Cross-Cultural TV Drama Viewing, Parasocial Acculturation, and Host Country Branding: Empirical Evidence and Implications

Abstract

Against the backdrop of the increasingly globalized media content market facilitated by over-the-top (OTT) services, this study aims to demonstrate empirical evidence for parasocial acculturation and its implications. According to a nationwide survey of young South Korean OTT viewers, the perceived narrative appeals that define and distinguish U.S. TV dramas can be empirically identified. These perceived narrative appeals of US TV dramas helped enhance not only young South Korean OTT viewers’ attitudes toward such media content but also their parasocial acculturation. In addition, attitudes toward U.S. TV dramas and parasocial acculturation significantly influenced attitudes toward the United States. Implications and insights were discussed in view of globalized media content and country branding.