Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas

Shih Hui Hsueh; Rungtai Lin; Sandy Lee

doi:10.1007/978-3-031-06047-2_25

Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas

Shih Hui Hsueh^*, Rungtai Lin, Sandy Lee

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

Although Taiwan has recently produced a few dramas that have enjoyed high ratings and topicality, its development in the film and television market has stagnated. However, as indicated by the preceding information, the film and television market of Taiwan is still sizable, and there is a demand for more productions including Korean dramas. A questionnaire survey was used to investigate the implicit cultural values perceived by Taiwanese audiences when they watched Korean dramas and then compare them with the audiences’ preference for the drama. Due to the viewing habits of Taiwanese audiences have changed in recent years and online streaming services and platforms have gradually become a major channel for viewing film and television productions, the top three Korean dramas chosen as the research samples were selected by calculating the scores of individual Korean dramas on the 2021 Weekly Top 10 Lists released by Netflix for the Taiwan region. And cultural values in this study comprised family and marriage values, personal values, and social values. The results of this study would like to investigate whether relevant production personnel can develop content by adapting and selecting content that matches the cultural values and viewing preferences of the Taiwanese audience based on the ratings performance and experience of Korean dramas in Taiwan.

Original language	English
Title of host publication	Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings
Editors	Pei-Luen Patrick Rau
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	348-362
Number of pages	15
ISBN (Print)	9783031060465
DOIs	https://doi.org/10.1007/978-3-031-06047-2_25
State	Published - 2022
Externally published	Yes
Event	14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022 - Virtual, Online Duration: 26 06 2022 → 01 07 2022

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	13312 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022
City	Virtual, Online
Period	26/06/22 → 01/07/22

Bibliographical note

Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

Keywords

Audience preference
Cultural proximity
Cultural values
Korean drama

Access to Document

10.1007/978-3-031-06047-2_25

Cite this

Hsueh, S. H., Lin, R., & Lee, S. (2022). Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas. In P.-L. P. Rau (Ed.), Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings (pp. 348-362). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 13312 LNCS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-06047-2_25

Hsueh, Shih Hui ; Lin, Rungtai ; Lee, Sandy. / Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas. Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings. editor / Pei-Luen Patrick Rau. Springer Science and Business Media Deutschland GmbH, 2022. pp. 348-362 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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title = "Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas",

abstract = "Although Taiwan has recently produced a few dramas that have enjoyed high ratings and topicality, its development in the film and television market has stagnated. However, as indicated by the preceding information, the film and television market of Taiwan is still sizable, and there is a demand for more productions including Korean dramas. A questionnaire survey was used to investigate the implicit cultural values perceived by Taiwanese audiences when they watched Korean dramas and then compare them with the audiences{\textquoteright} preference for the drama. Due to the viewing habits of Taiwanese audiences have changed in recent years and online streaming services and platforms have gradually become a major channel for viewing film and television productions, the top three Korean dramas chosen as the research samples were selected by calculating the scores of individual Korean dramas on the 2021 Weekly Top 10 Lists released by Netflix for the Taiwan region. And cultural values in this study comprised family and marriage values, personal values, and social values. The results of this study would like to investigate whether relevant production personnel can develop content by adapting and selecting content that matches the cultural values and viewing preferences of the Taiwanese audience based on the ratings performance and experience of Korean dramas in Taiwan.",

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note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.; 14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022 ; Conference date: 26-06-2022 Through 01-07-2022",

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Hsueh, SH, Lin, R & Lee, S 2022, Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas. in P-LP Rau (ed.), Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 13312 LNCS, Springer Science and Business Media Deutschland GmbH, pp. 348-362, 14th International Conference on Cross-Cultural Design, CCD 2022 Held as Part of the 24th HCI International Conference, HCII 2022, Virtual, Online, 26/06/22. https://doi.org/10.1007/978-3-031-06047-2_25

Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas. / Hsueh, Shih Hui; Lin, Rungtai; Lee, Sandy.
Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings. ed. / Pei-Luen Patrick Rau. Springer Science and Business Media Deutschland GmbH, 2022. p. 348-362 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 13312 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Lin, Rungtai

AU - Lee, Sandy

PY - 2022

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AB - Although Taiwan has recently produced a few dramas that have enjoyed high ratings and topicality, its development in the film and television market has stagnated. However, as indicated by the preceding information, the film and television market of Taiwan is still sizable, and there is a demand for more productions including Korean dramas. A questionnaire survey was used to investigate the implicit cultural values perceived by Taiwanese audiences when they watched Korean dramas and then compare them with the audiences’ preference for the drama. Due to the viewing habits of Taiwanese audiences have changed in recent years and online streaming services and platforms have gradually become a major channel for viewing film and television productions, the top three Korean dramas chosen as the research samples were selected by calculating the scores of individual Korean dramas on the 2021 Weekly Top 10 Lists released by Netflix for the Taiwan region. And cultural values in this study comprised family and marriage values, personal values, and social values. The results of this study would like to investigate whether relevant production personnel can develop content by adapting and selecting content that matches the cultural values and viewing preferences of the Taiwanese audience based on the ratings performance and experience of Korean dramas in Taiwan.

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Hsueh SH, Lin R, Lee S. Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas. In Rau PLP, editor, Cross-Cultural Design. Applications in Learning, Arts, Cultural Heritage, Creative Industries, and Virtual Reality - 14th International Conference, CCD 2022, Held as Part of the 24th HCI International Conference, HCII 2022, Proceedings. Springer Science and Business Media Deutschland GmbH. 2022. p. 348-362. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-031-06047-2_25

Relationship Between Taiwanese Audience Preference and Cultural Values in Korean Dramas

Abstract

Publication series

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Bibliographical note

Keywords

Access to Document

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