BS (Social Sciences & Liberal Arts)
Faculty / School
Faculty of Business Administration (FBA)
Department of Social Sciences & Liberal Arts
Date of Award
Date of Submission
Dr. Naveen Minai, Assistant Professor, Department of Social Sciences
SSLA Culminating Experience
Korean Wave is the name given to South Korean content (dramas, films, music) getting popular away from the originating country. This dissertation provides the academic scholarship for the phenomenon of Korean Wave and its transnational nature in Pakistan. It outlines the reasons for Pakistani women’s interest in South Korean dramas. To map out the reasons, a qualitative study was conducted with semi-structured interviews of young adult women belonging to the upper-middle socioeconomic class background. According to the data found, women liked the romantic tropes exhibited in the South Korean dramas. They were intrigued by the storylines and their dynamic nature of having various subplots, however, they did not like the historical South Korean dramas. The thesis also establishes that Pakistani viewers find cultural proximity between their culture and their perception of South Korean culture as depicted in South Korean dramas. Since this study resulted from an informal understanding that there is a growing preference for South Korean dramas among certain groups in Pakistan, this dissertation could be helpful to social scientists aiming to study other factors of the Korean Wave in Pakistan.
Zehra, M. (2018). Annyeong Hallyu: South Korean dramas in Pakistan (Unpublished undergraduate project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/sslace/44
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