한국 드라마 시청이 한국에 대한 이미지에 미치는 영향 : 중국과 일본 시청자를 대상으로

다국어 초록 (Multilingual Abstract)

This study is aimed at understanding the impact of watching Korean TV dramas on Korea's image in China and Japan. Korean dramas have been a leading force behind Hallyu, or the Korean Wave that started in the mid 1990s. This paper examined the effect of Korean TV dramas on the nation's image, the independent variable, while testing the effects of moderating variables. To test the esta- blished hypotheses, surveys were conducted on the general public in Beijing, China and in Tokyo, Japan during March and April 2007.
To find out the correlation between the number of Korean TV dramas that viewers watched and Korea's images among viewers in the two countries, Hypotheses 1, 2 and 3 were formulated, which ant- icipated that the more Korean dramas that they watch the more favorable the images associated with Korea would be and the stro- nger the positive emotional attitudes and behavioral intention toward Korea would be among viewers. To find out the procedure of this progression, it was predicted in Hypothesis 4 that the more favorable the images associated with Korea, the more positive the attitudes tow- ard Korea would be. Hypothesis 5 in turn anticipated that the more positive the attitudes toward Korea, the more favorable the behavioral intention toward the country would be. Hypotheses 1, 2, 3, 4 and 5 were all supported when a Multiple Regression Analysis was cond- ucted. Thus, it was confirmed in this paper that the number of Kor- ean TV dramas that viewers watched has both a direct and indirect influence on viewers' images associated with Korea and their emo- tional attitudes and behavioral intention toward Korea.
The test results attest to the fact that Korean dramas have been contributing to the projection of an overall positive image of Korea in China and Japan despite the fact that there are some people in these countries who dislike or oppose the Korean Wave. It is also und- erstood that the creation of a positive image of a country goes mai- nly through a process from the development of images associated with a country to emotional attitudes and behavioral intention.
This paper also delves into the moderating effects of socio-cultural variables, including cultural proximity, ethnocentrism and cultural ori- entation. It was predicted in Hypotheses 6, 7 and 8 that the impact of viewing Korean TV dramas on the images that viewers associate with Korea would vary in accordance with cultural proximity, ethn- ocentrism and cultural orientation respectively. For these hypotheses, a Moderated Regression Analysis was carried out. It was anticipated in Hypothesis 6 that the effects of viewing Korean TV dramas on the images that viewers associate with Korea as a country would vary depending on the extent of their recognition of a cultural proximity with Korea. The test shows that this hypothesis has to be rejected. Rather, it turns out that the recognition of cultural proximity worked as an independent, not moderating, variable.
The answers from Chinese respondents, in particular, indicate that cultural proximity is not relevant to the images that they associate with Korea. In addition, a comparison between the Chinese and Jap- anese respondents of their recognition of cultural proximity with Korea showed a statistically significant difference. The Japanese res- pondents (2.94) turned out to recognize more of a cultural proximity with Korea than their Chinese counterparts (2.73) (t=-3.32, p<.01). Cul- tural proximity has been regarded as one of the main factors behind Hallyu in China, but the test results in the above attest to the fact that the Chinese have a weaker recognition of cultural proximity with Korea than do the Japanese and that cultural proximity does not function as either an independent or moderating variable in creating or affecting the image of Korea. The outcome of the test shows that despite a geopolitical proximity and a similar Confucian cultural her- itage from the past Korea and China now have disparate political, economic and social structures and that it is no longer possible to uniformly lump all East Asian countries into a Chinese Cultural Sp- here, a theory that has been advocated by Straubhaar and others.
Judging from the moderating effects of ethnocentrism, Hypothesis 7 is accepted: that is that the stronger the ethnocentrism, the greater the impact of viewing Korean TV dramas is on the images that the aud- ience associates with Korea. Breaking down the data by country, this moderating effect was absent among Chinese respondents while it was evident in the Japanese audience. An interesting point to note here is that ethnocentrism in the Japanese audience worked favorably for Korea and projected positive images associated with Korea. The result is a little surprising. That is because ethnocentrism normally entails putting oneself in the center and placing others in the peri- phery, resulting in a preference for one's own products rather than the products of other countries. In the case of the Japanese, it turned out that the stronger the ethnocentrism, the stronger the positive images associated with Korea stemming from watching Korean TV dramas. The surprising result can be interpreted as resulting from the popular belief among Japanese that what they see in the Korean dramas corresponded with what they used to have in the past but have lost now. So the Japanese see themselves in the dramas, albeit their past selves. The indication is that the Japanese become nostalgic for bygone years while the Chinese react with a kind of delicate envy toward Korea. Differently put, the Japanese found fewer cultural differences or causes for aversion in Korean TV dramas than in other foreign dramas.
Hypothesis 8 was rejected after evaluating the moderating effects of cultural orientation on the effect of Korean dramas on the images associated with Korea. No significant moderating effects of vertical collectivism, vertical individualism, horizontal collectivism or hori- zontal individualism were observed or proved. These variables may well constitute additional independent variables that affect images associated with Korea just like the watching Korean TV dramas.

국문 초록 (Abstract)

이 연구는 1990년대 중반이후 한류를 견인해온 한국 TV 드라마 시청이 중국과 일본에서 한국에 대한 국가 이미지에 미친 영향을 보기 위한 것이다. 이를 위해 독립변인인 한국 TV 드라마 시청이 한국에 대한 이미지에 미친 영향과 이 과정에서 조절변인의 조절효과를 검정하였다. 가설 검정을 위해 설문조사 방법을 이용했으며, 조사는 2007년 3~4월 기간 중 중국 북경과 일본 동경에서 일반인을 대상으로 실시하였다.
한국 TV드라마 시청량과 한국에 대한 이미지의 관계를 보기위해 가설 1, 가설 2, 가설 3에서는 한국 TV 드라마 시청량이 증가할수록 한국에 대한 호의적 연상, 정서적 태도, 행동의도가 각각 증가할 것이라고 예측하였다. 이미지형성 과정을 보기위해 가설 4에서는 한국에 대한 호의적 연상이 증가할수록 호의적 태도가 증가하고, 가설 5에서는 한국에 대한 호의적 태도가 증가할수록 호의적 행동의도가 증가할 것이라고 예측하였다. 이를 검정하기 위해 각 단계별 다중회귀분석(Multiple Regression Analysis)을 실시한 결과, 가설 1, 2, 3, 4, 5는 모두 지지되었다. 따라서 한국 TV 드라마의 시청량은 한국에 대한 연상, 정서, 행동의도에 미치는 모든 직접효과와 간접효과가 있음을 확인하였다. 이러한 결과는 중국과 일본에서 일부의 혐한류 내지 반한류의 움직임에도 불구하고 한국 TV 드라마 시청은 한국에 대해 긍정적인 이미지를 심어주는데 기여하고 있음을 보여주고 있다. 아울러 이미지의 형성은 주로 연상- 정서적 태도- 행위의도의 경로를 거친다는 사실을 알 수 있었다.
연구에서는 문화적 근접성(cultural proximity), 자민족중심주의(ethnocentrism),문화적 지향(cultural oriented) 등 사회문화적 특성 변인들의 조절효과를 보았다. 가설 6, 가설 7, 가설 8에서는 한국 TV 드라마 시청이 한국에 대한 연상에 미치는 영향이 문화적 근접성, 자민족중심주의, 문화적 지향에 따라 달라질 것이라고 예측하였다. 이를 검정하기 위해조절회귀분석을 실시하였다.
먼저 가설 6에서는 한국과의 ‘문화적 근접성’ 인식에 따라 한국 TV 드라마 시청이 한국에 대한 연상에 미치는 영향이 달라질 것으로 예상했으나 검정결과 가설은 기각되었다. 문화적 근접성 인식은 조절변인이라기 보다는 독립변인으로 작용하는 것으로 나타났다. 특히, 중국 응답자의 경우 문화적 근접성은 한국에 대한 연상과는 관련이 없다는 사실을 확인할 수 있었다. 아울러 중국과 일본 응답자들의 한국과의 문화적 근접성 인식을 비교한 결과, 두 집단 간에는 통계적으로 유의미한 차이가 있었다.중국 응답자(2.73) 보다 일본 응답자(2.94)들이 한국과 더 문화적 근접성이 있는 것으로 인식하는 것으로 나타났다(t=-3.32, p<.01). 이상의 결과를 통해 그간 중국에서의 한류 발생 주요 요인 중 하나로 문화적 근접성을 꼽았으나 실제 중국인들이 한국과 문화적 근접성을 인식하는 정도는 오히려 일본보다 낮고, 문화적 근접성이 한국에 대한 이미지 형성이나 변화에 조절변수 또는 독립변수로도 작용치 않고 있다는 것을 알 수 있었다. 이러한 사실은 중국과 한국이 지정학적으로 가깝고 과거 유사한 유교 문화적 전통을 갖고 있었다 하더라도 상이한 정치, 경제, 사회 체제를 갖고 있고, 이러한 요소들의 영향을 받은 결과 스트라바(Straubhaar) 등이 이야기하는 동아시아 중화문화권이라는 잣대를 더 이상 기계적으로 적용하기는 어렵다는 것을 보여준다.
또 다른 조절변인으로 상정한 ‘자민족 중심주의’의 조절효과를 살펴본 결과, 자민족 중심주의가 높을수록 한국 TV 드라마 시청이 한국에 대한연상에 미치는 영향은 증가해 가설 7은 지지되었다. 국가별로 볼 때 중국 응답자의 경우는 자민족중심주의가 한국 TV 드라마 시청 후 한국에 대한 연상에 미치는 조절효과는 없었으나, 일본의 경우는 조절효과가 나타났다. 여기서 주목되는 것은 일본의 경우 자민족중심주의가 한국에 대한 호의적 연상에 긍정적으로 작용하고 있다는 것이다.이러한 결과는 일견의외라 할 것이다. 자민족중심주의는 흔히 자국을 중심에 놓고 상대국은 낮게 평가하는 동시에 타국의 제품보다 자국의 제품을 선호하는 것이 일반적이라고 할 수 있음에도 불구하고 일본의 경우에는 자민족중심주의가 높을수록 한국 TV드라마 시청이 한국에 대한 연상에 미치는 긍정적 영향이 증가했기 때문이다. 이러한 사실은 일본의 경우 한류가 중국처럼 한국에 대한 선망이라기보다는 과거 자신들이 잃어버렸다고 생각하는 것에 대한 노스탤지어라는 주장과 서로 맥이 통한다고 해석할 수 있을 것이다. 다시 말해 한국 TV 드라마에서 외국 드라마로서의 이질감이나 거부감이 약한 결과라 할 것이다.
한국 TV 드라마 시청이 한국에 대한 연상에 미치는 영향에 있어 ‘문화적 지향’이 미치는 조절효과를 본 결과, 수직적 집단주의, 수직적 개인주의, 수평적 집단주의, 수평적 개인주의는 모두 유의미한 조절효과가 없는 것으로 나타나 가설 8은 기각되었다. 이들 변인은 한국 TV 드라마 시청과 마찬가지로 한국에 대한 연상에 영향을 미치는 또 다른 독립변인일 가능성이 높다는 사실을 알 수 있었다.

목차 (Table of Contents)

• This study is aimed at understanding the impact of watching Korean TV dramas on Korea's image in China and Japan. Korean dramas have been a leading force behind Hallyu, or the Korean Wave that started in the mid 1990s. This paper examined the effect of Korean TV dramas on the nation's image, the independent variable, while testing the effects of moderating variables. To test the esta- blished hypotheses, surveys were conducted on the general public in Beijing, China and in Tokyo, Japan during March and April 2007.
• To find out the correlation between the number of Korean TV dramas that viewers watched and Korea's images among viewers in the two countries, Hypotheses 1, 2 and 3 were formulated, which ant- icipated that the more Korean dramas that they watch the more favorable the images associated with Korea would be and the stro- nger the positive emotional attitudes and behavioral intention toward Korea would be among viewers. To find out the procedure of this progression, it was predicted in Hypothesis 4 that the more favorable the images associated with Korea, the more positive the attitudes tow- ard Korea would be. Hypothesis 5 in turn anticipated that the more positive the attitudes toward Korea, the more favorable the behavioral intention toward the country would be. Hypotheses 1, 2, 3, 4 and 5 were all supported when a Multiple Regression Analysis was cond- ucted. Thus, it was confirmed in this paper that the number of Kor- ean TV dramas that viewers watched has both a direct and indirect influence on viewers' images associated with Korea and their emo- tional attitudes and behavioral intention toward Korea.
• The test results attest to the fact that Korean dramas have been contributing to the projection of an overall positive image of Korea in China and Japan despite the fact that there are some people in these countries who dislike or oppose the Korean Wave. It is also und- erstood that the creation of a positive image of a country goes mai- nly through a process from the development of images associated with a country to emotional attitudes and behavioral intention.
• This paper also delves into the moderating effects of socio-cultural variables, including cultural proximity, ethnocentrism and cultural ori- entation. It was predicted in Hypotheses 6, 7 and 8 that the impact of viewing Korean TV dramas on the images that viewers associate with Korea would vary in accordance with cultural proximity, ethn- ocentrism and cultural orientation respectively. For these hypotheses, a Moderated Regression Analysis was carried out. It was anticipated in Hypothesis 6 that the effects of viewing Korean TV dramas on the images that viewers associate with Korea as a country would vary depending on the extent of their recognition of a cultural proximity with Korea. The test shows that this hypothesis has to be rejected. Rather, it turns out that the recognition of cultural proximity worked as an independent, not moderating, variable.
• The answers from Chinese respondents, in particular, indicate that cultural proximity is not relevant to the images that they associate with Korea. In addition, a comparison between the Chinese and Jap- anese respondents of their recognition of cultural proximity with Korea showed a statistically significant difference. The Japanese res- pondents (2.94) turned out to recognize more of a cultural proximity with Korea than their Chinese counterparts (2.73) (t=-3.32, p<.01). Cul- tural proximity has been regarded as one of the main factors behind Hallyu in China, but the test results in the above attest to the fact that the Chinese have a weaker recognition of cultural proximity with Korea than do the Japanese and that cultural proximity does not function as either an independent or moderating variable in creating or affecting the image of Korea. The outcome of the test shows that despite a geopolitical proximity and a similar Confucian cultural her- itage from the past Korea and China now have disparate political, economic and social structures and that it is no longer possible to uniformly lump all East Asian countries into a Chinese Cultural Sp- here, a theory that has been advocated by Straubhaar and others.
• Judging from the moderating effects of ethnocentrism, Hypothesis 7 is accepted: that is that the stronger the ethnocentrism, the greater the impact of viewing Korean TV dramas is on the images that the aud- ience associates with Korea. Breaking down the data by country, this moderating effect was absent among Chinese respondents while it was evident in the Japanese audience. An interesting point to note here is that ethnocentrism in the Japanese audience worked favorably for Korea and projected positive images associated with Korea. The result is a little surprising. That is because ethnocentrism normally entails putting oneself in the center and placing others in the peri- phery, resulting in a preference for one's own products rather than the products of other countries. In the case of the Japanese, it turned out that the stronger the ethnocentrism, the stronger the positive images associated with Korea stemming from watching Korean TV dramas. The surprising result can be interpreted as resulting from the popular belief among Japanese that what they see in the Korean dramas corresponded with what they used to have in the past but have lost now. So the Japanese see themselves in the dramas, albeit their past selves. The indication is that the Japanese become nostalgic for bygone years while the Chinese react with a kind of delicate envy toward Korea. Differently put, the Japanese found fewer cultural differences or causes for aversion in Korean TV dramas than in other foreign dramas.
• Hypothesis 8 was rejected after evaluating the moderating effects of cultural orientation on the effect of Korean dramas on the images associated with Korea. No significant moderating effects of vertical collectivism, vertical individualism, horizontal collectivism or hori- zontal individualism were observed or proved. These variables may well constitute additional independent variables that affect images associated with Korea just like the watching Korean TV dramas.