The globalization of Korea culture, particularly in Asia was clearly seen through their television drama series and have become the favourite media genre especially among Malaysian viewers. The purpose of this study is to understand how the Korean culture in Korean drama able to influence Malaysian audiences. This research uses qualitative method to address the research problems. The aims are to investigate human phenomena, interpretations and meaning that are unknown and needed to be explored. This further enforces the reason behind why the researcher has decided to use qualitative method as the research methodology as it enables the researcher to understand why and how Korean dramas have been successful in having a big impact on Malaysian"s audiences. The researcher uses ethnographic design concept in order to apprehend the impact of Korean dramas on Malaysian audiences by learning the similarities between both cultures. The researcher employed the in-depth interview method. In order to clarify the data obtained is valid and true, researcher has also conducted pragmatic validity process. The finding shows that Korean dramas satisfy Asian audiences" emotional needs by being easy to assimilate to a similar life style, cultural proximity and expressiveness.
TV drama series in Korea have become the favorite media genre and consequently, Malaysian viewers are inclined towards Korean dramas rather than other Asian ones. The purpose of this study is to explore the strategies employed by Korean media broadcasters in promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four respondents from selected Korean Broadcasters namely, from Seoul Broadcasting System (SBS) and the Korean Broadcasting System (KBS) were identified to participate in the in-depth interviews. The findings are significant in explaining the global success of Korean dramas. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan.
Korean Media have reached a wide range of Asian audience, including Malaysian audience. The rising popularity of Korean entertainment content in Asia has created Korean pop culture in the entertainment industry. There seemed to be a gap in previous research concerning the strength of Korean media. This research is an attempt to explore Korean media strength behind the scene that continuously getting the attention and maintaining the popularity. The research uses qualitative methods to address the Korean drama phenomenon. Four (4) informants from selected Korean Broadcasters were identified to participate in the in-depth interviews. Based on the findings, it shows that the Korean Broadcasting Media are not born to the real strategy. The experience of hardship to survive, economically poor country, and challenges from other developed countries has made them compete and creatively work to improve their lives. The findings are significant in explaining the global success of Korean media.
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