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Cultural trait Vs. personality trait: Predicting the appeal of Korean entertainment among Asian viewers in Singapore, Taiwan, and Hong Kong

Title
Cultural trait Vs. personality trait: Predicting the appeal of Korean entertainment among Asian viewers in Singapore, Taiwan, and Hong Kong
Authors
KIM, JINHEEKim, Hye KyungKim, SojungLin, Shu-Fang
Date Issued
Jun-2019
Publisher
Broadcast Education Association
Abstract
This research explores transnational consumption of Korean entertainment among Asian viewers. To explain the appeal of Korean entertainment, this research focuses on mixed response of two opposing states (e.g., laughing and crying) that are induced, and examines the theoretical framework of personality trait (need for affect) vs. cultural trait (naïve dialecticism). Results from a survey (n = 745) reveal that mixed response mediates the positive association between naïve dialecticism (not need for affect) and the appeal. Findings are discussed regarding a cultural trait that predicts Asian viewers’ gratification from experiencing culturally fit emotions that fulfill central cultural (vs. personal) goals. © 2019, © 2019 Broadcast Education Association.
URI
http://oasis.postech.ac.kr/handle/2014.oak/99340
ISSN
0883-8151
Article Type
Article
Citation
Journal of Broadcasting and Electronic Media, vol. 63, no. 2, page. 285 - 303, 2019-06
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 KIM, JINHEE
Div of Humanities and Social Sciences
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