UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 42 When asked how many hours a week they spent watching and listening to Korean wave, 57.6% of the participants reported that they spent less than 2 hours, 26.1% 2-5 hours, 6.7% 5-10 hours and 7.6% more than 10 hours (Figure 9). Figure 9. Hours Spent Watching and Listening to Korean Wave In general, participants seemed to have a high consumption of K-drama (47.8%). Next came K-pop (34.8%) and K-movies (17.4%). Perceptions of Korean Wave - Structured Questions For the analysis of participants' perceptions of K-dramas/movies and K-pop, a total of 20 statements were presented to them. Participants were required to select a response on a scale from 1 (strongly disagree) to 4 (strongly agree) using the 4-point Likert scale. The mean value of each item is as follows: Strongly disagree (0.1 - 1), Disagree (1.1 - 2), Agree (2.1 - 3) and Strongly agree (> 3.1). Table 3 shows students' perceptions of Korean dramas/movies. According to Table 3, participants generally identified with K-dramas/movies (M = 2.67), participants agreed that they could identify with the stories and the characters (M = 2.68) and they also agreed that they could connect emotionally with 57.6% 26.1% 8.7% 7.6% Less than 2 hours 2~5 hours 5~10 hours More than 10 hours
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 43 Table 3. Perceptions of Korean Dramas and Movies (N=92) No. Items Mean Value Total mean 1 I am able to identify with the characters of Korean dramas/movies. 2.68 2 The stories of the characters are similar to my own life. 1.98 3 I can connect emotionally with the characters in Korean dramas/movies. 2.68 4 I can identify well with the plot of Korean dramas/movies. 2.67 5 I can relate well to the culture portrayed in Korean dramas/movies. 2.53 2.50 6 I can relate well to the morals and values portrayed in Korean dramas/movies. 2.67 7 There are similarities between my culture and the culture portrayed in Korean dramas/movies. 2.30 8 It is difficult for me to relate Korean movies/dramas to what happens in my own life. 2.54 9 The culture portrayed in Korean dramas and movies is different from my own. 2.20 10 The culture portrayed in Korean movies/dramas conflicts with my own culture. 2.76 Note. Mean is calculated based on a four-point scale, ranging from “4-Strongly agree” to “1- Strongly disagree.” the characters (M = 2.68). Understanding of morals and values in K-dramas/movies (M = 2.67) also showed their agreement to understand the Korean culture described in the dramas and movies (M = 2.53). This is perhaps because most of the participants (97.8%) were Asian and therefore had similar cultural values (M = 2.30) as pointed out by Jung (2009). This is in connection with cultural proximity theory, which suggests that people favor media products that are most similar to their own culture. On the other hand, participants disagreed that the life depicted by the characters in K
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 44 dramas or movies were similar to their own (M = 1.98). This means that there is a difference between the reality of K-dramas/movies and the reality of participants own lives (M = 2.54), participants similarly agreed that there were differences (M = 2.20) or conflict (M = 2.76) between their own culture and the culture portrayed in the Korean dramas/movies. Overall, participants agreed that they could relate to Korean dramas/movies (M = 2.50). These results correspond with the idea that Korean Wave can be explained as a cultural hybrid that creates attractive new products for audiences in different cultural environments, as claimed by Dani & Bruno (2015) and Shim (2006). K-pop, which followed K-drama / movie, became the driving force of the Korean Wave in the late 2000s. According to sociologist John Lie (2012), K-pop reaches out to the masses with the fusion of infectious beats and proficient dance in American-led pop music. He also said that the powerful use of English lyrics, and the melody that surrounds the ears attract the listeners' ears. As presented in Table 4, participants indicated that they were able to identify K-pop lyrics (M = 2.14) and connect to the music emotionally (M = 2.35). Participants indicated that they could identify with the K-pop singers (M = 2.39), and K-pop singers' voices touch the listener's emotions (M = 2.66), and they were able to connect emotionally with the melody and rhythm of the songs (M = 2.54). Participants thought that K-pop singers were role models (M = 2.27) and that their songs promote moral values that they agree with (M = 2.33) and that they could relate the messages of K-pop songs to their own lives (M = 2.28). This indicates, as John Lie mentioned, that the K-pop singers' politeness, attractive appearance, tender attitude and the messages of the songs appeal to the audience (Lie, 2012). On the other hand, as shown in items 9 and 10, participants agreed
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 45 Table 4. Perceptions of K-pop (N=92) No. Items Mean Value Total mean 1 I am able to identify with the lyrics of K-pop. 2.14 2.41 2 I can connect emotionally with the lyrics of K-pop. 2.35 3 The voice of the singer touches my emotions. 2.66 4 I can connect emotionally with the melody and rhythm of K-pop. 2.54 5 I can identify with the K-pop singers. 2.39 6 I see K-pop singers as good role models. 2.27 7 I agree with the morals and values promoted in Kpop songs. 2.33 8 I can relate the messages of K-pop songs to what happens in my own life. 2.28 9 It is difficult for me to relate the lyrics of K-pop to what happens in my own life. 2.55 10 It is difficult for me to connect emotionally with the melody of K-pop. 2.57 Note: Mean is calculated based on a four-point scale, ranging from “4-Strongly agree” to “1- Strongly disagree.” that it was difficult to relate to lyrics (M = 2.55) or melody (M = 2.57) of K-pop. This means that there are parts of the K-pop that do not match their emotions. However, overall participants agreed that they could relate to K-pop (M = 2.41). Aspirations and curiosity in other cultures can be manifested in behaviors. In a study by Mariani (2008) and Lita & Yoon (2012), consumers exposed to the media showed positive psychology and consumption attitudes toward culture. Table 5 shows how a mental condition of the participants exposed to the Korean Wave was reflected
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 46 Table 5. The Impact of Korean Wave (N=92) No. Items Mean Value Total mean 1 Korean Wave has influenced my image of Korea. 2.70 2.61 2 Because of Korean Wave I now desire to travel to Korea. 2.60 3 Korean Wave has made me interested in eating Korean food. 2.89 4 Korean Wave has made me more interested in Korean fashion and beauty. 2.77 5 Korean Wave has made me want to experience traditional Korean culture. 2.73 6 Because of Korean Wave, I became a consumer of Korean products. 2.46 7 Because of Korean Wave, I am interested in making Korean friends. 2.55 8 Korean Wave has made me interested in the Korean language. 2.63 9 I want to learn Korean so that I can better understand Korean dramas, movies and K-pop. 2.59 10 Because of Korean Wave, I am learning Korean. 2.20 Note: Mean is calculated based on a four-point scale, ranging from “4-Strongly agree” to “1- Strongly disagree.” in their behavior and attitudes. Participants generally agreed that the Korean Wave had an impact on their image of Korea (M= 2.70). This was also explained in Lee's (2011) study in which it is suggested that the Korean Wave is raising the national image. This mean value is relatively higher than other items. Generally, participants expressed a desire to go to Korea (M = 2.60) and agreed that Korean Wave had made them interested in Korean food (M = 2.89) and fashion/beauty (M = 2.77). This is
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 47 consistent with Lita & Yoon's (2012) study that culture consumers find information about the lives of actors, follow the lifestyle of their idol and collect related goods. Korean Wave consumers also expressed their interest in actions. They have become consumers of Korean products (M = 2.46) and have a desire to experience Korean traditional culture (M = 2.73). They also want to make Korean friends (M = 2.55) or show curiosity about Korean language (M = 2.63). Speaking from the perspective of the theory of 'motivation' in foreign language learning, Dörnyeis (1998) argued that the learner's learning goals and motivations were important variables in learning a second language. Participants' in this study were motivated to learn Korean because they wanted to better understand K-dramas/movies or K-pop (M = 2.59). However, the mean score of the statement: ‘Because of Korean Wave, I am learning Korean’ was 2.20, which was smaller to other figures. The difference between the averages of responses to items 8 and 10 can perhaps be due to the fact that the participants may not have access to Korean language classes. The score of the overall mean M = 2.61 suggests that the participants’ positive preference for the Korean Wave can lead to consumer behaviors as well as cultural awareness of and desire for aspects of Korean culture such as food and language, and the desire to experience the country of Korea. Perceptions of Korean Wave in Qualitative Questions In this section, the answers to the following research questions will be discussed: What are the factors that attract students to the Korean Wave?, and how do students relate to the Korean Wave? As a follow-up question to this, seven unstructured questions were used: The first research question, asked about to the attractive elements of the Korean Wave, which were divided into K-Drama/Movie and K-pop (Q1 ~Q2). Five open questions were also used to answer the second
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 48 research question about how students related to the Korean Wave. The survey asked about similarity and heterogeneity from a cultural point of view (Q3 to Q4) and how the characters depicted in K-drama/movies relate to the lives of the participants (Q5). Finally, a questionnaire about K-pop was posed (Q6 ~ Q7). Each question asked the participants to comment on K-drama/movies and K-pop separately. Attractive Elements of Korean Wave Aesthetic Physical Appearance. The most frequently mentioned attractive element of the Korean Wave was the physical appeal and fashion of K-drama/movie actors/actresses and K-pop singers. Parc & Moon (2013) argued that the Korean Wave's competitiveness comes from young actors/actresses who are tall and beautiful in appearance. Participants made the following comments in relation to physical attraction: Attractive actors/actresses and their acting skills (11, F, Filipino) Now, my fashion style like them (15, M, Indonesian) Actors and actresses are cute (30, F, Thai) Girls’ groups very pretty (33, M, China) I like their fashion. Which is why I watch their video songs. (42, M, Malaysian) Participants who spoke about physical attractiveness used the words 'cute', 'pretty', 'handsome' and 'beautiful'. The participants, attracted by their physical appeal, showed a favorable impression of the fashion styles of the Korean Wave stars. In particular, the mention of fashion appeared more in relation to K-pop than K-
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 49 dramas/movies. For example, participants said that they would follow the fashion style of Korean stars (No. 15) or watch music videos because of the fashion style (No. 42). It shows that K-pop stars are spreading Korean fashion trends in various regions including Asia (KOCIS, 2011). Participant No. 11 mentioned actor/actresses' physical attractiveness and acting skills. It shows that it is not only the appearance of actors/actresses that is important to the success of Korean Wave, but also their performance (Parc & Moon, 2013). Music& Dance. Participants noted that music and choreography were interesting. Music and dance are mentioned more in relation to K-pop. K-pop participants deemed fast beats, sweet melodies and group performances as attractive elements, while K-drama/movie participants pointed to background music. This bears some connection with the quantitative results in which participants showed an emotional connection to the melody and rhythm of K-pop (2.54). Participants expressed the following about music and dance: K-pop songs can be easily related to as with the case of Bangtan Sonyeondan (BTS). (14, M, Indian) Good performances in dancing and singing (40, M, Cambodian) The dance that are moved the same time and the good meaning of the songs (46, F, Thai) The songs of the drama are fun and interesting (85, F, Thai) Participant No. 14 mentioned K-pop's BTS group and said it was easy to relate to the song. Also, No. 46 said that choreography in which dancers move in sequence is attractive. Most of the K-pop groups consist of teenage boys and girls, each with his or her own personality. They are trained by world-famous choreographers. Their choreography shows the matching of movements as if one person is dancing, even though several people are dancing. These physical expressions transcend national
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 50 borders and appeal to young people around the world (KOCIS, 2011). In the case of dramas, there is less of a musical element than in K-pop, but as the 85th participant mentioned, background music increases the drama's dramatic fun and interest. As such, music and dance have delivered universal emotions and ideas that everyone can easily interpret, so language does not seem to matter. Structure Storylines (K-Dramas/Movies). Stories are one of the most important elements of the success of K-dramas/movies. The composition of various genres, including the melodies, captivates the audience. Participants were also interested in fantasy and action, including romantic stories. Participants agreed that they were able to identify with the stories of K-dramas/movies (2.67). In the case of dramas, each series is quite brief, so viewers can maximize immersion. Participants' responses are expressed as follows: It's has its own story that can give the influence (6, M, Malaysian) Because it is short, interesting, they directly go to the main point and not go around in a circle with the story… the time spend for one episode is moderate. (7, F, Indonesian) Nice story, interesting, showcase of modern and traditional Korean Culture (12, F, Filipino) Most of the plots can be persuaded me. (26, F, Myanmar) Participant No. 12 expressed K-drama / movie showing Korean tradition and modernity as ‘showcase’. Participant No. 7 indicated that it was the charm of Korean dramas to end the series in a short period of time and to directly mention the message intended for viewers. The reason why K-dramas/movies can appeal to various generations and social groups across national borders is that it combines resonance,
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 51 beauty and poetic beauty with: descriptions of Korean traditions, 'pure love', nostalgia, longing, and character portrayals (Parc & Moon, 2013). These various stories can be very persuasive to the Korean Wave audience, as the 6th and 26th participants suggested. Lyrics (K-Pop). If a drama/movie delivers a message through a story, the song conveys a message to the audience through lyrics. Despite the language barrier, K-pop audiences said that the lyrics are attractive. This is reflective of the statistical results of this study which indicate that Participants are able to identify with K-pop lyrics (2.14) and connect emotionally with them (2.35). Participants said the following about K-pop lyrics: If I listen to it a few times, then the next time I will be able to sing along. (1. F, Malaysian) More interested if they using English on their lyrics (15, M, Indonesian) Not that I understand Korean, these day they provide the subtitle so I understand what they are singing (17, F, Malaysian) Easy words in the lyrics makes me know that it is heart breaking song. ⋯ If I continue listening until I can sing, I will understand the song more. (73, F, Thai) Participants said the attractiveness of K-pop lyrics is related to the 'English', 'subtitles' and 'easy words.' This shows how K-pop lyrics are composed. one of the characteristics of K-pop is the mixed Korean and English lyrics, and the fact that they have a repeated chorus. Some popular music critics say this structure is effective in getting audiences to subconsciously follow the songs (KOCIS, 2011). This creativity has succeeded in attracting consumers' attention. The simple structure of the lyrics, which includes a mix of Korean and English, enables audiences to
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 52 understand the meaning of the message and the emotion of the song through words that listeners know, even if they cannot fully understand the contents. Therefore, K-pop listeners can easily sing along to the song if they listen to it several times as participant No.1 said. Message. The stories of K-dramas/movies and the charm of K-pop lyrics are connected by messages. The rich stories of K-dramas/movies can be decoded according to the viewer's individual situation and value. Participants said that the lyrics have a deep meaning and provide lessons on how to solve family problems, and that they try to find knowledge and lessons and apply them to their lives. The following comments of the participants indicate this: They inspiring the youth to work hard to achieve their dream (6, F, Malaysian) I have faced similar situations that characters have faced on screen. (14, M, Indian) Education of moral was help me to solve problems in my family situation. (25, F, Cambodian) The lyrics from most Korean song have a really deep meaning. Not only the modern ones but also the old ones (31, F, Malaysian) I use what I learn or the facts from the series to my daily life (64, F. Thai) Participant 14 mentioned that they had faced ‘similar situations' as the characters'. Participants seemed to think that many of the conflicts they face in reality - work, love, family, class, etc. - are similar to those of the characters and that they could connect with the songs. This is in line with the agreement that K-pop messages are related to the lives of participants (2.28). These similar situations are linked to participants' feelings. That is why participants agreed that they could connect emotionally with the
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 53 characters (M = 2.68). Therefore, the participants used the words 'learn' and 'help' to compare their situation and to find answers to lessons and problem-solving in order to lead a positive life. In particular, participant No. 6 said that the K-pop songs encourage young people to achieve their dreams. Most of K-pop singers are young. They have been trying to achieve their dreams, so they can give a positive message to Korean Wave fans. The age of participants is also a young generation, so they can sympathize. This shows that the media plays an important role in creating a person's sense of reality, and people learn by interacting (Showkat , 2017) Differentiation. The results show that one of the reasons why the Korean Wave is consistently popular with the world's public is its differentiation. A Thai female participant described her country's drama as 'cliché.' This means that the Korean wave content provides a fresh portrayal of life that cannot be satisfied by her own country programs. Participants expressed this differentiation as follows: Their music is unique (3, M, Thai) How they make the music video interesting and appealing, how there is actually meaning behind the music videos they make (5, F, Indonesian) They have their own creative way to present their culture. (12, F, Malaysian) The Korean dramas are made high quality (47, F, Thai) These participants expressed the Korean Wave's differentiation with the words 'unique', 'quality' and 'creative'. The differentiation of the Korean Wave can be described as a form of cultural hybridity that makes new products attractive to audiences in different cultural environments (Dani & Bruno, 2015; Shim, 2006, Jang & Paik,2012). This encompasses cultural interactions connecting countries and communities in the global era (Jin & Yoon, 2017). Therefore, as Participant No. 12
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 54 explained, the Korean Wave is the result of expressing Korean culture in a unique way. Participant No. 5 indicates that part of K-pop's differentiation is its music video production. K-pop music videos show colorful and elaborate technology that provide 3D visual cubic and 4D sensory experiences (Cho & Sim, 2013). These technologies have enabled elaborate and skilled editing of dramas, movies and K-pop, making them an important factor in the success of the Korean Wave. The Relationship Between the Participants and the Korean Wave Social Media. Unlike the era in which early Korean wave content was used mainly in mass media such as TV, the latest Korean Wave content is being used based on social media. Accordingly, the acceptance of Korean Wave contents has been shown to be actively and voluntarily accepted, rather than passively accepted through the networks. This aspect was also seen in participants' acceptance of Korean Wave content. 79.3% of the participants are experiencing Korean Wave using social media such as YouTube, Facebook, and SNS. I just listen after I read the news about particular song on Facebook. (22, M, Myanmar) I have bigger world by knowing more people that love the same singer or band. (89, F, Thai) Participants select and listen to their favorite songs through social media, and people who like the same singer or band are connected to each other. Thai female participants describe it as a 'bigger world.' With these easy-to-access media platforms, people who share common interests communicate in a variety of ways (Showkat , 2017). The spread of the Internet and the use of various online media show that it provides participants with an environment to more actively embrace the Korean Wave.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 55 Cultural Perspective Identity. Pop culture consumers in the 21st century are exposed to various cultural contents and materials due to the development and globalization of media technology. The networked world also provides an indirect experience of other cultures. These cultural exchanges show that media products can easily cross spatial, geographical, and physical boundaries. However, the reason why Korean pop culture is showing greater popularity in Asia is that for members of the East-Asian Community, it plays an important role in reminding people of their national identity, more so than Western pop culture. The participants indicated that they had something in common with regards to lifestyle, religion, and values, with the Korean Wave content. This is shown in the quantitative analysis, which suggest that participants felt that Korean culture and their own culture were similar (2.30) and that they could relate well to Korean culture (2.53). This is explained in the following exerts: Their style of building, food (2, M, China) We are from the Asian part of the world, …. searching for the right spouse, like arrange marriage really does still happen in our society. (5, F, Indonesian) K-pop music reminds me of my friends, k-pop culture, fun, some issues, an Asian (11, F, Filipino) The way we respect the elders and the importance of obeying the parents. (13, F, Malaysian) Most young people are free to marry out of love due to the opening up of cultures. However, there are still cases where spouses are decided by the family, as participant No. 5 said. This means that parents have the right to choose their children's spouses. Participant No. 11 said that amongst other things, K-pop music it reminded them of Asia. This suggests that K-pop reflects Asian cultural sentiments.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 56 Unlike the West, where individualism tends to be strong, the Asian region embraces collective values. Therefore, it is considered the highest moral value to show respect to the elderly. This relates to the statistical results; in terms of the perception of K-dramas/movies (2.67) and K-pop (2.33), the participants agreed that each was reflective of the moral values of Korean culture. Korean Wave contents is associated with Asian culture, including lifestyle and religion, and the importance of moral values such as showing respect for family and the elderly. This shows that the media plays an important role in disseminating cultural norms and values in daily life (Showkat , 2017). Diversity. The fact that Korean culture confirms the identity of Asians, supports the theory of cultural proximity. On the other hand, scholars who advocate cultural hybrids or cultural diversity suggest that the Korean Wave is the result of a combination of Eastern and Western cultures. They argue that cultural diversity is a result of an international, global, interconnected world (Kraidy, 2002). Participants said the following about their own cultures and aspects of the Korean Wave: The difference in culture is that they are more open than us in the term of relationship. (5, F, Indonesian) Their way of life is freer and more mobile. (15, M, Indonesian) Koreans seem to be westernized a bit. (42, M, Malaysian) The different is that Thai openly accept transgender. Korean has perspective of stereotype. Their perspective are sometimes hard to explain and sometime their perspectives are very strong. (73, F, Thai) Participants used the words 'open' and 'free' and ‘westernized’ to characterize Korean Wave. However, the Thai participant said Koreans have a strong stereotype about the transgender issue. This shows that Korean culture has a conservative side compared to other countries. In this sense, the Korean Wave is a mixture of traditional
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 57 Korean values and Western ideas and lifestyles (Shim, 2006). Participants from Asia, who encounter K-dramas/movies and K-pop, feel that the content is familiar because they are reflective of the Asian region and they can relate it to parts of their culture, they therefore have a receptive attitude towards the cultural values displayed in these forms of media. This shows that the Korean Wave serves as an opportunity for participants to expand their interest and understanding of Korean culture. On the other hand, some participants felt that there was a certain level of cultural heterogeneity between their culture and Korean culture. In their perception of the Korean Wave, they agreed that there were differences between Korean culture and their own culture and even said that these differences cause conflicts. Some participants who perceived this cultural heterogeneity had negative feelings about the Korean Wave. In particular, this tendency is prominent in K-pop. Participants were concerned that the style and behavior of K-pop singers was unhealthy for adolescents, and that the use of words in the lyrics were inappropriate: K-pop not healthy for youth in clothing style and behavior, and words use teach something not appropriate (10, M, Malaysian) The consumers of K-pop are mainly young generations who use social media. The gorgeous images and fashion of K-pop singers are enough to seduce young people. Therefore, K-pop fans want to follow the style and fashion of their favorite singers. Participant No.10 was concerned about this. He said that K-pop was not healthy for young people in terms of clothes, behavior, and words. This is because, as noted by Kaisii (2017) and Prof and Al-Haq (2017), this enthusiasm and concern may be considered a threat to their own cultural identity.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 58 Acceptance Realistic & Practical. Participants are linked the drama characters' stories and song lyrics to their lives, thus they said they were realistic. They also indicated that they learned about the knowledge and values and life and culture of Korea which enriched their experiences. This shows that the audience is deciphering and accepting the media in a variety of ways (D’Silva, 2001). The following responses reflect this: It's interesting. And I personally think that I'm not only into k-pop and stuff but I'm most interested in the Korean culture. Hope to visit Korea one day! (1, F, Malaysian) To me it’s not just a drama that gives you the romantic aspect of the plot. But it is knowledgeable as Korean dramas gives us more insight to different aspects of life, such as: family, psychology, medical, military and etc. The dramas pointed out fully of these other than the love story in the drama (19, F, Indonesian) It has a good moral to teach people which can help people to think critically in the creative way and apply in reality of life after finished their movies. (25, F, Cambodian) Most of the dramas I choose will be fantasy and about history which are enjoyable to watch and full of knowledge. (86, M, Thai) Participants No. 19 and No. 86 said they learn the traditions and knowledge of the past by looking at the history as well as the daily lives of Koreans in Kdrama/movie. Participant No. 25 indicates that she is able to apply the movie's lessons to the reality of life. Participant No.1 showed interest in Korean culture and expects to visit Korea someday. Participants can see that through the Korean Wave, they expand their knowledge and experience and have a practical approach towards Korean Wave products. This seems to be related to the mean score recorded for the overall impact of Korean Wave (2.61) which shows that a positive preference for Korean Wave can lead to a greater awareness of and desire for aspects of Korean culture. This shows as Showkat (2017) pointed out, that media has a lot of influence on society, which is part
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 59 of the culture. This is because viewers who accept the media interpret the meaning of the content according to their individual situations and actively reflect it in their lives. Escapism. While some participants accepted the stories of K-dramas/movies as realistic, other participants separated it from reality. In the first two quotes below, the participants explain that they escaped from reality through K-drama/movies: Because it shows the unrealistic fantasy world which we all wants to live in and that is the sole reason I'm interested in it. (42, M, Malaysian) Watching Korean dramas makes me feel relax from studying which makes me tired (49, M, Thai) Participant 42 knew that the world shown in K-drama / movies is based on fantasy and unrealistic, but he also expresses his desire to live in such a fantasy world. Participant 49 was trying to relieve the stress and tension of studying through Kdrama. This shows that K-drama/movies are attractive to participants who are trying to escape reality. Participants said the following about the unrealistic stories created by K-dramas/movies: The characters are made by the author to have super natural power but there are none in reality (66, F, Thai) Not at all because the ending are planned while the real life need the deeds of today and yesterday to determine tomorrow (86, M, Thai) Participant 66 said that characters can sometimes have supernatural powers. Participant 86 said the endings are planned by the writer, but in reality, the endings depend on the choices a person makes. Participants said that for this reason, the characters and stories in K-drama / movies are not realistic. This is also shown in the K-drama/movie's quantitative analysis, in that participants disagreed that the story of the character is similar to the reality of their own lives (1.98). They view themselves and the characters in the story separately, recognizing that the characters and
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 60 situations are not very relevant to reality. Therefore, expressions such as ‘unrealistic’, ‘enjoy’, ‘relax’ and ‘fantasy’ are mentioned by the participants. The media has a tendency to produce more ideological content that does not give a completely true explanation, for viewing by the general public (Showkat , 2017). Thus, it would seem that the Korean Wave plays a great entertainment role. Correlation Between Participants Perceptions and The Impact of Korean Wave Correlation analysis was used to analyze the impact of participants' perceptions of the Korean Wave on their views of Korea and Korean culture. Correlation analysis measures the degree of correlation between two variables. The strength of the correlation between quantitative variables is usually measured using a statistic called Pearson 's Correlation Coefficient (or Pearson’s r). Pearson ranges from −1.00 (strongest negative relationship) to 1.00 (strongest positive relationship). A value of 0 means that there is no relationship between the two variables ( Paul, Rajiv , I-Chant , Dana , & Carrie , 2017). The correlation was divided into two analysis. Each question about the perceptions of K-drama/movies and K-pop were correlated with the impact of the Korean Wave. The results of each correlation are shown in Tables 6 and 7. Table 6 shows the correlation coefficients between the variables of perceptions of K-drama/movie and the impact of the Korean Wave. For this analysis, the recognition variables for K-drama/movie are marked P1-10 and the influence variables for Korean Wave are marked I1-10. In Table 6, the correlation between P1 (I am able to identify with the characters of Korean dramas/movies.) and I9 (I want to learn Korean so that I can better understand Korean dramas, movies and K-pop.) variables was the highest (r =. 588**, p<.01). In addition, the correlation between the P4 (I can identify well with the plot of Korean movies/dramas.) and I9 (I want to learn Korean so that I can
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 61 better understand Korean dramas, movies and K-pop.) variables was the second highest (r =. 581**, p<.01). These results correspond with the qualitative analysis, in which the participants showed interest in the physical attractiveness of the stars and storylines of K-dramas/movies. This interest can also be connected to participants’ interest in Table 6. Correlations (Perceptions of K-Drama/Movie and Impact of Korean Wave) Impact PT 1 2 3 4 5 6 7 8 9 10 1 .397** .492** .372** .404** .387** .459** .453** .545** .588** .525** 2 .166 .215* .286** .280** .241* .343** .312** .306** .334** .349** 3 .382** .421** .323** .438** .433** .369** .452** .466** .468** .333** 4 .357** .529** .360** .513** .497** .353** .535** .489** .581** .399** 5 .186 .399** .219** .304** .421** .311** .386** .430** .489** .333** 6 .366** .410** .203 .471** .341** .262* .325** .410** .491** .279** 7 .103 .376** .117 .221* .298** .370** .404** .315** .393** .424** 8 .003 -.078 .018 -.008 -.074 .030 -.049 -.058 -.029 -.037 9 -.035 -.201 -.306** -.123 -.298** -.090 -.081 -.177 -.237* -.145 10 .004 -.156 -.185 .040 -.205 -.111 -.116 -.130 -.162 -.316** Note. PT = Participant; *p .05, **p .01 learning the Korean language and to be more immersed in the characters or stories. P variables 2 (The stories of the characters are similar to my own life.), 5 (I can relate well to the culture portrayed in Korean movies/dramas.), and 7 (There are similarities between my culture and the culture portrayed in Korean movies/dramas.) showed low values for the I1 (Korean Wave has influenced my image of Korean.) variables (r =.166, r =.186, r =.103). It seems that the characters and cultural backgrounds depicted in K-dramas/movies have a low impact on Korea's national image. However, among the other variables of I, it showed a value of .2 or more in general, indicating that it affected participants’ attitudes. The P 8-10 variables showed a negative
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 62 correlation overall between the I variables. Among them, P 10 (The culture portrayed in Korean movies/dramas conflicts with my own culture.) and I 10 (Because of Korean Wave, I am learning Korean.) had the lowest negative values (r = -.315**). In other words, P 10 and I 10 variables have an inverse relationship. The coefficient of determination among variables affecting attitudes regarding K-dramas/movies in relation to Korea is (r2) .534** (p<.01). Therefore, it was confirmed that students' perceptions of Kdramas/movies influence their behavior and attitude toward the Korean Wave. Table 7. Correlations (Perceptions of K-Pop and Impact of Korean Wave) Impact K-P 1 2 3 4 5 6 7 8 9 10 1 .216* .376** .255* .354** .261* .421** .416** .451** .561** .501** 2 .206* .478** .367** .319** .406** .474** .481** .498** .563** .505** 3 .333** .572** .569** .537** .464** .529** .510** .501** .574** .424** 4 .301** .516** .418** .434** .482** .393** .505** .515** .572** .499* 5 .245* .451** .312** .369** .331** .347** .486** .587** .669** .597** 6 .365** .511** .403** .454** .310** .388** .395** .532** .558** .447** 7 .319** .482** .496** .535** .450** .488** .423** .480** .524** .351** 8 .372** .544** .465** .449** .438** .547** .544** .541** .567** .519** 9 -.018 -.029 .177 -.075 .083 .096 -.050 -.024 -.054 -.118 10 -.048 .066 .116 -.047 .199 .098 .102 .111 .131 .043 Note. K-P = K-pop; *p .05, **p .01 Table 7 shows the correlation coefficients between the variables of perceptions of K-pop and the impact of the Korean Wave. For analysis, the recognition variables for K-pop are marked K1-10 and the impact variables for Korean Wave are marked I1-10. Overall, K-pop perception variables were found to correlate with Impact variables. Among them, K5 (I can identify with the K-pop singers.) and I9 (I want to learn
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 63 Korean so that I can better understand Korean dramas, movies and K-pop.) showed the highest values (r =. 669**, p<.01), followed by the values of I 10 (Because of Korean Wave, I am learning Korean.) and I 8 (Korean Wave has made me interested in the Korean language). What’s interesting is that the participants' interest in Korean is associated with K-pop singers rather than lyrics. This is also shown for K3, 4, 6, and K4 (I can connect emotionally with the melody and rhythm of K-pop.), K6 (I see K-pop singers a good role models.) and I9 values associated with the singer, among the K variables. The values of K3 (K3-The voice of the singer touches my emotions.) and I9 (I want to learn Korean so that I can better understand Korean dramas, movies and K-pop.) are r = .574** (p<.01). The values of K4 (I can connect emotionally with the melody and rhythm of Kpop.) and I9 are r = .572** (p<.01). The values of K6 (I see K-pop singers a good role models.) and I9 are r = .558** (p<.01). In qualitative analysis, participants described K-pop's fast beats and sweet melodies as attractive, and these aspects were also connected to their emotions. As shown in the Song's research (2016), it can be seen that the interest in Korean pop culture motivated participants to learn Korean. On the other hand, K 9 (It is difficult for me to relate lyrics of K-pop to what happens in my own life.), 10 (It is difficult for me connect emotionally with the melody of Kpop.) variables showed a low correlation with I variables. The coefficient of determination among the variables of perceptions of K-pop affecting attitudes in relation to Korea is (r2) .695** (p<.01). Therefore, students' perceptions of K-pop has a higher correlation with variables related to attitudes towards Korea than perceptions of K-drama/movies.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 64 CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS Conclusions The purpose of this study is to identify how students at an International university in Thailand, perceive the Korean Wave and to what extent it has impacted their perceptions of Korea and Korean culture. To this end, the survey was completed by AIU students studying at the Muak Lek campus, and students from 11 countries participated. The research focused on K-dramas/movies and K-pop, which are the main components of the Korean Wave. Regarding the attractive elements of the Korean Wave, participants mentioned 'aesthetic' 'structure' 'message' and ' differentiation '. Most of these characteristics matched with popular factors of the Korean Wave mentioned in previous studies. Looking at each sub-element, aesthetic factors include physical appeal and music & dance of K-drama/movie's actors/actresses or K-pop singers. With regards to music and choreography, melodies that are easy to follow and gorgeous choreography in which several people move at the same time, were selected as attractive factors. participants indicated that they had an emotional connection to the melody and rhythm of K-pop. This acceptance of Korean Wave content has also been expressed as a desire to imitate the fashion of participants’ favorite actors and singers. Structural factors were the 'storylines' of K-dramas/movies and 'lyrics' of Kpop. These structures were linked to messages that appealed to the audience. In terms of the perception of K-dramas/movies and K-pop, the participants agreed that each
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 65 was related to the moral values of Korean culture. These common moral values made the Korean Wave accessible and acceptable. Another reason why viewers were attracted to Korean dramas is that each story is connected to a short series and each episode has a message. This makes it easy for drama viewers to immerse. When it comes to K-pop, the participants explained that the lyrics are a mixture of English and Korean and the melodies are easy-to-follow. The meaningful stories and lyrics helped participants find lessons for life and answers to problems, leading to changes in behaviors and perceptions. Participants compared their situation and tried to find answers, lessons and solutions to problems in order to lead a positive life. Another attraction of Korean Wave was differentiation. Participants appreciated the quality of the Korean Wave and accepted it as novel and new. Indeed, the harmony of traditional and modern, Eastern and Western cultures, has been an attractive factor for various cultural audiences in the global era. In addition, the use of advanced technology has become an important element that stimulates the senses of the audience, along with excellence in quality. The creativity of expressing culture and the use of advanced technology have differentiated Korean Wave products. the ways in which participants related to the Korean Wave can be categorized as 'paths of use', 'cultural perspectives' and 'acceptance attitudes'. Participants were connected to the Korean Wave through online media. From a cultural perspective, it was divided into identity and diversity. Korean Wave, while showing its identity as essentially Asian, includes diversity that represents an open and modern image. In terms of acceptance attitude, participants displayed reality escaping tendencies and realistic or practical tendencies. Participants were connected to Korean Wave contents via online channels such as social media and YouTube rather than traditional channels such as TV and
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 66 radio. This shows that Korean Wave users are voluntary and active. These active Korean Wave users also recommend it to others. The fact that some of the participants were introduced to the Korean Wave by friends and family evidences this. Participants felt a sense of homogeneity and diversity compared to their own culture, through the Korean Wave. They recognized the similarity of lifestyle and expressed the importance of relationships and respect for the elderly as universal moral values. Despite the differences in cultural backgrounds, the acceptance of the Korean Wave content among participants may be due to the collective values of Asians and the similarities between of cultural identities in the region. The opinions of these participants support the assertion of cultural proximity. However, participants acknowledged that the Korean Wave is reflective of Asian culture, but there are other differences, such as the integration of Western lifestyle. Some felt that there was a certain level of cultural heterogeneity between Korean culture and their own culture and even said that this can cause conflicts. They found that Korea has a more open and Western image. Due to these cultural differences, participants showed both interest in Korean culture and concerns about young people due to its influence. Nevertheless, the reason why Korean Wave contents are gaining popularity seems to be due to the characteristics of cultural hybrids that have a uniqueness of Korean culture whilst also seeking to reflect new ideas and universality. The understanding of and capacity for other cultures is a key prerequisite in this globalized era with the development of global technology. In this sense, Korean Wave content is a window for understanding other worlds, and it can be said to be a tool for expanding perceptions of other cultures. There were two types in the acceptance of Korean wave content among participants. The first type was participants who enjoyed the Korean Wave as
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 67 entertainment. They yearned for a fantasy world and tended to escape from their realities. The other type of participants made links to their situations and experiences in real life and were motivated to change their individual perspectives. Through Korean Wave, they learned about the knowledge, values, lifestyle, and culture of Korea and enriched their experiences. This showed that the Korean Wave not only acts as entertainment but also as a mediator to provide information, expand choices and connect with other cultures. Lastly, the effects of participants’ consumption of K dramas/movies and Kpop on their perceptions of Korea and Korean culture was analyzed through correlation. Participants' perception of Korean Wave content led to their understanding and interest in aspects of Korean culture such as image, food, fashion, and language. In particular, participants who were interested in the physical attraction of Korean Wave stars and the storylines of K-dramas/movies expressed a high interest in Korea. This was also seen in the case of K-pop. In this regard, the Korean Wave phenomenon can be seen as a process in which one culture meets with other cultures to understand and interact with each other, and shows how it enables communication between cultures through culture. Recommendations As a result of studying AIU students' perceptions and the impact of Korean Wave, I found that Korean Wave is increasing awareness and concern for Korea as a place and also Korean culture. Participants expressed a desire to learn about Korean culture and language to gain a better understanding of K-dramas/movies and K-pop, but there were limited ways and opportunities for them to learn and experience Korean culture and language. Therefore, it is suggested that the school provide the
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 68 Korean language course to provide an opportunity for students to learn and experience Korean culture. In order to study the perception and impact of the Korean Wave among AIU students, this study conducted qualitative and quantitative research together. However, most of the participants in study were Asian, so the perceptions of Korean Wave held by students from other nationalities - African, European or American - are not known. Therefore, it is necessary to further study how Korean Wave is recognized and presented within various cultural groups. Looking at the usage path, participants were mainly using Korean wave content through social media. They are actively using social networks such as Facebook, YouTube and SNS. This means that while the early Korean wave was passive, the current Korean wave is actively changing because of the development of digital media. Although the use of social networks has been the cause of the success of the Korean Wave, it can be seen that this can change at any time according to the tastes of consumers. Therefore, content-related people who are concerned about the continuation of the Korean Wave need to employ creative thinking that induces consumers' propensities and interests.
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UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 79 APPENDIX Questionnaire for AIU student perceptions of ‘Korean Wave’ Part A: Personal profile Gender Nationality Academic Age Male Female ESL Freshman Sophomore Junior Senior 19 or younger 20-22 23-25 26 and above Part B: Factors related to Korean Wave (drama, movie and K-pop) The following questions are for understandings why you are interested in Korean Wave. 1. What is you level of interest in Korean Wave (drama, movie and K-pop)? Extremely interested Very interested Moderately interested Slightly interested Not at all interested 2. How were you introduced to the Korean Wave (drama, movie and K-pop)? Family Friends Through other media sources Other (Please specify) ___________________________________ 3. How do you usually access Korean Wave (drama, movie and K-pop)? TV YouTube Theater Facebook & SNS Other (Please specify) ___________________________________ 4. How long have you been interested in Korean Wave (drama, movie and K-pop)? Less than 1 year 1~ 3 years 3~5years More than 5 years
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 80 5. How many hours a week do you watch or listen to Korean Wave (drama, movie and K-pop)? Less than 2 hours 2~5 hours 5~10 hours More than 10 hours 6. Which aspects of Korean Wave (drama, movie and K-pop) do you enjoy the most? Drama Movie K-pop (If your answer is drama/movie go to No.7. If your answer is K-pop go to No.8. If your answer is all three, then respond to both No.7 and No.8.) 7. In your own words explain why Korean dramas/movies appeal to you. 8. In your own words explain why K-pop appeals to you. Part C: Perceptions of Korean wave: Please answer the following statements and questions if you have watched Korean movies/dramas No. Perceptions of Korean Drama and Movies Strongly disagree Disagree Agree Strongly agree 1 I am able to identify with the characters of Korean dramas/movies. 2 The stories of the characters are similar to my own life. 3 I can connect emotionally with the characters in Korean dramas/movies. 4 I can identify well with the plot of Korean movies/dramas. 5 I can relate well to the culture portrayed in Korean movies/dramas. 6 I can relate well to the morals and values portrayed in Korean movies/dramas. 7 There are similarities between my culture and the culture portrayed in Korean movies/dramas. 8 It is difficult for me to relate Korean movies/dramas to what happens in my own life.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 81 9 The culture portrayed in Korean dramas/movies is different from my own. 10 The culture portrayed in Korean movies/dramas conflicts with my own culture. 11. How well can you relate your own life to the lives of the characters? 12. What are the similarities between your own culture and the culture portrayed in Korean drama/movies? 13. What are the differences between your own culture and the culture portrayed in Korean drama/movies? Please answer the following statements and questions if you have listened to K-pop No. Perceptions of K-pop Strongly disagree Disagree Agree Strongly agree 1 I am able to identify with the lyrics of K-pop. 2 I can connect emotionally with the lyrics of Kpop. 3 The voice of the singer touches my emotions. 4 I can connect emotionally with the melody and rhythm of K-pop. 5 I can identify with the K-pop singers. 6 I see K-pop singers as good role models. 7 I agree with the morals and values promoted in K-pop songs. 8 I can relate the messages of K-pop songs to what happens in my own life.
UNIVERSITY STUDENTS’ PERCEPTIONS OF KOREAN WAVE 82 9 It is difficult for me to relate lyrics of K-pop to what happens in my own life. 10 It is difficult for me connect emotionally with the melody of K-pop. 11. In your own words, describe your connection with K-pop music. 12. How well do you identify with the lyrics? Part D: The impacts of Korean Wave (drama, movie and K-pop) No. About Korea Strongly disagree Disagree Agree Strongly agree 1 Korean Wave has influenced my image of Korea. 2 Because of Korean Wave I now desire to travel to Korea. 3 Korean Wave has made me interested in eating Korean food. 4 Korean Wave has made me more interested in Korean fashion and beauty. 5 Korean Wave has made me want to experience traditional Korean culture. 6 Because of Korean Wave, I became a consumer of Korean products. 7 Because of Korean Wave, I am interested in making Korean friends. 8 Korean Wave has made me interested in the Korean language. 9 I want to learn Korean so that I can better understand Korean dramas, movies and K-pop. 10 Because of Korean Wave, I am learning Korean.