Consumption Patterns of South Korean Content: Cross-Cultural Acceptance of Romance and Beauty among Pakistani Youth

Authors

  • Maqsood Asma Visiting Lecturer, Communication Studies, Queen Marry College, Lahore, Pakistan Author
  • Batool Sumera Corresponding author, Assistant Professor, Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan, Email: sumerabatoolnaqvi@yahoo.com Author
  • Zaffer Nimra M. Phil Scholar, School of Communication Studies, University of the Punjab, Pakistan Author

Keywords:

Korean beauty, Korean romance, Korean content, hegemony, consumption pattern, globalization

Abstract

This study aims to observe the consumption patterns of Korean media content among Pakistani youth. The objective of this quantitative study was to explore the consumption patterns of Korean content among youth; to investigate whether the consumption of Korean media content is creating acceptance for its beauty standards and leading to the normalization of cross-cultural romance among youth. Using the Survey technique, data was collected by sample (N=450) — respondents aged 15-29 who watched Korean content. A pilot study 100 samples size was conducted to check the reliability. The Cronbach's Alpha value 0.812 showed satisfactory reliability. The results disclosed that Korean content is popular among Pakistani youth; furthermore, Korean beauty standards are accepted, and Korean romance is normalized among the Pakistani youth.

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Published

2022-09-15

Issue

Vol. 8 No. 3 (2022)

Section

Articles