WT Communication Faculty Examine Netflix K-Dramas

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CANYON, Texas – From BTS to “Squid Game,” the Korean Wave has grabbed the world’s attention, and professors from the West Texas A&M University Department of Communication are surfing it as avid viewers—and researchers.

Dr. Min Wha Han, assistant professor of communication studies; Dr. Emily Kinsky, professor of media communication; and Dr. Kristina Drumheller, department head and professor of communication studies; recently presented research into the rising prominence of entertainment options originating in South Korea at the Broadcast Education Association annual conference.

The professors each have a passion and desire to learn more about the production and impact of Korean dramas, known as K-dramas. The shows, such as “Crash Landing on You,” have developed an international following, leading the scholars to see a need for research on the topic.

“I think that our research is important because we focus on the two most prominent cultural characteristics that define this era—globalization and digitalization. Due to globalization and digitalization, the world is shrinking, allowing various forms of cross-border cultural mixing,” Han said. “I believe that the success of K-dramas can be placed at the center of this phenomena. Yet, studies of the Korean Wave in Western academia are only now emerging. I hope our work contributes to this void and need.”

Kinsky developed an interest in Korean dramas by accident.

“I came across a K-drama on Netflix in 2019 and enjoyed the storyline and repeated message of forgiveness and reconciliation in that series,” Kinsky said. “Netflix, of course, suggested other series to me, and I started noticing how product placement was being handled within the dramas. The way brands were presented within the storylines stood out to me, and the way prosocial messages were incorporated made me curious to learn more.”

Prosocial messages—such as reminders to wear seatbelts or to be kind to one another—are methods of communication that emphasize behavior that is meant to benefit others, rather than self-interested messages.

The researchers focused their studies on product placement and social responsibility messaging within the top K-dramas viewed worldwide on Netflix in 2020. Initial results from these research efforts were presented in two different sessions at the BEA conference: a research symposium on streaming services like Netflix, and a session about international broadcasting.

The group was invited to write a book chapter related to the research symposium presentation and plans to continue researching this topic, including new directions. “Squid Game,” while a prominent example of K-dramas, premiered outside of the professors’ research window.

“We are interested to know more about how product placement is used to help tell stories about characters and relationships,” Drumheller said.

Photo: Dr. Kristina Drumheller, from left, Dr. Emily Kinsky and Dr. Min Wha Han watch and discuss a Netflix K-drama for their research into the Korean Wave's impact on entertainment options.

About the WT Department of Communication

The WT Department of Communication houses two undergraduate programs, Communication Studies and Media Communication, with three areas of emphasis in each program as well as the option to seek teacher certification in speech or journalism. The master’s program offers two areas of emphasis: one in Communication and one in Media Management. Both can be completed online. For more information on the department, visit wtamu.edu/academics/college-fine-arts-humanities/department-communication/index.html.

About West Texas A&M University

WT is located in Canyon, Texas, on a 342-acre residential campus. Established in 1910, the University has been part of The Texas A&M University System since 1990. WT, a Hispanic Serving Institution since 2016, boasts an enrollment of about 10,000 and offers 59 undergraduate degree programs and more than 40 graduate degrees, including two doctoral degrees. The University is also home to the Panhandle-Plains Historical Museum, the largest history museum in the state and the home of one of the Southwest’s finest art collections. The Buffaloes are a member of the NCAA Division II Lone Star Conference and offers 14 men’s and women’s athletics programs.

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