THE RISE OF HALLYU: A STUDY ON THE CONSUMPTION OF KOREAN CONTENT IN PAKISTAN DURING COVID 19 PANDEMIC

Authors

  • Muhammad Ahsan Bhatti Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.
  • Aqsa Khalid Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.
  • Rania Khalid Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.

DOI:

https://doi.org/10.52567/pjsr.v4i1.676

Abstract

Korean products, Korean dramas, k-pop, and Korean vibrant cultural legacy highly denoted their presence throughout the world especially in Asia, involving Pakistan. During the time of Covid-19 pandemic, the Korean culture took a boom in the form of Korean content including k dramas and K-pop. This present study examines the consumption of the Korean content among the youth and the reasons behind the increase consumption and popularity of the Korean content in Pakistan especially during Covid-19. The study apply the Uses and Gratifications as the theoretical framework and survey questionnaire is used as a research tool to collect data from the respondents. The study findings revealed that the youth are more inclined towards the fantasy and romance based Korean dramas and their interest is shifting from local media content to the Korean media content and they spend more time in watching Korean content. The unique story line, storytelling, good production and camera work, good looking actors and their excellent acting skills that motivates the youth towards this media and also gratify them. The youth feel connected to the Korean content and Korean dramas prove to be a great source of entertainment for the viewers during the Pandemic situation.

Keywords: Korean wave, Hallyu, Covid-19 pandemic, Intentions, Gratifications

Author Biographies

  • Muhammad Ahsan Bhatti, Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.

    Assistant Professor

     

  • Aqsa Khalid, Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.

    MPhil Research Scholar

     

  • Rania Khalid, Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan.

    MPhil Research Scholar

     

Additional Files

Published

2022-03-31

Issue

Vol. 4 No. 1 (2022): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2022 Muhammad Ahsan Bhatti, Aqsa Khalid, Rania Khalid

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

How to Cite

[1]
“THE RISE OF HALLYU: A STUDY ON THE CONSUMPTION OF KOREAN CONTENT IN PAKISTAN DURING COVID 19 PANDEMIC”, Pak. J, Soc. Sci., vol. 4, no. 1, pp. 521–532, Mar. 2022, doi: 10.52567/pjsr.v4i1.676.