EFFECTS OF KOREAN DRAMA VIEWING ON ROMANTIC BELIEFS: EXAMINING THE MEDIATING ROLES OF IDENTIFICATION AND PARASOCIAL RELATIONSHIPS WITH DRAMA CHARACTERS

Abstract

Studies show that identification and parasocial relationships with media characters during television viewing influenced viewers to adopt attitudes and beliefs that are consistent with the television programs over time. However, no study has empirically examined the roles of these two audience involvement processes simultaneously, even though viewers can respond to media characters in various ways at any one time. Noting the popularity of Korean dramas and the concerns regarding their unrealistic portrayals of romantic relationships, this study examined the mediating roles of identification and parasocial relationships on the relationship between Korean drama viewing and viewers’ romantic beliefs. Informed by cultivation theory and audience involvement concepts, a serial multiple mediation model was designed and tested. An online survey was conducted with 295 single Korean drama viewers aged 18 to 30 years. Core constructs included romantic beliefs, identification, and parasocial relationship. Using Hayes’ PROCESS model statistical program and bootstrap method, an indirect effect of Korean drama viewing on romantic beliefs through identification followed by parasocial relationship was revealed. A direct effect of Korean drama viewing on romantic beliefs was also present. Additionally, when the mediators were evaluated separately, parasocial relationship had a significant effect while identification did not mediate the relationship between Korean drama viewing and romantic beliefs. Findings enhance our understanding of factors that explain how Korean drama viewers’ romantic beliefs are influenced by the dramas they watch.