The Mediating Effect of Moral Values on the Relationship between Media Exposure and Attitude on Malay Muslim Young Adults’ Akhlaq towards Korean Dramas

Noor Khairin Nawwarah Khalid and Aida A. Rahman
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Noor Khairin Nawwarah Khalid: Language Academy, Universiti Teknologi Malaysia
Aida A. Rahman: Language Academy, Universiti Teknologi Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3472-3486

Abstract: Malay Muslim young adults is one of the groups that has been largely exposed to the Korean dramas. A long exposure towards Korean dramas may influence their akhlaq. Therefore, this study aimed to assess the mediating effect of moral values on the relationship of media exposure and attitude on Malay Muslim young adults’ akhlaq towards the values in Korean dramas. 1107 respondents participated in the study. Six hypotheses are significant and accepted and one hypothesis is rejected. Media exposure, attitude, Islamic moral values and akhlaq variables are found to be related to one another. Islamic moral values variable is found to be moderate media exposure and Malay Muslim young adults’ akhlaq instead of mediating it and Islamic moral values variable partially mediate the relationship between attitude and Malay Muslim young adults akhlaq towards the values in the Korean dramas. This study proves attitude and Islamic moral values plays a role in shaping Malay Muslim young adults’ akhlaq when watching Korean dramas. Even though Islamic moral values do not mediate media exposure and akhlaq, there is still a significant and positive relationship between media exposure and respondents’ akhlaq thus cultivation theory still holds true in this present study. The study proves that Korean dramas can give positive benefits to its audiences, and it can be considered by Malaysian media bodies as an effective way to encourage Malay Muslim young adults to practice the positive values in their everyday life.

Date: 2024
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