Do College Students Prefer to Watch Korean and Japanese Soap Operas? 指導教授：沈吟賢 (Y.S.I. Shen) 范雅淳 (Ya-chun Fan) 張筱涵 (Hsioa-han Chang) 江芝瑩 ( Chih-ying Chiang) 林夏安 (Hsia-an Lin) 1

Outline 1.Introduction 2.Literature Review 3.Methodology 4.Data Analysis 5.Conclusion 2

Background Taiwanese like watching soap opera as a leisure activity. In Taiwan, most of soap operas come from Japan, Korea, and Taiwan. Most Taiwanese teenagers think that Japanese and Korean soap operas are better than Taiwanese soap operas. Soap operas can represent a national culture. If a nation has good soap operas, it will be a great benefit to the nation in various ways such as tourism, economy, and entertainment industry. 3 Introduction

Purpose of the Study 1)To discover Ming Chuan University students preference toward the Japanese, Korean, and Taiwanese soap operas 2) To compare the preference from the Ming Chuan university students whose majors is Bachelor of Arts or Bachelor of Science 3) To investigate how soap opera influence college students’ beliefs and value 4) To plan the good marketing method 4

Significance of the Study The study will be a significant effort in finding out the Korean and Japanese soap operas’ features. The research will also analyze the factors which influence the college students to watch the Korean and Japanese soap operas. Furthermore, the study could be beneficial to Taiwanese soap opera producers and production groups to make Taiwanese soap operas more attractive and creative. 5

Research Questions 1)Why do Ming Chuan university students prefer to watch the Korean soap operas? 2) What are the motivations that Ming Chuan University students from Bachelor of Arts or Bachelor of Science have toward the Korean soap opera? 3) Do Korean and Japanese soap operas influence college students’ beliefs and value? 4) Do Korean and Japanese have better marketing strategies? 6

Definition of Term A soap opera, also called "soap", shows on radio or television. It’s in serial form. Soap operas are special format of entertainment, different to other television drama. Different countries would product the different types of soap operas. 7

Stuart Hall - The Circuit of Culture Many people believed that Korean government endeavored to combine their traditional culture with soap operas and movies. Because of the endeavor, the Korean soap operas and movies were so successful. It not only increased global visibility of Korean products and promotion of Korea's economic growth, but also made the overall image of Korea which had been raised (Liu, 2006). 8 Literature Review

Destination Image When the television or movie plot is closely tied in with a place, audiences will connect their feelings with the place, and construct the Destination Image (Tooke & Baker, 1996). According to Tourism Bureau of Taiwan’s statistics, the growth rate of Taiwanese tourists to Korea rose sharply; meanwhile, Korean soap operas were becoming popular in Taiwan (Ji, 2002). 9

Methodology Overview: We have the pilot study at beginning, and then give the questionnaires for MCU students. Pilot Study: Tamkang University, Chinese Culture University, and Fu Jen Catholic University students Questionnaire: MCU students Quantitative 10

Methodology 1-1. Sample of Pilot Study: For Students: In Tamkang University, Chinese Culture University, and Fu Jen University Total: 60 students Response rate: 90% (54 students) 1-2. Sampling technique: Quantitative research Snowball Non- experimental 11

Methodology 2-1. Sample of Questionnaire: For Students: One class from each grade of Applied English, Applied Japanese, Information Management, and Information and Telecommunication Engineering in MCU 12 Total classes: 12 classesReturned questionnaires: % Total: 681 studentsValid response : %

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Methodology 2-2. Sampling technique: Quantitative research Stratified & Time Matching Non-experimental 14

Methodology Materials: Questionnaire Excel

Methodology Procedure Choose 60 students from three universities and from the first grade to the third grade who are the researchers‘ friends Conceive the research by literature Understand the difference of background between Japanese, Korea and Taiwan soap operas 16

Conclusion Explain and analyze the questionnaire and discuss t he results of research Choose 681 students from the College of Science and College of the Arts students in Ming Chuan University Design research questionnaire (quantity) Revise questions of questionnaire 17

Data Analysis Pilot Study Participants Formula Explanations of Charts 18

Pilot Study ask help ask help Provides some suggestions Researchers Researchers ’ friends Researchers’ friends’ classmates

Participants

Formula College of Language / College of Science Total The more counts mean more people agree with this option.

Soap Opera Country Preference of Participants

Factors that Influence Participants’ Willing to Watch Japanese and Korean Soap Operas

The factors in Actors Part that Influence Participants’ Willing

How the Participants Get the Information about Japanese and Korean Soap Opera

The Way of Viewing Japanese and Korean Soap Opera

The best strategies to promote Taiwanese soap opera

28 Conclusion & Suggestions

The motivation of college students to watch Korean and Japanese soap opera script, actors and scene even sound effect are the major factors to effect the motivation of college students The content of script. The fame of actors 29

Beautiful scene and touchable sound effect It is not only make Taiwanese soap opera progress but bring more and more people attention to Taiwanese culture. 30

Korean and Japanese soap operas influence college students’ beliefs and value. Understand foreign culture, learn foreign languages, and travel to the countries are the main results that researchers found. The questionnaires show that participants can get more culture information and learn some language about Japan or Korea by watching their soap operas, and the willing of travel is raising after they watch the soap operas. 31

A good marketing strategy to promote Taiwanese soap opera. Most college students watch Korean and Japanese soap operas by TV, and know the information by TV commercial. Soap operas producers could consider the marketing way of soap opera again. 32

LTSO Plan Love Taiwanese Soap Opera 1.The cooperation of travel agencies and soap operas production companies 2.Soap Opera Travel fair in Taiwan 33

Advantages of this plan: 1.consolidate the cultural and creative industries in Taiwan 2.stimulate the tourists from all over the world 3.market the culture and features of Taiwan. 34

Limitation and Suggestion Limitation of the Study The study has been constrained by time limit. Suggestion for Future Research Future researches could involve more university students and combine questionnaire with interview. 35

Reference Du Gay, P. Hall, S., Janes, L., Mackay, H., Neegus,K. (1997) Doing Cultural Studies: The Story of the Sony Walkman. London: Stage. E. Frank, R., & G. Greenberg, M. (1982). Audiences for Public Television. California: SAGE Publications, Inc. Kerner, M.M.(1989).The Art of the Sound Effects Editor : Focal Press, Stoneeham, MA. Morley, J. (1949). Scriptwriting for High-impact Videos. California: Rebecca Hayden. Sheehan, H. (2001). Irish Television Drama: A Society and Its Stories. Dublin: Radio Telefis Eireann. Tooke, N. & Baker, B. (1996). Seeing is Believing: The Effect of Film on Visitor Numbers to Screened Locations. Tourism Management, 17(2),