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http://dx.doi.org/10.5392/IJoC.2013.9.4.052

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

Chang, Byeng-Hee (Department of Journalism and Mass Communication Sungkyunkwan University)
Khang, Hyoungkoo (Department of Advertising and Public Relations University of Alabama)
Jeong, Irkwon (School of Communication Kwangwoon University)
Chung, Jin-Young (Department of Journalism and Mass Communication Sungkyunkwan University)
Nam, Sang-Hyun (Department of Journalism and Mass Communication Sungkyunkwan University)
Publication Information
International Journal of Contents / v.9, no.4, 2013 , pp. 52-59 More about this Journal
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 Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience's motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity.
Keywords
International Television Drama; Niche Theory; Motivation; Cultural Discount; Cultural Proximity;
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