The impact of Korean drama on the Egyptian youth lifestyle : A comparative study between television and online drama viewers .

Abstract

This research explores the impact that Korean drama has on Egyptian youth lifestyle in terms of three main aspects: opinion, activities, and interests through a comparative study between the television and the Internet viewers. The study analyses secondary data related to the Korean wave as a whole and its impact on youth. The theoretical framework is based on the Acculturation Theory to study the axes that impact Egyptian youth who are exposed to Korean culture through Korean drama. The methodology includes both a qualitative technique (content analysis of Korean drama), and a quantitative one (survey of 401 respondents). The results indicate that the activities aspect of the Egyptian youth lifestyle is the most impacted one, and that such impact is higher on the online viewers compared to the television viewers. The research caters for the ninth goal of the 17 sustainable development goals which is the industry innovation and infrastructure, encouraging industry professionals to adopt innovative ideas for television drama, and to examine the impact of different cultures on the Egyptian youth lifestyle.