earticle

영어

It is necessary to have a comprehensive communication method that encompasses Korean specific various cultural specificities in order for the present Hallyu (Korean wave) to extend beyond 3.0 era of Hallyu 3.0 to 4.0 era of Hallyu. The current logic of dominating the cultural industry, represented by globalization and localization, has inherent limitations in this respect. This is because the limitations of the exclusive logic are clear to reflect the multilayered and multifaceted nature of modern social culture that aims to combine, synthesize, and converge. In the case of globalization, it emphasized only the universality of culture, resulting in strengthening unification and standardization centering on the US, and in the case of localization, it is an area‐based concept that is opposed to globalization, but it is used as a practical tool for expanding globalization in practice. As a result, intentional deletion, transformation, and distortion are taking place in the logic that translation is not possible rather than efforts to preserve cultural specificity. Thus, in recent years, glocalization, which embraces both universality and specificity, has attracted attention. Glocalization, which is a combination concept of globalization and localization, is also called 'regional globalization', 'earth localization', and 'localization of the world' in Korea. When globalization and localization each symbolize universality and specificity, glocalization can be a concept that embraces both attributes, both aspects of culture. This study attempts to analyze the translation problems of Korean animation products exported to Russia, and examine glocalization as a strategy to convey the universality and specificity of cultural contents in a balanced way.