PHONETIC VARIATION IN THE PRONUNCIATION OF ENGLISH LOANWORDS IN SOUTH KOREAN MEDIA: A CORPUS-BASED STUDY

This study investigates the phonetic variation in the pronunciation of English loanwords across different media platforms in South Korea, focusing on how these variations are influenced by media type, genre, and audience demographics. The research reveals that traditional media, such as television and radio, tends to favor standardized pronunciations to ensure clarity and maintain formal norms, while new media platforms like social media provide a dynamic environment that encourages diverse and creative pronunciations. The study also highlights the impact of media genre, with formal content like news programs promoting consistent pronunciation, while entertainment genres embrace a wider range of phonetic adaptations. Additionally, audience demographics, including age, education level, and regional background, significantly affect pronunciation patterns, with younger and more globally connected individuals showing a greater inclination towards varied pronunciations. These findings illustrate the complex interplay of linguistic, social, and cultural factors in shaping the use of English loanwords in South Korean media and suggest directions for future research on language adaptation in the context of globalization and digital communication