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Kpopped! Understanding the Filipino Teens’ Consumption of Korean Popular Music and Videos


This thesis looked into the popularity of Korean popular (Kpop) music among the Filipino teens aged 15-19 years. The study used the combined assumptions of Straubhaar’s Cultural Proximity Theory, Ball-Rokeach and De Fleur’s Media Dependency Theory, and Blumler and Katz’s Uses and Gratifications Theory. The researcher conducted both traditional and online surveys among 270 Filipino teenage Kpop fans, and focus interviews to six (6) Filipino fans of the Korean groups Girls’ Generation, Super Junior, Shinee, SS501 and U-Kiss. The researcher determined the variables of consumption of Kpop content, cultural offerings present in Kpop content, and needs of the fans satisfied by Kpop content. The study found out that Filipino teens are highly exposed to Korean popular music, and consumed these media texts everyday by utilizing various media, most specifically the Internet. The Filipino fans are also attracted to the cultural offerings of Kpop content, especially the visual elements including the physical appearance of the artists (face, fashion, hairstyle) and visual aspects of the music videos (choreography, sets). It was found that consuming Kpop content gratified the entertainment need of the fans through its appealing visual elements and high-quality content (songs, choreography, and talented artists).

Alanzalon, S.M. (2011). Kpopped! Understanding the Filipino Teens’ Consumption of Korean Popular Music and Videos, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

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Subject Index : Popular Music--South Korea