Representation of South Korea in Russian-language Blogs of Tourists and Migrants

Due to the spread of the Korean wave, or Hallyu, interest in South Korea among the global audience is growing, contributing to increasing the attractiveness of the country for tourists and migrants, as well as an increase in the number of online content on this topic. Russian-speaking people have also turned out to be among the international fans of Korean culture, many of whom, using various online platforms, also share their impressions received during travel or a long stay in South Korea. The goal of this research is to study the specifics of the representation of South Korea in Russian-language blogs of tourists and migrants. In order to identify the dominant themes the study conducts an analysis of scientific literature related to the topic of creating an image of the country, a content analysis of Russian-language blogs on popular online platforms in Russia (YouTube, Telegram, VK and Yandex Dzen), as well as a discourse analysis based on the typology of cultural dimensions by Geert Hofstede and an analytical 4D image model are carried out the strangeness of Alexander Buhmann. The study identified the most common types of Russian-language blogs of tourists and migrants, highlighted the main cognitive and affective components presented in them, and revealed the differences between the representation of South Korea by migrants and tourists. In addition, based on the data obtained, three main images of South Korea presented in blogs of tourists and migrants were identified.