Thesis (M.A.)--Chulalongkorn University, 2009

To study the impact of Korean television dramas and the reason why Korean television dramas have influenced a Thai audience in Bangkok. The benefits from this research can be as a guideline for the government or the private sector to find out keys of success of Korean television dramas and use as a strategy to improve our dramas to attract the other counties that can bring an income to our country like a Korean wave phenomenon. The scope of this study is restricted on Thai society by using Thai audience in Bangkok who age between 18-60 years old that prefer to watch Korean television dramas, totaling 400 participants. The research used the methods of qualitative research which is collecting data from library books, related researches, journals, etc. and also the quantitative research to collect data by using a questionnaire as a tool. The data were analyzed by means of the Statistical Products and Service Solutions (SPSS) Program for the result. The research results are found that Korean television dramas have affected on Thai society on positive and negative. The impact on the positive of Korean television dramas mostly affected the audiences for relaxation and entertainment. Korean television dramas also have influenced them to travel to Korea including get knowledge of Korean culture. Besides, the impacts on negative of Korean television dramas were Thai people having excessive adapted to Korean culture, Thai culture have excessive dominated by Korean culture and Thai people were forgot Thai culture. Moreover, audiences have influenced to watch Korean television dramas by Korean wave. The Korean wave that mostly influences is tourist attraction, drama or movie and Korean music.