Television Drama, Narrative Engagement and Audience Buying Behavior

The Effects of Winter Sonata in Japan

Dados Bibliográficos

ID7533150
AutoresDo Kyun David Kim (0000-0002-4117-2189, University of Louisiana at Lafayette, autor correspondente), Do Kyun Kim Do Kyun Kim (Department of Communication at the University of Louisiana - Lafayette), Arvind Singhal (0000-0001-7058-3932, Donaldson (United States)), Toru Hanaki (Nanzan University), Jennifer Dunn (0009-0009-9854-130X, School of Communication Studies at Ohio University), Jennifer C Dunn (Ohio University), Ketan Chitnis (0000-0001-5601-5648, United Nations Children's Fund), Min Wha Han (0000-0002-8165-6620, Ohio University), Min Wha Han Min Wha Han (School of Communication Studies at Ohio University)
Ano2009
Volume71
Fascículo7
Páginas595-611
Data de publicação2009-10-13
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoInternational Communication Gazette (JOURNAL)
Identificadores do periódicoISSN: 1748-0485 • E-ISSN: 1748-0493
EditoraSAGE Publishing (PUBLISHER • US)
DOI10.1177/1748048509341894
OpenAlexW2158000972
IdiomaEN
Citações recebidas9
Referências citadas41

In the past few years, the popularity of Korean television dramas, songs and movies has skyrocketed in countries of North and Southeast Asia. This huge wave of Korean pop culture is referred to as the Hanryu (the Korean wave). One of the most significant trendsetters of the Hanryu was the Korean television drama Winter Sonata, which was remarkably popular in every Asian country where it was broadcast. The present article investigates the perception of Japanese audience members toward Winter Sonata’s narrative and how this perception influenced their buying behavior of Winter Sonata memorabilia, such as clothing, cosmetics, DVDs/CDs of the program, trips to Korea and the like. Employing both qualitative and quantitative methods, this study finds that the popularity of the drama was generated by Japanese audiences’ engagement with its narrative. Further, the audience perception of the narrative’s quality was found to predict whether or not they purchased a Winter Sonata product

Advertising · Art · Business · Clothing · Drama · Korean Wave · Literature · Media studies · Narrative · Perception · Popularity · Sociology · Asian Culture and Media Studies · History · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Social Psychology