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THE EFFECTS OF TELEVISION VIEWING, CULTURAL PROXIMITY, AND ETHNOCENTRISM ON COUNTRY IMAGE
- Authors
- Yoo, Jae-Woong; Jo, Samsup; Jung, Jaemin
- Issue Date
- Feb-2014
- Publisher
- SOC PERSONALITY RES INC
- Keywords
- television programs; drama miniseries programs; Korean Wave; Hallyu; cultural proximity; ethnocentrism; country image; Japan; China
- Citation
- SOCIAL BEHAVIOR AND PERSONALITY, v.42, no.1, pp.89 - 96
- Journal Title
- SOCIAL BEHAVIOR AND PERSONALITY
- Volume
- 42
- Number
- 1
- Start Page
- 89
- End Page
- 96
- ISSN
- 0301-2212
- Abstract
- We explored the effect of viewing Korean drama miniseries television programs, along with cultural proximity and ethnocentrism, on Japanese and Chinese television watchers' perceptions of Korea. By conducting a survey in Beijing and China with 621 valid samples, we confirmed the effect of viewing Korean drama miniseries television programs in shaping a positive attitude toward Korea. Furthermore, this positive attitude yielded higher levels of behavioral intentions such as visiting Korea or buying Korean products. Cultural proximity was also found to be a significant variable in predicting positive attitudes toward Korea. However, contrary to the findings in previous studies, in this study the effect of ethnocentrism was not significant.
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