Comedy Motion Pictures and Message Delivery : a Case Study of Male and Female University Students

Leow, Coanne (2019) Comedy Motion Pictures and Message Delivery : a Case Study of Male and Female University Students. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

Text Leow Coanne_Full Text.pdf Restricted to Registered users only Download (788kB)

Abstract

This research studies the cultural content of Guardian: The Lonely and Great God and the role of new media as intermediary to influence Korean culture towards Malaysian young adults. Nowadays, South Korean culture is overwhelmingly impactful and promoting globally through drama series with the aid of new media compare to traditional media. South Korean drama is reaching a wide range of Asian audiences including Malaysian audiences especially young adults who familiar with digital technology. South Korean drama Guardian: The Lonely and Great God is one of the successful drama which scored the highest viewing rankings in South Korea and it is popular among young adults in the Internet. This phenomenon is influencing the perception and thinking of Malaysian young adults towards their usage of new media especially social media to approach South Korean culture. Hence, the major purpose of this research is to analyze the media strategy used in South Korean drama to promote Korean culture in Malaysia and to investigate the impact of South Korean culture towards Malaysian young adults through new media. This research is expecting to find the way new media help in promoting South Korean culture towards Malaysian young adults and the perceptions of them after being engaged to South Korean culture through new media. The data of this research will be collecting by using both quantitative and qualitative methodology which are online questionnaire and personal interview with professionals of mass communication.