Abstract:
South Korean dramas have witnessed a significant surge in popularity on a global scale,
particularly among the female audience. This study aims to explore the uses and
gratifications of K-dramas for Pakistani female viewers on Netflix, shedding light on
their expectations and preferences as they consume Korean dramas. Using a semi structured interview approach with 41 participants, selected through the Snowball
Sampling method, the research delves into the unique insights of the study subjects.
Thematic analysis technique was used to analyze the gathered data, leading to the
identification of multiple themes and categories. The findings highlight that Pakistani
female audiences are drawn to Korean dramas due to their captivating narratives,
exceptional screenplay, alluring visuals, and emotional depth. Notably, each participant
reported having multiple needs, expectations, and preferences gratified simultaneously
while engaging with these dramas. Moreover, the study acknowledges Netflix's role in
facilitating this hobby for the participants. Emphasizing a transcultural perspective, this
research provides vital insights specific to the Pakistani female audience, addressing a
notable gap left by previous researchers who primarily focused on the broader
phenomenon of the Korean wave.
