The impact of Korean television drama viewership on the social perceptions of single life and having fewer children in married life

Abstract

The purpose of this study was twofold. On the ground of Gerbner’s cultivation theory, it examined the effect of South Korean drama consumption on the perceived prevalence of single life and having fewer children in married life. It also tested the causality of cultivation effects through a priming methodology. Results indicated that the perceived prevalence of having fewer children in married life was significantly affected by exposure to dramas which positively feature single life and having fewer children in married life on television. The findings provide public health policy-makers and communication campaigners with valuable theoretical relationships, as well as their practical implications.