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Representation of Drinking in Cultural Contents: Analysis of Television Drama Texts  

Yang, Jung-Hye (계명대학교 사회과학대학 광고홍보학과)
Publication Information
Journal of Digital Contents Society / v.11, no.2, 2010 , pp. 253-264 More about this Journal
Abstract
This study aimed to 1) analyze television drama text to examines how Korean television dramas represent alcohol drinking; 2) interview the actual drama audience to examine how they perceive drinking and whether or not their perception is influenced by the drama text. The author analyzed 60 drama episodes from 12 prime time shows that reached over 20% rating from 2008 to 2010. The result shows that drinking in dramas are portrayed as a solution to various kinds of personal and business problems, medium of romance, a tool for interpersonal communication that facilitates understanding and positive relationship. Female drinkers are prominent but their drinking is taking place under the patronage of male characters, which lead to the maintenance of patriarchal social relations. Interview findings show that the audience have strong motivation to imitate the glamourous lifestyles of leading characters in dramas. The findings strongly suggest observational learning was taking place, especially in the area where the viewers have no direct experience.
Keywords
representation of drinking; cultural contents; social learning;
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