‘The Influence of Korean drama among youth in Kuching’

• Main Author: Lau, Mei Wen
• Format: Final Year Project Report
• Language: English; English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2017
• Subjects: NX Arts in general
• Online Access: http://ir.unimas.my/id/eprint/23968/1/The%20influence%20OD%20Korean%20%2824%20pgs%29.pdf; http://ir.unimas.my/id/eprint/23968/4/Lau%20Mei%20Wen%20ft.pdf; http://ir.unimas.my/id/eprint/23968/
• Institution: Universiti Malaysia Sarawak

This research study identified the factor of youth watching Korean drama as well as investigated the influence of Korean drama among youth in Kuching. It was conducted by using quantitative method and the quantitative data was collected by distributing questionnaires to public and private universities in Kuching and also via online survey. 300 responses were collected and analyzed through descriptive analysis, factor analysis and regression analysis. The factor analysis extracted two factors of youth watching Korean drama which were learning and sociability. It was found that these factors can be explained using the uses and gratifications theory. The findings also depicted that behavior as the major contributing influence of Korean drama. Besides, the study also found the engagement of viewers with drama content influence their attitude and behavior towards Korean culture such as fashion, language, food and custom. In addition, secondary data were used to interpret attitudinal and behavioral changes among youth. It was found that viewers who were highly engaged and satisfied with the drama content were more likely to grow positive attitude towards Korean culture and adopt Korean culture in their daily life.