Intercultural Communication from the Perspective of Cultural Discount: The Development of K-Pop Groups Girls' Generation, BTS and Newjeans in China as Examples

Abstract

The purpose of this paper is to explore the development and dissemination of K-POP in the Chinese market from the perspective of cultural discount, and to analyze and discuss the strategies and different stages of dissemination. Since the 21st century, K-POP culture has gained great success in China, especially among the Chinese young generation, with Girls' Generation, BTS, and NewJeans being the most typical ones. Taking the above three K-POP groups as samples, this paper analyzes the communication backgrounds, communication strategies, and communication effects of the three groups by using case study method, and explores the reasons why they are able to overcome cultural discounts and achieve good Intercultural communication effects in the Chinese market. The results show that cultural discount, as an inevitable phenomenon in the process of Intercultural communication, has been overcome to a large extent through different means in the process of K-POP's communication to China, and has even been effectively utilized in reverse. However, because of the popularity and homogeneity of K-POP content, as well as the high cultural priority and strong influence of China's own culture, the results of K-POP's communication in China have certain audience limitations and the durability and depth of communication are not guaranteed.