Korean-Americans in the Los Angeles Area

CALIFORNIA STATE UNIVERSITY, NORTHRIDGE

THE MEDIA HABITS OF ) \ KOREAN-AMERICANS IN THE LOS ANGELES AREA

A thesis submitted in partial satisfaction of the requirements for the degree of Master of Arts in Mass Communication

by Dongshin Lee

August, 1979 approved:

California State University, Northridge TABLE OF CONTENTS

LIST OF TABI.ES . ...••..••...... •...... •.- ...... I •

ABSTRACT ...... ••...... •••...... •.•••.•...•••. I ••

CHAPTER 1. INTRODUCTION •••••••••••••••••••••••••••••••••• 1 Statement o£ problem Lines o£ inquiry Significance of the problem Background information Korean press in Los Angeles Definition of terms Study limitations CHAPTER 2. REVIEW OF LITERATURE .•••••.•••••.••••••...... 12 Selection of sources Survey and description of previous studies Previous studies on methodology Summary and conclusions

CHAPTER 3. METHODOLOGY •••••••••••••••••••••••••••••••••. 23 Survey method and telephone survey Sampling Analysis of data Basic research design Qualification of the researcher £or this study C:HAPTER 4. RESULTS . •.••••••••.•••.••••••.•••••••••••••.. 32 Demographic characteristics Medium preference and language preference Contents preference C:HAPTER 5. CONCLUSION •••••••••••••••••••••••••••••••••• 69 Summary Discussion: Findings of this study Suggestions for further studies

BIBLIOGRAPHY ...... ••....••••.••..•...•..•. , .•.•.•... 91

APPENDICES ...... " .•...•.•..•.•.•...... •..•...... 94

Questionaire English version Questionaire Korean version

ii LIST OF TABLES

Table 1. Length of residence of Koreans in Los Angeles ...••... 4 2. Korean immigration to the United States •.•••••••••••. 6 J. 12 zip code areas of the heaviest concentration of Koreans . .••••..•..•••.••..•••.....•...... •..••.•.. 6 4. Frequency distribution of sex ••••••••.•••.•••••••••. J2 5· Frequency distribution of age ••.••..•.••••••.•..•... JJ 6. Length of stay in the United States .•.•.•..•.•.•...• JJ 7· Frequency distribution of income ...... 34 8. Frequency distribution of education in Korea ••.•••.• J5 9· Frequency distribution of English fluency .•..•..•.•. J6 10. Frequency distribution of education in u.s ...... J6 11. Media preference for consumer-oriented information .. J7 12. Language preference for consumer-oriented information .....•...... •..•••.•...... •••.••...... •...... 3 9 1J. The media preference for international news •.••••••. 40 14. The language preference for international news ..••.. 41 15· The media preference for Korean community news ...... 4J 16. The language preference for Korean community news .•. 44 17. The media preference for entertainment .•.....••.•• ,.44 18. The language preference for entertainment ..••.•••••• 45 19. The media preference for editorial and comment .•.... 46 20. The language preference for editorial and comment .•. 47 21. The demographic variables that showed significant difference by Chi-square test ••..••.••.••••.•••..•• 49 22. The number of subscribers of Korean newspaper .•.•... 50

iii 23. The number of subscribers of each Korean newspaper •. 51 24. Preferred content of Korean newspapers .••••.••••••• 102 25. Subscription of American newspapers .•••••••••.•••••• 52 26. The number of subscribers of American newspaper ..•.. 53 27. Preference of contents of American newspaper ..•..•.. 54 28. The number of viewers of Korean television •.•.•...•• 55 29. Viewers of each Korean television station .•••••••••. 55 30. The preference of contents of Korean television .•••• 56 31. The number of viewers of American television ...... 57 32. The preference of American television stations ...•. 102 33· Preferred content of American te:i1evision •.••.•.••..• 59 34. The number of listeners of Korean radio •..•••••.••.• 59 35· The listeners of Korean radio .•••.••..•••.•••••••.•. 6o 36. The preferred content of Korean radio programs .•••.. 6o 37· The number of listeners of American radio ••••••••.•. 61 38. The preferred American radio stations .••••.•..•••.•. 62 39· The preferred content of American radio .••.••....•• 103 40. The number of subscribers of Korean magazine ..•...•• 63 41. Preferred Korean magazine •••••••••.••••.•••.•••.•••. 64 42. The content preference of Korean magazines ..•..•..•. 65 43. The number of subscribers of American magazine ..... 65 44. The preferred American magazines .••...... ••.••••.... 67 45. The preferred content of American magazine ..••..•... 67 46. The demographic variables that showed significant di fference by Chi-square test ..•.••••.•••..••..•••• 68 47. The most preferred media and the language for each purpose ...... 7 3

iv 48. The audience penetration of each medium ••.••••••••... 78 49. The most preferred content of each medium •..•..•••... 79

v ABSTRACT

THE MEDIA HABITS OF

KOREAN~AMERICANS IN THE LOS ANGELES AREA by Dongshin Lee Master of Arts in Mass Communication

This study examined the media habits of Korean-surnamed persons who live in the Los Angeles area. The mass media considered included American and Korean newspapers, television, radio, magazines. The research questions were: (l)Which media do they prefer, newspaper, television, radio, or any other medium? (2)Which language media do they prefer, Korean, American, or any other language medi um? (J)What are the relationships between their media habits and demographic variables? (4)What kind of content in each medium do they like best? In order to answer the above research questions, the // telephone su;rnys aboui;·279 Ko~ea.n.;.Americans were conduct- ...... ,. .... _.,.~~-.---·- \. '--...... __/ .. ' ed during the month of March, 1979· The respondents were

vi randomly selected from the Korean Directory of Southern California(1979). A closed-ended questionnaire was provided to ask the Koreans about their media preference, contents preference, language preference and demographic elements. Basically, data analysis was done by relating the fre quency distribution of each answer-with the demographic variables; sex, income, age, education, language competence and length of stay in the United States. To find the sig nificant difference between the variables, Chi-square test was used. The major findings of this study are: (l)The respondents used different media and different languages for different purposes. They used newspapers for consumer-oriented information, Korean community news and editorials and comments, while they used television for international news and entertainment. And they used Korean language media for consumer-oriented information, Korean community news and editorials and comments, while they used English media for international news and enter tainment. (2)The media preference was most seriously affected by the respondents' education in the United States and the language preference was significantly affected by English fluency, age and education in the United States. (J)The rate of viewership of American television was highest, while the rate of subscription of Korean maga-

vii zines was lowest. English and income were the two most significant factors that affected the media subscription. (4)News and entertainment were the two most preferred contents by the respondents. News was the most preferred content of the respondents who read Korean newspapers, American newspapers and American magazines. Entertainment was the most preferred content on Korean television, Ameri can television, Korean radio, American radio and in Korean magazines. The content preference was most seriously affected by education in Korea and the United States.

viii CHAPTER 1. INTRODUCTION Statement of problem This study examined the media habits of Korean-surnamed persons who live in the Los Angeles area. The mass media considered included American and Korean newspapers, television, radio, magazines. The following research questions were answered through a closed-ended questionnaire provided for this study. 1. Which media do they prefer? Newspaper, television, radio or any other medium? 2. Which language media do they prefer? Korean, American or any other language medium? J. What are the relationships between their media habits and demographic variables? \4. 1rJhat kind of content in each medium do they like best?

Lines of inquiry In order to answer the above research questions the following lines of inquiry were pursued: 1. Reviewed the lit.erature and saw what previous stu dies say about the media habits of Kore'an-Americans. 2. Conducted telephone surveys about Korean-Americans in the Los Angeles area randomly selected from the Korean Directory of Southern California(1972). 1 A closed-ended \_j questionnaire was provided to ask the Koreans about their

1 2 media preference, contents preference, language preference and demographic elements.

Significance of the problem Several media habit studies dealing with minorities in the United States were completed recently by communication scholars and researchers. But only three studies (two dissertation and one brief study) trace the media habits of the Koreans living here~ Most Koreans in the country are first generation immigrants who have lived here only briefly. The number of Koreans immigrating to the United States between 1965 and 1976 reported in the .1976 Annual Report of Immigration & Naturalization reached 177,966. Furthermore, these Koreans were scattered over the United States before they began to form their own communities in several major U.S. cities like Los Angeles, Chicago and New York. Therefore, it was impossible for scholars to reach these Koreans to conduct any research until the early 1970 ''s, when various Korean communities were formed. Also, it was not until recently that Koreans living here began to be exposed to Korean mass media. It had not been available and the vast majority could not use American mass media because of the language barrier. For example, it was not until 1969 that the Los Angeles-based Korea Times, the oldest and largest-circulation daily newspaper among the 3

Korean mass media in this country, began to be distributed to Koreans in the United States. The number of Korean publications and broadcast stations in Los Angeles--the target area for this study--has been increased since Koreatown was first formed along Olympic Boulevard between Western and Vermont Avenue in the early 1970's. · As the Koreans became more familiar with the Ameri- can environment, they obtained more access to Korean and American mass media. Consequently, the role of mass media became more vital to this community. According to Changsoo Lee's study(1978), about 90 per cent o·f Koreans in the Los Angeles area have lived in the area less than 10 years(Tablet). And 91.8 per cent of these Koreans are foreign-born; of these, 89.1 per cent were born in Korea and remaining 2.7 per cent were born in other countries. As new immigrants, they have serious acculturation problems. Acculturation was defined by Wonho Chang(1972), among ? many others, asV*the process by which two groups of indivi- duals with different cultural backgrounds bring about change in the original cultural patterns of either or both groups as a result of their first hand contact."J Communi cation is the most important tool through which the accul turation occurs and helps new immigrants to adapt their lives easily to a new environment. According to Youngyun Kim(1976), mass communication and interpersonal communica- 4

(Table 1) Length of Residence of Koreans in L.A. Length(year) Number of people % 1 6,094 10.4 2 12,491 21.4 3 10,288 17.6 4 8,303 14.2 5 6,893 11.8 6 -10 8,682 14.9 11-20 1,789 3.1 21-30 259 0.4 31- 80 0.1 unknown & 3,542 6.1 others * Unknown or others include the number of U.S. born Koreans. tion are the two communication forms in the acculturation 4 process. Thus, th~ signifi:t:ance of the study ts St:ii!lmariztHi as follows: 1. This study is an exploratory study designed to de scribe the media habits of Koreans in the Los Angeles area. 2. The examination of media habits of Koreans is im- port ant to the Korean community because most of the-se persons are foreign-born and gave serious acculturation problems. 3. The examination of media habits of Koreans is important for an understanding of the role of the Korean mass media in the U.S.

Background information Korean immigration to the United States began in the early 1900's, when a handful of Koreans entered Hawaii as 5 l

6 - laborers. In the Los Angeles area by 1939, only 650 Koreans were reported to live in the blocks along Jefferson Boule vard between Western and Vermont Avenue.7 The number of Koreans in this area increased to about 6,000 by 1965 and increased more rapidly after the passage of the Immigration Reform Act by Congress in that year. In the 1970 census, Koreans were enumerate•d for the first time as a separate ethnic group. About 69,510 Koreans re sided in the country, excluding the state of Alaska. Of those, 8,811 Koreans were residents of the Metropolitan 8 Los Angeles ares. s Since the census was taken nine years ago, it can not be regarded as reliable data about Korean population in the U United States. It is known that a great number of Korean immigrants who entered the United States since 1965 settled in Los Angeles ares.(Table 2) Perhaps about 60 per cent of the Koreans who entered the U.S. came to Los Angeles, according to the Los Angeles Times.9 Among the U.S. cities, Los Angeles ·has the most dense Korean population along with the longest history of Korean immigration. According to the survey by Changsoo Lee(l978), 58,421 Koreans lived in the Los Angeles area. The zip code area of 90006 of the area showed the most concentration of Korean population.(TableJ) Another estimate, by the Los Angeles Times in 1979, places the figure at about 150,000 to 170,000. 6

(Table 2)Korean Immigration to the United States(l965-1976) Number of Immigrants 1965 2,165 1966 2,494 196?. 3. 956 1968 3,811 1969 6,045 1970 9,314 1971 14,297 1972 18,876 1973 22,930 1974 28,028 1975 28,362 * 1976 30,803 **TQ 1976 6,887 Total 177,966 * Year ended June 30, 1976 **Transition Quarter--July to September 1976 Source: 1976 Annual Report, Immigration and Naturali zation Service, u.s. Department of Justice

(Table 3) 12 Zip code areas of the heaviest concentration of Koreans Los Angeles area Zip code Number of Korean residents 90006 7,594 90004 3,776 90019 3,484 90005 2,633 90020 2,596 90007 2,456 90029 1,518 90026 1,320 90018 1,116 90027 1,099 90038 1,039 91754 1,010 Total 29,641 (-50.7 per cent of the total Korean population in Los Angeles) Source: Changsoo Lee, "The Settlement Patterns of Koreans in Los Angeles, " Unpublished USC-UCLA Joint survey on Korean Community in Los Angeles. 7

Because of this heavy concentration of Korean population in a relatively small area, the formation of Koreatown was inevitable. Edna Bonacich, Ivan Light, and Charles Choy v1Jong( 1976) described the Korea town as follows: Anyone familiar with the city of Los Angeles who has not driven through the downtown area in the last two or three years vmuld be astonished at the transfor mation of the Olympic Boulevard area between Crenshaw and Hoover. It's called Koreatown, where 45,000 Koreari immigrants have settled into new lives ••• with giant Oriental letters spread across their low-slung storefronts.ll The area where the Koreatown is located had been the ·residential area of low-income and elderly people. The availability of low rent housing and easy access to public

transportation along the streets of Hoover, ~'11estern and \i\lilshire have helped attract many Korean immigrants to the area. 12 Since the Koreans moved into the area environment has been drastically changed into a new and vigorous image. Now the Koreatown is regarded "the spiritual home of Koreans " in the United States.

Korean Press in Los Angeles The rapidly increasing Korean population inevitably made the Los Angeles Korean press prosperous. As of January of 1979, there were three Korean daily newspapers (the Korea Times, 20,000 copies; the Choongang Ilbo, 20,000; the Donga Ilbo, 17,000), two weekly newspapers (the Shinhan Minbo, J,OOO; and the Korean-American times, 10,000), one monthly 8

magazine(the New Life, 10,000 copies) being published in the Los Angeles area. Also there are two television stations ( Dong-.Jang-TV and

Korea-TV Productions) and tvm radio stations (KBC and Radio Korea) broadcasting in the Los Angeles ares. Only the KBC radio station broadcasts programs all day while the others broadcast on a partime basis. Most Korean media use only Korean language for their programs. Only the Korea Times and the Korean-American Times print English sections once a week. All three daily newspapers are published by Los Angeles bureaus of major newspapers in Korea. The bureaus publish u.s. sections and distribute them in addition to the ori ginals from Korea.

Definition· of terms Korean--In this study, Koreans are operationally defined as any Korean-surnamed persons who presently reside in the U.S., regardless of any demographic elements including nationlity and visa status. Korean mass media--Newspapers, television stations, ra dio stations, magazines and other publications that publish u.s. sections or broadcast programs for the Korean commu nities in the u.s. American mass media--American newspapers, television stations, radio stations, magazines and other publications 9

that Koreans have access to. Consumer-oriented contents--Any contents of Korean and American mass media that deal with consumer information ·which is necessary to a daily-life in the U.s. Example: stories on insurance, cars, food, hospital, immigration procedures, legal services ••• etc. Entertainment contents--Any contents of Korean and Amer ican mass media that are recreation-oriented. Example: cartoon, movies, sports ••. etc. Opinion contents--Any contents of Korean and American mass media that carry editorial comments.

Study limitations Since Korean television stations and radio stations are in the early stage of development, greater emphasis was given to Korean newspapers. Samples for this study were limited to the Koreans who live in the Los Angeles area during April, 1979, when the survey is to be conducted. More emphasis was given to description and analysis of the media habits of Koreans rather than the comparision with the media habits of other minorities or general popu lation. As a whole, more emphasis was given to Korean media than to American media. This study did not deal with the acculturation process, although it was assumed that there are some relationships 10

betv.reen media habits and the acculturation process of the Koreans in the u.s. 11

FOOTNOTE 1. Korean Directory Jf Southern California(Los Angeles: Keys Printing, 1979 2. Dongshin Lee, "The attitude of Korean Readers Toward the Articles of Korean Language Newspapers Published in Los Angeles Area,"(Unpublished paper, California State University, Northridge, 1977) Won Woo-Hyun, "Values and Mass Media Prefernces of Korean Immigrants,"(Ph. D. Dissertation, Boston University, 1977) Jung Shig Ryu, "The Mass Media and the Assimilation Pro cess--A study of Media Uses By Korean Immigrants,"( Ph.D. Dissertation, University of Oregon, 1977) 3. Wonho Chang, "Communication and Acculturation: A Case Study of Korean Ethnic Group in Los Angeles, "(Ph.D. Dissertation, The University of Iowa, 1972), p. 5. 4. Wonho Chang, p. 68. 5. The Korean-American Times, Feb.1, 1979. 6. Wonho Chang, P• 1. 7· Helen Lewis Givens, "The Korean Community in Los Angeles County, "(Master Thesis, University of Southern Cali fornia, 1939), p.31. 8. Changsoo Lee, "The Settleme;nt Patterns of Koreans in Los Angeles,"(Unpublished USC-UCLA Joint Survey on Korean Community in Los Angeles, 1978), p.2.

9. The Los Angeles Times, Feb. 25, 1979, Part viii, p.1~ 10.Ibid. 11.Edna Bonacich, Ivan Light and Charles Choy Wong, "Small Business Among Koreans in Los Angeles,h(A Report to the American Sociological Association, 1976) 12.Changsoo Lee, p.12. CHAPTER 2. :t?.EVIm'J OF LITERATURE

Selec.tion of sources This is an exploratory study of the field. Only three studies have been done on media habits of the Koreans in the United States and several others vrere concerned with the acculturation and communication process of Koreans living here. However, the general field of media habit stud;;. ies of minorities is growing. Most of these studies have dealt with the media habits of Mexican-Americans and blacks.. Because of the short history of development of the Ko- rean community and the Korean mass media in Los Angeles, there is a shortage of research information. The Disserta- tion Abstracts International( 1970- )", Journalism Quarterly

(1970-1978), Public Opinion Quarterly(l970~), Journalism Abstracts(l970-) and Los Angeles Times Index(l970-l978) were searched, vd th little success.

Survey and description of previous studies 1. Media habits of Koreans in the u.s. ~· "The Attitude of Korean Readers Toward the Articles of Korean Language N·ewspapers Published in the Los Angeles area" by Dongshin Lee(l977) was a brief survey on Korean 1 newspaper readers in the Los Angeles ares • The study examined the readers' perference of newspaper articles, finding that they preferred consumer-oriented articles to

12 13

news, editorial comments and entertai~~ent articles, regardless of age, sex and education. Only the length of stay in the u.s. was significantly correlated with their attitude toward articles on the Korean newspapers: The longer they stayed in the u.s., the more they preferred news and entertainment articles to consumer-oriented articles and editorial comments. Another media habit study about Koreans in the u.s. was "Values and Mass media Preferences of Korean Immigrants" 2 by \tJon ~'Joohyun(l977). This Ph. D. dissertation investi- L gated the relationship between mass media habit and value system of Koreans. The samples were selected from the Korean population in the Los Angeles area. The study found

that there are strong relationships bet\1.reen the degrees of acculturation and mass media habits of Koreans. Sex, income, religion and occupation affected the degrees of acculturation more than age and education did, Females, higher income respondents, Buddhists as well as Christians,

I and professionals tended to be more assimila tory/w·hile males, lower income persons, Confucians, and blue collar class tended to be more nativistic. The assimilators preferred American media and the nativistic persons preferred Korean media: Bicultural persons had access to both media. The assumption that most Koreans prefer Korean media to American media could be easily drawn from the fact that most Koreans have language problems.3 The language compe- 14

tence, besides the other demographic elements described above, is regarded as one of the most important factors affecting the media habits of the Korean-Americans in Youngyun Kim's study(l976). 4 Her study tested theoretical development and mode of communication patterns of the Koreans in the process of acculturation. The communication patterns examined in this study were interpersonnal communication and mass communication. The language fluency as well as educational background, sex, length of stay in the U.S. and age at the time of immigration was one of the most important factors that determined one's interpersonal communication and mass communication patters. Several similar findings w·ere shown in "the Mass Media and the Assimilation Process--A Study of Media Uses By Korean Immigrants" by Jungshig Ryu(l977).5 The study attempted to find out what the mass media do to immigrants from non-English speaking countries and how the immigrants use the mass media in the assimilation process. The study found that sex, length of stay in the u.s., income and English fluency seriously affected the media habits of the respondents. New·spapers and television top- ped the rankings in usefulness as information sources and leisure activities. In the above studies, it was found that length of stay 15

in the u.s., language competence, sex, income, religion, education and occupation were the factors that significantly affected the media habits of the Koreans. These factors has been found to be signigicant factors that af~ fected the media habits of other minorities in this country.

2. Media Habits of Other Minorities Fred Tewell studied communication channels used by 6' blacks in Baton Rouge. He found that for blacks preference for communication channels was related to the economic and education level; those with less income and education preferred oral communication channels to written channels. Thomas H. Allen's(l968) study about the blacks living in a metropolitan Negro ghetto also found that the respondents preferred television to any other medium.? A similar conclusion was drawn about the media habits of Mexican-Americans by Grebler George, Joan vJ. Moore and Ralph c. Guzman in 1970.8 Their study revealed that the media habits of Mexican-Americans in Los Angeles and San Antonio heavily related to their social environment. The poorer respondents, women and the aged were more likely to use Spanish-language radio and television, which are oral communication channels. Miriam Jean Seger Bundy compared the English and Spanish language mass media preferences of Mexican-Americans in 16

East Los Angeles.9 Age was a factor that significantly affected their preference for the Spanish language media: A definite preference for the Spanish language was noted in the above-35 age group. Several other studies also found that some demographic elements like sex, age, education, income, length of resi dency and occupation affected media habits of Mexican Americans. (Nicholas Valenzuela( 1973), James Edward Brennan 10 (1968), Gail Eldridge Myers(l959)) Language was the unique predictive factor for the media habits of Mexican-Americans in Valenzuela's study. The Valenzuela study, carried out through field and telephone surveys, also revealed that new·spapers w·ere least preferred among 1,600 Mexican-Americans in the Austin and San Antonio vrhile televisions w·ere most preferred for news and infor mation.

In Brennan's study, conducted by inte~viewing 500 spa nish-surnamed persons in San Antonio, newspaper readers were found to be generally younger, better educated and have higher income than those respondents who did not read newspapers. Several studies revealed that Mexican-Americans used different media for different purposes. For example, Myers' study found that Spanish-named residents in Denver area used newspapers for national, international and local news while they used radio for information about the Mexican 17

community.

In the meantime, Dordick and Valenzuela(l97L~) found that Mexican-Americans preferred newspapers for information about community affairs, job opportunities, traffic and street problems, while they use electronic media more extensively as a whole.11

Leo Bo~art(l972) compared the media exposure of blacks with that of w·hi tes •12 He found out the significant differences in the media habits of Negroes and whites, but the differences was accounted for by the differences in their comparative social status and region of residence, rather than by racial or cultural factors per se.

Previous studies on methodolo.~ Survey methods have been used for most media habit studies described in the previous section. Nicholas Valenzuela's study(l973) adopted telephone survey as well as field survey for data collection. Valenzuela said the telephone surveys enabled the researchers to interview more people for the same time and cost than the field surveys. The field surveys would collect more accurate data on the respondents than the telephone surveys because of "face-to face contact" in the respondent's own environment. According to Valenzuela, the disadvantage of telephone surveys is that many people do not own telephones. This 18

means the degree of representativeness of the sample compared to the population is low. The advantages and disadvantages of the telephone surveys and field surveys were also described by Claire 1 Sell tiz, Lawrence S. ~·Jrightsman and Stuart 1'1l. Cook( 1976) • 3 They said that the telephone surveys usually have the advantages and disadvantages of both mailed questionaires and personal intervievrs: Low cost, rapid completion and high response rates w·ere said to be the major advantages of the t·elephone surveys. On the other hand, the major reser- v~tion about the telephone surveys was that people who had telephones were not necessarily representative of the general population. They also said that the telephone surveys are especially advantageous for a study on a population which is scattered over a large area. The telephone surveys were also recommended by Seymour 14 Sudman(l967) in his book, Reducing the Cost of Surveys. Sudman agreed that the telephone surveys had two advantages compared with other surveys: Costs were substantially lower because traveling was not necessary. The other advantage was that the quality of the telephone survey was guaranteed because the interviewer was more at ease working from the comfort of home, while the respondent was more candid than he would be in a face-to-face interview·. For reference, Earl R. Babbie(l975)'s The Practice of 19

Social Research and Frederick V:Jilliams 1 Reasoning with Statistics were reviewed. 15 Babbie explained administering questionnaires, sarnpling method, interview surveying method , mailing questionaire and follow·-up mailings in detail, while also discussing- the different methods of data collection available to social researchers. He also discussed quantitative data analysis, which was necessary for this study. How·ever, he did not discuss telephone interviews, a vital element of this study.

Frederick ~1]illiams 1 Reasoning w"i th Statistics is impor

tant for researchers who concentrate on qua~titative methods. He dealt with every statistical method, princi pally Chi-square, from its definition and usage to its interpretation.

Summary and conclusions The key findings of previous studies in the field are summarized as follows: 1. The degrees of acculturation affected the media habits of the Koreans in the Los Angeles area: The assimi lators preferred American media and the nativistic people preferred Korean media. 2. Language fluency and length of stay in the U.S. have affected the media habits of the Koreans in the u.s. : The longer one stayed in the u.s., the more one preferred news and entertainment articles to consumer-oriented articles 20

and editorials. The more competent in English a Korean was , the more he used American mass media. 3· Age was another factor that affected the preference of Mexican-Americans for Spanish language media: A definite preference for the native language was noted in the above- 35 age group among Mexican-Americans. 4. Television were preferred more among the poorer and the less educated people while written communication channels were preferred among the richer and better edu cated people. 5. Spanish-surnamed residents used different media for different purpose: They used newspaper for national, inter national and local news while radio was used for infor mation about Mexican community. 6. It was fo.und that the telephone surveys have the advantage of low·er cost, more rapid completion and higher response rates than mailed questionaires, while they have the disadvantage of a possible low degree of representa tiveness. 21

FOOTNOTE

1. Dongshin Lee, ibid. 2. Woohyun Won, ibid. 3· Woohyun Won, p.8. 4. Jung Shig Ryu, ibid. 5.·Youngyun Kim, "Communication Patterns of Foreign Immi grants in the Process of Acculturation,"Human Commu nication Research 4(Fall 1977), 66-77•

6. Fred T~well, "A Study of the Channels of Communication Used by One Hundred Negroes in Baton Rouge, Louisiana'' (Ph. D. Dissertation, Louisiana State University, 1956). 7. Thomas H. Allen, "Mass Media Use Patterns in a Negro Ghetto,"Journalism Quarterly(Autumn, 1968), 525-527. 8. George Grebler, Joan \v. Moore and Ralph C. Guzman, The M xican-American eo le the Nation's Second Lar est Minority New York: Free Press, 1970 9. Miriam Jean Seger Bumdy, ''A Comparision of the English and Spanish language Mass Media Preferences of Mexi can Americans in East Los Angeles·· (Master Thesis, California State University, Fullerton, 1973) 10. Nicholas Valenzuela, "Media Habits and Attitudes of Mexican Americans"(Unpublished paper, University of Texas, Austin, 1973) James Edward Brennan, "A Study of the Channels of Com munication Used by Spanish-named Residents of San :Antonio, T~·xas~· (Ph:.;D .. Dissertation, Louisiana State University, 1968) Gail Eldridge Myers, "A Study of the Channels of Com munication Used by One Hundred Spanish-named Resi dents of Denver, Colorado'! (Ph.D. Dissertation, Uni versity of Denver, 1959) 11. H.S. Dordick and Nicholas A. Valenzuela, "Mexican Ame rican Information Sources and Media Usage In Boyle Heights" (Unpublished paper, University of Southern California, 1974) 22

12. Leo Bogart, "Negro and White Media Exposure: New Eviden ce, "Journalism Quarterly (Spring, 1972), 15-21. 13. Clair Selltiz, Lawrence S. Wrightsman and Stuart W. Cook, Research Methods in Social Relations(New York: Hold, Rinehart and Winston, 1976), 292-299· 14. Seymour Sudman, Reducing the Cost of Surveys(Chicago: Aldine Publishing Company, 1967), 58-67. 15. Earl R. Babbie, The Practice of Social Research(Belmont, California: vJadsworth, 1975) Frederick Williams, Reasoning with Statistics(New York: Holt, Rinehart and Winston, 1968) CHAPTER J, METHODOLOGY

1. Survey method and telephone survex Suryey method was chosen as the research method for this study. The most important reason for using survey method to collect data was based on the fact that survey research is the best method available to the social scientists who are interested in collecting original data for purposes of describing a population which is too large to observe aJ.rec-r;, . '1 y. l Secondly, survey method is used in the studies that have individual people as the units of analysis. 2" The unit of analysis of this study was each Korean who lived in the Los Angeles area. Third, most previous media habit studies succeeded in obtaining significant results through the use of survey methods.(Br.ennan(l968), Myers(l959), t·Jon(l977), ••• ) This was one of the good reasons why the researcher can use the survey method to gather data with confidence. Among the survey methods, telephone interviewing vms fhosen for the following reasons: Mailed questionaires have not been successful in studies

,/. on Korean-Americans because of low response rates. In the

! case of Changsoo Lee's study, the response rate was only \ 25 per cent. Acceptable response rates recommended by \ Babbie; 50 per cent is adequate, 60 per cent is good and \ \\

23 24

70 per cent is very good.3 Personal interviews cost more time and money than tele phone interviews. 4 Telephone interview·s have the advantages of time, money and response rates as described in the previous section, and are particularly useful in cases where a low budget is combined with a need to conduct intervievm quickly and the population is scattered over a large area. 5 For the telephone interviews, a questionaire asking the respondents about medium preference, language preference, contents preference and demographic elements was provided. The questionaire had two different versions; Korean and English. The telephone interviews were carried out in Korean by trained interviewers with bilingual ability. The interviewers used English for the people who only understand English.

2. Sampling The sample size was decided by following formula:

4 PQN n = where

n: Sample size. 4: Constant at 95·5 per cent precision. N: universe. P: per cent phenomenon occurs. Q: (1-P) per cent left over. E: error margin. 25

The Korean Directory of Southern California(l979) was used for the sampling. The directory was the only telephone directory for Korean-Americans available at the pre- sent time, which listed about 25,000 Korean-American households in Southern California. According to Key's Printing Co. who publishes the directory every year, the listings are obtained through various sources; surveys on the Korean-American community, member-

ship lists of Korean-Ameroc~~ organizations, poll books, entire lists of various community activities and other available sources. The directory is used as an official directory in the Korean community in Southern California. The universe(N) for the sampling was about 24,000 Korean

-Anerican households listed in the directory v'li th 213 area

code telephone nu~bers. Generally, the larger the sample size is, the less error margin is obtained. -Because of limited time and money allowed for this study, the sample size was set at 280. By the formula shown above, the error margin was:

4 X ·5 X .5 X 24,000 280 = :. E •!.. 0.0597 H'2 (23,999) + .25 -'-'

n: sample size 4: constant at 95·5 per cent precision N: 24,000 P: 50 per cent Q: 50 per cent 26

The 280 respondents were selected from the listings of the directory in the following manner: Using a table of random numbers, random pages from the white pages of the directory w·ere selected. The first person listed on each selected page was attempted first for the interview. If the person could not be reached or was not available for the interview· at the proper time, the interview·ers skiped the subject and proceeded to a person v-tho 'Nas listed right after the person.

If 3.J."1 interview vvi th the person was finished, a person listed last on next available page by the table of random numbers was attempted for another interview:. If the person could not be reached or was not available for the interview· at the proper time, the interview·ers skiped the subject and proceeded to a person who was listed right before the person. These interviewing procedures'were repeated until the number of respondents reached 280.

3. Analysis of data ( Basically, data analysis was done by relating the fre- (/ quency distribution of each ansiYer with the demographic

1 va-riables; sex, income, age, education, language competence

\,. ·and length of stay in the U.S. The variables measured by

1 the questions were medium preference, language preference \ · and contents preference. To achieve the goal, the following process was done by 27

the researcher: Each answer to each question was coded into computer

data form ~nd punched into computer cards. For computer processing, the Statistical Package for the Social Sci- ences(SPSS) was used to 8.J."i.alyze the data. To find the significant difference betvfeen the vari ables(medium preference, language preference and contents- prBference), Chi-square test was used. The test is one of \\. the-.most frequently-used test for finding statistical _ significance. ·:rhe Chi-square formula shown by Norman et \ \8.1.(1975) in SPSS was: "

. where. f; equals ·the observed frequency. in each cell, and 'f'~ equals the expected frequency. ·:rhe expected frequency was calculated by the follow-ing formula:

' Ci Yi f~ - N

where CA. is the frequency in a respective column marginal, Y.:. is the frequency in a respective rovr marginal, and N stands for total number of valid cases.6 Frequency distribution was obtained by using the following computer formats: 28

FREQUENCIES INTEGER ={·variable name} or (low value, high value) Variable list

The output had following format:

Code Absolute Relative Adjusted Cum Freq Freq Freq Freq

Each answer

Cross-tabulation was done by using the following format;

CROSSTABS TABLES = Variable Variable name BY .•

Variable list Variable list (demographic medium preference variables) language preference c.ontent"s' P)eference

Chi-square could be used by the following format:

1 16 STATISTICS ALL or number list The printed output had following format:

Demographic variables Answer I I 29

4. Basic Research Design

Demographic elements (sex, income, education, language competence, length of stay in the U 'l) Answers edium preference ~ anguage preference ~ontents preferenc

For example (Figure 1) The relationship between language preference of Korean-Americans in the Los Angeles area and sex.

"'-SEX MEDIUM ~ Male(%) Female(%)

Korean

television ·--~~-~- American

television ------· ~- Korean newspaper ... American newspaper . Korean Radio American Rad io

-·--·- 30

/5. Qualification of the researcher for this study A complete media habit study on the Koreans in the u.s. should be done as soon as possible by a qualified research er for the rapidly growing Korean-American community. I have worked for the Korea Times and have been inter ested in what communication channels the Korean immigrants would like. to use, Some of the Korean Press have been blamed as "useless" media by many Koreans. But why? And some of the press have even died after a few months of existence. I have wondered if that is because the owners of the press did not understand the media habits of the Koreans in the u.s. I have gathered much valuable data on the Koreans in preparation for future research. And I have experience as a computer programmer with Korea Institute of Science and Technology. I am also quite familiar with the Korean community in the Los Angeles area and this is the most advantageous point of the researcher for this study. 31

FOOTNOTE

1. Babbie, p.259. 2. Ibid. J. Babbie, p.265. 4. Valenzuela, p.6. 5· Selltiz, Wrightsman and Cook, p. 298. 6. Norman H. Nie, et al., Statistical Package For the Soci al Sciences(New York; McGraw-Hill, 1975) f '

CHAPTER 4. RESULTS

1. Demographic characteristics A total of 280 people was surveyed during April, 1979· ' One set of data about one person was not used because it · did not contain complete information. Sex Of the 279 respondents, 167 persons (59.9%) were male and 112 persons (40.1%) were female. There were more male respondents than female respondents.(Table 4)

(Table 4)Freguency distribution of sex Number of respondents Male 167 59.9% Female 112 40.1% Total 279 100.0% \

\ Th~re were 29.4% of all respondents in the 20-to 29 age group, 29.0% in the 30-to 39 age group, 19% in the 40-to 49 age group, 13.6% in the under 20 age group, 4.7% in the 50-to 59 age group and 4.3% in the above 60 age group. The largest number of the respondents were in the 20-to 30 age group and 30-to 40 age group. These groups included 58.4% of all respondents.(Table 5)

32 33

(Table 5)Frequency distribution of age

Age ;., Number of nersons ~ under 20 38 1J.6% 20-29 82 29.4% J0-39 81 29.0% 40-49 53 19.0% 50-59 13 4.7%

Over 60 lL ~ Total 279 100.0%

----~ /// '~'\ ( Len:gth of stay in the United States About half(49.8%) of the respondents answered that they have lived in the United States for less than five years. There were J4.4% in the 5-to 9-year residence group, 14.0% in the 10-to 19-year residence group and 0.8% in the more than 20 year group. Therefore, it was found that most res pondents have lived in the United States for a short time. (Table 6)

(Table 6) Length of stay in the United States

Length of stay Number of respondents ~ Under 5 yrs 139 49.8% 5-9 yrs 96 J4.·4% 10-19 yrs 39 14.0% Over 20 yrs 3 1.1% 34

\ i In~ome Over 40%(42.?%) of the respondents answered that their yearly incomes were between $10,000 and $20,000. ADother 21.1% of the respondents were in $5,000 to $10,000 group, 15.1% in the $20,000 to $30,000 group, 10% in the under $5,000 group and 9.7% in the above $30,000 group. Therefore the largest number of the respondents were in the $10,000 and $20,000 group.(Table ?) The figure showing that 24.8% earn more than $20,000 are an indication of a high stan dard of living, which usually correlates with high media use.

(Table ?)Frequency distribution of income

Income Number of respondents 22 No response 4 1.4% Under $5,000 28 10.0% $5,000-$9,999 59 21.1% $10,000-$19,999 119 42.7% $20,000-$29,999 42 15.1%

More than $30,000 22 2·2~ Total 279 100.0%

Education in Korea Over 40%(43.7%) of the respondents answered that they were graduated from colleges in Korea. About 27%(26.5%) of the respondents were graduated from senior high schools 35

in Korea, 11.5% from junior high schools, 10.8% from ele mentary schools, 4.7% from graduate schools. Therefore, it was found that more than 50% of the respondents were not graduated from a college, and that nearly 100%(99.J%) had Korean education.(Table 8)

(Table 8)Freguency distribution of education in Korea Education in Korea No. of respondents 1f No response or no education 2 0.7% Elementary 30 10.8% Junior high 32 11.5% Senior high 74 26.5% College 122 4J.7% Graduate school 13 4.7% More ___Q 2.2% Total 279 100.0%

English fluency Over J0%(31.2%) of the respondents answered that they had much difficulty in communicating with Americans in English. Over one-fourth(26.2%) had little difficulty, 17.2% very much difficulty, 14.7% very little difficulty, 9.3% no_difficulty at all. Therefore, most respondents had some degree of difficulty in communicating with Ameri cans in English.(Table 9) 36

(Table 9) Frequency distribution of English fluency

Degree of difficulty No. of respondents ! No response 4 1.4% Very much difficulty 48 17-2% Much difficulty 87 31.2% Little difficulty 73 26.2% Very little difficulty 41 14.7% No difficulty ___gQ 9.3% Total 279 100.0%

Education in the United States Almost 15% of the respondents answered that they had been graduated from American colleges. About one-tenth had been graduated from senior hlgh schools in the United Sta tes, _6.1% from junior high, 5% from graduate schools, and 0.4% from elementary schools.(Table 10) (Table 10)Freguency distribution of education in U.S. Education in u.s. No. of respondents %(NC279) Elementary 1 0.4% Junior high 17 6.1% Senior high 32 11.5% College 41 17-7% Graduate school 14 5.6% lVIore 9 3.2% 37

2. Medium preference and language preference (1)Preference for consumer-oriented information Over two-third(69.5%) of all respondents answered that they preferred newspapers for the information, while 25.1% preferred television, 2.5% radio and 1.8% magazines. There- fore, most respondents preferred newspapers for consumer-·· oriented information necessary to their daily lives in the United States.(Table 11)

(Table 11)Media preference for consumer-oriented information

Medium No. of respondents ! No response 2 0.7% Newspaper 194 69.5% Television 70 25.1% Radio 7 2.5% Magazine 5 1.8%

Other __l 0.4~ Total 279 100.0%

To find the significant difference in the media preference for consumer-oriented information according to demo graphic variables, Chi-square tests were used. The results of the Chi-square test were shown in the crosstabulations . . The rows of the crosstabulations were demographic variables and the column were media preference. 38

The preference of each medium for consumer-oriented in-~ formation varied significantly with English fluency(Signi ficance level by Chi-square test= 0.0018), income(0.0149), and education in Korea(0.0259) in the Chi-square test that measured the significant difference of the preference among the dimographic variables(English fluency, age, sex, length of stay in the United States, income, education in Korea and the United States).(Table 21) The more fluently the respondents spoke English, the more they preferred newspa pers for consumer-oriented information. More than 80%(80.9 %) of the respondents who had much difficulty in communica ting with Americans preferred newspapers, while 42.J% of the respondents who did not have any difficulty preferred newspapers. The more fluently the respondents spoke English, the more they preferred television as the source for the consumer-oriented information. About half(46.2%) of the respondents who spoke English fluently without any diffi culty preferred television, while only 19.1% of the respon dents who did not speak English fluently preferred tele vision. No consistent trend was found in the preference of each medium according to education or income, although each respondent group with different education and income showed much different preference. Korean was the most preferred language for consumer-or iented information. Two-third(67.0%) of the respondents answered that they used Korean media for the consumer- 39

oriented information while J0.8% used English media and 0.7% other language media.(Table 12)

(Table 12) Language preference for consumer oriented information

Language preferred No. of respondents ~ No.response 4 1.4% Korean 187 67.0% English 86 J0.8%

Other language _g o.z~ Total 279 100.0%

The language preference was significantly related to English fluency(significant level by Chi-square test = 0.0000), age(0.0002), length of stay(0.04J6), income(O.OOOO), and education in Korea(0.0022), and education in the United States(O.OOOO). The·persons who have less difficulty in communicating with Americans preferred English media more and Korean media less, while the persons who have more dif• ficulty preferred Korean media more and English media less. The older persons preferred Korean media more and English media less, while the younger persons preferred English media more and Korean media less. The persons with more income preferred English media more and Korean media less while the persons with less income preferred Korean media more and English media less. The persons with higher education 40

experience in the United States preferred English media more and Korean media less, while the persons with none and lower education experience in the United States prefer red Korean media more and English media less. No consist ent trend was found in the language preference according to the length of stay and education in Korea.

(2)Preference for international news It was found that more respondents used television than any other medium. Almost half(49.1%) of the respondents preferred television for international news, while 44.1% preferred newspapers, 2.9% magazines, 2.2% radio and-0.7% other media.(Table 13)

(Table 13)The media preference for international ~

Medium No. of respondents 1f

No response 3 1.1% Newspaper 123 44.1% Television 137 49.1% Radio 6 2.2% Magazine 8 2.9%

Other __g o.z~ Total 279 100.0% 41

Age(significant level by Chi-square test = 0.0001), income(0.0016), education in Korea(O.OOOO), and education in the United States(O.OOOO) were the factors closely related to the respondents' preference of each medium for international news.(Table 21) Generally, the older people preferred more newspapers and less television, while younger people preferred more television and less newspapers for international news. Income and education did not show a specific trend, but each respondent group with different income and education showed much different media preference. English was the most preferred language by the respon dents for international news. More than half(55.2%) of the respondents preferred English media for international news, while 43-7% preferred Korean media.(Table 14)

(Table 14)The language preference for international news

Preferred language No. of respondents ! No response 3 1.1% Korean 122 43.7%

English -l.5!t 55·2~ Total 279 100.0% 42

The Chi-square test showed significant difference in the language preference for international news according to the respondents• English fluency(significance level = 0.0000), age(O.OOOO), income(0.045?), and education in the United States(O.OOOO). (Table 21) The persons who have less difficulty in communicating with Americans preferred English media more and Korean media less, while the per sons who have more difficulty preferred Korean media more and English media less. The older persons preferred Korean media more and English media less for international news, while the younger persons preferred English media more and Korean media less. The persons who have higher education experience in the United States preferred English media more and Korean media less. In the meantime, no specific trend was found in their language preference according to income. (J)Preference for Korean community news Nearly 90%(86.?%) of the respondents preferred newspa pers for the Korean community news, while only 8.6% pre ferred television, 0.7% radio, 0.4% magazine. Therefore, it was found that more respondents preferred newspapers than any other medium for Korean community news.(Table 15) ., English fluency(s&gnificance level by Chi-square test = 0.0006) .and education in the United States(0.0118) were the factors that were closely related to their preference of media for Korean community news.(Table 21) No consist- 43

{Table 15) The media preference for Korean commu nity news

Preferred medium No. of respondents ff No response 5 1.8% Newspaper 242 86.7% Television 24 8.6% Radio 2 0.7% Magazine 1 0.4%

Other 2 1·8~ Total 279 100.0%

· ent trend was found in the media preference accroding to the factors. Korean was the most preferred language by the respon dents for Korean community news. More than 90%{90.7%) of the respondents preferred Korean media, while 7.5% prefer red English media.{Table 16) Age{0.0002), English fluency (0.0021)_, education in Korea{0.001J) and education in the United States(0.002J) showed some difference between the categories.{Table 21) No consistent trend was found, how ever, in the language preference according to the variables.

(4)Preference for entertainment Television was the medium that was most preferred by . . the respondents for entertainment. More than 70%(72.4%) 44

(Table 16)The language preference for Korean community news

Preferred language No. of respondents :& Korean 253 90.7% English 21 7.5%

No response ___5 1·8~ Total 279 100.0% of the respondents preferred television for entertainment, while 12.9% preferred newspapers, 5.7% radio and 3.6% magazines.(Table 17)

(Table 17) The media preference for entertainment

Preferred medium No. of respondents ~ Newspaper 36 12.9% Television 202 72.4% Radio 16 5·7% Magazine 10 3.6% Other 10 3.6% No response 5 1.8% Total 279 100.0%

Age, income and education in Korea and the United States were the factors that were significantly related with the reqpondents' preference of each medium for entertainment. ------·------~-~- -- 45 "·

The significant level by Chi-square test was 0.0035, 0.0196, 0.0000, 0.0076 respectively.(Table 21) Generally, older people preferred newspapers more for entertainment, while younger people preferred radio more than older people did. No consistent trend was found, however, in the media preference according to income, education in Korea and the United States. English was the most preferred language for entertain ment. More than 60%(61.6%) of the respondents preferred English media for entertainment, while 35.8% preferred Korean media.(Table 18)

(Table 18) The language preference for entertain ment

Preferred language No. of res}2ondents ~ Korean 100 35.8% English 172 61.6% Other 3 1.1% No response __L 1.4% 279 100.0%

English fluency, age and education in the United States were the factors that were significantly related to the language preference. The significant level by Chi-square test was 0.0000, 0.0000, 0.0004 respectively.(Table 21) The older persons preferred Korean media more and En- 46

glish media less, while the younger persons preferred English media more and Korean media less. No consistent trend was found, however, in the language preference accor ding to English fluency and education in the United States.

(5) Preference for editorial and comment Newspaper was the medium most preferred by the respon dents for editorials and comments. More than 60%(62.0%) of the respondents preferred newspaper for· editorials and comments, while 17.9% of them preferred television, 7.2% magazines and 0.7% radio.(Table 19)

(Table 19) The media preference for editorial comment

Preferr~d medium No. of respondents ~ Newspaper 173 62.0% Television 50 17.9% Radio 2 0.7% Magazine 20 7.2% Other 10 J.6%

No response 24 8.6~ Total 279 100.0%

English fluency, sex, age and education in Korea and the United States were the factors that were closely re lated with the preference of each medium for editorials 47 f .

and comments. The significance level by Chi-square test was 0.0001, 0.0419, 0.0059, 0.0010, 0.0002 respectively. (Table 21) The more fluently the respondents spoke English, the more they preferred television and the less they preferred newspapers for the editorials and comments. And generally, the younger people preferred television and magazines more than the older people. No consistent trend was found, however, in the media preference according to sex and education. Korean was the language that was most preferred by the respondents for editorials and comments. Almost 60%(58.4%) of the respondents used Korean language media for edito rials and comments, while )4.1% of them used English lang uage media and 0.4% other language media.(Table 20)

(Table 20) The lgnguage preference for editorial and comment

Preferred language No. of respondents ~ Korean 163 58.4% English 95 J4.1% Other 1 0.4%

No response ___gQ 7.2% Total 279 100.0% 48

The language preference was closely related to English fluency, age, length of stay in the United States, income and education in Korea and the United States. The signi ficance level by Chi-square test was 0.0000, 0.0000, 0.0112, 0.0092, 0.0028, 0.0000 respectively.(Table 21) The older people used Korean media more and English media less than younger people. The longer the respondents stayed in the United States, the more they preferred English media and the less they preferred Korean media. The respondents with more income preferred English media more and Korean media less, while the respondents with less income preferred Korean media more and English media less. The more education in the United States they had, the more they preferred English media. The respondents who spoke English more fluently preferred English media more and Korean media less. No consistent trend was found, however, in the language preference according to education in Korea. (Table 21) showed significant difference b English Length Edu Edu Media Preference .fluencY Sex age of stay income Korea u.s.

For consumer information .0018 .0149 .0259 .0404 For international news .0001 .0016 .oooo .0000 For Korean community news .ooo6 .0118

For entertainment .0035 .0196 .0000 .0076

For editorial and comment .0001 .0419 .0059 .0010 .0002

Language ~ref~r~nce For consumer information .0000 .0002 .0436 .0000 .0022 .0000

For international news .0000 .0000 .0457 .0000

For Korean community news .0002 .0021 .0013 .0023 For entertainment .0000 .0000 .0004 For editorial .0000 .0000 .0112 .0092 .0028 .0000

*i~The significance levels were computed by following formula: (..f J. -f i. ).a. . ' X' = ,4_ 0 "t e. where f! equals; observed freq~ency and f~ equals expected fr~quenf~.

.{::'" '-0 50

3· Contents preference (1)Korean newspaper More than 80%(83.2%) of the respondents were subscribing to Korean newspapers, while only 16.1% were not. The pre dominant number of the respondents answered that they were subscribing to Korean newspapers.(Table 22)

(Table 22) Th§ number of su~scribers of Korean newspaper

No. o;[ respond§nts ~ Subscribers 232 83.2% Non-subscribers 47 16.8% Total 279 100.0%

The subscription to Korean newspapers was closely relat ed to English fluency(significance level by Chi-square test = 0.0005) and education in Korea(0.0323).(Table 46) There were more subscribers to Ko'rean newspapers in the bracket of higher education in Korea, while there are fewer subscribers to Korean newspapers in the bracket of lower education in Korea. _No consistent trend was found, however, in the subscription accroding to English fluency. Of the three Korean daily newspapers, the largest number of the respondents were subscribing to the Hankuk Ilbo(The Korea Times). About two-thirds(67.7%) of the respondents answered that they were subscribing to the Korea Times, while 16.1% were subscribing to the Chungang Ilbo, 8.2% 51 the Donga Ilbo and 5.7% other Korean newspapers.(Table 23) Cvnsidering their circulation claimed by the newspapers in the first chapter(the Korea Times, 20,000; the Chungang Ilbo, 20,000; the Donga Ilbo, 17,000), it is probable that the Korean-Americans in the Los Angeles area read the Korea Times with greater frequency than the Korean-Americans in other areas of the United States.

(Table 23) The number of subscribers of each Korean newspaper Non Subscribers subscribers Total

Korea Times 189(67.7%) 90(32-3%) 279(100%) Chungang Ilbo 45(16.1%) 234(83.9%) 279(100%) Donga Ilbo 23(8.2%) 256(91.8%) 279(100%) Other 16(5.7%) 263(94-3%) 279(100%)

Their favorite content in the Korean newspapers was news and current events. More than half(55.6%) of the respondents answered that they preferred news and current events to other contents, while 19% preferred consumer-oriented information, 8.6% entertainment, 3.6% editorials and comm ents, and 1.8% other contents.(Table 24) The preference of contents in Korean newspapers were closely related to sex(significance level by Chi-square test= 0.0239), age(0.0106), education in Korea(0.0125) and education in the United States(0.0205). (Table 45) 52

More male respondents preferred news and current events as their favorite content in the Korean newspapers, while more females preferred consumer-oriented information. The older persons also preferred news and current events more, while the persons with lower education experience in Korea preferred entertainment more. No consistent trend was found in the content preference according to the education in the United States.

(2)American newspapers A limited number of respondents answered that they were subscribing to American newspapers. Only J6.9% of them were subscribing to American newspapers, while 62.4% were non-subscribers.(Table 25)

(Table 25)Subscription of American newspapers

No. of res]2ondents ~ Subscribers 103 J6.9% Non-subscribers _174 62.4%

No response 2 o.z~ Total 279 100.0%

The respondents' subscriptions to American newspapers were closely related to English fluency(significance level by Chi-square test = 0.0000}, length of stay in the United States(O.OOJ4), income(O.OOOO) and education in the United ( 53

States(0.0022).(Table 46) The more fluently respondents spoke English, the more likely they were to subscribe to American newspapers .. The more income they had, the more they subscribed to American newspapers. The more education in the United States they had, the more they subscribed to American newspapers. No consistent trend was found, however, in the subscription according to the length of stay in the United States. Of all respondents, 32.6% subscribed to the Los Angeles Times, while J.6% subscribed to the Los Angeles Herald Examiner and 7-5% subscribed to other American newspapers. Only five respondents subscribed more than one American newspapers.(Table 26)

(Table 26) The number of subscribers of American newspaper Non- Subscribers Subscribers Total

L.A. Times 91 (J2. 6%) 188(67.4%) 279(100%) Herald Examiner 10(J.6%) 269(96.4%) 279(100%) Other 21(7.5%) 258(92.5%) 279(100%)

Of all respondents, 31-5% answered that they preferred news and current events in American newspapers, while 6.8% preferred consumer-oriented information, 4.7% entertain ment, J.6% editorials and comments, J.2% ads and 1.4% other contents.(Table 27) 54

" '

(Table 27) Preference of contents of American newspaper

·Preferred content No. of respondents ~ News and events 88 31-5% Consumer information 19 6.8% Ads 9 3-2% Editorials 10 3-6% Entertainment 13 4. 7% Other 4 1.4%

No response & non-subscriber 136 48.zfo . Total 279 100.0%

The contents preference was closely related to age and education in Korea and the United States. The signifi cance level by Chi-square test was 0.0120, 0.0000, 0.0080 respectively.(Table 46) The younger the respondents were, the more they preferred entertainment content in American newspapers, while the older persons preferred news and current events more.

(3)Korean television Most respondents answered that they watched Korean tele vision. About 90%(86.4%) of the respondents answered that they watch Korean television programs, while only 13.6% answered that they do not.(Table 28) 55

(Table 28) The number of viewers of Korean tele vision

No. of respondents ~ Viewers 241 86.4% Non-viewers 38 13.6% Total 279 100.0%

Korea-TV(Channel 22) was slightly more preferred by the respondents. More than half(58.4%) of all respondents watched the station, while 53.0% watched Dongyang-TV(Cha nnel 18, Thursday and Sunday) and J4.4% watch TV-Hankuk Ilbo(Channel 18, Saturday).(Table 29)

(Table 29) Viewers of each Korean television station

Preferred television No of respondents %(N/279) Dongyang-TV 148 53.0% Hankuk Ilbo-TV 96 J4.4% Korea-TV 163 58.4%

Only English fluency significantly affected the respondents' preference of Korean television. The more fluently they spoke English, the less they watched Korean tele vision programs. The significant level by Chi-square test was 0.047J.(Table 46) Entertainment was the most preferred content in the Korean television programs.(Table 30) Of the respondents who answered that they watched Korean television stations, 75.2% of them preferred entertainment content in the Ko rean television programs, while 15% preferred news and cur rent events, 6.1% consumer-oriented information and 0.8% editorials and comments.

(Tab.le 30 )The preference of contents of Korean television

Preferred content No. of respondents ~ News and events 37 13·3% Consumer information 15 5.4% Editorial 2 0.7% Entertainment 185 66.3% Other 7 2-5% No response & non-viewers 33 11.8% Total 279 100.0%

English fluency and income were the factors that sig nificantly affected the content preference. The signifi cance level by Chi-square test was 0.0320 and 0.0306 respectively. However,.,.no consistent trend was found in the content preference according to the variables, although each respondent group with different English fluency and income showed significantly different preference. 57

(4)American television Most respondents answered that they watch American tele vision. Almost all(94.6%) of the respondents answered that they watched American television, while only 5.0% did not watch. (Table 31)

(Table 31) The number of viewers of American television

No. of respondents ~

Viewers 264 94.6% Non-viewers 14 5.0% No response 1 0.4% Total 279 100.0%

Sex and age were the factors that significantly affected their watching of American television. The significance level by Chi-square test was 0.0080 and 0.0012 respecti vely. (Table 46) The males and younger persons watched American tele vision more, while the females and older persons watched American television less. ABC-TV was the most preferred American television sta tion by-the Korean respondents. Of all respondents, 56.3% preferred ABC-TV as their favorite American television station, while 37.6% preferre-d CBS-TV, 35.5% NBC-TV and 58

26.9% stations other than the three major television sta tions.(Table 32)

(Table 32) The preference of American television stations

Preferred station No. of respondents %(N/2?9) CBS-TV 105 37-6% NBC-TV 99 35-5% ABC-TV 157 56-3% Others 75 26.9%

Entertainment was the most preferred content of American television programs for the respondents. Of the respondents who watched American television, 61.7% preferred enterta inment as their favorite content of American television, while 26.8% preferred news and current events, 3·1%.con sumer-oriented information, 3.1% editorials and comments and 1.1% advertisement.(Table 33) Age, length of stay in the United States and education were the factors that significantly affected the content preference. The significance level was 0.0175, 0.0142, 0.0002, 0.0234 respectively.(Table 46) The more education they had in Korea, the more they preferred news and the less they preferred· entertainment. But no consistent trend was found in the content preference according to other variables. 59

(.?)Korean radio Most respondents answered that they do not listen to Korean radio station. Almost 80%(77.4%) of the respondents answered that they do not listen to Korean radio programs, while only 22.6% said that they listen to the programs. (Ta;ble 34)

{Table 34)The number of listeners of Korean radio programs

No. of respondents ~ Listeners 63 22.6% Non-listeners 216 77.4% 279 100.0%

Their listening to Korean radio was closely related to length of stay in the United States(significance level by Chi-square test = 0.0003), income(0.0032) and education in the United States(0.0219). (Table 46) The respondents with less education in the United States and shorter stays in the United States listened to Korean radio programs more. No consistent trend was found in their listening according to income. Radio Korea(KTYM, 1460KC; KMAX FM 107.1MC) was the most preferred Korean radio station by the Korean respondents. About 16%(16.1%) of all respondents answered that they listened to Radio Korea, while 9.7% listened to KBC(Korean 60 ;. '

Broadcasting Company). (Table 35)

(Table 35)Listeners of Korean radio stations

Preferred station No. of respondents. %{N/279) KBC 27 9.7% Radio Korea 45 16.1%

Entertainment was the most preferred content of the Ko- rean radio programs, while editorials and cements were the least preferred content. About half(50.7%) of the respondents who listen to Korean radio stations answered that they preferred entertainment programs, while 28.2% preferred news and current events, 12.7% preferred consumer-oriented information and 2.8% preferred editorials and comments. (Table 36)

(Table 36)The preferred content of Korean radio programs

Preferred content No. of respondents %(N/279) News and events 20 7.2% Consumer information 9 3.2% Editorial 2 0.7% Entertainment Other contents _4 L.4% No response and non-listeners 208 .?4.6% Total 279 100.0% 61

Education in Korea was the only factor that affected the respondents' content preference, although no consistent tre nd was found. The significance level by Chi-square test was 0.04J8.(Table 46)

(6)American radio American radio was relatively popular among the respon- ·· dents. Over two-thirds(68.5%) of the respondents answered that they listened to the American radio stations, while 31.5% do not.(Table J7)

(Table J7)The number of listeners of American radio

No. of res12ondents ~ Listeners 191 68.5% Non-listeners 88 31· s% Total 279 100.0%

English fluency, age, income and education in the United States were the factors that significantly affected how much the respondents listened to American radio stations. The significance level by Chi-square test was 0.0000, 0.0000, 0.0027 and 0.0000 respectively.(Table 46)

Th~'more fluently they spoke English, the more they lis-. tened to the American radio, while the less fluently they spoke English, the less they listened to the radio. The older they were, the less they listened the American radio, 62

while the younger they were, the more they listened to the radio. No consistent trend was found, however, in the lis tening according to other variable. Music broadcasting stations were the most preferred sta tions, while the talk radio stations were the least pre ferred. More than half(54.8%) of all respondents listened to the music stations, while 16.5% listened to the news radio, 1.1% talk radio and 2.5% others.(Table 38)

(Table 38)The preferred American radio stations

Preferred station No. of respondents fo(NL2Z2} News radio 46 16.5% Music radio 153 54.8% Talk radio 3 1.1% Other radio 7 2.5%

Entertainment was the most preferred content of American radio programs, while editorials and comments were the least preferred. Of the respondents who answered that they lis tened to the American radio, 59.9% preferred entertainment, while 7.5% preferred consumer-oriented information, 1.6% editorials and comments, 26.2% news and current events and 4.8% other contents.(Table 39) Age and education in Korean and the United States were the factors that significantly affected the content pre ference of the respondents. The significance level by Chi- 63

square test was 0.0082, 0.0000, 0.0415 respectively.(Ta ble 46) The younger respondents preferred entertainment programs, while the older respondents preferred news pro grams. No consistent trend was found, however, in the con tent preference according to education.

(?)Korean magazine Korean magazines were not popular among the respondents. Only 24% of all respodents answered that they were sub scribing to Korean magazines, while 76% answered that they did not.(Table 40)

(Table 40)The number of subscribers of Korean magazine

No. of respondents ~ Subscribers 67 24.0% Non-subscribers 212 76.0% Total 279 100.0%

Korean magazine subscriptions were significantly affec ted only by income of each respondent~. The significance level by Chi-square test was 0.0087. No consistent trend was found, however, in the subscription according to the variable. Among the respondents who answered that they subscri bed to at least one of the Korean magazines, literary 64

magazines were most popular, while scientific magazines were the least preferred. About 10%(10.8%) of all respon dents were subscribing to literary magazines, while 6.8% preferred entertainment magazines, 1.4% news magazines, 1.1% scientific magazines and 5.4% other magazines.(Ta ble 41)

(Table 41)Preferred Korean magazines

Preferred magazine No. of res}2ondents %{NL2Z2} Literary magazine 30 10.8% News magazine 4 1.4% Scientific magazine 3 1.1% Entertainment magazine 19 6.8% Other magazine 15 5.4%

Enter~ainment was the most preferred content of the Korean magazines by the respondents, while editorials and comments were hte least preferred. Over one-third of the subscribers preferred entertainment in the Korean maga zines, while 26% preferred news and current events, 13.6% consumer-oriented information and 11.7% preferred edito rials and comments.(Table 42) The content preference was significantly affected only by education in Korea. The significance level by Chi-square test was 0.0300.(Table 46) No consistent trend was found~ however, in the preference according to the variable. 65

(Table 42)The content preference of Korean magazines

Preferred content No. of respondents ~

News and events 20 7.2% Consumer information 12 4.J% Editorials and comments 9 ).2% Entertainment 27 9·7% Other content 9 ).2% No response and non-subscribers 202 72.4% Total 279 100.0%

(B)American magazine Over 40%(40.1%) of the respondents answered that they subscribed to American magazines, while 59.1% did not. It was found that American magazines were more popular among the Korean-American respondents than Korean magazines. (Table 43)

(Table 4J)The number of subscribers of American magazine

No. of respondents Subscribers 112 40.1% Non-subscribers 165 59.1% 279 100.0% 66

English fluency, length of stay in the United States, income, and education in the United States were the factors that significantly affected their subscription to Amer ican magazines. The significance level by Chi-square test was 0.0000, 0.0114, 0.0002, 0.0000 respectively. (Table 46) The more fluently they spoke English, the more they subscribed to American magazines. The more income they had, the more they subscribed to the American magazines. The more education in the United States they had, the more they subscribed to the American magazines. No consistent trend was found, however, in the subscription according to the length of stay in the United States. News magazines were most popular among the Korean res pondents, while literary magazines were most unpopular. About 20%(19.8%) of all respondents preferred news maga zines, while 10.8% preferred scientific magazines, 7.9% preferred entertainment magazines, 1.8% preferred leterary

~agazines, and 6.1% preferred other magazines.(Table 44) News and current events were the most preferred content of American magazines, while consumer-oriented information and advertisements were the least preferred contents by the respondents. Nearly half(47.5%) of the American magazine subscribers preferred news and current events as their favorite contents of the magazines, while 24.6% preferred entertainment, 6.8% preferred consumer-oriented information . . and ads, and 14.4% preferred other contents.(Table 45) 67

(Table 44) The preferred American magazines

Preferred magazine No. of respondents %(N/279)

Literary magazine .5 1.8% News magazine .53 19.0% Scientific magazine JO 10.8% Ent e.rtainment magazine 22 7·9% Other magazines 17 6.1%

(Table 4.5) The preferred content of American ma.ga~ine

Preferred content No. of res:Qondents ~ News and events .56 20.1%

Consumer information 8 ~- 2.9% Editorial 8 2.9% Entertainment 29 10.4% Other 17 6.1% No response and non-subscribers 161 sz.z% Total 279 100.0%

The content preference was significantly affected by education in the United States(significance level by Chi square test= 0.0002). The less education experience in the United States they had,· the more they preferred enter tainment as their favorite content. (Table showed si~nificant difference Length Edu Edu Sex Age of. stay Income Korea u.s. Media subscri~tion Korean newspaper 0.0005 0.0323 American newspaper 0.0000 0.0034 0.0000 0.0022 Korean television 0.0473 American television 0.0080 0.0012 Korean radio 0.0003 0.0032 0.0219 American radio 0.0000 o.oooo 0.0027 0.0000 Korean magazine o. 0087 American magazine 0.0000 0.0114 0.0002 0.0000 Preferred content Korean newspaper 0.0239 0.0106 0.0125 0.0205 American newspaper 0.0120 0.0000 0.0080 Korean television 0.0320 0.0306 American television 0.0175 0.0142 0.0002 0.0234 Korean radio 0.0438 American radio 0.0082 0.0000 0.0415 Korean magazine 0.0300 American magazine 0.0002

i~* The above significance levels were computed by the following formula: ·-tZ {i~ )'" ~;a.= .l: (Jl - e where +~equals observed frequency and f~ equals expected~frequitcy.

0\ co CHAPTER 5. CONCLUSION

1. Summary (1) Korean-Americans in the Los Angeles area /'r~!/"'· The media habits of Korean Americans have been examined .Y>) ,_ c~&t, /LiP , by telephone survegt~~-- 2~C{,J{drean1residents in 'the -Los- Angeles. area •.. ~Irdril:dt:ri-Americans form a heterogenous group whose media habits showed significant difference according to the demographic variables (English fluency, sex, age, length of stay in the United States, income and education in Korea and the United States). The Los Angeles area has the most dense Korean popula tion along with the longest history of Korean immigration. it has been recorded that a great number of Korean immigrants began to enter the United States in 1965. About 60 per cent of the Koreans settled in the Los Angeles area, according to the Los Angeles Times. A recent study of Korean-Americans in Los Angeles places the population at about 60,000.

(2)Demographic Characteristics There were more male respondents(59·9%) than female respondents(40.l%). More respondents(58•4%) of this study were relatively young people(between 20 and 40) who live in the survey area. Most respondents have lived in the United

69 70

States for a short time(98.1% for under 20 years). The largest number of the respondents(42.7%) had income between $10,000 and $20,000. Almost all of the respondents(99·3%) experienced Korean education and about half of them experienced college education in Korea. On the other hand, relatively small number of the respondents experienced American education(40.9%). Most respondents had some degree of difficulty in communicating with Americans in English(90.7%)

(J)Medium preference and language preference Respondent were asked which medium the.y used for each purpose and what language medium they preferred for the purpose. Almost 70%(69.5%) of all respondents preferred news papers for the consumer-oriented information, while 25.1% preferred television. Korean was the most preferred language for consumer-oriented information. About two-thirds (67%) of the respondents used Korean language media for the consumer-oriented information, while J0.8% used English media. The preference of each medium for consumer-oriented information varied significantly with English fluency, income and education in Korea in a Chi-square test that measured the significant difference of the preference among the demographic variable. The language preference was sig nificantly related to El1glish ~luenoy,, 8jge1, length of stay, \ ...... --// \~-"'/- 71

i~~'m,e <¥Xd-"e~uca,tion in Korea and the United States. ~---___...... ~ .. ___ ./ More respondents used television than newspapers and any ·ather medium for international news. English was the most preferred language by the respondents for international news. More than half(55.2%) of the respondents preferred English media for international news. Age, income and education in Korea and the United States were the factors closely related to the respondents' preference of each medium for international news, while the language preference for international news was significantly related with English fluency, age, income and education in the United States. Most respondents preferred newspaper for the Korean community news. Over 80%(86.7%) of the respondents preferred newspaper for the Korean community news, while only 8.6% preferred television, 0.7% radio and 0.4% magazine. Korean was the most preferred language by the respondents for Korean community news(90.7%). English fluency and education in the United States were the factors that were closely related to their preference of media for Korean community news, while English fluency and education in Korea and the United States were related to the language preference. Television was the medium that was most preferred by the respondents for entertainment (72.4%) and English was the most preferred language for entertai~ent. Age, income and 72

education in Korea and the United States were the factors that were significantly related with the respondents' pre ference of each medium for entertainment, while English fluency, age and education in the United States were the factors for the language preference. Newspaper was the most preferred medium by the respon dents for editorials and comments (62%). And it was found that they preferred Korean language newspapers for edito rials and cimments (58.4%) English fluency, sex, age and education in Korea and the United States were the factors that were closely related to the preference of each medium for editorials and comments, while English fluency, age, length of stay in the United States, income and education in Korea and the United States were the factors. Therefore, the respondents used different media and different languages for different purposes. They used newspapers for consumer-oriented information, Korean commu nity news and editorials and comments, while they used television for international news and entertainment. And they used Korean language media for consumer-oriented information, Korean community news and editorials and comments, while they used English media for international news and entertainment.(Table 47) In media preference was most seriously affected by the respondents' education experience in the u.s. The signi ficance test (p<.05) showed that all of the five ques- 73

(Table 47 ) The most preferred media and the language for each purpose

Purpose Medium Language

For consumer-oriented Newspaper ~r::ean information For international news Television English For Korean community N'ewspaper Korean news For entertainment Television English For editorial Newspaper Korean

tions about media preference were significantly affected by the education experience in the u.s. And the language preference was most significantly affected by English fluency and age as well as education in the United States. These three variables showed sig nificant difference in the test of all of the five questions. (Table 21)

(4)Contents preference Respondents were asked whether they subscribed a certain medium and what was the favorite content of the medium.

The predominant ~umber of the respondents answered that they were subscribing to Korean newspapers(8J.2%). The largest number of the respondents were subscribing to the 74

Korea Times (67.7%). Their favorite content in the Korean newspapers was news and current event. More than half (55· 6%) of the respondents answered that they preferred news and current events to other contents. The subscription to Korean newspapers were closely related to English fluency and education in Korea. And their preference of contents in Korean newspapers were closely related to sex, age and education in Korea and the United States. Only a limited number of respondents answered that they were s~bscribing to American newspapers (J6.9%). Almost

90% (88.J%) of those subscribers subscribed to th~ Los Angeles Times,while 9.7% subscribed to the Herald Examiner. Their favorite content in the American newspapers was news and current events. The respondents' subscriptions to American newspapers were closely related to· English flu ency, length of stay in the United States, income and edu cation in the United States. And their contents preference was closely related to age and education in Korea and the United States. Most respondents watched Korean television (86.4%). Korea television was the most preferred station by the respondents (58.4%). Entertainment was the most preferred content (75·3%) in the Korean television programs. Only English fluency significantly affected the respondents' viewership of Korean television, while English fluency and income were the factors that significantly affected the 75

content preference. Most respondents (94.6%) watched American television. ABC-TV was the most preferred American television station by the Korean respondents. Entertainment was the most preferred content (61.7%) of American television programs for the respondents. Sex and age were the factors that significan~ly affected their viewership of American tele vision, while age, length of stay in the United States and education in Korea and the United States were the factors that significantly affected the content preference. Most respondents did not listen to Korean radio station (77.4%). Radio Korea was the most preferred Korean radio station by the Korean respondents. Entertainment was the most preferred content of the Korean radio programs, while editorials and comments were the least preferred contents. Their listening to Korean radio was closely related to length of stay in the United States, income and education in the United States, while education in Korea was the only factor that affected the respondents' contents preference of Korean radio programs. American radio was popular among the respondents. About two-thirds (68.5%) of the respondents listened to the American radio stations. Music broadcasting stations were the most preferred stations (54.8% of all respondents). Entertainment was the most preferred content of American radio programs. English fluency, age, income and education 76

in the United States were the factors that significantly affected how much the respondents listened to American ra dio stations, while age and education in Korea and the United States were the factors that significantly affected the content preference of the respondents. Korean magazines were not popular among the respondents. Only 24% of all respondents were subscribing to Korean ma gazines. This was interpreted that the unpopularity of the Korean magazines was largely due to their low availability. The literary magazines were most popular among the respon dents (10.8% of all respondents), while the scientific ma gazines were the least preferred. Entertainment was the most preferred content (J5.1%) of the Korean magazines by the respondents, while editorial and comments were the least preferred. Korean magazine subscriptions were signi ficantly affected only by income of each respondents, while the content preference was significantly affected only by education in Korea. About 40% (40.1%) of the respondents answered that they subscribed to American magazines. News magazines were most popular among the Korean respondents (41.7%). News and current events were the most preferred content of American. magazines, while consumer oriented information and adver tisements were the least preferred contents by the respon dents. English fluency, length of stay in the United States, income and education in the United States were the 78

factors that significantly affected their subscription to American magazines, while the content preference was sig nificantly affected by education in the United States. Therefore, the rate of viewership of American television was highest, while the rate of subscription of Korean maga zines was lowest. (Table 48 ) English and income were the two most significant factors that affected the media subs cription. The factors showed significant differences be tween their categories against subscription of five of eight media in a Chi-square test respectively. (Table 46)

(Table 48 )The Audience Penetration of each medium Medium Percentage using each medium American television 94.6% Korean television 86.4% Korean newspapers 8J.2% American radio 68 ·5% American magazines 40.1% American newspapers J6.9% Korean magazines 24.0% Korean radio 22.6%

And news and entertainment were the two most preferred contents by the respondents. News was the most preferred content of the respondents who read Korean newspapers, 79

American newspapers and American magazines. Entertainment was the most preferred content on Korean television, Arne- rican television, Korean radio, American radio and in Ko- rean magazines. (Table 49) The content preference was most seriously affected by education in Korea and the u.s. of the respondent. In the significant test (p<.05), each respondent group showed significantly different content preference against six of eight media. (Table 46)

(Table 49)The most preferred content of each medium

Media News Consumer Ads Edi to Enter Other Info rial tain ment Korean newspapers 55.6% American newspapers Jl.5% Korean television 66.J% American TV 57.7% Korean radio 12.9% American radio 40.1% Korean magazine 9·7% American magazine 20.1% 80

2. Discussion The basic purpose of this study has been to examine and describe the .media habits of the Korean-surnamed persons in th~ Los Angeles area. This purpose had been achieved to some extent. This study has described the media preference, language preference and the content preference of the 279 respondents by their frequency. This study has found the relationships between the preferenc!es and the demographic variables. (1)Findings of this study

~Basically, the findings of this study showed that the respondents used different media for different purposes. It was found that they used newspapers for consumer-oriented information, Korean community news .. ·and editorials and comments, while they used television for international news and entertainment. And they used Korean language media for -· consumer-oriented information, Korean community news and editorials and comments, while they used English media for international news and entertainment. What can be pointed out about their media habits was that no other media than newspapers and television were preferred much by the respondents. For any purpose other than entertainment and editorials and comments, a total of less than 10 per cent of the respondents preferred radio, magazines and other media. Only for entertainment and editorials and comments, they preferred those meida slightly 81

more than 10 per cent. The gigh preference of newspapers and television was interpreted in two aspects. One was that newspapers and r.television were preferred much by the respondents because they are available daily, while radio, magazines and other media are not. It seemed that the respondents were given more opportunities for contact with newspapers and tele vision and thus preferred the two media more. The other aspect was concerned with the respondents' language and needs. Of newspapers and television, the Korean newspapers and American television were most preferred by the respondents. Korean newspapers were preferred because of two reasons. One was that the respondents could not prefer American newspapers because of their language barrier. They could not read and understand English very well and that was why they could not use the American newspapers. The other reason was that the Korean newspapers provided them with informations concerning the Korean community in the United States. Most Korean-Americans, as pointed out several times in this study, are the first-generation immigrants and thus they are maintaining close relationships with the Korean community in the United States. They want and need to know about their community and Korean newspapers appear to be best suited for the purpose. There are three major reasons why the Korean respondents preferred American television. One was that the American 82

/television is one of the best entertainment for the respon dents. Television is one of the few entertainment that peo-

ple can enjoy every day without paying anythin~. Second, it is easier for the Korean respondents to watch and under stand the American television programs than other American media. In spite of language barrier, they could catch the meanings through the pictures. American television was preferred because it was a visual communication. Finally, Arne- recan television was preferred because it was easy for the respondents to !earn English through television. American television was mentioned by Korean-Americans as one of the best ways to learn English. Another thing to be mentioned here is their preference of language. (They preferred Korean language media for con sumer-oriented information, Korean community news and editorials and comments, while they preferred English media for international news and entertainment. It was interpreted that the Korean respondents generally used Korean language media for all purposes but that they were not satisfied with the international news coverage of the Korean media. Also, they said they preferred the entertainment of American media because of fine quality of entertainment of American television programs. One more thing to be noted about language preference is that when they used newspapers, they used predominantly Korean language papers and that when they used television, 83

they used predominantly English language television. This was interpreted as meaning that they mostly used Korean newspaper for consumer-oriented information, Korean commu nity news and editorials and comments, and that they used American television for international news and entertain-· ment purposes. Accordingly, Korean newspaper and American television were the two most preferred of all media for the respondents. About media usage, the rate of viewership of American television was highest, while the rate of usage of Korean magazines was lowest. The use rate was high for American television, Korean television, Korean newspaper and Ameri can radio, while the use rate was relatively low for Ameri can magazines, American newspaper, Korean magazines and Korean radio. It was interpreted that the respondents pre ferred American television and radio because they did not re quire much English to use them. The low use rate of other American media was attributed to the respondents' language barrier and the low use rate of some Korean media was ma inly attributed to the low quality of the media. About the contents of the media, news and entertainment were the two most preferred contents by the respondents. News was the most preferred content of the respondents who read Korean newspapers, American newspapers and Ameri can magazines. Entertainment was the most preferred content on Korean television, American television, Korean radio, 84

American radio and in Korean magazines. It was interpreted that the re~pondents preferred written communication for news and· oral communication for entertainment. Newspaper, magazine and any other print media are written communica tion and television and radio are oral communication. This preference was interpreted as "wise" preference. A resear ch on previous studies of this study has found that the preference for communication channels was related to the economic and education level; those with less income and education preferred oral communication channels to written channels. The Korean respondents seemed to know how they used written and oral communication fof differ.ent purposes. This was attributed to their high education level and re latively high income.

About demographic variables 9 education in the United States affected media preference most significantly, while English fluency, age and education in the United States affected the language preference most. Overall, the educa tion in the United States affected their preference of me dia. This was interpreted that the education experience in the United States helped them to improve their English and to change their media habits with giving them the chances to contact with more American ways of life. In the meantime, the use of the media was mostly affect ed by English fluency and income, while the content prefer ence was mostly affected by education in Korea. This was 85

interpreted that English fluency affected the subscription of American media and income affected the subscription of pay media like newspapers and magazines. The findings of this study should be helpful to various I / / groups concerned. First of all, they should be helpful for I many media planners in the Los Angeles area and in other areas as well to know the characteristics of their audien- ( ces. The Korean-Americans is a group who is surrounded by unique cultural circumstances and thus has unique media \ habits. Such media habits of the Korean-Americans had not \ been known to public until this study was done. This is the first study that examined the media preference, conten- \ ts preference and language preference of Korean-Americans. Secondly, it should be also helpful to the scholars and researchers who are interested in Korean-Americans as a minority social group. Many interesting facts on Korean Americans have been revealed in this study. Finally, it is helpful to the entire Korean-American community in the United States. The development of an im migrant society largely depends on whether they could obta in proper information at the proper time. This study should help the media people to give their audiences the nece ssary information. In the meantime, this study revealed a concern that should have been considered for a proper interpretation of the result. It has been a concern of the researcher that 86

the respondents' preference of each medium might be related to the state of development of the medium rather than to the characteristics of medium. There have been two things that were the subjects of the concern; one was the availability of each medium and the other was the quality of each medium. That is, the respondents mgiht not prefer a certain medium simply be cause the medilli~ was not readily available. For example, there was only one monthly Korean magazine (New Life) being published in the Los Angeles area at the time of survey. Also, the quality of _each medium might affect the respon dents' preference of the medium at the same way. For exam ple, the Korean television might not have been preferred because of its poor quality programs. These problems have been carefully checked at the time of interpretation of each finding. Especially, all Korean media but newspapers have been the subjects of this con cern because of their short history. Another thing that should be discussed here is whether the media habits of the respondents are transitional or permanent. Most respondents are the first-generation immi grants to the United States. And this was why some Korean media was preferred by the respondents. Generally, it has been the opinions of persons working for the immigrant press that the second-generation people of all immigrants are not interested in their own immigrant press and that 87

even the first-generation immigrants become more interes ted in the American media than the immigrant press as they get accustomed to the American life. The media habits of the respondents should be transitional and also the Korean media should be transitional in this context, because mass edia should always satisfy their own audiences for their own sake. To satisfy the audiences, the media should be ,able to cope with every demand of each audience.

( i -->\ t The\Kore~n media owes their success to the first-generation Korean immigrants. Without them, the Korean media could not be active as they are in the United States. But . . the imm1grants do not always prefer the immigrant press and the second-generation people of the immigrants are much less interested in the press. The press could not enjoy the same activity in future if they do not prepare for this. And in the methodology, two major problems have been revealed. First, many people were not willing to be inter viewed through the telephones. They refused to be inter viewed with an excuse that they were too busy. The other problem was in the questionaire. Many respondents compla- ined that the questionaire was too long and too difficult. The interviewers had to spend extra time to make them un- derstood. Another problem came up in the analysis of the Chi- square results. The Chi-square test is a test of statis tical significance. It is used to find out the significant 89

ifference among the categories of variables according to other variables. That is, the Chi-square does not produce the relationships between the variables like correlation test but merely finds the difference among the categories of variables. Therefore, this study could not prove any relationships among the variables but showed what were the differences between the categories of media preference, language preference, subscription and content preference

a~cording to the demographic variables. 2) Suggestions for further studies f·or the future researchers, it is suggested that the media habits of Korean-Americans should be studied again in the future when there are more Korean media available to the respondents and the quality of the media is impro ved. Also, it is suggested that a study should be done to compare the media habits of Korean-Americans who live in the downtown area with those of Korean-Americans who live in the surburban area. It has been claimed by social obser- ·... vers that these two groups have quite different demographic factors. And as mentioned earlier, there may be significant re lationships between media use and the acculturation pro cess. These relationships should be studied in the near future for Korean-Americans, because many scholars think 90

acculturation is the first thing Koreans should struggle for in their new environment and the media use is consi dered on of the main paths to acculturation. 91

~' '

BIBLIOGRAPHY

v Allen, Thomas H, "Mass Media Use Patterns in a Negro Ghe tto,"Journalism Quarterly (Autumn 1968) Babbie, Earl R. The Practice of Social Research (Belmont, Calif,: Wadsworth 197 5) Bogart, Le.o. "Negro and White Media Exposure: New Evidence," Journalism Quarterly (Spring 1972) Bonacich, Edna., Light, Ivan and Wong, Charles C, "Small Business among Koreans in Los Angeles,"(A report to the American Sociological Association, 1976) v Bundy, Miriam J.S."A Comparision of the English and Spanish Language Mass Media Preferences of Mexican Americans in East Los Angeles"(Master Thesis, California State Uni versity, Fullerton, 1973) Burstein, Herman, Attribute Sampling(New York: Mcgraw Hill, 1971) Chang, Wonho. "Communication and Acculturation: A Case Stu dy of Korean Ethnic Group in Los Angeles,"(Ph.D. Disser tation, the University of Iowa, 1972) Colombotos, J, "Personal Versus Telephone Interviews: Ef fect On Responces"Public Health Reports 84(1969) Dordick, H .s, and Valenzuela, Nicholas A, "Mexican-American Information Sources and Media Usage In Boyle Heights" (Unpublished Paper, the University of Southern Califor nia, 1974) Givens, Helen L. "The Korean Community in Los Angeles Coun ty" (Master Thesis, the University of Southern Califor nia, 1939) Hays, William. Statistics For the Social Sciences, 2d ed. (New York: Holt, Rinehart and Winston, 1973) Hochstim, J.R. "A Critical Comparision of Three Strategies of Collecting Data From Households" Journal of the Ame rican Statistical Association 62(1967 92

Korean Directory of Southern California(Los Angeles:Keys Printing, 1979) ' · Kim, Youngyun. "Communication Patterns of Foreign Immi grants In the Process of Acculturation" Human Communi cation Research 4(Fall 1977) Lee,. Changsoo. "The Settlement Patterns of Koreans in Los Angeles" (Unpublished USC-UCLA Joint Survey on Korean Community in Los Angeles, 1978) Lee, Dongshin. "The Attitude of Korean Readers Toward the Articles of Korean Language Newspapers Published in Los Angeles area" (Unpublished paper, California State Uni versity, Northridge, 1977) Leuthold, D.A. and Schiile, R. "Patterns of Bias In Samples Based on Telephone Directories" Public Opinion Quarterly ..12(1971) Mace, Arthur E. Sample Size Determination(New York: Rein hold Publication, 1964) Miaoulis, George and Michener, R.D. An Introduction to Sam pling(Dubuque, Iowa: Kendall/Hunt, 1976) Meyer, Philip. Precision Journalism(Bloomington: Indiana University Press, 1973) Nie, Norman H. Statistical Package For the Social Sciences (New York; Mcgraw-Hill, 1975) Ryu, Jungshig. "The Mass Media and the Assimilation Pro cess--A Study of Media Uses By Korean Immigrants" (Ph.D. Dissertation, University of Oregon, 1977) Selltiz, Clair. and Wrightsman, Lawrence s. and Cook, Stu arts. Research Methods in Social Relations(New York: Hold, Rinehart and Winston, 1976) Sudman, Seymour. Applied Sampling(New York: Acadimic Press, 1976) Sudman, Seymour. Reducing the Cost of Surveys(Chicago: Al dine-Atherton, 1967) v Tewell, Fred. "A Study of the Channels of Communication Used by One Hundred Negroes in Baton Rouge, Louisiana" (Ph.D. Dissertation, Louisiana State University, 1956) 93

Valenzuela, Nicholas, ''Media Habits and Attitudes of Mexi can-Americans" (Unpublished paper, University of Texas, Austin, 1973) Williams, Frederick. Reasoning with Statistics(New York: Holt, Rinehart & Winston, 1968) Won, Woohyun. "Values and Mass Media Preferences of Korean Immigrants" (Ph.D. Dissertation, Boston University,l977) 94

APPENDIX A.

QUESTIONAIRE ENGLISH VERSION 95

**Hi! I am Dongshin Lee, graduate student of California State University, Northridge. I am conducting a survey for my thesis about the media habits of Korean-Americans in the Los Angeles area. I am providing two language versions(English and Korean) for your convenience.

Medium preference and language preference 1. Which medium do you prefer for consumer-oriented information necessary to daily life in the U.S.?____ _ 1. Newspaper 2.Television J.Radio 4.Magazine 5.0ther Which language medium do you prefer?___ 1.Korean 2.English J.Other 2. Which medium do you prefer for international news?___ 1.Newspaper 2.Television J.Radio 4.Magazine 5.0ther Which language medium do you prefer? 1.Korean 2.English J.Other J. Which medium do you prefer for Korean community news? ___ 1.Newspaper 2.Television J.Radio 4.Magazine 5.0ther Which language medium do you prefer?___ 1.Korean 2.English J.Other 4. Which medium do you prefer for entertainment?___ 1.Newspaper 2.Television J.Radio 4.Magazine 5.0ther Which language medium do you prefer?___ 1.Korean 2.English ).Other 5. Which medium do you prefer for editorials and comments?__ 1.Newspaper 2.Television J.Radio 4.Magazine 5.0ther Which language medium do you prefer?___ l.Korean 2.English ).Other Media use and contents preference l.Do you subscribe to Korean newspapers?__ 1.Yes 2.No Which newspaper?___ 1.The Korea Times 2.Chungang Ilbo J.Donga Ilbo 4.0ther What part is your favorite? ___ l.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments .5.Entertainment 6. Other 2.Do you subscribe to American newspapers?___ 1.Yes 2.No Which newspaper?___ 1.The L.A. Times 2.The Herald Examiner J.Others What part is your favorite?___ 1.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments 5.Entertainment 6. Other J. Do you watch Korean television station?___ l.Yes 2.No Which station?__ _ l.Dongyang-TV(Ch 18) 2.TV-Hankuk Ilbo(Ch 18) J.Korea-TV (Ch 22) What part is your favorite? ___ 1.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments .5.Entertainment 6. Other 4.Do you watch American television station?___ 1.Yes· 2.No Which station?___ 1.CBS(Ch 2) 2.NBC(Ch 4) J.ABC(Ch 7) 4.0thers What part is your favorite? 1.News and current events 2.Consumer-oriented infor mation 97

What part is your favorite? __._ 1.News and current events 2.Consumer-oriented infor mation 3.Advertisement 4.Editorials and comments 5.Entertainment 6.0thers

Sex___ 1.Male 2.Female Age ___1.Under 20 2.20-29 3·30-39 4.40-49 5-50-59 6.0ver 60 Length of stay in the U.S.(year) ___1.Under 5 2.5-9 3.10-20 4.0ver 20 Family income 1.Under $5,000 2.$5,000-$9,999 3.$10,000- $19,999 4:$20,000-$29,999 5.0ver $30,000 Education in Korea___ 1.Elementary school 2.Junior high 3.Senior high 4.College 5.Graduate school 6.More Education in U.S. ___1.Elementary school 2.Junior high 3.Senior high 4.College 5.Graduate school 6.More Do you have any difficulty in communicating with Americans in English? If yes, how much? 1.Very much 2.Much 3.Little 4.Very littel 5.None 98

J.Advertisement 4.Editorials and comments 5.Entertainment 6.0thers 5· Do you listen to Korean radio station?___ l.Yes 2.No Which station?___ l.KBC Radio 2.Radio Korea(AM, FM) What part is your favorite? ___ · l.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments 5.Entertainment 6.0thers 6. Do you listen to American radio station?___ l.Yes 2.No Which station?___ 1.News radio 2.Music radio J.Talk radio 4.0ther radio What part is your favorite? ___ l.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments 5.Entertainment 6.0thers 7· Do you subscribe to Korean magazines?___ l.Yes 2.No Which magazine?___ l.Literary magazine 2.News magazine J.Scientific maga zine 4.Entertainment magazine 5.0ther magazine What part is your favorite? ___ l.News and current events 2.Consumer-oriented infor mation J.Advertisement 4.Editorials and comments 5.Entertainment 6.0thers 8. Do you subscribe to American magazines?___ l.Yes 2.No Which magazine?___ 1. Literary magazine 2.News magazine J.Scientific magazine 4.Entertainment 5.0ther magazine 99

APPENDIX B.

QUESTIONAIRE KOREAN VERSION 100

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ADDENDUM 102.

(Table 24)The preferred content of Korean newspaper

Preferred content No. of respondents. 2f News 155 55.6% Consumer information 53 19.0% Ads 7 2.5% Editorial 10 J.6% Entertainment 24 8.6% Others 5 1.8% No response and non-subscribers 25 2·0~ Total 279 100.0%

(Table JJ)The preferred content of American televi sion

Preferred content No. of respondents 2f News 70 25.1% Consumer information 8 2.9% Ads 3 1.1% Editorial 8 2.9% Entertainment 161 57·7% Other 11 J.9% No response and non-viewers 18 6. 5% Total 279 100.0% 103

(Table 39)The preferred content of American radio

Preferred content No. of res:gondents ~ News 49 17.6% Consumer information 14 5.0% Editorial 3 1.1% ... Entertainment 112 40.1% Other 9 3.2% No response and non-listeners 92 )J.O~ Total 279 100.0% ~- _...----·----