Uses and Gratification of Korean Dramas for Pakistani Female Viewers on Netflix

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.