[Interview] Oxford professor seeks to promote K-culture globally through 'Ganada song', other revolutionary initiatives
2024-09-10For the majority of English language learners, singing along to the age-old ABC song is often the starting point of their language learning journey.
Inspired by this idea and intrigued by the question ‘What if there existed a Korean equivalent of this song to help Korean language learners in their journey?’, Jieun Kiaer, a professor of Korean linguistics at the University of Oxford, and award-winning music composer Kim Hyung-suk decided to create the ‘Ganada Song’. Released on major streaming platforms like Spotify in July this year, this song introduces “ganada”, the first three letters of Hangeul, the Korean alphabet, similar to how ABC represents the English alphabet.
Professor Jieun Kiaer, who is a Young Bin Min-KF Professor of Korean Linguistics in the Faculty of Asian and Middle Eastern Studies at the University of Oxford, with various initiatives led under her guidance, has been making significant strides in promoting Korean culture in the UK, highlighting her commitment to expanding the reach and appreciation of K-culture globally.
At the University of Oxford, Korean culture is soaring to new heights due to Kiaer's dedicated efforts, reflected in her significant accomplishments like the launch of the UK Hallyu Academy, a comprehensive 10-week program in February this year. The academy, in its program’s debut edition, offered an immersive exploration of Korean culture, from K-food to K-clothing, drawing interest from around 80 applicants.
When I first got to know about the "Ganada Song" and its potential impact on Korean language learners, I discovered that Professor Jieun Kiaer penned the lyrics of this song, marking her debut as a lyricist. Intrigued by her innovative approach and her broader contributions to promoting Korean culture in the UK and beyond, I reached out to her for an interview to learn more about her work and the motivations driving her efforts.
The following are excerpts from an email interview with Professor Jieun Kiaer from July 27 to Aug 20.
Could you share a bit about your background and your journey into the field of Korean linguistics and culture? What inspired you to pursue this path, and how has your background shaped your career?
I am a linguist interested in uncovering the underlying principles that apply across different languages. Initially, as a student in Korea, my interest was more focused on European languages. However, when I came to the UK for my doctorate, I became more interested in the linguistic patterns of Asian languages, as many of the approaches established by Chomsky’s structuralist theory, which still currently dominates Western linguistics, were not applicable. I found that the most challenging aspects of these languages to understand are context-dependent pragmatics and emotions. Korean and other Asian languages are particularly rich in these. Korean, in particular, is often considered one of the hardest languages to learn, posing even greater challenges in the context of AI technology. Yet, interestingly, due to the widespread growth of Hallyu and K-culture, it has also become one of the most popular languages to learn. I am fascinated by how culture-inspired language teaching can efficiently equip learners with pragmatic knowledge.
What inspired the creation of the ‘Ganada Song’? How did the idea originate, and what motivated you to develop it?
The Hallyu fandom is growing huge globally with time. In 2021, there were 7.8 billion tweets about K-pop, indicating a huge interest in the Korean language. While also working as a Korean consultant for the Oxford English Dictionary, the amount of new Korean words being used in global conversations have made me realise that Korean is no longer just for Koreans but for the global fandom. The Korean language is at the heart of Hallyu. Our aim was to blend K-pop with education, creating a lasting impact for Korean culture enthusiasts. Just as there is an ABC song for English, I wanted to create a song that could be widely used by Hallyu fans to learn the Korean alphabet. Many people in my generation learned English through pop songs, so I believed that using K-pop to teach the Korean language could be equally effective.
How did the collaboration with composer Kim Hyung-suk come together and what was the collaborative process like?
Producer Kim Hyung-Suk and I share a passion for education and found common ground in using music as a teaching tool. Hence, I thoroughly enjoyed working with him. My expertise in Korean linguistics helped ensure the educational value of the lyrics, while Kim Hyung-Suk, with his experience in music production, infused the song with a touch of the Beatles' iconic sound, ensuring that the song was engaging and appealing. Together, we aimed to create a song that was not only fun but also effective in teaching the Korean language.
The 'Ganada Song' is designed to make learning the Korean alphabet easier and more enjoyable for learners. What were some of the key elements you focused on when writing the lyrics?
Balancing meaning with melody was challenging, yet it became a valuable learning experience. My focus was on ensuring that the lyrics effectively conveyed the sounds and meanings of the Korean alphabet, in a way that it is easier to remember them. Instead of relying on the typical overly repetitive nature of traditional alphabet songs, I aimed to highlight the rhythmic flow of each word and consonant, encouraging natural learning through the act of singing along.
The song features both Korean and English lyrics. What was your approach to blending these languages, and what message did you aim to convey through the bilingual lyrics?
The 'Ganada Song' weaves together Korean and English lyrics, not only introducing the Korean alphabet in sequence but also delivering a message of diversity and unity. With lines like “Singing brings peace and love” and “Let's hold hands together”, it captures the essence of harmony. For the Korean part that introduces our alphabet, I aimed to make it witty and enjoyable. However, for the English portion, I wanted to highlight K-pop's role in promoting diversity and solidarity, with the hope that it can play a larger role in connecting people from different backgrounds together, hence fulfilling more social responsibilities. Hallyu, after all, is a blend of Korean, English, and other languages, and this cross-cultural exchange is a hallmark of K-pop. The bilingual lyrics underscore solidarity, showcasing how Hallyu can unite people from diverse backgrounds.
What specific challenges did you face in creating the ‘Ganada Song’ and how did your team address these challenges?
The biggest challenge in creating an equivalent of the traditional "ABC Song" for the Korean alphabet was familiarity. The 'Ganada' sequence isn’t as well-known and less familiar to people, so simply repeating the sounds throughout the song wouldn’t have been effective. Instead, we incorporated meaningful phrases and context, helping learners connect the sounds with real-life usage. We addressed this by adopting a narrative approach within the song, making the learning process more engaging and contextually relevant to everyday situations.
How do you see the ‘Ganada Song’ and similar initiatives fitting into the broader trend of using K-pop for Korean language educational purposes in the future?
Songs are excellent tools for language learning across all ages. It's well-established that Task-based language learning (TBLL) activities, such as singing songs, playing games, or cooking, significantly enhances both enjoyment and efficiency in language acquisition while also boosting long-term memory retention. Task-based language learning can effectively enhance and sustain language acquisition. Hence, though Korean is a complex language to learn, because of the widespread manifestations of K drama and K-pop in particular, there are numerous opportunities for learners to absorb and engage with the language learning facility beyond the classroom. For this reason, I hope more songs can be used or created to help people learn Korean.
Composer Kim Hyung-suk has allowed Oxford's research team to use his extensive library of over 1,400 songs for educational purposes. How has this partnership influenced your teaching methods? Can you provide examples of how you have incorporated Kim Hyung-suk’s songs into your educational programs and their impact on students?
In the past, we faced intellectual property challenges when trying to teach Korean utilizing K-pop songs. However, with Kim's original creations, we can now use his creations for educational purposes and expand our reach. We are developing materials to teach Korean through K-pop songs with Kim Hyung-suk. For example, we use his song "Because of Love" in language classes, breaking down the lyrics to teach vocabulary and grammar. Students have responded enthusiastically, finding that learning through music makes the material more relatable and memorable. This method has increased student engagement and retention of the language.
Can you share with us how Korean culture is increasingly gaining popularity in the UK?
I am working closely with Oxford University and the UK government's Department for Education to enhance language education in UK schools. While other languages have seen a decline, the number of Korean learners has tripled over the past three years. This phenomenon has sparked curiosity among language educators in the UK, who acknowledge that culture-driven language learning is most effective.
What motivated the creation of the UK Hallyu Academy, and how has it impacted participants' understanding of Korean culture? Can you share how such initiatives aimed at promoting the understanding of Korean culture have helped foster a sense of belonging and self-discovery among them?
The British public has shown great interest in this initiative, and participants have thoroughly enjoyed it. Unlike other languages, where new learners are often heritage speakers, most Korean learners are non-heritage, which is significant. I hope this will foster strong and bright future relations between the UK and Korea as strategic partners. I have received numerous testimonies from individuals who have shared how K-drama and K-pop have transcended mere entertainment, helping individuals discover their identity and find a sense of belonging within a community they can deeply resonate with. People from diverse backgrounds, including the general British public, applied to join us, which demonstrates how Korean culture has become a topic of public interest in the UK. Among the applicants was a refugee student who shared how they found a sense of belonging through K-pop, as well as a British music teacher who expressed how K-pop has been a catalyst for her journey of self-discovery. As global mobility continues to rise, people are increasingly seeking safe spaces. K-culture, with its openness and hybrid nature, offers such a space, providing people with the freedom to explore, create, and be part of a culture and community of their own.
What personal experiences or motivations drive your passion for promoting Korean culture? What are your long-term goals for the promotion of Korean culture at Oxford and beyond?
I arrived in London 23 years ago as a PhD student, at a time when there were only a few Korean restaurants serving the Korean community and minimal understanding of Korea, often reduced to the question, 'Are you from North or South Korea?' It's astonishing to see how K-culture has now permeated the UK, with growing enthusiasm for Korean cuisine, drama, cinema, and K-pop, and a deeper appreciation for Korean history, language, and culture. My personal mission is to contribute to Korea's rise as a cultural powerhouse, inspired by the vision of independence activist Kim Gu. I aim to fulfil Kim’s dream here in the UK. I believe it's essential to create a lasting cultural legacy so that we can further share and establish Korea as a true cultural powerhouse. This vision drives my passion for promoting Korean culture at Oxford and beyond.
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