5. Beyond Cultural Homogenisation: Korean Television on Netflix and the Endurance of National Identity in Global Streaming

The chapter delves into the complex relationship between global streaming platforms and national television traditions, with a particular focus on South Korean television. It examines how Netflix and similar platforms disrupt national broadcasting systems while simultaneously preserving and amplifying cultural specificity. The analysis reveals that national identity in television persists and evolves, blending global accessibility with culturally specific content. The chapter uses case studies, such as the TV series Hellbound, to illustrate how streaming platforms navigate between maintaining authentic cultural expression and packaging cultural elements for international consumption. It also explores the industrial dynamics and cultural specificity in K-dramas, highlighting how Netflix's approach differs from traditional cultural imperialism. The conclusion emphasizes the need to understand streaming platforms and national television cultures as dynamic partners in an evolving media landscape where national identity continues to matter.