During the late 1990s, globalization and rapid modernization fused with local cultural forms, producing a surge in media production and consumer culture across Korea. Studies highlight cross-media flows, the Englishization of language, and the emergence of global-facing genres in dramas, films, and advertising, while gender, family, and modernity remain dominant frames. Methodologically, researchers combine discourse analysis, media content analysis, and sociocultural contextualization to understand how everyday life is refracted through popular culture.