The adoption of Korean popular culture among IIUM students

• Main Authors: Ali, Habib, Wok, Saodah, A. Manaf, Aina Maznina, Jamalludin, Nur Hafifah
• Format: Conference or Workshop Item
• Language: English
• Published: Kolej Universiti Islam Melaka 2019
• Subjects: H61.8 Communication of information
• Online Access: http://irep.iium.edu.my/74756/34/74756%20THE%20ADOPTION%20OF%20KOREAN%20POPULAR%20CULTURE%20AMONG%20IIUM%20STUDENTS.pdf; http://irep.iium.edu.my/74756/

The presence of Korean wave in Malaysia has led Malaysians to focus more on Korean society and its culture. The purpose of this study is to find out the adoption of Korean popular culture by students in International Islamic University Malaysia (IIUM). Specifically, this study examines the relationship between media exposure, perception, attitude and adoption of Korean popular culture. Perception and attitude are the mediators to the relationship between media exposure and adoption of Korean popular culture. The underpinning theory for this study is cultivation theory. This study employs a quantitative research design using the survey method. Both online and self-administered questionnaires were used for data collection. A total of 420 respondents participated in the survey. Findings showed that the respondents are exposed to Korean popular culture mainly through television and radio. They have a positive perception and attitude towards Korean popular culture and they are also positively adopting the Korean popular culture. There is a positive relationship between media exposure, perception, attitude and adoption of Korean popular culture. Perception and attitude partially mediate the relationship between media exposure and the adoption of Korean popular culture. Cultivation theory is partially supported by this research. ******************************************************************************************************************************* Kehadiran gelombang Korea di Malaysia telah menyebabkan rakyat Malaysia lebih fokus kepada masyarakat Korea dan budayanya. Tujuan kajian ini adalah untuk mengetahui penggunaan budaya popular Korea oleh pelajar-pelajar di Universiti Islam Antarabangsa Malaysia (UIAM). Khususnya, kajian ini mengkaji hubungan antara pendedahan media, persepsi, sikap dan penggunaan budaya populer Korea. Persepsi dan sikap adalah mediator kepada hubungan antara pendedahan media dan penggunaan budaya populer Korea. Teori pendukung untuk kajian ini adalah teori penanaman. Kajian ini menggunakan reka bentuk penyelidikan kuantitatif menggunakan kaedah tinjauan. Soal soal selidik secara dalam talian dan kendiri digunakan untuk pengumpulan data. Sejumlah 420 responden mengambil bahagian dalam tinjauan itu. Dapatan menunjukkan bahawa responden terdedah kepada budaya popular Korea terutamanya melalui televisyen dan radio. Mereka mempunyai persepsi positif dan sikap terhadap budaya popular Korea dan mereka juga mengamalkan budaya Korea yang popular. Terdapat hubungan positif antara pendedahan media, persepsi, sikap dan penggunaan budaya popular Korea. Persepsi dan sikap sebahagiannya memeterai hubungan antara pendedahan media dan penggunaan budaya popular Korea. Teori penanaman sebahagiannya disokong oleh kajian ini