A Content Analysis of Online Streaming’s Popular Korean Drama Series in Thailand: Alcohol Imagery and Scene


Exposure to alcohol-related imagery in the media is linked to increased regular use and initiation of alcohol consumption among youth and young adults. This association is particularly evident on online streaming platforms, where portrayals of alcohol are often unrestricted. This study aims to conduct a content analysis of alcohol-related imagery and scenes in five popular Korean drama series broadcast on online streaming platforms from 2012 to 2022. The content was coded at 1-minute intervals for the presence of alcohol. Images of alcohol were categorized into three groups: (1) Actual Use, representing explicit consumption of alcohol by actors or actresses; (2) Implied Use, indicating the presence of alcohol in the hands of characters; and (3) Other Alcohol References, encompassing any alcohol-related objects. Additionally, the alcohol imagery was classified according to the types of alcohol featured, the camera shot distance, and the depicted locations. The results showed that 17.37% of the intervals contained some form of alcohol content. Of these, Other Alcohol References accounted for 9.60%, Implied Use for 4.49%, and Actual Use for 3.18%. Soju and beer were the most frequently seen types of alcohol, at 15.85% and 14.90%, respectively. The medium shot was the predominant camera shot for alcohol scenes (67.10%), and restaurants were the most common locations depicted (44.96%).

Author Information
Patarakamon Pakkachairoj, Srinakharinwirot University, Thailand
Srirath Pakdeeronachit, Srinakharinwirot University, Thailand
Porawan Pattayanon, Srinakharinwirot University, Thailand

Paper Information
Conference: MediAsia2023
Stream: Mass Communication

This paper is part of the MediAsia2023 Conference Proceedings (View)
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To cite this article:
Pakkachairoj P., Pakdeeronachit S., & Pattayanon P. (2023) A Content Analysis of Online Streaming’s Popular Korean Drama Series in Thailand: Alcohol Imagery and Scene ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2023: Official Conference Proceedings https://doi.org/10.22492/issn.2186-5906.2023.21
To link to this article: https://doi.org/10.22492/issn.2186-5906.2023.21

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Posted by James Alexander Gordon