Local vs. Foreign Television Drama: Niche Analysis of a South Korean Audience's Use of Korean, American and Japanese Dramas

Chang, Byeng-Hee; Khang, Hyoungkoo; Jeong, Irkwon; Chung, Jin-Young; Nam, Sang-Hyun

doi:10.5392/ijoc.2013.9.4.052

Cited by 1 publication

(2 citation statements)

References 21 publications

(17 reference statements)

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“…On the side of media prerequisites, prior studies explored how media contents are presented, such as technology, aesthetics, design, and storytelling. Chang et al (2013) found that Korean dramas excel in story diversity and use of stars, and American dramas excel in technological and aesthetical features, such as screen size and music/ sound effects. Likewise, Ishii et al (1999) found that Taiwanese viewers are attracted by high quality of American dramas, which are creative and help them learn new things, and by familiarity of Japanese dramas, which are close to the real life.…”

Section: Local Reception Of Foreign Tv Dramasmentioning

confidence: 99%

“…To explore local reception of foreign TV dramas, prior studies focused on two major types of prerequisites-audience and media content. On the side of audience, gender was identified as an important determinant of viewing foreign dramas, where viewing level of females was higher than that of males (Bihagen, 1999;Chang, Khang, Jeong, Chung, & Nam, 2013). In China, females were more likely to view Korean soap dramas than males, and there was no significant gender difference for American dramas (Jiang & Leung, 2012;Kang, 2014).…”

Section: Local Reception Of Foreign Tv Dramasmentioning

confidence: 99%

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Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas?

Liu

Cheng

2019

Sage Open

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In China, watching foreign television dramas is not only an important means to know about the outside world but also a trendy lifestyle. With the images of modern lives and exotic flavors, foreign TV dramas satisfy the increasing tastes of petit bourgeois in China, who yearn for prosperity, comfort, fashion, and hedonism (Chan & Ma, 1996; Jiang & Leung, 2012; Xu, 2007). The popularity of foreign TV dramas reflects the cultural logic of media globalization, which is shaped in two competing processes-globalized demand of media industry and localized demand of indigenous cultures (Waisbord, 2004). Thus, Chinese viewers' consumption of foreign TV dramas is simultaneously global and regional (Chan & Ma, 1996). American and Korean dramas are, respectively, characterized with global and regional features and become the most popular in the Chinese market. To study local reception of foreign media products, prior research usually adopted a number of characteristics of media content and audience to predict local viewers' choices. They rarely came down to the actual viewing process in which viewers obtain enjoyment through their involvement with media content. This article, therefore, aimed to examine this transnational viewing process, in which Chinese audience watch American and Korean TV dramas. Specifically, cultural proximity and genre proximity were adopted to predict media involvement and enjoyment. A quantitative content analysis was conducted to study Chinese viewers' comments and ratings for American and Korean dramas at Douban.com, one of the largest social networking platforms in China. A cluster sampling method was used to obtain a sample of 16,440 comments from 411 TV dramas. Enjoyment Staying at the heart of media entertainment, enjoyment was used to describe the outcome of viewing experiences (Vorderer, Klimmt, & Ritterfeld, 2004). It was often defined as "a general positive disposition towards and liking of media content" (Nabi & Krcmar, 2004, p. 290). A number of theoretical approaches were adopted to conceptualize enjoyment. From the perspective of audience, for example, Nabi and Krcmar (2004) saw enjoyment as attitude. Their model introduced three dimensions of enjoyment-cognitive, affective, and behavioral, which influence one another. Besides audience, the model developed by Vorderer et al. (2004) took media content into consideration and summarized a number of prerequisites affecting enjoyment, which are listed under three major categories-users, motives, and media. The prerequisites include suspension, empathy, parasocial interaction, presence, interest, escapism, mood management, 825027S GOXXX10.

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Section: Local Reception Of Foreign Tv Dramasmentioning

confidence: 99%

Section: Local Reception Of Foreign Tv Dramasmentioning

confidence: 99%

Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas?

Liu

Cheng

2019

Sage Open

View full text Add to dashboard Cite

show abstract

Local vs. Foreign Television Drama: Niche Analysis of a South Korean Audience's Use of Korean, American and Japanese Dramas

Abstract: The present study explored the reception and consumption processes of a Korean audience's viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to

Cited by 1 publication

References 21 publications

Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas?

Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas?

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