| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === The digitalization and globalization have proved to be monumental impacts on pop music industry and altered consumer patterns of a global scale. The impact on Taiwan's music industry was accelerated severely compared to its peers in the global market. Taiwan's controversy laid in its society being one that lacked sufficient knowledge and legislation to protect intellectual property. Under these circumstances, consumers face contradicting ethical values and behaviors in expectance of "high value" and "zero cost" goods. These behaviors can be seen consumer's "zero cost" experiences and expectancy in downloading and file sharing, and online broadcasters' emphasis on "high value" in content while failing to match equal value cost to the producers of these content. The music industry is severely eroded by these joint behaviors of individual consumers and other partnering businesses. Amongst harsh conditions in Taiwan, rare cases manage to breakthrough, and one of the most successful is that of avex taiwan breaking a new market for Korean pop idol group SUPER JUNIOR and maintained highest selling foreign albums for three consecutive years.
This thesis examples the case of SUPER JUNIOR in Taiwan as a study in the management and strategy of how avex taiwan, as a cultural intermediary, abated a historical hostility Taiwanese took toward Koreans as major competitors in the world, and successfully heightened SUPER JUNIOR to its idol stardom with limited media resources. This study will discuss the significance of the five cultural processes of "the circuit of culture" in sync that scholars such as du Gay, Hall, Janes...etc, raised since 1997, accompanied with first-hand information illustrated in the SUPER JUNIOR case.
Observation on SUPER JUNIOR's progress to idol status in the Taiwan market, followed by the definitive Golden Melody Awards event, this study will depict the "representation" of Taiwanese media on the idol group, and analyze its impact on "production" and "consumption". The analysis will then attempt to identify the "regulation" within the circuit of culture that SUPER JUNIOR's adaptation to the environment enabled. Within the processes of the five cultural links, the study unveils the differentiation strategy avex taiwan exercised and how Taiwanese consumers relate to the idol group in many aspects to create its economy of scale and the influences on regulations.
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