K-drama Consumption in Pakistan: Motivations, Cultural Effects, and Symptoms of Media Addiction
Keywords:
K-Dramas, Cultural Influence, Media Consumption, Pakistani Youth, Korean Wave (Hallyu)Abstract
This research explores the reasons for the popularity of Korean dramas (K-dramas) among Pakistani youth, looking at their viewing patterns, effects on day-to-day living, cultural adaptation, and possible symptoms of "addiction." According to the research, which was conducted through an online poll of 386 people in Lahore between the ages of 18 and 32, romance is the most popular genre, and accessibility on streaming services plays a significant role in how frequently people watch it. A segment shows significant engagement, including binge-watching and strong emotional reactions, but the majority of viewers interact minimally. The survey also reveals that viewers embrace a variety of Korean cultural aspects, such as language, attire, and eating customs, indicating the cultural impact of K-dramas. The study also finds possible indicators of "addiction," such high expectations for relationships and "Last Episode Syndrome," that are linked to viewers' attraction to K-dramas. The results demonstrate the cultural appeal of K-dramas, their influence on lifestyle, and the possibility of both beneficial cross-cultural interactions and worrying addiction tendencies. In addition to providing guidance for media production, literacy, and future research, this study advances our understanding of the impact of cross-cultural media.
References
Bacon, T. (2023). Why Are K-Dramas So Popular?. Retrieved from a relevant source (URL not provided in original text).
Bandura, A. (2001). Social Cognitive Theory of Mass Communication. Media Psychology, *3*(3), 265–299. https://doi.org/10.1207/s1532785xmep0303_03
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research (1st ed.). Sage Publications.
Cho, Y. (2011). Desperately seeking East Asia amidst the popularity of South Korean pop culture in Asia. Cultural Studies, *25*(3), 383–404. https://doi.org/10.1080/09502386.2010.545424
Choe, S. (2024, June 11). Sympathy for the K-Drama. Georgetown Journal of International Affairs. Retrieved from https://gjia.georgetown.edu/2024/06/11/sympathy-for-the-k-drama/
Chung, S., & Cho, H. (2017). Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement. Psychology and Marketing, *34*(4), 481–495. https://doi.org/10.1002/mar.21001
Cohen, J. (2013). Audience identification with media characters. In J. Bryant & P. Vorderer (Eds.), Psychology of entertainment (1st ed., pp. 201–216). Routledge.
Decordova, R. (2001). Picture personalities: The emergence of the star system in America (1st ed.). University of Illinois Press.
Ejaz, K. (2023). The Modest Allure: Why K-Dramas Resonate with Pakistani Audiences. Retrieved from a relevant source (URL not provided in original text).
Fatima, S., & Kewalramani, S. (2024). Effect of Korean Drama on Emotional Expressivity. International Journal of Multidisciplinary Research, *6*(2), 1–7. https://www.researchgate.net/publication/382947240_Effect_of_Korean_Drama_on_Emotional_Expressivity
Fortunata, F., & Utami, L. (2021). The Effect of Addiction of Watching Korean Drama Series on Imitation Behavior of Adolescents. Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021). https://doi.org/10.2991/assehr.k.210805.138
General, R. (2016). [Article on K-drama popularity]. Retrieved from a relevant source (URL not provided in original text).
General, R. (2017, January 27). Expert Explains Why Korean Dramas Are So Addictive. NextShark. Retrieved from https://nextshark.com/why-korean-dramas-are-so-addicting
Gripsrud, J., & Lavik, E. (2008). Film audiences. In J. Donald & M. Renov (Eds.), The Sage handbook of film studies (1st ed., pp. 454–470). Sage Publications Ltd.
Halim, T. M., & Kiatkawsin, K. (2021). Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers' Consumption Intentions. Sustainability, *13*(3), 1405. https://doi.org/10.3390/su13031405
Hartzell, K. (2022). Foreign but Familiar: Genre and the Global Korean Drama Fandom. In Research Anthology on Fandoms, Online Social Communities, and Pop Culture (pp. 189–215). IGI Global. https://doi.org/10.4018/978-1-6684-4515-0.ch012
Hellekson, K., & Busse, K. (Eds.). (2014). The fan fiction studies reader (1st ed.). University of Iowa Press.
Jang, M., Kim, D., & Baek, H. (2024). More than just a fan: The influence of K-pop fandom on the popularity of K-drama on a global OTT platform. Applied Economics Letters, *31*(2), 152–157. https://doi.org/10.1080/13504851.2022.2129038
Ju, H. (2020). Korean TV drama viewership on Netflix: Transcultural affection, romance, and identities. Journal of International and Intercultural Communication, *13*(1), 32–48. https://doi.org/10.1080/17513057.2019.1606269
Kang, J. (2021). Better than television: The rise of Korean web dramas. International Journal of Cultural Studies, *24*(6), 993–1008. https://doi.org/10.1177/13678779211014532
K-Drama: A New TV Genre with Global Appeal. (2011). Korean Culture and Information Service.
Kim, S., Agrusa, J., Lee, H., & Chon, K. (2007). Effects of Korean television dramas on the flow of Japanese tourists. Tourism Management, *28*(5), 1340–1353. https://doi.org/10.1016/j.tourman.2007.01.005
Kim, Y. (2021). Introduction: Popular culture and soft power in the social media age. In Y. Kim (Ed.), The soft power of the Korean wave (pp. 1–38). Routledge.
Langford, B. (2005). Film genre: Hollywood and beyond. Edinburgh University Press.
Lee, M. (2020). Touring the land of romance: transnational Korean television drama consumption from online desires to offline intimacy. Journal of Tourism and Cultural Change, *18*(1), 67–80. https://doi.org/10.1080/14766825.2020.1707467
Luzón Aguado, V. (2008). Star studies today: From picture personality to the media celebrity. BELLS: Barcelona English Language and Literature Studies, *17*, 1–20.
Marshall, D. (2015). Celebrity and public persona. In P. Moy (Ed.), Oxford bibliographies in communication. Oxford University Press. https://doi.org/10.1093/OBO/9780199756841-0159
MartinRoll. (2021, October). Korean Wave (Hallyu) – The Rise of Korea's Cultural Economy & Pop Culture. MartinRoll. Retrieved from https://martinroll.com/resources/articles/asia/korean-wave-hallyu-the-rise-of-koreas-cultural-economy-pop-culture/
Matthews, L. C., & Thakkar, B. (2012). The impact of globalization on cross-cultural communication. In H. Cuadra-Montiel (Ed.), Globalization - education and management agendas (pp. 325–340). IntechOpen.
Miller, J. (2012). Global Nollywood: The Nigerian movie industry and alternative global networks in production and distribution. Global Media and Communication, *8*(2), 117–133. https://doi.org/10.1177/1742766512444340
Miroudot, S. (2018). Hallyuwood: Korea's comparative advantage in the global motion picture industry. Kritika Kultura, *32*, 54–78.
Naing, L., Winn, T., & Rusli, B. N. (2006). Practical issues in calculating the sample size for prevalence studies. Archives of Orofacial Sciences, *1*, 9–14.
Nelson, R. A., & Glotfelty, R. (2012). Movie stars and box office revenues: An empirical analysis. Journal of Cultural Economy, *36*(2), 141–166. https://doi.org/10.1007/s10824-012-9159-5
Onuzulike, U. (2016). Audience reactions to the different aspects of Nollywood movies. CINEJ Cinema Journal, *5*(2), 87–104. https://doi.org/10.5195/cinej.2016.137
Pajares, F., Prestin, A., Chen, J. A., & Nabi, R. L. (2009). Social Cognitive Theory and Mass Media Effects. In Book Chapters (Vol. 3). ScholarWorks. Retrieved from https://scholarworks.wm.edu/bookchapters/3
Parc, J. (2018). Evaluating the effects of protectionism on the film industry: A case study analysis of Korea. In P. C. Murschetz, R. Teichmann, & M. Karmasin (Eds.), Handbook of state aid for film (pp. 349–366). Springer.
Park, Y. (2019). The dual phenomenon of confucian culture in Korea and China - The death and resurrection of confucius. International Journal of Advanced Smart Convergence, *8*(1), 204–213. https://doi.org/10.7236/IJASC.2019.8.1.204
Raza, M. R (2019). Tracing Media Audience Relationship Through Agenda Setting A Study of Cable News Channels in Pakistan. Journal of Peace Development and Communication, Vol- 03 Issue 01 January-June 2019.
Raza, M. R., Minhas, S., Ghani, A., Hussain, T., Irfan, F (2021). Educating Prisoners By Distance: Prospects and Challenges in Pakistan. Journal of Xian Shiyo University, Natural Sciences, 2021.
Sahu, G., Gaur, L., & Singh, G. (2021). Applying niche and gratification theory approach to examine the users' indulgence towards over-the-top platforms and conventional TV. Telematics and Informatics, *65*, 101713. https://doi.org/10.1016/j.tele.2021.101713
Salmeen. (2017, May 4). What are the impacts of Korean dramas. Quora. Retrieved from https://www.quora.com/What-are-the-impacts-of-Korean-dramas
Sarvat, H. (2021). A Genre Analysis of Political Text. Psychology and Education, *58*(5). http://psychologyandeducation.net/pae/index.php/pae/article/view/5364
Sheehan, K. B., & Guo, A. (2005). "Leaving on a (branded) jet plane": An exploration of audience attitudes towards product assimilation in television content. Journal of Current Issues & Research in Advertising, *27*(1), 79–91. https://doi.org/10.1080/10641734
Statista Research Department. (2024). South Korea: Visitor Arrivals from Mainland China Share 2019. Statista. Retrieved from https://www.statista.com/statistics/1053544/south-korea-visitor-arrivals-from-mainland-china-share/
Swanson, D. L. (1987). Gratification seeking, media exposure, and audience interpretations: Some directions for research. Journal of Broadcasting & Electronic Media, *31*(3), 237–254. https://doi.org/10.1080/08838158709386662
Ta Park, V. M., Suen Diwata, J., Win, N., Ton, V., Nam, B., Rajabally, W., & Jones, V. C. (2020). Promising Results from the Use of a Korean Drama to Address Knowledge, Attitudes, and Behaviors on School Bullying and Mental Health among Asian American College-Aged Students. International Journal of Environmental Research and Public Health, *17*(5), 1637. https://doi.org/10.3390/ijerph17051637
Temblor, S. (2016, April 19). Hallyu Wave: Rise of Korean Culture in the Philippines. The Freeman Cebu Lifestyle. Retrieved from https://www.philstar.com/the-freeman/cebu-lifestyle/2016/04/19/1574787/hallyu-wave-rise-korean-culture-philippines
User, G. (2024, June 11). The K-Drama Formula: How Korean pop culture is disrupting Asian Marketing. *Comms8 - Cross-Border Marketing Agency*. Retrieved from https://www.comms8.com/blog/2024/the-k-drama-formula-how-korean-pop-culture-is-disrupting-asian-marketing
Vinney, C. (2024, March 6). Uses and Gratifications Theory in Media Psychology. Verywell Mind. Retrieved from https://www.verywellmind.com/what-is-uses-and-gratifications-theory-in-media-psychology-5217572
Walmsley, B. (2019). Understanding audiences: A critical review of audience research. In B. Walmsley (Ed.), Audience engagement in the performing arts (1st ed., pp. 25–62). Palgrave Macmillan.
Walmsley, B. (2021). Engagement: The new paradigm for audience research. Participations, *18*(1), 299–316.
Wasko, J. (2003). How Hollywood works (1st ed.). Sage Publications Inc.
Wing-Fai, L. (2014). Multimedia stardom in Hong Kong: Image, performance and identity (Vol. 42). Routledge.
Yaqoub, M., Jingwu, Z., & Ambekar, S. S. (2024). Pandemic impacts on cinema industry and over-the-top platforms in China. Media International Australia, *191*(1), 105–128. https://doi.org/10.1177/1329878X221145975
Yaqoub, M., Khan, M., & Tanveer, A. (2022). Digital disruption: Rising use of video services among Chinese netizens. Pakistan Journal of International Affairs, *5*(1), 34–54. https://pjia.com.pk/index.php/pjia/article/view/399/282
Yecies, B., & Shim, A. (2015). The changing face of Korean cinema: 1960 to 2015 (1st ed.). Routledge.
Yu, S. Q. (2017). Performing stardom: Star studies in transformation and expansion. In S. Q. Yu & G. Austin (Eds.), Revisiting star studies (pp. 1–22). Edinburgh University Press.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dr. Ifra Iftikhar, Alina Ali
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LEGALOPEDIA EDUCATINIA (PVT) LTD