Korean television drama in Malaysia: an analysis on Korean media strategy

Korean TV drama series have reached a wide range of Asian audiences, including Malaysian audiences. The rising popularity of Korean entertainment content in Asia has created Korean pop culture in the entertainment industry. There seemed to be a gap in previous research concerning the strategy of Kor...

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Main Author:	Julina, Tajul Ariffin
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/8570/1/Deposit%20Permission_s93848.pdf https://etd.uum.edu.my/8570/2/s93848-01.pdf https://etd.uum.edu.my/8570/3/s93848-references.docx
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id	my-uum-etd.8570
record_format	uketd_dc
spelling	my-uum-etd.85702021-08-22T05:58:20Z Korean television drama in Malaysia: an analysis on Korean media strategy 2020 Julina, Tajul Ariffin Abu Bakar, Hassan Yusof, Nor Hafezah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HF5001-6182 Business Korean TV drama series have reached a wide range of Asian audiences, including Malaysian audiences. The rising popularity of Korean entertainment content in Asia has created Korean pop culture in the entertainment industry. There seemed to be a gap in previous research concerning the strategy of Korean media in promoting Korean dramas. This research is an attempt to understand the Korean media strategy to continuously getting the attention and maintaining the popularity of Korean drama in Malaysia. The purpose of this study is to explore the strategies employed by Korean media broadcasters in attracting Malaysian audiences as well as promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four (4) participants from selected Korean Broadcasters were identified to participate in the in-depth interviews; two (2) from Seoul Broadcasting System and two (2) Korean Broadcasting System. Based on the findings, it shows that the Korean Broadcasting Media are not born to the real strategy. The experience of hardship to survive, economically poor country, and challenges from other developed countries has made them compete and creatively work to improve their lives. Korean media has successfully filled the Asian elements and human sentiments in their dramas. Therefore, it has attracted many Asian audiences including Malaysia. The findings of this thesis are significant in explaining the global success of Korean dramas. The study fills the gap in Malaysian research and provides guidelines for local broadcasters in their planning, action, and strategizing to attract international markets, and subsequently, for these markets to invest and accept Malaysian local programs. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan. 2020 Thesis https://etd.uum.edu.my/8570/ https://etd.uum.edu.my/8570/1/Deposit%20Permission_s93848.pdf text eng staffonly https://etd.uum.edu.my/8570/2/s93848-01.pdf text eng public https://etd.uum.edu.my/8570/3/s93848-references.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Abu Bakar, Hassan Yusof, Nor Hafezah
topic	HF5001-6182 Business
spellingShingle	HF5001-6182 Business Julina, Tajul Ariffin Korean television drama in Malaysia: an analysis on Korean media strategy
description	Korean TV drama series have reached a wide range of Asian audiences, including Malaysian audiences. The rising popularity of Korean entertainment content in Asia has created Korean pop culture in the entertainment industry. There seemed to be a gap in previous research concerning the strategy of Korean media in promoting Korean dramas. This research is an attempt to understand the Korean media strategy to continuously getting the attention and maintaining the popularity of Korean drama in Malaysia. The purpose of this study is to explore the strategies employed by Korean media broadcasters in attracting Malaysian audiences as well as promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four (4) participants from selected Korean Broadcasters were identified to participate in the in-depth interviews; two (2) from Seoul Broadcasting System and two (2) Korean Broadcasting System. Based on the findings, it shows that the Korean Broadcasting Media are not born to the real strategy. The experience of hardship to survive, economically poor country, and challenges from other developed countries has made them compete and creatively work to improve their lives. Korean media has successfully filled the Asian elements and human sentiments in their dramas. Therefore, it has attracted many Asian audiences including Malaysia. The findings of this thesis are significant in explaining the global success of Korean dramas. The study fills the gap in Malaysian research and provides guidelines for local broadcasters in their planning, action, and strategizing to attract international markets, and subsequently, for these markets to invest and accept Malaysian local programs. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Julina, Tajul Ariffin
author_facet	Julina, Tajul Ariffin
author_sort	Julina, Tajul Ariffin
title	Korean television drama in Malaysia: an analysis on Korean media strategy
title_short	Korean television drama in Malaysia: an analysis on Korean media strategy
title_full	Korean television drama in Malaysia: an analysis on Korean media strategy
title_fullStr	Korean television drama in Malaysia: an analysis on Korean media strategy
title_full_unstemmed	Korean television drama in Malaysia: an analysis on Korean media strategy
title_sort	korean television drama in malaysia: an analysis on korean media strategy
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2020
url	https://etd.uum.edu.my/8570/1/Deposit%20Permission_s93848.pdf https://etd.uum.edu.my/8570/2/s93848-01.pdf https://etd.uum.edu.my/8570/3/s93848-references.docx
_version_	1747828415358042112

Korean television drama in Malaysia: an analysis on Korean media strategy

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