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A Quantitative Study On The Impact of The Korean Dramas Among Youth in Chennai
A Quantitative Study On The Impact of The Korean Dramas Among Youth in Chennai
By
V R Swetha Naidu
126JV123
2012-2015
Department of Journalism
April – 2015
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Declaration
I, V R Swetha Naidu, declare that this study titled, “A Quantitative study on the Impact of Korean
Dramas among the youth in Chennai”, is a bonafide work done by me for the partial fulfillment of the
requirement of the award of Bachelor of Arts in Journalism.
Registration Number:126JV123
Place: Chennai
Date:
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SUPERVISOR’S CERTIFICATE
This is to certify that the dissertation entitled “Quantitative study on the Impact of Korean Dramas
among the youth in Chennai” is an original effort of a record of study by V R Swetha Naidu
(126JV123) of the Department of Journalism, Madras Christian College, during the period of study
during academic year 2014-2015.
RACHEL JACOB
Department of Journalism,
Place: Chennai
Date:
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Contents
ACKNOWLEDGEMENT.................................................................................................................................6
CHAPTER 1- INTRODUCTION.......................................................................................................................7
1.1AIM.....................................................................................................................................................7
1.2BACKGROUND OF THE STUDY............................................................................................................7
1.3NEED FOR THE STUDY.........................................................................................................................7
1.4SCOPE OF THE STUDY.........................................................................................................................8
1.5LIMITATIONS OF THE STUDY...............................................................................................................8
1.6OBJECTIVES.........................................................................................................................................8
1.7HYPOTHESIS........................................................................................................................................8
1.8RESEARCH METHODOLOGY................................................................................................................8
1.9CHAPTERIZATION................................................................................................................................8
CHAPTER 2 - REVIEW OF LITERATURE........................................................................................................10
2.1 INTRODUCTION TO KOREAN DRAMAS.............................................................................................10
2.2 EVOLUTION OF KOREAN DRAMAS...................................................................................................10
2.2(A) KOREAN DRAMA GENRE VARIETY...............................................................................................10
2.2(B) KOREAN DRAMA CHARACTER SETTING.......................................................................................10
2.2(C) KOREAN DRAMA EPISODE RUNTIME...........................................................................................11
2.3 CURRENT KOREAN DRAMA TRENDS................................................................................................11
2.4 STUDIES CONDUCTED ON KOREAN DRAMAS..................................................................................11
2.5 CONCLUSION...................................................................................................................................13
CHAPTER 3 - RESEARCH METHODOLOGY..................................................................................................14
3.1 THEORITICAL FRAMEWORK.............................................................................................................14
3.2 RESEARCH METHODOLOGY.............................................................................................................14
3.3 SAMPLING METHOD........................................................................................................................14
3.4 RESEARCH DESIGN...........................................................................................................................14
3.5 RESEARCH TOOL..............................................................................................................................14
3.7 RESEARCH TECHNIQUE....................................................................................................................14
3.6 RESEARCH APPROACH.....................................................................................................................15
3.7 PRIMARY AND SECONDARY DATA...................................................................................................15
CHAPTER 4 - ANALYSIS AND INTERPRETATION..........................................................................................16
CHAPTER 5 – FINDINGS AND CONCLUSION...............................................................................................26
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REFERENCES AND BIBLIOGRAPHY..............................................................................................................27
APPENDIX..................................................................................................................................................28
Survey Questionnaire............................................................................................................................28
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ACKNOWLEDGEMENT
I wish to express my sincere gratitude to my guide Prof. Rachel Jacob, HOD of the Department of
Journalism of Madras Christian College for her patient guidance, support and involvement through the
process of bringing out the report and helping me through the research process. I also extended my
thanks to the Department of Journalism, Madras Christian College, for their immense support and
kindness in aiding me do my research work.
Last but not the least, I wish to avail myself of this opportunity to express a sense of gratitude and love to
my friends and my beloved parents for their manual support strength, help and everything else.
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A Quantitative Study on the Impact of the
Korean Dramas among youth in Chennai
CHAPTER 1- INTRODUCTION
1.1AIM
To find out the impact of Korean dramas among the audience of Chennai.
Korean dramas (K-dramas) are no different from our regular TV serials. They all contain
enough drama, comedy and romance, just like TV serials here, but what sets K-dramas
apart is their approach on these dramas. Unlike native TV serials K-dramas have a
maximum run of 16 episodes per series. As compared to native TV serials that run for 300
episodes plus and still don’t conclude. This approach in K-dramas keeps it fresh with the
audience. The resolution of this study might be useful for finding out the reason behind the
popularity of such K-dramas among Chennai audience.
In the year 2012, singer PSY, of Gangnam Style fame made his debut. With this debut the
audience in Chennai became aware of the Korean Wave. However, it was only in the year of
2014, during the month of May, a popular youth Tamil channel, “Puthuyugam”, started
airing several popular K-dramas dubbed in Tamil.
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1.4SCOPE OF THE STUDY
This research will help in bringing out the people of Chennai’s adaptability and acceptance
to welcome cross cultural exchange in the form of the Korean Wave. With this we also can
help to bring out the nuances of the international entertainment industry and the
vernacular industry to expanding horizons.
1.6OBJECTIVES
The purpose of this study is to find out the impact, reach and awareness of Korean Dramas
among the Chennai audience.
1.7HYPOTHESIS
1.8RESEARCH METHODOLOGY
The research will be conducted with a quantitative approach. A simple random sampling
method will be used in this study in order to understand the impact of K-dramas among the
audience in Chennai.
1.9CHAPTERIZATION
1) Introduction – This chapter will cover the aim and background of the study.
2) Review of Literature – This chapter will give and insight as to the origin of Korean
Dramas (K-drama), the evolution and the current trends in K-dramas. Also mentions
other studies to establish variables and to also help conclude the uniqueness of the
study.
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4) Analysis and Interpretation – This chapter comprises of the age, gender,
viewership (of K-dramas), and future reception of Korean Wave content.
5) Findings and Conclusion – Will list out the main findings of the research
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CHAPTER 2 - REVIEW OF LITERATURE
The evolution of K-dramas has lead to the wider range of promotion for Korea as a brand in
itself. K-dramas have gained phenomenal popularity, becoming the newest catalyst for
expanding the country's cultural exports and an integral part of Korea's national image.
The enthusiasm has often led to K-drama fans craving other Korean cultural content and
Korean language education. The booming presence and enjoyment of K-drama culture has
also transformed into preference for other Korean products and lifestyles alike, leading to
an increase in Korean product sales overseas. The growing interest in Korean culture has
further triggered a rise in inbound foreign tourists.
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number of writers, thereby, slowly inducing a change to the character every time we see
them on screen. This approach helps the K-drama characters stay fresh and be full of
surprises for the audience eagerly awaiting a new episode release.
The study conducted by Noriko Haseagawa’s examines the effect of Korean TV drama
viewing on changing the attitude of Japanese viewers toward Korea and Koreans and clarifies
the factors that caused the attitudinal changes on the part of the drama viewers. The study
conducted was approached using a quantitative analysis method. Wherein, Noriko
collected data from the participants ranging between the teens to the people in their 70s.
From the results obtained, Noriko could conclude that watching Korean dramas had some
effect in precipitating Japanese viewer’s perceptual changes, even stimulating interest in
the longstanding historical problems between Japan and Korea.
Whereas the study conducted by Jonghoe’s study on the Koren Wave in East Asia was to
find out what factors are responsible for Hallyu (aka Korean Wave), the flow and popularity
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of Korean Dramas (K-dramas) among the East Asian (Japanese, Chinese and Taiwanese)
audience. This study also aimed to establish why females are more attracted to K-dramas as
compared to males. Upon analyses Jongjoe concluded that there are some common factors
as well as differences among the East Asian countries. According to his findings it was
revealed that only social proximity turns out to be important for the rise of Hallyu in all
three countries. The other two variables, globalism-nationalism and modernity-tradition,
had no significant effect on Hallyu. As well, demographic variables (that is, gender and age)
are closely related to viewership of Korean dramas in all of these East Asian countries.
[Jonghoe, 2012]
With regard to the topic of Korean Dramas the study conducted by Ben Huat and
Iwabuchi’s aimed to establish how Korean Dramas (K-dramas) became a major part of daily
viewing by the audience in East Asia. This study also tries to find why K-dramas are strongly
appreciated by the female audience. Also among the various themes in K-drama which is
the most widely watched and appreciated drama among the audience.The researchers of
this study used K-dramas as an analytical tool itself. The researchers were able to identify
that most viewers for K-dramas were housewives who spent a lot of time watching these K-
dramas, what started out as a chance encounter became a routine thus making K-dramas a
major part of daily viewing. The study also concluded that among the various themes of K-
dramas, romance was one of the most popular theme, that tugs at the hearts of majority
and it had the highest number of viewers.
While the major aim of Do-Goan’s study was to find out the reception of Korean Drama (K-
drama) among the audience in Korea. Do-Goan believed that each nations broadcasting
system has a unique quality. Do-Goan also believed that a country's broadcasting system
mirrors national character, expressing a particular political philosophy and cultural
identity. In conclusion to the study the researcher finds that audience responses on the
Internet give insights into not only the meaning of the dramatic presentation, but also the
larger cultural tensions generated by the clash of tradition and change in modern Korean
society. His study also pointed out that with complete artistic freedom, anything in a
culture can be used as a K-drama subject. [Do-Goan, 1998]
On the contrary the study conducted by Soobum and Hyejung aimed to establish how to
inscribe Korean dramas (K-dramas) into the Japanese audience’s minds as well as what
elements in reading Korean dramas particularly empowered the Japanese fans to re-imagine
their belonging within the East Asian community and how the Japanese audience perceived
the K-dramas.Soobum and Hyejung study described properly the people’s psychological
distance between Korea and Japan. It embraced a relationship that is physically close, but
mentally rather far. The study pointed out that K-drama wasn’t the only mainstream
foreign culture transmission in Japan, but despite that the Japanese people closely
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identified themselves to it. The K-drama reached the audience at a cultural level thereby
bringing the Japanese audience closer to the Korean culture and also helped in providing a
sense of belonging among the Japanese audience.
All the studies conducted by various researchers analyze the Korean Wave while the
Korean Dramas just serve as a sub text in the following studies.
2.5 CONCLUSION
After going through the several studies the researcher is able to identify that, each of the
study either deals with the cultural impact, economical impact or the change in attitude of
audience after watching Korean Dramas (K-drama). However none of the studies actually
talk about the K-drama as a whole.
The aim of this study is to establish the impact the K-dramas have on the audience. The
study’s main focus will remain the K-dramas and the impact it has on the Chennai
audiences, as to how the audience perceives a drama for its original intended purpose of
Entertainment.
Since the concept of K-dramas is a relatively new topic among the Chennai audience and no
in-depth research specific to the impact of K-dramas on the Chennai audience has been
conducted previously. This study will help to not only build further awareness about K-
dramas but also establish its widespread reach among its audiences.
This is because, due to watching several K-dramas the audience often times pick up habits
enacted in the show. They slowly adapt to it and unconsciously start reenacting it in their
daily lives making it a habit.
HYPOTHESIS -
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H0: There is no relationship between gender and K-drama viewership.
A survey was created using the pervious chapter’s information. Data was collected from a
sample size of 100.
Table 1: The percentage of viewers from the different age groups are depicted below.
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Age wise representation of statistical data
Frequency Percent
10-20 26 26.0 N Valid 100
21-30 50 50.0 Missing 0
Valid 31-40 14 14.0 Mean 2.08
41-50 10 10.0 Median 2.00
Total 100 100.0 Std. Deviation .895
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here is the age factor of K-drama viewers. The ages were
divided in the following category: 10-20, 21-30, 31-40 and 41-50.
A total of 100 participants answered the survey and the following results were derived
from it:
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The above data shows a solid 50% of the audience between the ages 21-30 watched K-
dramas, thereby proving its reach and popularity among the Chennai audiences.
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here is the gender factor of K-drama viewers. The gender
was divided in the following category: Male, Female and the other gender.
A total of 100 participants answered the survey and the following results were derived
from it:
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The Female audience constituted of 66% viewers.
The Male audience constituted of 28% viewers.
The other gender constituted of 6% viewers.
A mean of 1.40 was noted.
A median of 1.00 was noted.
A standard deviation of 0.603 was noted.
The above mentioned data show that amongst the sexes, it was shown that the K-drama
had more female audiences. The reception of K-dramas was more popular among the
female as compared to the other sexes.
Table 3: The figure below depicts the number of participants that have watched K-
dramas.
Frequency Percent
Valid
Yes 81 81.0 N Valid 100
No 19 19.0 Missing 0
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1.19
Mean
Total 100 100.0 Median
1.00
Std. Deviation
.394
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here is the actual number of K-drama viewers. The
viewership was divided in the following category: Yes and No.
A total of 100 participants answered the survey and the following results were derived
from it:
The above mentioned data show that amongst audiences a solid 81% watched K-dramas,
despite the remaining 19% of the audience not watching K-dramas. Thereby proving that
K-dramas were still widely popular among the audience.
Table 4: The figure below depicts which is the most received content in the Korean
Wave.
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Statistical data representation of the types of Korean Wave content
Frequency Percent
K-drama 33 33.0 N Valid 100
K-pop 33 33.0 Missing 0
Movies 17 17.0 Mean 2.24
Valid
Games 11 11.0 Median 2.00
Other 6 6.0 Std. Deviation 1.778
Total 100 100.0
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here are the different types of Korean Wave content
received by the audience. The following types include: K-drama, K-pop, Movies, Games and
Other.
A total of 100 participants answered the survey and the following results were derived
from it:
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A mean of 2.24 was noted.
A median of 2.00 was noted.
A standard deviation of 1.778 was noted.
The above mentioned data shows that of the various Korean Wave content, both Korean
Dramas (K-dramas) and Korean Pop music (K-pop) was equally received by the audiences.
While the other Korean Wave content despite being received weren’t as popular among the
audiences.
Table 5: Picture depicting the various habits adapted in day to day life due to watching
K-dramas.
What’s the one thing you pick up from K-drama that you use in your daily lives as well?
Frequency Percent
Valid Posing 5 5.0 N Valid 100
Facial Expressions 16 16.0 Missing 0
Language (specific words:
Anneyong, Gomawo, Aiish 27 27.0 Mean 4.14
etc)
Style 8 8.0 Median 4.00
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Food (trying out new
Korean dishes you see in 7 7.0 Std. Deviation 1.809
K-dramas)
All of the above 30 30.0
None of the above 7 7.0
Total 100 100.0
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here is the different types of habits adapted in day to day life
due to watching K-dramas. The following habits include: Posing, Facial Expressions,
Language (specific words: Gomawo, Anneyong etc), Style, Food (trying out new Korean
dishes you see in the K-drama), All of the above and none of the above
A total of 100 participants answered the survey and the following results were derived
from it:
The above mentioned data shows that of the audience was easily able to adapt to most of
the habits depicted in K-dramas, in their day to day lives. This also shows the changing
mindset and flexibility to newer trends.
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Statistical representation of the future of Korean Wave
Frequency Percent
1.00
Median
Total 100 100.0
Std. Deviation
.731
INTERPRETATION
The collected data was based on the sampling method of simple random sampling. The
variable that is being analyzed here is the future reception of Korean Wave content among
the audience. The following include: Yes, No and Maybe
A total of 100 participants answered the survey and the following results were derived
from it:
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14% of the audiences were skeptical about future reception of the Korean Wave.
A mean of 1.53was noted.
A media of 1.00 was noted.
A standard deviation of 0.703 was noted.
The above mentioned data shows that the survey participants replied with a solid 61% yes,
on future reception of Korean Wave content. Thereby, proving that the Korean Wave was
widely received by the audience and that its popularity would not die down, in fact it would
further grow in the future.
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CHAPTER 5 – FINDINGS AND CONCLUSION
5.1 FINDINGS
From the collected data the researcher is able to establish that audience between
the age groups of 21-30 formed the highest number of K-drama viewers.
The female audience seemed to take up to more number of K-drama viewing as
compared to the other sexes.
Of the 100 participants who took the survey, 81% of them had watched K-dramas,
thereby proving K-dramas reach and popularity among its audience.
The above mentioned data shows that of the various Korean Wave content, both
Korean Dramas (K-dramas) and Korean Pop music (K-pop) was equally received by
the audiences.
Due to higher number of K-drama viewing the audience was able to adapt to various
habits depicted on the show, most people have now easily inculcated these changes
in their daily lives. Thereby, showing the flexibility the audience has towards newer
trends.
The future of Korean Wave has many more years to look forward to as the audience
were more than accepting towards this phenomenon and even answered with a
strong 61% affirmative for future reception of the same.
5.2 CONCLUSION
The hypothesis for the research is the null hypothesis as there is no relationship between
the age and gender for K-drama viewership. Reason being there is no age barrier for people
to or not to watch K-dramas and K-dramas being an open to view platform for people the
gender of the viewer does not apply to the likes and dislikes to the drama.
However from the collected data the researcher is able to establish that K-dramas have a
wide reach and awareness among the Chennai audience. It started out as a small
phenomenon but soon its impact was felt at a large rate. Thereby, proving that the Korean
Wave was widely received by the Chennai audience and that its popularity would not die
down, in fact it would further grow in the future. The Korean Wave in one phenomenon
that initially took the city of Chennai by storm, but it is one phenomenon that is here to
stay.
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REFERENCES AND BIBLIOGRAPHY
3) The ‘Korean Wave’ and Television Drama Exports by Won Kyung Jeon
8) TV, Culture and Audience in Korea: A Reception Study of Korean Drama by Do-Goan
Kim
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APPENDIX
Survey Questionnaire
2) Gender
Male
Female
Other
5) What was the first Korean Wave content you came across?
K-drama
K-pop
Movies
Games
Other:
6) Do you see more Korean Wave content compared to those of other countries?
Strongly Disagree
Disagree
Neutral
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Agree
Strongly Agree
10)When you hear about South Korea what’s the first thing that comes to your mind?
Food
Culture
Korean Wave; K-drama, K-pop etc
Idols
Products
All of the above
None of the above
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11)Do you think you would continue to be a fan of the Korean Wave in the future if so
what will be the reason behind it?
Korean culture has something new to offer always
More new idols will enter the Korean entertainment industry
Once a fan, always a fan
Other:
12)If you do lose interest in the future in the Korean Wave, what would be the reason
behind it?
Too repetitive
It is a onetime wonder
Been a fan, it’s not for me
Other:
13)What’s the one thing you pick up from K-drama that you use in your daily lives as
well?
Posing
Facial Expressions
Language (specific words: Gomawo, Anneyong etc)
Style
Food (trying out new Korean dishes you see in the K-drama)
All of the above
None of the above
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