Scrolling to Cultural Shifts: Exploring K-Culture Representation and Engagement on Instagram Page of Korean Culture Centre of India

Abstract

Cultural dissemination of Korean culture is transcending borders worldwide beyond streaming platforms to digital avenues like social media. Extensive research studies explore the rise of Hallyu through entertainment media, yet the role of official institutions in fostering fandom via social media remains underexplored. This research investigates how the official institution, Korean Culture Centre India (KCCI) utilizes Instagram as a platform to represent and promote Korean culture among Indian audiences. Grounded in Framing theory and employing Braun and Clarke’s Thematic analysis, the study analyzes recurring cultural themes and frames on KCCI’s Instagram page content and explores the audience engagement through analyzing likes, comments, and shares. To achieve the objectives, thematic and engagement analysis is performed to examine six months (July-December 2024) posts of KCCI’s Instagram. The findings highlight the Hallyu wave promotion and engagement-based posts and frame dominance in shaping cultural representation and audience interaction with Korean culture in India.