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Title Page

ABSTRACT

Contents

1. Introduction and Overview of the Research. 15

1.1. Research Aims and Objectives. 18

1.2. Research Questions. 21

1.3. Literature Review. 22

1.4. Research Scope and Plan of Dissertation. 29

2. Research Methodology. 32

2.1. Media Content Analysis. 34

2.1.1. Analysis Criteria. 34

2.1.2. Analysis Model. 38

2.2. Online Survey. 42

2.2.1. Survey Criteria. 43

2.2.2. Survey Model 44

2.3. In-depth Interviews. 46

2.3.1. Interview Criteria. 46

2.3.2. Interview Model. 48

3. Theoretical Orientation. 50

3.1. From Globalization to Glocalization. 51

3.2. Glocalization of the Korean Wave. 54

3.3. Formation of National Identity in Kazakhstan 60

4. Impact of K-pop on Kazakhstan. 65

4.1. Historical Background of Kazakhstan and Korea's Relationship. 65

4.2. The Emergence of Q-pop in Kazakhstan and Factors Contributing to Its Rise. 72

4.3. Comparison of K-pop and Q-pop. 81

4.3.1. System. 81

4.3.2. Sounds. 83

4.3.3. PR and Marketing. 85

4.3.4. Visuals. 87

4.3.5. Fan Culture. 88

5. Quantitative and Qualitative Analysis Results. 91

5.1. Media Content Analysis. 92

5.2. Online Survey 98

5.2.1. Category 1: Q-pop and National Identity. 100

5.2.2. Category 2: Q-pop and Music Preference 105

5.3. In-Depth Interviews. 116

5.3.1. Definition of Q-pop. 117

5.3.2. Impact of K-pop on Q-pop. 120

5.3.3. Q-pop and National Identity. 125

5.3.4. Q-pop and Kazakh Language. 130

5.3.5. Q-pop and Its Regional Impact. 132

6. Discussion: Evolution and Impact of Q-pop. 138

6.1. Evolutionary Phases of Q-pop. 139

6.1.1 Emergence: Origins and Initial Development of Q-pop 139

6.1.2. Localization and Hybridization: Adaptation of Q-pop to Local Culture. 141

6.1.3. Innovation: Development of Unique Q-pop Features. 144

6.1.4. Expansion: Emergence of New Cultural Contents Through Increased Popularity and Fan Support. 150

6.1.5. Integration: Collaboration with Global and Local Entities 162

6.2. Socio-political Influence of Q-pop in Kazakhstan. 166

6.3. Regional Influence in post-Soviet Area: Q-pop's Impact Beyond Kazakhstan. 169

7. Conclusion 178

Bibliography 183

Appendices 215

Appendix 1. Media content analysis 215

Appendix 2. Word frequency analysis 220

Appendix 3. Survey questionnaire 228

Appendix 4. Semi-structured interview questions 232

Appendix 5. Consent form (Original in Russian) 234

Appendix 5. Consent form (English translation) 235

List of Tables

Table 1. Top 30 Mass Media in Kazakhstan by Citation in Social Media. 35

Table 2. List of Articles and Editorials (2016). 39

Table 3. List of Interviewees. 48

Table 4. T-test of the Sense of National Pride Among Kazakh and Non-Kazakh Respondents. 101

Table 5. T-test of the Sense of National Pride Depending on the Place of Residence. 102

Table 6. T-test of the Sense of National Pride Depending on Gender. 104

Table 7. Pearson's Correlation of Q-pop and K-pop Familiarity. 106

Table 8. Mean Comparison of National Pride by Q-pop and K-pop Familiarity. 106

Table 9. Chi-square Test of Familiarity Between Q-pop and K-pop. 107

Table 10. Pearson Correlation of Q-pop and K-pop Listening Frequency. 108

Table 11. Chi-square Test of Listening Frequency Between Q-pop and K-pop. 109

Table 12. Preferences of Pop Music by Gender. 110

Table 13. Chi-square Test of Q-pop and K-pop Fandoms. 113

Table 15. Ninety One's MV Covers Over the Years. 145

List of Figures

Figure 1. Model of Q-pop Evolution. 58

Figure 2. Word Cloud (2016) 93

Figure 3. Word Cloud (2017) 94

Figure 4. Word Cloud (2018) 95

Figure 5. Word Cloud (2019) 96

Figure 6. GD "Crooked" MV Screenshot (2013). 141

Figure 7. Ninety One "Aiyptama" MV Screenshot (2015). 141

Figure 8. Big Bang "Love Song" MV Cover. (2011). 142

Figure 9. Ninety One "Kaitadan" MV Cover. (2015). 142

Figure 10. Ninety One "Men emes" MV Screenshot 1. 147

Figure 11. Ninety One "Men emes" MV Screenshots 2. 148

Figure 12. Ninety One "Men emes" MV Screenshot 3. 149

Figure 13. "Ninety One" Movie Poster. 150

Figure 14. Documentary Film "Петь свои песни (Men Sen Emes) Poster." 152

Figure 15. "Qara beri" Rap Show Poster. 155

Figure 16. Kagaz Keme TV-series Poster. 157

Figure 17. Q-fest 2019 Poster. 158

Figure 18. Ninety One and Samsung Promotional Photo. 163

Figure 19. Ninety One and McDonald's Promotional Photo. 164

Figure 20. Ninety One and Rafaello Promotional Photo. 165

Figure 21. BirAi Girl Group. 171

Figure 22. INKI "Droptop" MV Cover. 173

Figure 23. Trainee in Moscow Boy Group. 175

초록보기

 This doctoral dissertation examines K-pop's impact on the development of Q-pop, a burgeoning phenomenon in Kazakhstan's pop music and culture. The study aims to investigate the influence of K-pop on Q-pop's growth in Kazakhstan and the post-Soviet area. By assessing the impact of K-pop on Q-pop's evolution and identifying the contributing factors to Q-pop's success, this research sheds light on the interplay between them. The research methodology employed a combination of quantitative and qualitative approaches, including media content analysis, online surveys, and in-depth interviews with producers and artists in Kazakhstan. This approach has provided a comprehensive understanding of the research aim and questions.

The media content analysis provided valuable insights into the changing public discourse surrounding Ninety One, a prominent Q-pop group, and its impact on the country's cultural identity and social dynamics. Additionally, the dissertation explored the correlation between familiarity, frequency of listening, and fandom of Q-pop and K-pop, highlighting their statistically significant interconnectedness and mutual influence. This research revealed that Q-pop plays a significant role in shaping national identity in Kazakhstan. Notably, individuals of Kazakh ethnicity exhibited a more substantial impact of Q-pop on their national pride than non-Kazakh ethnicity, and females exhibit a higher sense of pride than males. The interviews with various producers and artists also showcased diverse perspectives on Q-pop, emphasizing the importance of the Kazakh language and promoting and preserving Kazakh culture while appealing to the younger generation. Moreover, this research showed that Q-pop's regional influence goes beyond Kazakhstan, influencing neighboring nations such as Kyrgyzstan and Russia. This increase in Kazakh musicians' popularity and recognition in the post-Soviet region underlines the strength and influence of the Korean Wave on cultures worldwide and recognizes Kazakhstan's cultural accomplishments. The research findings contribute to the existing literature on cultural glocalization and the transnational flow of popular culture, particularly in Central Asia and Russia.

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