Kulturelle Grundlagen Der Medialisierung in Südkorea: Eine Qualitative Studie Am Beispiel Der Fernsehnutzung
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Gegenstand und Zielsetzung Choson ( Land der Morgenstille ), ist der Name, den der legendare Grundun- vater Tangun um 2333 v. Chr. dem Land gegeben hat, das wir heute Korea nennen. Angesichts der rasanten gesellschaftlichen Transformationsdynamik in 1 2 Sudkorea im 21. Jahrhundert scheint eine Atmosphare der Morgenstille all- dings unwiederbringlich verloren. Einer konkreten Zuordnung in eine bestimmte Kategorie verweigert sich dieses von Ambivalenzen gepragte Land ebenso grundlegend wie nachhaltig. Lasst man sich bspw. auf die allgegenwartigen hoch technisierten Erscheinun- formen der koreanischen Moderne, gekennzeichnet durch westliche Kleidung und das unvermeidliche Verkehrschaos, ein, drangen sich bereits traditionelle Strukturen der Hierarchie und Familie oder Religion (buddhistische Monche im Strassenbild) in das Geschehen, sodass man augenblicklich geneigt ist, eine vorgefasste Haltung zu revidieren. Schnell dringt die Asynchronitat von - permoderne und Vormoderne, die stets prasente Ambivalenz des Miteinanders von Tradition und Hightech ins Bewusstsein des Betrachters. Gleichwohl schlagt dem Beobachter bei einem Aufenthalt in Sudkorea nachhaltig die Allgegenwart der Medien entgegen. Am eindrucksvollsten belegt dies das Aufkommen an Fernsehgeraten und eine damit einhergehende Flut der Fernsehbilder, die sich zu einer dichten Form audiovisueller Umwelt generiert. Sie sind die tonenden Begleiter in den Standen der Strassenhandler, illuminieren die Einkaufszentren sowie die Schaufenster der Geschafte in den engen Gassen, sind ebenso in U-Bahn und Taxi anzutreffen und gehoren in den Cafes und Restaurants zum tradierten Einrichtungsensemble. Den Ausgangspunkt fur das Forschungsinteresse begrundet somit der P- nomenbereich der vorzufindenden Medialisierung in Form einer kulturspezi- schen medialen Prasenz und die damit verbundene Intensitat und gesellschaftli-"
Dr. Klemens Schwitzer lehrt als externer Dozent am Sozialwissenschaftlichen Institut der Heinrich-Heine-Universität Düsseldorf Kommunikations- und Medienwissenschaft mit dem Schwerpunkt Qualitative Mediennutzungsforschung und Mediensysteme in Ostasien.
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