The present study investigates uses and gratifications of Korean television dramas by Korean diaspora in Uzbekistan, correlated with their ethnic identity and also explores particular changes in their attitudes towards South Korea and Korean people ha...
The present study investigates uses and gratifications of Korean television dramas by Korean diaspora in Uzbekistan, correlated with their ethnic identity and also explores particular changes in their attitudes towards South Korea and Korean people having been affected by Korean television dramas.
A number of research studies related to Korean diaspora in CIS emphasize that ethnic identity of ‘Goryeo saram’s, which was highly assimilated to their host countries, is gradually changing due to the host country’s ethnic policy as well as socio-economic and cultural relations with South Korean government. In this context, the present study assumes that mass media messages (i.e. Korean television dramas) have also great influence on the process of constructing ethnic identity (i.e. sense of belonging; positive attitudes towards ethnic group and ancestral country; ethnic involvement; etc) of Korean diaspora in Uzbekistan. The theoretical underpinnings of the research study include television audience study (Theory of Use and Gratifications; Cultivation Theory) from communication research, as well as ethnic identity study from social psychology. The concept of Ethnic Identity was operationally defined as Cultural Maintenance (i.e. wish of maintaining Korean traditions and customs by next generations; wish of studying and retaining ancestor’s language; etc), Sense of Belonging (i.e. feeling of pride to be Korean; consideration of ethnic culture as rich and precious; etc), Ethnic Community Concern (i.e. strong vi knowledge about ethnic origin and culture; subscription of newss, periodicals, books and literature related to Korean diaspora; curiosity about news related to Korean communities in the world; etc), and Ethnic Involvement (i.e. following Korean customs and traditions; participation in the communities and events where Koreans are gathered; etc).
In order to pursue the goal of the present study the following research hypotheses have been established:
HI. Korean television drama viewing patterns (i.e. amount of viewed Korean television dramas; means and channels of access; preferred language for viewing; preferred genres; most preferred Korean television dramas) differ according to the social characteristics (sex, age, region of residence) of Korean diaspora in Uzbekistan.
H2. Korean television drama viewing motives differ according to the ethnic identity of Korean diaspora in Uzbekistan.
H3. Gratifications of Korean television dramas differ according to the ethnic identity of Korean diaspora in Uzbekistan.
H4. Attitudes towards South Korea and Korean people after viewing Korean television dramas differ according to the ethnic identity of Korean diaspora in Uzbekistan as well as the amount of exposure.
To collect necessary data for the research hypotheses presented above, survey was conducted in two regions of Uzbekistan, where Korean diaspora is highly residing: Tashkent city and Tashkent region from August 25 to September 25, 2008. Respondents from other regions of Uzbekistan also took part in this survey. 280 samples in total were relevant to be utilized in the statistical analysis (SPSS 12.0).
The results of the survey analysis have been summarized as followings:
Results of Hypothesis 1. Female audiences of Korean diaspora in Uzbekistan are much more involved with Korean television dramas compared to men and Korean diaspora audiences aged from 20 to 29 view Korean television dramas more frequently. It was found that Uzbekistan television channels and means of access such as video tapes, CDs and DVDs are the most utilized ways of access by Korean diaspora in Uzbekistan most of all by ages of 20 to 29 in viewing Korean cultural products. According to the results, most of the Korean diaspora audiences in Uzbekistan view Korean television dramas both in Korean and dubbed in Russian language, however, the language preference was different by their age. Their region of residence also did not influence on their preference of language for viewing. In spite of their age and sex, Korean diaspora audiences enjoy watching Korean television dramas of love story and historical genres. Star in My Heart (MBC, 1997), Winter Sonata (KBS2, 2002) and All In (SBS, 2003) were selected as the most preferred three Korean television dramas by Korean diaspora in Uzbekistan. The most popular and exciting number one Korean television drama among Korean diaspora in Uzbekistan was considered to be Star in My Heart. This drama is the first Korean television drama that was aired in Uzbekistan TV Channels being dubbed in Uzbek and Russian languages and with high demand was retransmitted several times.
Results of Hypothesis 2. Three kinds of motives of Korean diaspora in Uzbekistan for viewing Korean television dramas were found such as Information Seeking motives, viewing because of Korean Drama Characteristics, and also to Pass time and for Relaxation. Such motives were further defined regarding to the classifications of their ethnic identity. Results of Hypothesis 3. Two kinds of gratifications from viewing Korean television dramas were observed: Positive and Negative. However, the analysis showed that they obtained mainly positive gratifications from viewing Korean television dramas. Negative gratifications obtained from Korean television dramas by Korean diaspora in Uzbekistan were not discovered. Positive gratifications were explained regarding to the ethnic identity of Korean diaspora in Uzbekistan.
Results of Hypothesis 4. Particular changes of Korean diaspora in their attitudes towards South Korea and Korean people after viewing Korean television dramas were examined and defined from the perspective of their ethnic identity and the amount of exposure.
Concluding all the findings in the present study implications for further studies was provided.
，韩语毕业论文，韩语毕业论文 |
