Who watches Korean TV dramas in Africa? A preliminary study in Ghana

Abstract

More and more Ghanaians are watching Korean TV dramas. These are not just ordinary Ghanaians because they are from a particular socioeconomic bracket; they have a certain level of education, access to screen devices and Internet, accumulated previous experience of watching other foreign screen products and, most importantly, a peer network with those who can afford these items. Drawing from qualitative work and focus-group interviews, the article argues that Korean TV dramas are spread efficiently by taking advantage of those contributing components within the privileged network, but they remain within the network due to the lack of those necessary components outside the bracket. The recipients find Korean media products attractive because they are fresh, funny, socially decent, different, yet close to them vis-à-vis Hollywood and Nollywood.

Keywords

Africa foreign media Ghana Hallyu Korea media audience

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