IDEAS home Printed from https://ideas.repec.org/a/mig/tmjrnl/v9y2021i2p369-389.html
   My bibliography  Save this article

Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey

Author

Listed:
  • Musa Khan

    (Riphah Institute of Media Sciences (RIMS), Riphah International University, Islamabad, Pakistan.)

  • Yong-Jin Won

    (Sogang University, Seoul, South Korea.)

  • Nilüfer Pembecioğlu

    (Istanbul University, Turkey.)

Abstract

South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.

Suggested Citation

  • Musa Khan & Yong-Jin Won & Nilüfer Pembecioğlu, 2021. "Cultural Exportation, Digital Distribution, and Penetration of K-Dramas in Turkey," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 9(2), pages 369-389, August.
  • Handle: RePEc:mig:tmjrnl:v:9:y:2021:i:2:p:369-389
    DOI: https://doi.org/10.33182/tmj.v9i2.1054
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/tmj/article/view/1054/1161
    Download Restriction: no

    File URL: https://libkey.io/https://doi.org/10.33182/tmj.v9i2.1054?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Asma Maqsood & Sumera Batool & Nimra Zaffer, 2022. "Consumption Patterns of South Korean Content: Cross-Cultural Acceptance of Romance and Beauty among Pakistani Youth," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(3), pages 329-338, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:tmjrnl:v:9:y:2021:i:2:p:369-389. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxbridge Publishing House (email available below). General contact details of provider: https://www.transnationalmarket.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.