i, ^ • I s i r PHAM TP HO CHl MINH HO CHI MINH CITY UNIVERSITY OF EDUCATION I « i - v-ni n n O A HOC JOURNAL OF SCIENCE ISSN: KHOA HQC XA HQI VA NHAN V A N SOCIAL SCIENCES AND HUMANITIES 1859-3100 Tap 16, So 5 (2019)' 59-68 Vol. 16, No. 5 (2019): 59-68
Email: tapchikhoahoc@hcmue edu.vn: Website: l^ttp.//tci<l^ hcmue.edu vn
HOI NHAP TOAN CAU HOA QUA CONG NGHIEP VAN HOA - BAI HOC TU" HAN QUOC
Ta Thi Lan Khanh Hoc vien Cdn bo Thdnh pho Ho Chi Minh
Tac gid lien lie: Tg Thi Lan Khanh - Email. talankhanh@gmail com Ngaynh$n bai: 18-3-2019; ngay nhan bai su'a. 03-4-2019; ng^y duyet dang: 10-5-2019
TOM T A T
Todn cdu hoa Id qud trinh tdt yeu md cdc qudc gia hien nay phdi tiep nhdn vd thich nghi.
Trong khu vuc chdu A Thdi Binh Duang. Hdn Qudc Id qudc gia dgt duac nhieu thdnh cdng Idn trong tien trinh thuc hien cliinh sdch "todn cdu hda " qua viec van dung tdt logi cdng cu "quyen luc mem " tic vdn hda. Bdi viit tap trung vdo phdn tich cdc chien luac hdi nhap quan he todn cau hoa den chien luac sir dung sdn phdm Hallyu a cdc quoc gia md Hdn Qudc thdnh cdng; qua do nit ra mot so kinh nghiem cho Viet Nam trong lo trinh xdy dung chien luac hdi nhdp todn cdu hda qua cong nghiep vdn hda.
Tie khda: cong nghiep van hoa, toan cau hoa van hoa, Hallyu, Segyehwa, Han Qudc.
1. Mff dau
"Van hda la tdng the nhiing thai dp cho phep eon ngudi tim dupe v; tri eiia rainh trong the gidi hien nay" (Wolton, 2006, p.47). Cd the ndi, chua bao gid van hda ddng hanh vdi thdi gian va khoanh khac nhu luc nay. Tat ea nhiing chat lieu van hda nhara xay dyng kha nang suy nghT ve rapt thye te tdn tai bat bien gdm: am nhac, thdi trang, thdng tin, tmyen thdng, viee lam, giao due. Ndi cho ciing, nhiing budc Hen xam nhap cua mdi cdng ddng khi dua van hda vao mgt qudc gia, bien gidi ben ngoai lanh thd eiing se dya tren nhiing thanh td ca ban ciia van hda ca ve vat chat Ian tinh than. Ngudi Han vdi ba thap nien chuan hi, tiep can va thu nhan thanh cdng tir lam sdng van hda Han (Hallyu) do chinh hg tao ra da va dang Hep tuc phat trien trong giai doan ke tiep, giai doan dugc danh gia la tham nhap sau ciia van hda Han ddi vdi the gidi qua mgi ITnh vuc eua cugc sdng.
2. Quan niem cua ngu'di Han Quoc ve toan cau hoa (Segyehwa)
Ngay 17/11/1994, sau cugc gap tai Hdi nghi cdp cao APEC, Tdng thdng Han Qudc Kim Young-sam (1992), da tuyen bd hudng tdi chinh sach toan eau hda vdi muc dieh rd rang la lam eho dat nude trd thanh mgt qudc gia cd lgi the ve quan he ngoai giao va thuang mai thdng qua toan cau hda de pha vo thi thdng tri cua mdi quan he song phuang Hoa Ki - ROK (Han Qude - Republic of Korea). V l tdm nhin cua chiln luge thi gidi mdi, thuat ngir Segyehwa, dugc xudt ban dudi hinh thiic dinh nghTa tir tiing Anh qude t l la nham nhan manh rdng, toan cdu hoa d day theo each thiic va dac dilm tinh each Han Qudc, chii khdng phai la ty do hda va md eira thi trudng ndi dia vdi thi gidi nhu each hieu thdng thudng ve
TAP CHi KHOA HOC - Tru'dng DHSP TPHCM
toan cau hda la "hdi nhap kinh tl qude tl" cila cac nha kinh tl va kinh doanh. Toan cau hoa trong bdi canh ciia Han Qudc cd hai y nghTa khac nhau: mdt la hln trinh dai ban timg bucrc bdt kip phuong Tay da bdt ddu hi cudi thi ki XDC, thudng dugc ggi la kaehwa va sau do la kundaehwa; va hai la segyehwa, mdt chinh sach toan dien tren mpi mat cua mgt quoc gia gdm cac van de nhu chinh tri, kinh te, van hda va xa hdi.
6 nhieu qudc gia, khai niem vl toan edu hda duge hieu chii yeu tren ITnh vyc kinh te thi ddi vdi ngu'di Han Qudc, khai niem ve moi quan he toan cau hda rat rdng va dudng nhu khdng cd diem dimg, trong do la sy tdng hda bao gom cac mdi quan he cua Han Quoc vai cac nude ve mgi khia canh kinh te, chinh tri, xa hdi, quoc phdng, an ninh, ngoai giao... tat ca deu nam trong chinh sach toan cau hda cua Han Qudc. Vi vay, tai Han Qudc, nguai ta hieu khai niem "toan cdu hda" nhu mdt chiln luge phat trien thieh hgp cho dan tgc trong kha nang thieh iing vdi sy bien ddi cua thdi dai trong sy tuong tac va trao ddi qudc te dang tang len mdt each nhanh chdng. Theo do, toan eau hda theo ngudi Han dupe dinh nghTa tren nam ndi dung chinh nhu sau:
Toan cdu hda phai dugc thi hien trong cae ITnh vyc, chii klidng chi rieng ITnh vyc kinh te.
Hgp Ii hda mpi phuang tien ciia cugc sdng qude gia; kien quyet bai bd cac yeu td ldi thdi, khdng hgp 11 trong xa hdi va trong phat trien kinh te; thyc hien cai tao xa hdi mgt each triet de, khdng nhan nhugng, khdng khoan nhugng, khdng thda hiep.
Phai cd sy nhan thicc thdng nhdt vl chinh sach toan cau hoa. Chinh sach se khdng mang lai ket qua neu ed bat ddng va xung dot xa hdi.
Toan cau hda phai dugc cung cd bang Han Qudc hda. Ngudi Han Qudc phai tien ra the gidi dya tren siie manh cua kinh te va van hda; ddng thdi, phai ldi keo duge the gidi den vdi Han Qudc.
Xac dinh rd mdi quan he giira dan tgc Han Qudc vdi cae nude tren the gidi. Han Qude ludn nd luc tham gia de giai quyet nhung van de qudc te chung nhu sy de dga hat nhan, nhan quyen, mdi trudng, ngudi ti nan va ngheo khd. (Young-Sam Kim, 1995, p.7-
16)
Ngudi Han da van dung tdt vi tri ngay eang Idn cua van hda. Hg hieu rdng, ban chdt van hda ngay nay mang thudc tinh "dgng", gan hen vdi su phat triln cua trinh do giao due, cua mirc sdng, phuang thirc giao Hep, du lich. Mpi hoat ddng xa hdi deu dupe xem xet trong khudn khd ciia van hda, Tu nhiing phong each sdng den hdi lic, tir sang tao din truyin thdng, tir dd vat den phong canh, tir cac tda nha den cac le hdi gia dinh, tic boat ddng thuong mai din giao due, tat ca dugc tdng hda de la bieu tugng van hda de nhan dien mdt qudc gia trong hinh thiic toan cau hda. Do dd, ngay tir trong quan niem vl toan cdu hda ngudi Han cung cd su nhan djnh khac biet giiia hai quan niem nay. Theo hp, "qudc tl hda"
la su md rdng, trao ddi va tac ddng vdi eac nude khac thdng qua cac chien luge do Chinh phu phat dgng, chii ylu tren ITnh vuc kinh tl, thuong mai, Cdn "toan cau hda" tap trung
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Tri^dng DHSP TPHCM Ta Thi Lan Khanh
vac cac van de chinh tri, kinh te, xa hdi; kha nang thich nghi vdi tdc do phat triln cua thdi dai, dac biet trong linh vyc Hn hpc. Tuy nhien, ngudi Han khdng dat hai quan niem nay dde lap, tach biet nhau ma hp dat vao mdi quan he bien chiing tren co sd tac dgng lan nhau, tuy nhien mdi quan he qua lai nay khong nam tren tac dgng hai chieu giiia cho - nhan ma la mdi quan he giua ba true chinh tri - van hda - kinh te, net dac sdc trong van dung nin tang vao thuc tien da dem lai thanh cdng cho Han Qude. Trong dd, van hda la true chinh dugc su dung nhu mgt dang quyen lye mem de md dudng cho chinh tri, quan he ngoai giao va ket ndi kinh te. Cu the, chinh phil se duy tri trat ty trong nhiing ITnh vyc co ban nhu thuong raai, lao ddng, mdi tru'dng, thdng qua nhiing quy dinh de cu the tren tieu chi: "mdt chinh phu nhd be, nhung hiin hieu", cdn van hda cd vai trd md dudng eho kinh tl, tya nhu ldi dng Ma Young Sara (2013), vien chiic cua Bd Ngoai giao Han Qudc phat bilu: "Khi ngudi nude ngoai chii y nhieu hon den nhiing ca sT, dien anh Han Qudc thi tu tir hp se phat trien mdt niem yeu thieh vdi nhiing san pham Han Qudc va se mua chiing. Dd la nhiing gi chiing tdi dang cd gang de thiic day".
3. Hallyu - san pham chien \\xac dira van hoa Han Quoc ra the gidi
Dinh nghia ciia Joseph Nye Jr. (2004) ve yeu td "mem" dugc img dung vao quyen lye - quyen lye mem mang tinh thdi dai nhu sau "Quyen luc mem la mdt loai nang lye, ed the giiip dat duge muc dich thdng qua sire hap dan ehu khdng phai ep biic hoac du dd. Sii'c hap dan nay den tir quan diem gia tri ve van hda, chinh tri va chinh sach ngoai giao cua mpt qudc gia". Nhu vay, trong ba true chinh tri - van hda - kinh te, chi cd van hda mdi cd kha nang tao ra anh hudng vdi ngudi khac bang each tac ddng tdi he thdng gia tri, lam thay ddi each suy nghT ciia ngudi khac, va qua do khien ngudi khae mong mudn chinh dieu ma minh mong mudn tren ba yeu td co ban: van hda qude gia, gia tri qudc gia va chinh saeh ciia qudc gia do. Va trong chien luge dua Han Qudc ra vdi the gidi ciing nhu de the gidi nhan biet Han Qude, van hda la sy lya chpn duy nhat va la true ndi chinh trong thyc thi chinh sach Segyehwa eiia ngudi Han.
Giai doan cho chien luge lan sdng Han lan tda dugc bat dau tu thap nien 90 eiia the ki XX, khi eac cdng H phat thanh truyen hinh trien khai mang ludi phan phdi eac san pham mang ngi dung tren eae phuong tien H^yen thdng eiia hp de dua ra thi trudng chau A.
Thdng qua nhiing hinh anh trinh chilu ra dai chiing qua phuong Hen fruyen thdng, rapt Han Qudc mdi vdi nhiing kilu thdi trang, cae kilu tdc hgp thdi trang mdi nhat, ciing vdi tiet tau, ndi dung dugc bd cue nhanh, am nhac lang man, vui ve va hinh anh xiic tac den thi giac ngudi xem la nhiing hinh anh cua cae tda nha cao tang, thanh phd hien dai, cac san phdm edng nghiep cao nhu nhu d-td, truyin hinh, va may tinh, dien thoai di ddng... nhiing ylu td hdi dil tieu chudn vl mot cugc sdng chdt lugng cao. Day co le la Ii do dau Hen va quan trgng nhat trong sy cd gdng cai biin nhan thiic cua ngu'di dan Han Qudc tir "am sang duong" (xem Bang 1), rapt trong nhiing cd gdng nhdm xda nhda hinh anh mang dam tinh am cua nen van hda ed truyin. Cu thi hon, khan gia chau A khi den vdi hinh anh Han
TAP CHi KHOA HOC - Tru-dng DHSP TPHCM
Qudc deu cam thay hai Idng vdi su hien dai, nang ddng. Nhiing quan diera ve mdt Han Qudc nhu thieu co sd ha tdng kinh t l xa hgi da "an sau" trong nhan thiic ciia ban be quoc te, gid day da dugc thay thi bdng hinh anh eua mdt ddt nude xanh, sach, hien dai va tham dam tinh ngudi (Ravina, 2009).
Bdng 1. Bdng md td chuyen ddi nhgn thuc tie dm sang duong cua Hdn Quoc trong tan dung vdn hda quang bd hinh dnh qudc gia
Qua khii Hien dai
Kinhte Kem phat trien (-) Phat trien (+)
• Ddi song vat chat Co sd ha tang, trang thilt bi
Moi tru'dng song (khong gian xanh)
Lac hau, thieu thon (-) Chat choi, kem phat trien (-)
Hien dai, day dii (+)
Khdng khi tuoi mat, thien nhien trong lanh, phong canli dep (+)
• Ddi song tinh than (cac san pham van hda mang ngi dung)
Dam chat A Dong: tiet -> Mang anh huong phong each phuong tau cham, hinh anh Tay tiet tau nhanh, am nhac ldi cuon, rudm ra, ngi dung kem vui ve, hinh anh dep... (+)
thu hiit.., (-) Giu gin nhung net dep ciia phuong Dong, trgng tinh, ll nghi, ton ti trat tu xa hoi, quan he gia dinh, ban be.,. (-)
Net hap dan dac trung dupe quang ba ra qudc te ciia cong nghe san xudt van hoa Han Quoc, Hinh anh mgt giac mo Han dugc tao ra, ggi md khat vgng cho bat cii ai nao mudn vuon tdi
Nguon: Tg Thi Lan Khanh, 2013 Ngoai qua trinh chuyen ddi ve hinh anh Han khi ra the gidi, eae nha lam phira ngudi Han cdn ehu trgng den yeu td rieng ve quan niem, bdi canh xa hdi eiia timg qudc gia cu the khi xuat khau san pham van hda. De budc vao Nhat Ban, ngudi Han da chgn bd phira Bdn tinh ca miia ddng (Winter Sonata, 2002). Day la hien tugng duy nhdt trong lich sir cua mdi quan he van hda giiia Nhat Ban vdi Han Qudc trong ba thap nien. Bd phim cd y nghia dac biet ddi vdi vdi phu nil trung nien - ddi tugng chinh cua bd phim, nhiing vi khan gia thdm lang. 6 tac pham, ngudi xem tim thay mdt cam giac mdi ma ddi thudng khdng cd trong bdi canh xa hdi gia trudng ciia Nhat Ban. Nhiing ngudi bj dat ben ll xa hdi va thudng bi xem la vd hinh, nhiing ngudi sudt ddi ehi biet "bdn phan va bdn phan" cua mdt ngudi phu nd Nhat ma khdng he dugc xem trpng hay de cap trong bat ki mdt hoan canh nao, dii chi tren bao hay tren mdt edng trinh nghien ciiu. Cac chuong trinh hpc thuat ciia van hda dai ehiing thudng chu y l u hudng din van hda gidi tre, van hda dan tdc... nhung lai bd qua ddi tugng phu nii trung nien.
Tru'dng DHSP TPHCM Ta Thi Lan Khanh
Dan chiing theo ket qua nghien ciiu tac ddng cua cam xiic tdi hanh vi mua hang cua khan gia trong Bdn tinh ca miia ddng cd ket qua nhu Bang 2 sau day:
Bdng 2. Bdng ddnh gid kit qud phdn tich cdc yeu td dnh hudng din su thu hut ngudi xem cua Ban tinh ca miia ddng
Ngi dung ngudi xem quan tam
Chat lugng npi dung Yeu to tao cam xiic Yeu to can bang Giai tri
Do nhip nhang ciia mach phim
Dp gan ket cau chuyen phim
.714 1.000 .740 -435 - 8.165
Tinh hap dan ve cam xuc (do xiic dgng vdi ngi dung
phim) 8.410 11.700 7.588 2.689 28,813
Danh gia nguoi than ve
phim Tinh giai tri
.004 .001 .006 .101
<.101
Kha nang mua them cac san pham lien
quan den bg phim 2.043 2.719 2.095 .647 .000
Ngudn: Do Kyun Kim, 2009 Cd the thay ehi sd ludn dat cao nhat la chi sd tao cam xiic. Do dd, khi hau bet tai cac nude khac, phim Han dugc ngudi xem chu yeu qua kenh truyen hinh thi tai Nhat, cac bd phim Han chu yeu dugc ngudi Nhat theo doi bang each sic dung cac dau ghi kT thuat sd hoac mua cac bd DVD de xem nhieu lan. Ket qua chimg minh rang, phim Han dugc ngudi Nhat chap nhan xem va tham ehi cdn tao nen hien tugng Yonsama tai Nhat Ban. Dii van cdn tdn tai nhirng dinh kien nhung day van la bg phim truyen hinh dau tien dugc thuc hien lay chii de phu nir tmng nien lam van de van hda trpng tam. Va ngudi Han da dupe tiep nhan tai Nhat Ban bang mdt san pham dugc dinh hinh nhu the.
Vdi thi trudng Trung Qude, Hallyu cd Bdu vdt hodng cung (Jewel in the Palace). Bg phim da dem vl cho Han Qudc doanh thu len tdi 40 trieu USD khi xudt khdu ra toan thi gidi ke tir khi nd phat sdng lan dau Hen vao nam 2003. Trong do, chi tinh rieng truyen hinh Hd Nam da tra tdi 1,2 trieu dd-la dl mua ban quyen phan phdi va phat sdng tai Trung Qude. Ci qudc gia nay, bd phim hudng tdi mdt y nghTa khae khi chinh phue khan gia Trung Qude. Ndi dung chinh xoay quanh ehu dl vl dm thyc va y Ii - mdt trong nhiing ITnh vyc la niem ty hao ciia van hda Trung Hoa tir hon 5000 nam nay. Yeu td hien dai va truyen thdng da cho phep bd phim thu hiit dugc rapt lugng khan gia Idn tudi hon d Trung Qudc. O dd, hg nhin thdy "rapt cam giac thudc vl chinh hg" ddi vdi cac gia tri truyen thdng dang bi mat ddn theo canh tranh cua kinh tl thi trudng. Ngudi Han da thanh cdng trong viee ggi len dugc mgt khat khao hoai cd cho nhiing gi ma ngudi Trung Qudc da bi mat qua thdi gian.
Mdi san phdm la mgt chiln luge cu thi dl tilp can ddi tugng khan gia d timg qudc gia khac nhau. Chinh vi the, ddu dn Han mdi tham nhap nhiing qudc gia cd truyen thdng
63
TAP CHi KHOA HOC - Tru-dng DHSP TPHCM
van hda lau ddi nhu Viet Nara, Trung Qude, Nhat Ban... Ngoai ra, gia tri sire manh Hallyu ciia Han Qudc cdn lien quan din "gia tri thi hrudng" va tilm nang phat triln thi trudng cua nd trong mdi ttndng canh tranh xuyen qudc gia. Cd radt dilu khdng the phii nhan rang, Hallyu da mang lai gia tri kinh tl to Idn cho Han Qudc. Vl kinh tl, chi qua mgt bd phim nhu Hdu Due Mat Trdi da raang vl cho Han Qudc ban 261 Hieu USD (khoang 5,8 nghin H VND), gap 5 lan tdng gia tri miic ban le hang hda va dich 'vu tieu dimg cua toan Thanh pho Hd Chi Minh nam 2018 (1.050.093 H ddng). Tuy nhien, tren ca doanh thu, hieu qua eua bd phim nay cdn mang lai nhimg lgi ich vugt bien gidi, eu the: bd phim duge xuat khau den ban 27 qudc gia, trong dd cd nhiing thi trudng Idn va khd tham nhap nhu MT, Trung Quoc, Nhat Ban, Diic, Nga, Phap, A Rap Saudi... trong dd chi tinh rieng lugt ngudi xem tai thj trudng Trung Qude la 440 trieu ngudi (theo trang iQiyi - trang phat hanh chinh thiic bd phim). Ngoai ra, Ipi nhuan tir quang cao la khoang 110 ti won (hon 2 nghin ti VND), trong dd, nhan hieu d-td Hyundai ciing md rgng them 10% thi phdn tai qude gia ddng dan nhat nay thdng qua hieu img tir bd phim mang lai.
Vay Hallyu ehinh la phuong tien eiia ngoai giao van hda cdng edng va la san pham chinh thuong hieu qudc gia (tai san vd hinh). Tuy nhien, Hallyu khdng chi dimg d phim, nhac va eac san phdm van hda, ma theo Bang (2007), pham vi cua Hallyu da md rdng thanh 10 din 14 ITnh vuc ehinh ke tic nam 2001. Trong khi pham vi trude cua Hallyu tap trung ehii ylu vao cae ITnli •vyc kinh tl va van hda pop, tir nam 2006, pham vi cua Hallyu da duge rad rdng. Dinh nghia ban ddu eua Hallyu la "su phd bien ciia van hda dai chiing cua Han Qudc d chau A", va nd ciing dupe ggi "cac san pham phan biet Han Qudc trong [mdt] ITnh vyc cu the". Tuy nhien, nhiing lap luan gan day cho rang can cd su dieu ehiiih sy dinh vi cac ddng san pham van hda nay, bdi vi de giii viing la mgt san pham mang tinh qudc te thi thuang hieu van hda phai khdng mang mau sac cua rieng qudc gia nao, chi can ngudi yeu thich trai nghiem van hda, khdng rieng gi K - Culture, ciing cd the tim den
"Trong tuong lai, chung tdi can phai suy nghT lai ve y nghia cua chii 'K'. Chua biit chimg mdt luc nao do nd cd the bi luge bd hoan toan" (Ko Seong Yeon, 2018, p.309).
4. Bai hoc kinh nghiem cho Viet Nam
Bai hgc thir nhat dd la sy lya chpn dung hudng khi ldy van hoa lam tiln dl cho cac ITnh vyc khae xuat khau, ke den la md hinh diing trong chiln luge phat triln cdng nghiep van hda hudng tdi xuat khau. Sy sang tao trong md hinh nay la kit hgp dupe nhiing thanh edng trong ITnh vyc san xudt cdng nghiep (dien tii, cdng nghe) vdi cdng nghe san xudt san phdm van van hda mang ndi dung. Md dau la cac thiet ehe ve quan Ii phuang tien truyin thdng dugc sua ddi va md rdng ra eae thanh phan tu nhan va eac td chirc kinh tl khac.
Dilu nay cd sy tuong ddng trong Id trinh phat trien tai Viet Nam. NIU nhu d Han Qudc la Luat vl Cap truyin hinh (General Cable Television Law) duge ban hanh vao nam 1993 thi tai Viet Nam la Quylt dinh sd 38/2002 cua Bd Van hda, thdng tin va Nghi djnh
64
Tru'dng DHSP TPHCM Ta Thi Lan Khanh
26/2000/ND-CP ciia Chinh phu ve viec md rgng chu thi boat ddng nhap khdu phim ra ngoai pham vi Nha nude.
Thir hai, phan loai ngudn tin bang each sii dung van hda nhu ludi Igc thdng tin tren cac phuong tien thdng tin dai chiing. Trong do, phuong phap chinh de hien tugng Hallyu dugc md rdng la do sy ket hgp tir cae td chiic truyen thdng Idn, chinh phu va eae nha hoach dinh chinh sach. Theo hp, lan song Han Qude the hien sy "uu viet" eiia van hda hien dai Han Qude va van hda ban dia d chinh ndi dung edt loi duge dimg xudt khdu mang lai lgi nhuan.
Tren binh dien khoa hge xa hdi va thdng tin Hen lac, toan cau hda dugc hieu la mdt nen van hda dai chiing toan eau hi ngy trj (dominated) bang nhiing phuong tien san xudt hien dai nhu la dien anh, truyen hinh, Intemet, quang cao... Su thdng tin lien lac dai chimg cung cap nhirng hinh anh vugt qua bien gidi ngdn ngii mgt each nhanh chdng va de dang ban la hang hda va djch vu. Van hda dai chiing toan cau cUng bi thdng trj bdi nghe thuat ghep hinh, tao hinh, ldi cudn thj giac nham td chiic lai ddi sdng, each giai tri, thii tieu khiln eua quan chiing bang hinh anh va kieu each quang cao. Trong mdi trudng truyin thdng nhu vay, thdng tin tren mang xa hgi da chieu, khd kiem chimg diing sai: ".. .Mdt ca nhan hdm nay cd the leo cao tdi tan dinh ciia thien tai va due do, cung nhu eo the ngup sau tdi tan day cua su suy ddi ma chi can ngdi mdt minh trudc ban phim va man hinh, Cdng nghe truyen thdng lien hie thue hien nhiing cugc dot pha, vdi Hem nang khdng Id - cho ca dilu tdt idn dieu xau" (Nggc Lan, 2009). hitemet khien cho viec truyen tai. Hep nhan va xd Ii thdng tin ngay cang khd kiem soat hon. Mdt thyc trang xau khae dang tdn tai la nhiing gl khdng dugc luat phap hay dao dire xa hdi thira nhan lai dupe ngara phat tan tren eac phuang tien truyen thdng radi. Tham chi nhieu tin ddn, tin tir mang xa hpi khdng duge kiem chimg dugc nhieu phdng vien khai thac va bien thanh tin chinh thiic tren kenh bao chi, Nhiing thdng tin sai sy that dd da gay anh hudng xau hoac xiic pham uy tin, danh du ciia td ehice, nhan pham cua cdng dan, lam rdi loan thdng tin, gay birc xiic trong du luan xa hgi.
Do dd, thay vi de gidi tre tu ngup lan trong be thdng tin vdi dii loai hinh san pham van hda dugc du nhap tir mpi ngudn khae nhau. Theo Yi va cdng sy, mgt trong nhiing bien phap giam thieu tac ddng ciia truyen thdng chinh la sii dung truyen thdng phuc vy eho van hda. Qua ndi dung van hda dugc quang ba ed the chimg minh kha nang cua Han Qude la mgt qudc gia tien tien. Thii tudng Lee Hae-ehan cung nhan manh quan diem tuong tu: can ed sy tang trudng va quan Ii sy phd biin ciia van hda Han Qudc ra nude ngoai de ciing ed hinh anh cua dan tdc cd mdt siie manh vl edng nghe thdng tin - "IT Power". Day la chien luge sii dung chii nghTa van hda dan tdc trong djnh hudng cua eac nha lanh dao ciing vdi y kien cae hpc gia khi de cap hieu qua kinh tl cua nganh cdng nghiep san xuat van hda thdng qua eac bao cao, phan tich van hda va nhiing bai xa luan bao chi... Bai hpc nay eho thay, Han Qude chi don gian la dat nhiing ludng thdng tin dai chiing dang tan mae tren khap cac phuong tien vao trong mdt he thdng cd chu dl vdi sy tham du nhiet Hnh ciia nhimg ngudi
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TAP CHi KHOA HOC - Tru'dng DHSP TPHCM
cd kha nang tao dyng uy tin trong xa hdi. Mdt hinh thiic djnh hudng du luan xa hdi thong qua nhiing hinh anh raupt ma tir san phdm van hda mang lai thay vi de cac ea nhan tan dung truyen thdng nhdm chi phdi du luan, nhu cae trudng hpp d Viet Nam da phan tic trong phan tren. Tuy trong dd, vai tro ciia san phdm Hallyu cd phan xu hudng cudng dieu hda nhu mdt niera tu hao qudc gia va bieu tupng cho hinh anh ve ngudi Han. Nhung Cf mg phuong dien nao dd, nhung san phdm van hda tir Hallyu cdn la mdt phuong Hen moi cua
"ngoai giao van hda".
5. Ket luan
Hallyu da budc sang thap nien phat triln thii ba, tuy lan sdng nay dang bat dau xuat hien nhiing mat han ehi, nhung y nghTa phd biin ciia Hallyu la phan anh cua mdt sy khang dinh lai siic manh anh hudng van hda. Sy anh hudng dd khdng nhat thiet phai tu rapt cudng qudc nhu MT hay chau Au, ma vdi mdt nude chau A cd kinh te dang phat trien eiing cd kha nang thyc bien duge,
Sy thanh cdng eiia Hallyu cdn la kit qua ciia qua trinh phat triln ddng bd gitra npi dung van hda va cdng nghe. NIU nhu Gangnamstyle, Dae Jang Geum... va hang nghin cac san phdm Kpop, Kmovie la ndi dung cua Hallyu thi cac san phdm ciia Samsung (nha san xudt dien thoai Idn nhdt thi gidi vdi 22,6% thj phdn, Apple d vj tri thii 2 vdi 15,1%) la cdng nghe. Su tuong tae giiia cac san pham van hda va thiet bi cdng nghe da cho phep ngudi Han ty do hon trong linh vyc cua minh. Bdi, ndi dung san pham van hda eung do hp san xudt va thilt bj dl chuyin tai ciing do hp eung cdp, Vi vay, khdng khd de hilu vi sao gidi tre ngay cang say ddm vdi cac img dung tren thiet bj di dpng va say me vdi cae than tupng dupe tao hinh tir cdng nghe Hallyu.
Tdm anh hudng ciia lan sdng Han Qudc tir chau A nhiing nam 90 eua thi ki XX den nay da lan sang cac nude chau Au va Trung Ddng da cho thay sy thanh cdng sau rdng ma Hallyu dem lai cho ngudi Han. Tren dudng phd d Viet Nam hay bat ki mdt qudc gia nao, ngudi ta cung de dang nhin thay nhung Hem an Han Qudc, cac tieu khu vyc sinh sdng cua ngudi Han. Cd the ndi, chien dich hinh anh van hoa vdi nhiing dau hieu dudng nhu cd mat khap noi dugc tai lap lien tuc, tao sy ggi nhd cho ngudi xem bang eac chien dich truyen thdng theo timg chu ki. Dieu nay chimg minh "Toan eau hda phai duge eilng cd bang Han Qudc hda. Ngudi Han Qudc phai tien ra the gidi dua tren siic manh cua kinh te va van hda;
ddng thdi, phai ldi keo dupe the gidi den vdi Han Qudc." (Young-Sam Kim, 1995).
• Tuyen b6 ve quyin Igi: Tac gia xac nhan hoan toan khong co xung d^t ve quyin li?i.
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Tru'dng DHSP TPHCM Ta Thi Lan Khanh TAI LIEU THAM KHAO
Cue Thing ke Thanh ph6 H6 Chi Mmh. (2018). Bdo cdo Cue thdng ke Thdnh phd Ho Chi Minh thdng 12 ndm 2018.
Dang Thi Thu Huong. (2013). Cdng nghi tmyin thdng vd Dgo dice bdo chi trong ki nguyen kT thudt sd. Ha Ngi: Hgc vien Bao ehi va Tuyen tmyin.
Hochang Shin & Hyungshin Roh. (2008). Foreign Media Coverageof Hally and Suggestions for public Relations Strategies. In Hallyu - Influence of Korean Popular Culture in Asia and Beyond, Seoul: Seoul National University Press.
Ji-Eun Kim. (2011), Korea wave" in China: Its impact on the South Korea-Chines relations. A Thesis of Master. Vancouver: University of British Colombia.
Jinro Group. (15/2/2019). Nha hang Han Qude kinh doanh phat dat tai Nottingham, Anh Qudc.
Khai thac tir https://www.jinrovn.com/single-post/nha-hang-han-quoc-kinh-doanh-phat-dat- tai-anh
Joseph, N. Jr. Quyen lice mem. Le Trudng An dich (2017). Ha Ngi: NXB Tri thiic.
Ta Thi Lan Khanh. (2013). Truyin thong Han Qudc trong qudng bd vdn hda vd bdi hoc kinh nghiem cho Viet Nam, Luan van Thac si, Tmdng Dai hgc Khoa hgc Xa hgi va Nhan van Thanh phd H6 Chi Minh.
Kim, DK. (2009). Television drama, narrative engagement and audience buying behavior: The effects of Winter Sonata in Japan. Inter-Asia Cultural Studies. 71{7), 1469-8447.
Korea.net. (8/12/2018). Hallyu (Korean Wave). Retrieved from h ttp://www. korea.net/AboutKorea/Culture-and-the-Arts/Hallyu
Kim Young-sam. (1992/ Kim Young-Sam and the New Korea, Chicago: Bonus Books.
Kim Young-sam. (1995). Explanatory Notes on President Kim Young Sam 'Blueprint for the Segyehwa Policy'. In The Segyehwa Policy of Korea under President Kim Young Sam, Korea: Korean Overseas Information Service.
Ko Seong Yeon. (2018). "CJE&M: Creating a K-Ciilture in the US" trong Hdnh trinh sdng tgo cua CJ. Nhung Hoang djch. Ha Ngi: NXB Tri thiic.
Nggc Lan. (15/6/2009). Anh hudng cua cac phuang tien tmyin thdng trong ddi sdng nhan loai hom nay. Khai thac tu http://tonggiaophansaigon.com/baiviet-tintuc/20090615/854
Tri thirc tte. (8/12/2018). Sieu phdm "Hau Due Mat Trdi" da giiip Han Qudc thu vl lgi ich "khiing"
nhu the nao? Kenhl4.vn. Khai thac tir http://kenhl4.vn/cine/sieu-pham-hau-due-mat-troi-da- giup-han-quoc-thu-ve-loi-ich-khung-nhu-the-nao-2016040117061928.chn
Cung Tuy. (5/1/2019). "Quyin luc mim" kieu Han. Tudi tre online. Khai thac tir https://tuoitre.vn/quyen-luc-mem-kieu-han-528301.htm
Vietnamnet.vn. (3/5/2018). Samsung gianh lai vj tri sd mpt tren thi trudng smartphone. Khai thac tir https://vietnamnel.vn/vn/cong-nghe/tin-cong-nghe/samsung-gianh-lai-vi-tri-so-mot-tren- thi-truong-smartphone-446794 html
Wolton, D. (2006). Todn cdu hda vdn hda Ha Npi: NXB Thi gidi.
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TAP CHi KHOA HOC - Tru-dng DHSP TPHCM
GLOGALIZATION VIA CULTURAL INDUSTRY - A LESSON FROM KOREA Ta Thi Lan Khanh
Ho Chi Minh Cadre Academy
Corresponding author. Ta Thi Lan Khanh - Email: talankhanh@gmail com
Received- 18/3/2019; Revised. 03/4/2019; Accepted: 10/5/2019
ABSTRACT
Globalization is an indispensable process that all nations must adopt and adapt. In the Asia Pacific region. Korea is one of the countries that has achieved great success in the process oj implementing the "globalization" policy via taking advantage of soft power tools from culture This process began with the Segyehwa policy to the strategy of creative industries named Hallyu.
Creation, production, and distribution of goods and services have been bringing Korea's image to the world. The article focuses on analyzing the strategies for integrating globalization relations of Hallyu that Korea has succeeded. Prom that point of view, Vietnam learns to set up a global integration strategy via cultural industty.
Keywords: cultural industry, globahzation of cuhure, Hallyu, Segyehwa, Korea.