion, helping to bridge the gap between different societies. This study, of a bibliographic and qualitative nature, is based on authors such as Urbano, Madureira, and Monteiro (2014), and Chung (2011), who contribute to the understanding of the evolution and popularization of Korean dramas (doramas). It also draws on the research of Hall (1992, 1997) regarding the impact of media on the learning of new cultures, and Cohen (1991), who addresses cultural challenges in international negotiations. In this regard, the aim of this study is to analyze how the growing visibility of Korean dramas in Brazil can assist in the learning of South Korean culture. The results indicate that the consumption of these productions can facilitate the understanding of cultural differences and support the personalization of communication approaches to prevent misunderstandings during negotiations between Brazil and South Korea.