Of Three Daddies,One Mommy, and Boyes Over Flowers:An Analysis of the Filipino Cultural Content of Koreanovelas

OF THREE DADDIES, ONE MOMMY, AND BOYS OVER FLOWERS: AN ANALYSIS OF THE FILIPINO CULTURAL CONTENT OF KOREANOVELAS

At the beginning of the decade, Filipino audiences were introduced to Koreanovelas. They instantly fell in love with these South Korean drama series, which were translated and dubbed in Filipino, and aired on local networks. Today, the trend of Koreanovelas garnering high ratings on Philippine TV shows no signs of stopping. This study analyzes how specific Filipino cultural elements are inculcated into Koreanovelas through the adaptation process, thereby contributing to their sustained popularity. Using an integrated framework of Semiotics, Narrative Paradigm Theory and Stuart Hall’s Representation, this study conducted discourse analysis on selected episodes of two Koreanovelas, 3 Dads with 1 Mommy and Boys Over Flowers. It also utilized focus interviews with three Koreanovela writer-translators to supplement the data gathered. The study found that the efficient adaptation of Filipino culture by the foreign texts was accomplished through: (1) proficient use of the local language, (2) the portrayal of Filipino values and beliefs, and (3) the conformity to local television standards. By rewriting Korean dramas, translators effectively assimilate the world of the Koreanovela into the Philippine context. Thus, these foreign series become appealing and relatable to Filipino audiences. The study includes a short video presentation showing the proliferation of Koreanovelas as a phenomenon on Philippine TV, providing an impetus for this study.

Subject Index: Variety shows (Television programs), Television--Semiotics