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Research Proposal Mediated Contact and Intergroup Relations: When Koreans Met Americans through U.S. TV Dramas By Cheongmi Shim Submitted to the graduate degree program in Communication Studies and the Graduate Faculty of the University of Kansas in partial fulfillment of the requirements for the degree of Doctor of Philosophy. ______________________________ Chairperson: Yan Bing Zhang, Ph.D. Committee members ______________________________ Nancy K. Baym, Ph.D. ______________________________ Tracy C. Russo, Ph.D. ______________________________ Debra J. Ford, Ph.D. ______________________________ Myunghyun Oh, Ph.D. Date defended: April 20, 2010 ii The Dissertation Committee for Cheongmi Shim certifies that this is the approved version of the following dissertation: Mediated Contact and Intergroup Relations: When Koreans Met Americans through U.S. TV Dramas Committee: ______________________________ Chairperson: Yan Bing Zhang, Ph.D. ______________________________ Nancy K. Baym, Ph.D. ______________________________ Tracy C. Russo, Ph.D. ______________________________ Debra J. Ford, Ph.D. ______________________________ Myunghyun Oh, Ph.D. Date approved: April 20, 2010 iii Abstract This study tested and compared two structural models (i.e., the mediated and the mediated and direct contact) for examining the relationships between the Korean young adults‟ (N = 288) consumption of American television dramas and direct contact with an American person and their attitudes toward Americans. Overall, findings have demonstrated that both mediated (e.g., parasocial interaction) and personal contact (e.g., contact quality) had a positive effect on intergroup attitudes, albeit contact frequency was a negative contributor. In addition, results indicated that media had different and stronger influences on participants‟ intergroup attitudes when they did not have any personal contact with Americans. Furthermore, results revealed that intergroup anxiety was a partial mediator of the contact and attitudes link. Implications of the findings and future research are discussed in light of prior literature on media effects and intercultural communication and in the theoretical domains of the intergroup contact hypothesis and cultivation theory. iv Acknowledgments My sincere appreciation goes to my dissertation committee members: Dr. Nancy Baym, Dr. Tracy Russo, Dr. Debbie Ford, and Dr. Myunghyun Oh who have supported me unconditionally. They have provided insightful suggestions to help me polish my work even more. Dr. Baym‟s scholarship was another inspiration of my work, and I want to thank her for the practical advice and suggestions. Dr. Russo painstakingly read and polished every page of this piece. My appreciation is beyond words. Dr. Ford has provided me a tremendous amount of social support and encouragement. Dr. Oh was so kind to join the committee and patiently work with me through the whole process. I cannot think of a better pool of committee members. Also, I would like to extend my gratitude to the KU Communication Studies Department for the professional assistance and encouragement from the first day of my journey as a communications scholar. I would like to express my deepest appreciation for my advisor Dr. Yan Bing Zhang, who held my hand and marched with me through this long and arduous journey. Without her guidance and encouragement, this project would not have been possible. Her scholarship has inspired me to transform my mundane interests (watching American dramas) into a research topic, and together we have produced a piece not so mundane. Throughout the process, her intellectual advice held this study to scholarly rigor, and her generous support kept my spirit high. In addition, I am deeply grateful for her mentorship during my graduate school years. On top of her scholarship, she shared her instructional quality, work ethic, and dedication to students with me, and helped me grow as a matured instructor and community member. She has been every part of my life at KU, through good times and bad, I would like to v acknowledge my friendship with her as another accomplishment along with her academic mentorship. I want to thank my friend Junki Lee who helped with data collection for the survey. He used his incredibly wide social network in Korea, and went out of his way to bring me the data securely and promptly. I would not hesitate to say that his contribution was the most substantial part of this whole process. I want to extend my thanks to Dr. Kyuwhan Park (Youngsan University), Dr. Wookju Jeong (Seoul National University), Dr. Hunsik Kim (Hyechon University), Dr. Jeongjun Oh (Daegu University), Dr. Jonggul Kim (Hanyang University), and Dr. Kwanjun Yoon (Ansan 1 University) for their kindness to help with data collection as well. Their generous contribution cannot be unrecognized. In addition, I am indebted to my friends, Haeyeon Chung, Seongchul Park, and Sunny Lee who helped me translate the survey, checked the accuracy and fluency, and provided insightful suggestions. Their detailed feedback made it possible to collect quality data and in turn to produce a quality project. Finally, I would like to send my heartfelt appreciation and love to my family across the Pacific. Without their support, I would not have begun the journey in the first place. They always worried about my health and well-being more than anything, and have provided me everything. Thanks to them, I did not have to worry about anything else but my studies. My sister and brother-in-law were other heroes that I cannot thank enough. The warmth and support that they have provided me made me feel that I am truly with my family all the time. I feel so blessed for having such wonderful mentors, friends, and family. vi Table of Contents Abstract………………………………………………………...……………………………ii Acknowledgements………………………………………..……..…………………………..iii Chapter One: Introduction.………………………………………..…………………………..1 Chapter Two: Literature Review.……………………………….…………………………….8 Contextual understanding of South Korea……………………………………………9 Interegroup contact theory……………………………………...……………………16 Cultivation theory……………………………………………………………………24 Parasocial interaction……………………………………………...…………………30 Hypotheses…………………………………………………………………………...37 Chapter Three: Methods.………………………………………………..…...………………39 Chapter Four: Results.……………………………………………………………………….44 Chapter Five: Discussion ……………………………………………………………………55 Strength………………………………………………………………………………70 Limitations………………………………………………………………...…………72 Conclusion…………………………………………………………………...………74 References.…………………………………..……………………………………………….76 Appendices Appendix A: Questionnaire – English Version.……………………………..…...….93 Appendix B: Questionnaire – Korean Version.…………...………………………....98 Appendix C: Top 25 American Dramas Viewed by the Participants………………104 1 CHAPTER ONE INTRODUCTION Despite over the three decade-long history of Koreans‟ exposure to U.S. American television dramas, the current trend of Korean young generations‟ fascination with American TV dramas has been noted as unprecedented (e.g., Kang et al., 2008; Kim, 2007; Kim, B., 2007; Lee, 2008; Yang, 2007). Among Korean viewers, American dramas have gained a nickname, “Mid” (abbreviation of „American drama‟ expressed in Korean language), and so called “Mid tribe” refers to the hard-core Korean fans who not only love but also greatly contribute to popularizing American dramas in Korea (Kim, Y. C., 2007). Especially for many of the Korean young generation, watching American dramas has become an ordinary part of their media behaviors. In a survey conducted in Korea in November 2007, 84% of the 3,671 participants responded that they watched at least one complete episode of American drama, and over 67% of the participants answered that they remember main characters and stories of at least three different drams (Kang, 2007). With regard to the viewers‟ age, 20s and 30s accounted for 85% of the participants. Along with this Korean viewers‟ high demand for American dramas, Korean cable companies are competing against each other to import newly-released television drama series form the U.S. (Kim, Y. C., 2007). While cable and satellite companies have allocated a substantial amount of money to competitively import television dramas from the U.S., television is not the only medium that Korean fans rely on. The advancement of Internet technology combined with digitalized media content has provided full access to the American television dramas for Korean viewers without any delay or much cost. Current 2 Internet media technology allows the lightning speed distribution of U.S. media contents, which in turn generated a swift success among young Korean viewers. This exponential growth of American dramas‟ share in the Korean media market for the last few years has attracted much attention from Korean communication and media scholars. One of the major questions of this sensational cultural phenomenon has been why Koreans like to watch American dramas. For example, Kang et al. (2008) conducted in-depth interviews with 12 Korean college students to understand why they prefer to watch American dramas rather than Korean dramas and how they evaluate American cultural elements in the dramas. Lee (2008) analyzed online fandom in Internet fan cafes of the American drama Prison Break to examine why Koreans are attracted to American dramas and the functions of Internet fan cafes. Prior research in this area has converged in a rich literature centering on why American dramas have gained so much popularity among Koreans despite the cultural differences and language
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