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

Musa Khan, Yong-Jin Won and Nilüfer Pembecioğlu
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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.

Transnational Marketing Journal, 2021, vol. 9, issue 2, 369-389

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.

Keywords: Digital distribution; K-dramas; cultural exportation; cultural proximity; streaming TV (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:9:y:2021:i:2:p:369-389

DOI: 10.33182/tmj.v9i2.1054

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