IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-981-16-8710-5_8.html
   My bibliography  Save this book chapter

Korean Dramas and Indian Youngsters: Viewership, Aspirations and Consumerism

In: Korean Wave in South Asia

Author

Listed:
  • Amritha Soman

    (Symbiosis International University)

  • Ruchi Kher Jaggi

    (Symbiosis International University)

Abstract

Korean popular culture has amassed immense popularity among young Indian audiences over the past few years. This chapter explores the effect of Korean dramas on Indian youth by understanding their viewing behaviour and its effect on their aspirations and consumption practices. Drawing on semi-structured in-depth interviews, the study looks at the transnational cultural flow of Korean dramas and what about these dramas drew 15 research participants to them as they negotiated the different layers of hybridity and transculturation. The participants of the study provided several interesting insights about their viewing experiences and how those extended to the Indian cultural context. These included ease of binge-watching, and plurality of genres. The need to extend the experiencing of Korean culture beyond just watching the dramas was found to be a crucial element in the decision to purchase Korean products. Additionally, the participants’ aspiration to visit the locations shown in the dramas was also discussed in the interviews. This study is a discursive construction of young Indian viewers’ engagement with Korean pop culture and how they negotiate their positions as transcultural audiences who vacillate between their identities as fans and consumers.

Suggested Citation

  • Amritha Soman & Ruchi Kher Jaggi, 2022. "Korean Dramas and Indian Youngsters: Viewership, Aspirations and Consumerism," Springer Books, in: Ratan Kumar Roy & Biswajit Das (ed.), Korean Wave in South Asia, chapter 0, pages 169-184, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-8710-5_8
    DOI: 10.1007/978-981-16-8710-5_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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.

    More about this item

    Statistics

    Access and download statistics

    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:spr:sprchp:978-981-16-8710-5_8. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.