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Korean media strategies in promoting Korean dramas in Malaysia

Tajul Ariffin, Julina and Abu Bakar, Hassan and Yusof, Nor Hafezah (2018) Korean media strategies in promoting Korean dramas in Malaysia. International Journal of Innovative Research in Engineering & Management, 5 (1). pp. 1-6. ISSN 23500557

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TV drama series in Korea have become the favorite media genre and consequently, Malaysian viewers are inclined towards Korean dramas rather than other Asian ones.The purpose of this study is to explore the strategies employed by Korean media broadcasters in promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four respondents from selected Korean Broadcasters namely, from Seoul Broadcasting System (SBS) and the Korean Broadcasting System (KBS) were identified to participate in the in-depth interviews. The findings are significant in explaining the global success of Korean dramas. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan.

Item Type: Article
Uncontrolled Keywords: Media, Promoting, Korea, Seoul Broadcasting System, Dramas, working plan.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 29 Jan 2019 06:28
Last Modified: 29 Jan 2019 06:28
URI: http://repo.uum.edu.my/id/eprint/25526

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