Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students
In the digital era, widespread social media adoption has fuelled Malaysian university students' interest in K-culture, resulting in the adoption of K-idols' fashion, the purchase of endorsed products, and financial and academic consequences. Therefore, this research aims to explore how ext...
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| Format: | Final Year Project / Dissertation / Thesis |
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2023
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| Online Access: | http://eprints.utar.edu.my/6125/ http://eprints.utar.edu.my/6125/1/Yap_Si_En_FYP_%2D1905501.pdf |
| _version_ | 1848886597947228160 |
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| author | Yap, Si En |
| author_facet | Yap, Si En |
| author_sort | Yap, Si En |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | In the digital era, widespread social media adoption has fuelled Malaysian university students' interest in K-culture, resulting in the adoption of K-idols' fashion, the purchase of endorsed products, and financial and academic consequences. Therefore, this research aims to explore how extended exposure to K-idols influences the perceptions of K-culture among Malaysian university students. By examining the links between students' views of K-idols and their perspectives on Kculture, this research sheds light on the impact of media consumption and the evolving dynamics of cross-cultural influence. This quantitative research utilised a Likert scale questionnaire distributed to Malaysian university students via Google Forms, with a sample size of 50 students. The analysis uncovers a significant connection between K-idols and university students' growing interest in various aspects of K-culture. Interestingly, even with exposure falling short of the "heavy viewer" criteria as per Cultivation Theory, modest exposure to K-idol media content significantly shapes beliefs and attitudes. The research finds that K-idols' influence extends to cultural exchange and globalisation, enriching university students' understanding of K-culture. Furthermore, the research reveals that K-culture holds a stronger appeal for respondents compared to other cultural elements, highlighting the profound impact of K-idol media content on Malaysian university students' perceptions. |
| first_indexed | 2025-11-15T19:41:02Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-6125 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:41:02Z |
| publishDate | 2023 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-61252023-11-27T19:57:25Z Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students Yap, Si En HM Sociology In the digital era, widespread social media adoption has fuelled Malaysian university students' interest in K-culture, resulting in the adoption of K-idols' fashion, the purchase of endorsed products, and financial and academic consequences. Therefore, this research aims to explore how extended exposure to K-idols influences the perceptions of K-culture among Malaysian university students. By examining the links between students' views of K-idols and their perspectives on Kculture, this research sheds light on the impact of media consumption and the evolving dynamics of cross-cultural influence. This quantitative research utilised a Likert scale questionnaire distributed to Malaysian university students via Google Forms, with a sample size of 50 students. The analysis uncovers a significant connection between K-idols and university students' growing interest in various aspects of K-culture. Interestingly, even with exposure falling short of the "heavy viewer" criteria as per Cultivation Theory, modest exposure to K-idol media content significantly shapes beliefs and attitudes. The research finds that K-idols' influence extends to cultural exchange and globalisation, enriching university students' understanding of K-culture. Furthermore, the research reveals that K-culture holds a stronger appeal for respondents compared to other cultural elements, highlighting the profound impact of K-idol media content on Malaysian university students' perceptions. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6125/1/Yap_Si_En_FYP_%2D1905501.pdf Yap, Si En (2023) Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students. Final Year Project, UTAR. http://eprints.utar.edu.my/6125/ |
| spellingShingle | HM Sociology Yap, Si En Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title | Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title_full | Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title_fullStr | Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title_full_unstemmed | Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title_short | Cultivation theory: The effects of prolonged exposure to k-idol on impressions of k-culture among Malaysian university students |
| title_sort | cultivation theory: the effects of prolonged exposure to k-idol on impressions of k-culture among malaysian university students |
| topic | HM Sociology |
| url | http://eprints.utar.edu.my/6125/ http://eprints.utar.edu.my/6125/1/Yap_Si_En_FYP_%2D1905501.pdf |