Quarterly Scientific Journal of Audio-Visual Media

Quarterly Scientific Journal of Audio-Visual Media

The Role of K-Pop and K-Drama Consumption on the Values of Generation Z Girls Living in Tehran

Document Type : Research Paper

Authors
Amir Rastegar khaled 1
Ali Baghaei Sarabi 2
Mojgan Vafadar 3
1 Associate professor in Social Science, Faculty of Humanities, Shahed University, Tehran, Iran (Corresponding Author
2 Assistant professor in Sociology, Faculty of Social Science, Communication and Media, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Ph.D Student in Sociology, Department of Sociology, Faculty of Literature, Humanities and Social Sciences, Science and Research branch, Islamic Azad University, Tehran. Iran.
10.22085/javm.2025.500794.2275
Abstract
This study examines the role of anime, K-pop, and K-drama consumption in the values of Generation Z and the level of consumption of these products among this generation in Tehran. A comparison is also made between the values of the two groups of consumers and non-consumers. This research is a mixed-type (qualitative and quantitative) method with a sociological approach. The qualitative data was collected through in-depth interviews with 21 girls aged 12 to 18 who were consumers of these products. Based on the qualitative findings, a researcher-made questionnaire of consumer values was developed based on Schwartz's ten values. The questionnaire was designed in such a way that non-consumers could also respond to it. Then, using a three-stage cluster sampling method, the aforementioned questionnaire was completed in a face-to-face interview with 445 girls aged 12 to 18 in 22 districts of Tehran. The findings indicate that 69 percent of respondents are consumers of one or more of the above products. A comparison between the values of consumers and non-consumers indicates that there is a significant difference between the values of consumers and non-consumers in many of the measured indicators.
Keywords
Generation Z
Anime
K-Pop
K-Drama
Value