| Consumption of Cultural Products in Transitional Markets: Korean Drama Consumption in China |
Received:October 16, 2017 Revised:October 16, 2017 |
Key Words: Culture product; Market transition; Korean drama; Audience characteristic; Drama genre |
| Author Name | Affiliation | | Chi-Nien Chung* | National University of Singapore | | Yun Hou | National University of Singapore | | Heeyom Kim | National University of Singapore |
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Abstract: |
| This study explores how audience characteristics are associated with the consumption of specific types of culture products. We examine the effects of audience demographics on TV drama consumption. We argue that the audience demographic characteristics, especially gender and age, help explain the popularity levels of different drama genres. Empirically, we examine the popularity of different genres of Korean dramas in China. We choose Korean drama and China as our empirical setting due to two facts. Firstly, Korean drama has been a hit culture product in many Asian countries. Secondly, China has been a huge exporting market of Korean dramas. We find that the females aged 20-29 preferred Korean dramas, especially those featuring romance and career-related inspirational stories. However, Korea drama is less popular among females aged 30-39, a demographic group that tends to prefer family dramas. We also find that social status, number of private properties, and sense of social inequality matter for which drama genres that audiences consume. Our results contribute to research on cultural product consumption and that on market transition. |
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