Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas? | Zendy

Jia Lu | Zendy; Xinchuan Liu | Zendy; Yaoyao Cheng | Zendy

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Cultural Proximity and Genre Proximity: How Do Chinese Viewers Enjoy American and Korean TV Dramas?

Author(s) -

Jia Lu,

Xinchuan Liu,

Yaoyao Cheng

Publication year - 2019

Publication title -

sage open

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.357

H-Index - 32

ISSN - 2158-2440

DOI - 10.1177/2158244018825027

Subject(s) - adventure , romance , narrative , comedy , fantasy , korean wave , drama , advertising , psychology , literature , art , art history , business

This article examined a transnational viewing process, in which Chinese audience watch American and Korean TV dramas. Cultural proximity and genre proximity were adopted to predict media involvement and enjoyment. A quantitative content analysis was conducted with a probability sample of 16,440 comments from 411 TV dramas. It was found that cultural proximity failed to predict enjoyment but succeeded in explaining involvement. It also revealed two different routes to enjoyment—to enjoy Korean dramas through involvement with characters and American dramas through involvement with the narrative. Genre proximity was found in action/crime but not in fantasy/adventure. The level of involvement varied in different genres, such as romance, horror/crux, and comedy.

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