The main way for the Korean wave to enter China is the Korean TV drama. This study aims at exploring Korean TV drama viewing patterns of Chinese students viewers in Korean universities. For this research purpose, this study sampled 120 Chinese student...
The main way for the Korean wave to enter China is the Korean TV drama. This study aims at exploring Korean TV drama viewing patterns of Chinese students viewers in Korean universities. For this research purpose, this study sampled 120 Chinese students in Korean universities and investigated on viewing motives of Korean TV dramas, the satisfaction after watching Korean TV dramas, the mode of watching South Korean TV dramas, the correlation of Chinese students’ national image formation of South Korea, the decision factors of Korean TV drama ratings, the preferred types of Korean TV dramas.
The analysis results are as follows. First of all, the viewing motives of South Korean TV dramas of Chinese students in the South Korea is analyzed. The results show the "glamour factor" consisting of the TV drama’s atmosphere, background music, the curiosity to the TV dramas, the story plot, the favored actors and actresses, the "social and cultural factors" consisting of cultural motivation, interpersonal relationship, language and culture as well as the “leisure factor” consisting of “releasing the pressure,” and other options.
The validation results of the corresponding specimen T value of the difference comparison between and the viewing satisfaction of South Korean TV dramas of Chinese students in the South Korea show that the viewing motives of Chinese students in the South Korea is generally in the satisfactory state. At the same time, the cultural motivation, the favored artists, the interpersonal relationship, the curiosity to South Korean TV dramas and the level of atmosphere and motivation also have a significant influence on the motivation of Chinese students. In addition, the effect of Chinese students’viewing motives of South Korean TV dramas on South Korea's national image formation shows as the image factors of tourism image, the image of the country, social and economical images with factor analysis and regression analysis. According to the results of regression analysis, the TV dramas’ charming factors and social and cultural factors have positive effect on the image of tourism and the image of the country. The charming factors of TV dramas and the leisure factors have a positive impact on the social image, and TV charm factor has a positive impact on the economy image. Third, in terms of “degree of daily viewing level” and “weekly ratings of the Korean TV viewing of Chinese students in the South Korea,” there appeared significant differences between men and women. Also, the average viewing time of the students with higher Korean ability have appeared longer than the students with medium and low levels of Korean language ability. Fourth, in terms of the viewers’ gender, female viewers are much higher favor on the family dramas, love story dramas, idol appeared dramas than male viewers.
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