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    Cultural Proximity Theory

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    Darylle Aljas Sumalinog
    Cultural Proximity Theory posits that cultural similarities influence audience media preferences. It asserts that aspects like shared language, ethnicity, history and geography determine what transnational media consumers choose. Additionally, non-language cultural similarities such as fashion, communication styles, and relating to others also impact preferences according to the theory. Studies have found Asian audiences easily relate to and enjoy South Korean media due to depicting Asian cultures like family values and sacrifice. This theory can help explain Filipino teens' ongoing consumption of Korean dramas and media, as there are cultural proximity factors at play.

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    Cultural Proximity Theory

    Uploaded by

    Darylle Aljas Sumalinog
    442 views2 pages
    Cultural Proximity Theory posits that cultural similarities influence audience media preferences. It asserts that aspects like shared language, ethnicity, history and geography determine what transnational media consumers choose. Additionally, non-language cultural similarities such as fashion, communication styles, and relating to others also impact preferences according to the theory. Studies have found Asian audiences easily relate to and enjoy South Korean media due to depicting Asian cultures like family values and sacrifice. This theory can help explain Filipino teens' ongoing consumption of Korean dramas and media, as there are cultural proximity factors at play.

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    CULTURAL-PROXIMITY-THEORY

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    Cultural Proximity Theory posits that cultural similarities influence audience media preferences. It asserts that aspects like shared language, ethnicity, history and geography determine what transnational media consumers choose. Additionally, non-language cultural similarities such as fashion, communication styles, and relating to others also impact preferences according to the theory. Studies have found Asian audiences easily relate to and enjoy South Korean media due to depicting Asian cultures like family values and sacrifice. This theory can help explain Filipino teens' ongoing consumption of Korean dramas and media, as there are cultural proximity factors at play.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    442 views2 pages

    Cultural Proximity Theory

    Uploaded by

    Darylle Aljas Sumalinog
    Cultural Proximity Theory posits that cultural similarities influence audience media preferences. It asserts that aspects like shared language, ethnicity, history and geography determine what transnational media consumers choose. Additionally, non-language cultural similarities such as fashion, communication styles, and relating to others also impact preferences according to the theory. Studies have found Asian audiences easily relate to and enjoy South Korean media due to depicting Asian cultures like family values and sacrifice. This theory can help explain Filipino teens' ongoing consumption of Korean dramas and media, as there are cultural proximity factors at play.

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    CULTURAL PROXIMITY THEORY

    Cultural Proximity Theory often refers to the consumption of transnational media. (Lu et al., 2019)
    Additionally, Straubhaar (1991) asserted that similarities of cultural backgrounds is a huge factor of
    audiences choosing their preferred media products. Furthermore, cultural proximity defines the
    comparable aspects such as language, ethnicity, history, and geography. Significantly, language strongly
    determines the preferences of audiences in terms of consuming these media products. (Straubhaar, 2003)
    In contrast, language is not the only determinant that highlights the concept of cultural proximity. Rather,
    it also can be identified in terms of shared identity, shared fashion styles, shared communication styles,
    and coping up in their environment. (Alanzalon, 2011)

    To clarify, Kim (2004; as cited in Cabello et al., 2018) conducted a study about the correlation
    between the popularization of Hallyu and cultural proximity theory, wherein it concluded that satisfaction
    is present upon watching or consuming South Korean programs. Furthermore, there is easy digestion
    from audiences, specifically Asians, to relate themselves in terms of Asian emotional needs. The
    perception of audiences in consuming South Korean media products transfers sympathy through showing
    some of Asian cultures. In this case, the moral of Asian family and household, love, self’s high morality,
    and sacrifices.

    This theory will contribute to understanding and formulating an answer to the questions provided in
    the current study. Moreover, the continuous consumption of Filipino teens of Korean media products,
    specifically, Korean Dramas correlates with the concept of cultural proximity theory.

    REFERENCES:

    Alanzalon, S. M. (2011). Kpopped! Understanding the Filipino Teens’ Consumption of Korean Popular
    Music and Videos.
    http://iskwiki.upd.edu.ph/images/d/d5/Alanzalon,_Sarah_Kristine_Masiglat_04-11_Kpopped!.pdf

    Cabellero, M. M., Palisoc, J. M., Panganiban, R. P. L., Santosidad, J. T., & Sarreal, R. L. (2018, March).
    A comparative study on the effects of Korean drama consumption to the ... A Comparative Study on the
    Effects of Korean Drama Consumption to the Patriotism of University of the East - Caloocan Grade 12
    HUMSS Fans and Non-fans. Retrieved May 5, 2022, from https://www.researchgate.net/profile/Remar-
    Paulo-Panganiban/publication/
    329254215_A_Comparative_Study_on_the_Effects_of_Korean_Drama_Consumption_to_the_Patriotism
    _of_University_of_the_East_-_Caloocan_Grade_12_HUMSS_Fans_and_Non-fans/links/
    61a9e54629948f41dbbf10e8/A-Comparative-Study-on-the-Effects-of-Korean-Drama-Consumption-to-
    the-Patriotism-of-University-of-the-East-Caloocan-Grade-12-HUMSS-Fans-and-Non-fans.pdf

    Kim, M. (2004). Cultural Proximity and The Type of Korean Television Programs in Asian Market. 6th
    World Media Economics Conference Centre, 1–13. Retrieved.http://www.cem.ulaval.ca/pdf/kim.pdf.
    Lu, J., Liu, X., & Cheng, Y. (2019). Cultural Proximity and Genre Proximity: How Do Chinese Viewers
    Enjoy American and Korean TV Dramas? SAGE Open. https://doi.org/10.1177/2158244018825027

    Straubhaar, J. D. (1991). Beyond media imperialism: Assymetrical interdependence and cultural


    proximity. Critical Studies in media communication, 8(1), 39-59.
    https://doi.org/10.1080/15295039109366779

    Straubhaar, J., & Elasmar, M. G. (2003). The Impact of International Television: A Paradigm Shift.

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