Fictional drama has always been among the most popular genres of entertainment among youngsters due to its fantasy and romanticism. The omnipresence, convenience, affordability and proliferation of modern media outlets have led to increased consumption of Korean drama content among youngsters of Pakistan. The trend of Korean wave gained immense popularity among audiences globally during the lockdowns of Covid 19. This popularity affected Pakistani youth which inculcated certain behavioral changes in their overall personalities as well. Drawing on theoretical foundations from Cultivation theory by George Gerbner (1969), the study has investigated the effects of Korean dramas on Pakistani youth. For this purpose, a sample of 300 students have been surveyed through a questionnaire developed on 5 points Likert scale questionnaire. The findings have suggested that Korean drama content has profound effects on Pakistani youth. They fantasize Korean lifestyle, romanticize their folktales and feel a strong desire to visit Korea to explore real time experiences. All the proposed hypothesis have been proven with the p value of 0.01.
Shehar Bano Shehar Bano Shabbir (Sun,) studied this question.
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