Korean Dramas and Indian Youngsters: Viewership, Aspirations and Consumerism

Amritha Soman () and Ruchi Kher Jaggi ()
Additional contact information
Amritha Soman: Symbiosis International University
Ruchi Kher Jaggi: Symbiosis International University

Chapter Chapter 8 in Korean Wave in South Asia, 2022, pp 169-184 from Springer

Abstract: 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.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-8710-5_8

Ordering information: This item can be ordered from
http://www.springer.com/9789811687105

DOI: 10.1007/978-981-16-8710-5_8

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().