Leiden University Student Repository

Assche, Anne Geertruida Louisa van (2024)

The Power of K-dramas: A study on the creation of Korean soft power through K-dramas in the Netherlands

Bachelor thesis | Koreastudies (BA)

In the last two decades, K-dramas have garnered interest among global audiences as a part of the Korean Wave. The Korean government responded by actively using K-dramas as a soft power resource to create a more favourable image of South Korea. Among studies on the creation of soft power through K-dramas, there is a lack of studies on European countries. Hence, this thesis aims to partially fill the gap by analysing various theories on how K-dramas reach and maintain their audience, and ensure a lasting impact to create soft power, and apply them on Dutch K-drama viewers. The hypotheses were tested through a survey, which revealed a relation between the amount of K-dramas watched, the frequency of watching K-dramas, and the degree to which respondents considered themselves to be K-drama fans. Direct questions about various aspects of Korea showed that many K-drama fans were more favourable of Korea, demonstrating the creation of soft power through K-dramas in the Netherlands.

Korean Wave

soft power

K-drama fan

culturalisation

transnational proximity

Author

Assche, Anne Geertruida Louisa van

Faculty

Faculty of Humanities

Supervisors

Choi, W.

ECTS Credits

10

Language

en