Anongaseyo

de Vela, P.S. (2017). Anongaseyo?: A Case Study on the Political Economic Processes Involved in the Acquisition, Marketing and Promotions of Selected K-Drama Aired in GMA-7 in 2016, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

GMA-7’s the Heart of Asia broadcasts Filipino dubbed TV series from South Korea, Taiwan and China. This study aimed to determine and explain how political economic considerations figure in the acquisition, marketing and promotions of Korean dramas in GMA-7. This study focused on the analysis of the Korean drama, Descendants of the Sun, Oh My Ghost and Hi! School: Love On. Using the political economy theory, the study identified how GMA-7 considers different processes of acquisition and production of marketing and promotional materials in order to profit. The elements used to analyze the results were (1) commodification, (2) spatialization, (3) structuration, (4) glocalization and (5) standardization. The results showed that there are standard methods used by GMA-7 in all three process, but deviation from these methods can occur because of prior agreement with the producers of these Korean drama or other innovations. Aside from acquisition, marketing and promotions - re-packaging was a crucial process in befitting the taste of the target audience. To maximize profit, GMA-7 uses its departments and subsidiaries to promote these Korean drama. GMA-7 air these contents because they are cheaper and have a high ability to rate.

Keywords: Korean drama, political economy, marketing, spatialization, glocalization, standazardization

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