Korean Media Product Consumption and Familiarity with Korean Culture in Hungary

Absztrakt (kivonat)

In recent decades, the role of the creative and cultural industries has been enhanced, their products and demand for its side-products and services have increased. This thesis explains the background to this growth and the and the corporate marketing tools that have contributed to this growing phenomenon, using the example of an increasingly popular sector, the music and film industry in South Korea. The study aims to collect data through a quantitative method of data collection using an online-based survey. The first part of the study concludes on the efficiency and the extent of spread of Korean media products –focusing on tv shows, and series – worldwide, focusing on Hungarian consumption. The paper also seeks to understand the theoretical background of the phenomenon, the cultural determinants of consumption and the generational perspectives which has an influence on familiarity and the willingness to watch these medias amongst Hungarians. The second half of the paper presents secondary research and study of Korean media products and the familiarity with their culture. The results of primary research conducted in 2022 among both civilians and Korean culture enthusiasts, to seek differences between the two countries’ cultures. Another goal of the study is to conclude whether it would be beneficial to set a new media interface, for example, a television channel, or a website, which broadcasts all the Korean media products, therefore generating a new consumer society within the Hungarian medium. Further studies could have shown the extent of the willingness of the audience to pay, and the financial contributors and co-benefits could be researched concerning to create a business model.