[Blueboard] Invitation to a Special Lecture - AlDub you, Hallyu: On how lessons learned from the Hallyu experience paved the way for the Philippines’ phenomenal early-21st century celebrity team up

Sarah Jane O. Domingo sdomingo at ateneo.edu
Tue Oct 27 15:14:29 PHT 2015


The Ateneo Initiative for Korean Studies (AIKS) invites you to a special
lecture on

*"AlDub you, Hallyu: On how lessons learned from the Hallyu experience
paved the way for the Philippines’ phenomenal early-21st century celebrity
team up" *by Ms. Alona Guevarra on NOVEMBER 10, 4:30-6:00PM, Mateo Ricci
1F-A.



*Abstract*

Philippine noontime television’s longest running variety show, Eat Bulaga,
has spawned a media creation that Philippine media has never before
experienced—the team up called AlDub. From the end of July of 2015 up to
the present, this celebrity on-cam team-up (love team) has dominated
Philippine multimedia and digital content. Eat Bulaga’s AlDub was in its
first few days fodder for the entertainment section of old and new media,
however after some two months the enigma surrounding the success of the
love team has captured the attention of the country’s politicians,
bureaucracy, the Catholic church and of course the Academe. What has
catapulted the fame of this AlDub team up, and what has helped sustain the
public’s seemingly unquenchable interest for it? This paper argues that a
successful blending of local content and foreign content derived from the
Filipinos’ experience of another phenomenon, that of Hallyu (the Korean
Cultural Wave), are the strongest ingredients that fuelled the rise of
AlDub. This paper will discuss aspects of the AlDub plot, the AlDub online
content, the media outfit that handles it and the fandom-*AlDub Nation*-that
are all reminiscent of Hallyu.


About the Lecturer:

Ms. Alona U. Guevarra is a faculty member of Ateneo de Manila University's
Department of English. She graduated with a B.A. in English Studies (*cum
laude*) from the University of the Philippines Diliman's Department of
English and Comparative Literature (DECL). She finished her M.A. in Asian
Studies from UP Diliman's Asian Center under the Angara-Asian Center
Scholarship. She is currently a Ph.D. candidate in Comparative Literature
in the Department of English and Comparative Literature, UP Diliman. She
has been the recipient of graduate fellowships from the following
institutions: Australia National University, National University of
Singapore, Sophia University (through Japan Foundation's JENESYS Program)
and Kyoto University (KUASU-Erasmus Program). She has delivered papers in
conferences here and abroad on topics concerning Asian literature, and
recently on Hallyu.
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