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배진아 한국방송공사 2011 방송 문화 연구 Vol.23 No.2
The periods are divided and the aspects of each period are interpreted in order to understand the historical evolution process of imported TV content. The first period(~1980s) is explained from the cultural imperialism perspective, and the cultural pride and identity are recovered in the second period(during 1990s). In the third period(2000s~), the pluralism is realized with the changes in global media environment. The analysis on the format trade as an evolved mode of program distribution in the industrial perspective draws four attributes of format trade: format trade involves the trade of brand value and reputation, the format as a product is being globally standardized, the localization in format trade is caused by economic motivations, and the international flow of format trade is unequal. According to those attributes format trade is interpreted as the representation of media imperialism subject to the domination of transnational corporations. The insights of cultural imperialism are applied to format trade for the following reasons: the international flow of format is unequal, the Western transnational companies dominate the format flow, and as a result the homogeneous culture is formed even in the most regional content such as reality genre.
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