Factors of Success in Korea Drama Series: An Analysis of Narrative Elements and Social Reflection

Abstract

Background and Aims: The international success of Korean series has led to the global spread of Korean culture (Hallyu), particularly in raising awareness and driving social change through content that reflects the image of Korean society and important global issues. Korean series are therefore not just a form of entertainment but also serve as a historical record that connects audiences worldwide through storytelling and artistic elements that deeply reflect society. For this reason, the researcher aims to study and analyze the strategies that have contributed to the international success of Korean series, with the following objectives: 1) to analyze the narrative components of contemporary Korean series, and 2) to analyze the social reflections conveyed through contemporary Korean series.

Methodology: This study employs a mixed-methods approach. A quantitative survey was conducted with a sample of 100 regular viewers of Korean series to identify the top five most popular Korean series between 2017 and 2022. Purposive sampling was used for sample selection. Additionally, a qualitative content analysis was employed to examine the narrative components and social reflections present in these series. In-depth interviews were conducted with 13 experts to gather their insights on the success of the Korean series, with purposive sampling used to ensure the depth and completeness of the research.

Results: 1) The narrative components are a significant strategy influencing the success of the Korean series at a high level. The study found that plot, performance, and song have the highest influence. Conflict, character and characterization, theme, spectacle, settings, and point of view are also significant factors, with a moderate influence from diction and symbols. 2) The social reflections portrayed in the series are another high-impact strategy contributing to their success. Cultural imagery has the highest influence, followed by economic and cultural values imagery. Educational imagery has a lower influence, and religious imagery has the least influence. The narratives also reflect a cultural portrayal that is "creative, complete, realistic, interwoven, and communicative." Additionally, funding, government support, and celebrity power are critical factors driving the success of Korean series.

Conclusion: 1) Narrative components are a crucial strategy that has contributed to the international success of the Korean series. 2) Social reflections are also a key strategy in ensuring the global success of Korean dramas.