K-Dramas as Cultural Bridges: Analyzing Their Influence on Pakistani Viewers

Abstract

This research analyzes the increased popularity of Korean dramas (K-dramas) among young Pakistani audiences and the impact that these dramas have had on consumer behavior, cultural relevance, and promotion of cultural participation. Based on the Social Cognitive Theory by Bandura, the study examines the way an audience views, imitates, and internalizes values and behaviors that are exhibited by K-dramas. Qualitative data were obtained by semi-structured interviews with 25 female participants aged 18- 25, and analyzed using NVivo 15 thematic analysis. The discussion revealed four themes, which included cultural resonance, Korean product and practice adoption by the consumers, language learning and visiting South Korea aspirations. The results indicate that the K-dramas have a great appeal to the Pakistani viewers as they share some common values, including family bonds, respect for older generations, and modesty. Meanwhile, they serve as cultural intermediaries, motivating the audience to learn about Korean beauty products and food, as well as entertainment. K-dramas also contribute to people being interested in learning the Korean language and visiting South Korea. These observations contribute to existing debates on the interplay of global media flows with local cultures and how they transform them.