• The Journal of the Korea Contents Association
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• v.13 no.11
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• pp.655-664
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• 2013

The Korean film has not been on the board of Korean waves due to the limitation of the media accessibility. However, N-screen gives Korean films the chance of being on the board of Korean waves, especially in Asian country which have shared cultural codes. This study aims to demonstrate the possibility of Korean films in asia based on the analysis of Korean film viewers' motivation and media usage. For this purpose the 330 data were collected among Korean, Japanese and Chinese from Feb, 23rd through April, 5th in 2013. The results show the followings; 1) Korean viewers have the strong preference of cinema theater to other media such as PC, VCR/DVD player, tablet PC and mobile phones. Whereas, Japanese viewers prefer VCR or DVD players and Chinese viewers prefer PC and mobile phones. 2) In terms of viewing motivation, social utility is most important to Korean viewers while diversion to Japanese and Chinese viewers.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.357-365
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• 2017

In this study, we examined how the United States, Chinese, and Japanese viewers perceive the morality of the main characters in the family drama 'Take Care of Mom' and the influence of the perceived morality has on drama enjoyment and quality evaluation. Results show that the viewers from all three countries evaluated 'Hoonjae' favorably and evaluated selfish older brother, 'Hyung Kyu', unfavorably. This means there are common norms that exist in all three countries for judging the good and evil in a drama. However, the main female characters that played opposing characteristics were evaluated differently from all three countries. This is because the relationship between parents and children, and the role of mother and woman were perceived differently from each country. These results support the argument that consumption of drama may differ by viewer's cultural background. Additionally, the research hypothesis that 'moral evaluation of major characters will influence the drama enjoyment and evaluation of the drama quality' was not supported in China and Japan, and was only supported by the U.S. viewers.