Social Media as Cultural and Business Gatekeeper

Taking place in March 2027, this undergraduate field intensive led by Clinical Professor Yoo Kyung Chang takes students directly to South Korea to analyze how social media functions as a powerful cultural and business gatekeeper. Through on-site case studies and direct engagement with regional digital ecosystems, participants will evaluate the marketing analytics, brand strategies, and media frameworks that successfully propelled Korean cultural exports onto the global stage. Students will bridge theory and practice by dissecting the intersection of media studies, audience analytics, and digital pop culture to understand how platform dynamics drive real-world market influence. Designed for undergraduates aiming for high-impact careers in digital marketing, media strategy, and international business, this course transforms academic inquiry into actionable industry expertise.