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Soap operas as a matchmaker: A cultivation analysis of the effects of South Korean TV dramas’ on Vietnamese women’s marital intentions
Unformatted Document Text:  SOAP OPERAS AS A MATCHMAKER 23   The amount of time they spent on watching South Korean soaps was a strong predictor for their intentions to marry a South Korean man (β = .38, p < .001). Similarly, respondents’ favorability toward South Korea positively predicted their intentions to tie the knot with a South Korean man (β = .14, p < .001). The accuracy of their perceived reality of South Korea negatively predicted their martial intentions (β = -.15, p < .001). There was a strong relationship between the respondents’ intentions to marry a South Korean man and to contact illegal matchmaking services (β = .68, p < .001). In addition, two covariate variables - respondents’ education and income, showed both direct and mediated relationships with most endogenous variables in the model. The path model explained for 17% of the variance in the variable of subjects’ amount of time spent on viewing South Korean soap operas. It accounted for 21% of respondents’ perception of reality of South Korea and 5% of their favorability toward the country. More importantly, 46% of the variance of subjects’ intentions to marry a South Korean man was attributable to viewing time, perceived reality, favorability, education, and income. Respondents’ education, viewing time and martial intentions accounted for 69% of the variance in their intention to contact illegal matchmaking services. In sum, the path model supports the hypotheses the present study had proposed. It illustrates significant relationships between major variables. It confirms that the respondents’ demographics (education and income) – and the amount of time they spent viewing South Korean soap operas – influenced the accuracy of their perceived reality and their attitudes toward South Korea. These two dependent variables, in turn, affected respondents’ intentions to marry a South Korean man, and their willingness to contact illegal matchmaking services.   Discussion The present study supports the theory of cultivation. Heavy viewing of South Korean TV dramas does lead to a less accurate, and more positive impression of the country. In support of the theory of reasoned action (TRA), the data also show that exposure to media messages

Authors: Vu, Hong.
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SOAP OPERAS AS A MATCHMAKER 
23 
 
The amount of time they spent on watching South Korean soaps was a strong predictor for their 
intentions to marry a South Korean man (β = .38, < .001). Similarly, respondents’ favorability 
toward South Korea positively predicted their intentions to tie the knot with a South Korean man 
(β = .14, < .001). The accuracy of their perceived reality of South Korea negatively predicted 
their martial intentions (β = -.15, < .001). There was a strong relationship between the respondents’ 
intentions to marry a South Korean man and to contact illegal matchmaking services (β = .68, 
< .001). In addition, two covariate variables - respondents’ education and income, showed both 
direct and mediated relationships with most endogenous variables in the model. 
The path model explained for 17% of the variance in the variable of subjects’ amount of 
time spent on viewing South Korean soap operas. It accounted for 21% of respondents’ perception 
of reality of South Korea and 5% of their favorability toward the country. More importantly, 46% 
of the variance of subjects’ intentions to marry a South Korean man was attributable to viewing time, 
perceived reality, favorability, education, and income. Respondents’ education, viewing time and martial 
intentions accounted for 69% of the variance in their intention to contact illegal matchmaking services.      
In sum, the path model supports the hypotheses the present study had proposed. It 
illustrates significant relationships between major variables. It confirms that the respondents’ 
demographics (education and income) – and the amount of time they spent viewing South 
Korean soap operas – influenced the accuracy of their perceived reality and their attitudes toward 
South Korea. These two dependent variables, in turn, affected respondents’ intentions to marry a 
South Korean man, and their willingness to contact illegal matchmaking services.
 
Discussion 
The present study supports the theory of cultivation. Heavy viewing of South Korean TV 
dramas does lead to a less accurate, and more positive impression of the country. In support of 
the theory of reasoned action (TRA), the data also show that exposure to media messages 


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