A Chinese scholar analyzes the causes of Daejanggeum's success
A Chinese literature scholar attributed the success of MBC's TV series 'Daejanggeum' to its realization of 4 cultural values.
In an interview with Beijing Youth on September 12, Shao Yiping, a Chinese literature professor at Fudan University, claimed that what made Daejanggeum successful was its depiction of an ordinary woman's success story, its portrayal of medicinal food culture common to all Asia, its touching and beautiful lessons, and its healthy and positive spirit of a challenger.
First, he explained that, even though the pursuit of power and political conflicts within the palace lies in the background of Daejanggeum, the story maintains its focus on the life of the ordinary woman Jang-Geum as she matures and advances. The viewers, also living in a world of conflict and struggles, find it easy to sympathize with her, and are soon absorbed into the story.
Next, he pointed out that 'curing disease with food', one of Daejanggeum's attractions, is a long tradition common throughout Asia which is still prevalent in our modern lives. It allowed Daejanggeum to naturally blend into the cultures of various Asian countries, and even brought about a renewed fad over medicinal food.
Professor Shao also stated that the love, friendship and affection among blood relatives portrayed in Daejanggeum impressed the viewers across different nations, regions and social classes.
Lastly, he mentioned Daejanggeum's healthy and positive theme, unlike those of other Hanryu dramas in the past, and its emphasis of a persistent spirit broadened the range of viewers, and resulted in good viewer responses.
He noted the fact that Daejanggeum is attracting elderly Chinese viewers who previously had little interest in Korean TV drama, and an increasing number of viewers watch the show together with their families. He anticipated that Daejanggeum will exemplify a positive influence of media on viewers through its healthy and optimistic view of the world.
Professor Shao has had keen interest in Korean culture, and worked as an exchange professor in the Chinese department of Pusan University from 1992 to 1997, and Daegu Catholic University from 1997 to 1998.
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