3rd KOREAN WAVE IN PAKISTAN: ANALYZING THE PENETRATION OF SOUTH KOREAN CULTURAL ELEMENTS IN YOUNG-MINDS OF PAKISTAN

Abstract

Given the current surge in popularity of Korean dramas in Pakistan, it is critical to comprehend how these shows affect young people's cultural perceptions. The study accepts the cultivation theory, which holds that people's views and behaviors are gradually shaped over time by prolonged exposure to media content. In order to collect and analyze data for the study, a structured questionnaire was given to a broad sample of young Pakistanis. A quantitative research approach was used. The purpose of the survey instrument is to gauge the respondents' exposure to Korean dramas and extent to which their cultural values and perception and altered.

The purpose of the study is to determine the degree to which extended exposure to South Korean media content shapes cultural beliefs and behaviors, as well as to offer insights into the cultivation impacts of Korean dramas on Pakistani youth. The study's findings add to the expanding corpus of research on the effects of media, cultural globalization, and how foreign content is interpreted in various sociocultural contexts. The findings should provide insight into the complex effects of Korean dramas on Pakistani adolescents, with implications for international cultural exchange, media regulation, and cross-cultural communication.