Perceived appeals and influences of K-drama among Malaysian youths

The widespread popularity of Korean dramas (K-dramas) among Malaysian youths raises pertinent questions about their cultural and social implications. This research investigates the perceived appeals and impacts of K-dramas on the values, attitudes, and behaviours of Malaysian youths aged 18 to 24. As K-dramas transcend linguistic and cultural barriers, their influence on lifestyle choices and media consumption patterns becomes a subject of growing significance. Employing a qualitative approach and grounded by Cultivation Theory, this study utilized the diary method and semi-structured interviews to gather in-depth insights from five participants. The diary method allowed participants to document their daily interactions and reflections on K-dramas, while interviews provided nuanced perspectives on their emotional and cognitive responses. This dual-method strategy facilitated a comprehensive exploration of the multifaceted ways in which K-dramas resonate with and influence their audience. The findings revealed that K-dramas appeal to Malaysian youths due to their relatable storytelling, strong character development, and cultural aesthetics, which evoke a sense of escapism and emotional connection. Moreover, participants reported adopting certain values portrayed in K-dramas, such as resilience, family bonds, and romantic ideals, while also reflecting critically on the unrealistic expectations they may propagate. This research underscores the potential of K-dramas to shape societal attitudes and foster cross-cultural appreciation, presenting an opportunity for media creators and educators to leverage this medium for promoting constructive values. Additionally, it highlights the need for media literacy initiatives to encourage a balanced and health-conscious approach to consuming such content. By addressing both the positive and critical aspects of K-dramas’ impact, this study contributes to the growing discourse on their role in shaping the lifestyles and perceptions of Malaysian youths. It serves as a valuable resource for fostering media awareness and empowering young audiences in their engagement with globalized media.