The Influence Of Korean Dramas On The Perception Of Korean Girls' Beauty Standards Among International Students


  • Agatha Permata Tania Nareswari School of Communication, Atma Jaya Catholic University of Indonesia
  • Satria Kusuma Fajar Mahardika School of Communication, Atma Jaya Catholic University of Indonesia



Media exposure, Korean dramas, perception, Korean girls’ beauty standards and international students.


Hallyu Wave, mainly known as Korean Wave from South Korea, has been spread out all over the world. This term is used to describe the popularity of Korean popular cultures in common. One of the Korean popular cultures that gain much attention in society around the world is their dramas. Korean dramas play an essential role in spreading the perception of girls' beauty standards. Therefore, this research aims to find out the influence of Korean dramas exposure that includes three variables, namely frequency, duration, and attention to the perception of Korean girls' beauty standards among international students. The population was from 8,275 international students pursuing bachelor's degrees in Sogang University, South Korea in Academic Year 2020/2021. According to the Slovin technique and purposive sampling, the research sample consisted of 100 international students that were divided into two different groups, Asian students and non-Asian students. Multiple linear regression was used to analyze the data. The results show that there was no individual influence between frequency, duration, and attention to Korean dramas exposure and the perception of Korean girls' beauty standards among Asian students. However, there was a negative influence between the duration of Korean dramas exposure and the perception of Korean girls' beauty standards among non-Asian students. Overall, the results show that frequency, duration, and attention to Korean dramas exposure did not influence the perception of Korean girls' beauty standards among Asian and non-Asian students.


Download data is not yet available.


Aparicio-Martinez, P., Perea-Moreno, A.-J., Martinez-Jimenez, M. P., Redel-Macías, M. D., Pagliari, C., & Vaquero-Abellan, M. (2019). Social Media, Thin-Ideal, Body Dissatisfaction and Disordered Eating Attitudes: An Exploratory Analysis. 16(21), 4177.

Aprillia, N.H.P., & Listiani, E. (2019). Pengaruh Drama Korea Terhadap Perilaku Imitasi Remaja. Prosiding Manajemen Komunukasi, 5(2), 340–350.

Brown, Z., & Tiggemann, M. (2020). A Picture is Worth a Thousand Words: The Effect of Viewing Celebrity Instagram Images With Disclaimer And Body Positive Captions on Women’s Body Image. Body Image, 33, 190–198.

Casale, S., Gemelli, G., Calosi, C., Giangrasso, B., & Fioravanti, G. (2021). Multiple Exposure to Appearance-focused Real Accounts on Instagram: Effects on Body Image Among Both Genders. Current Psychology, 40(6), 2877–2886. [5] Cha, Y., & Kwon, Y. (2019). An Empirical Encounter of Cultural Orientation and Cultivation Theory: Factors of Perception of Materialistic Realities and Dealing with Materialism of University Students in South Korea. Asian Journal for Public Opinion Research, 7(4), 226–250.

Chansiri, K., Wongphothiphan, T., & Shafer, A. (2020). The Indirect Effects of Thinspiration and Fitspiration Images on Young Women’s Sexual Attitudes. Communication Research, 1–23.

Chomaini, M. A., Purwanto, A., & Wihardjo, S. D. (2021). The Relationship between Ecological Intelligence and Media Exposure with Environmentally Friendly Behaviour. Thabiea : Journal of Natural Science Teaching, 4(1), 50.

Cohen, R., Fardouly, J., Newton-John, T., & Slater, A. (2019). #BoPo on Instagram: An Experimental Investigation of The Effects of Viewing Body Positive Content on Young Women’s Mood and Body Image. New Media and Society, 21(7).

Dinasti Joseon: Sejarah, Kehidupan, Raja-raja, dan Penemuan Halaman all - (n.d.). Retrieved January 18, 2022.

Fardouly, J., Willburger, B. K., & Vartanian, L. R. (2018). Instagram Use and Young Women’s Body Image Concerns and Self-objectification: Testing Mediational Pathways. New Media and Society, 20(4), 1380–1395.

Fevriasanty, F. I., Suyanto, B., Soedirham, O., Sugihartati, R., & Ahsan, A. (2021). Effects of Social Media Exposure on Adolescent Sexual Attitudes and Behavior: A Systematic Review. International Journal of Public Health Science, 10(2), 272–280.

Fioravanti, G., Benucci, S. B., Ceragioli, G., & Casale, S. (2022). How the Exposure to Beauty Ideals on Social Networking Sites Influences Body Image: A Systematic Review of Experimental Studies. In Adolescent Research Review. Springer International Publishing.

Foo, S. Y. Y. (2010). The Beauty Trap: How the Pressure to Conform to Society’s and Media’s Standards of Beauty Leave Women Experiencing Body Dissatisfaction. School of Communication Studies, 1–115.

Gao, J., Zheng, P., Jia, Y., Chen, H., Mao, Y., Chen, S., Wang, Y., Fu, H., & Dai, J. (2020). Mental Health Problems and Social Media Exposure During COVID-19 Outbreak. PLoS ONE, 15(4), 1–10.

Gelézeau, V. (2015). The Body, Cosmetics and Aesthetics in South Korea The Emergence of a Field of Research. HAL Archives Ouvertes.

He, X., Zhang, Y., Chen, M., Zhang, J., Zou, W., & Luo, Y. (2021). Media Exposure to COVID-19 Predicted Acute Stress: A Moderated Mediation Model of Intolerance of Uncertainty and Perceived Social Support. Frontiers in Psychiatry, 11.

Hallyu : Gelombang Korea (한류:Korea Wave) Kedutaan Besar Republik Korea untuk Republik Indonesia. (n.d.). Retrieved January 17, 2022, from

Henriques, M., & Patnaik, D. (2020). Social Media and Its Effects on Beauty. IntechOpen.

Higher Education in Korea. (n.d.). Retrieved January 17, 2022.

Hogue, J. V., & Mills, J. S. (2019). The Effects of Active Social Media Engagement With Peers on Body Image in Young Women. Body Image, 28, 1–5.

Ifroh, R. H., & Asrianti, T. (2020). Health Literacy, Media Exposure and Behavior Among Young Adults During the Covid-19 Pandemic. Jurnal Ilmu Kesehatan Masyarakat, 11(3), 223–236.

Jati, S. K. (2020). Body Image Pada Perempuan Penggemar Budaya Populer Korea.

Khomalia, I. (2019). Standarisasi Kecantikan di Media Sosial: Analisis Wacana Sara Mills Beauty Standard di Canel Youtube (Gita Savitri Devi). Dialogia, 16(1), 62. [24] Kim, S., Cho, S. K., & LoCascio, S. P. (2020). The Role of Media Use and Emotions in Risk Perception and Preventive Behaviors Related to COVID-19 in South Korea. Asian Journal for Public Opinion Research, 8(3), 297–323.

Lee, J., & Cho, M. (2020). The Effects of Consumers’ Media Exposure, Attention, and Credibility on Pro-environmental Behaviors. Journal of Promotion Management, 26(3), 434–455.

Liu, C., & Liu, Y. (2020). Media Exposure and Anxiety during COVID-19: The Mediation Effect of Media Vicarious Traumatization. International Journal of Environmental Reseach and Public Health, 17, 4720.

Livingston, J., Holland, E., & Fardouly, J. (2020). Exposing Digital Posing: The Effect of Social Media Self-disclaimer Captions on Women’s Body Dissatisfaction, Mood, and Impressions of The User. Body Image, 32, 150–154.

Mamatha K., & Ayappa, K. N. (2021). Media Exposure on Body Image and Sensation Seeking among Adolescents. Saudi Journal of Humanities and Social Sciences, 6(9), 313–318.

Maran,D.A.,&Begotti, T. (2021). Media Exposure to Climate Change, Anxiety, and Efficacy Beliefs in a Sample of Italian University Students. International Journal of Environmental Research and Public Health, 18(17). [30] Miao, H. (2019). Media Use and Political Participation in China: Taking Three National Large-N Surveys as Examples. Asian Journal for Public Opinion Research, 7(1), 1–22.

Michelle, A., & Susilo, D. (2021). The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL, 6(1), 37–50.

Mills, Jennifer S., Shannon, A., & Hogue, J. (2017). Beauty, Body Image, and the Media. Intech, 32(tourism), 137–144.

Parc, J., & Moon, H. (2013). Korean Dramas and Films: Key Factors for Their International Competitiveness. Asian Journal of Social Science, 41(2), 126–149.

Park, J., & Chun, J. (2020). How Does Watching YouTube Fashion Content Impact Perception of Appearance: a Phenomenological Study of Korean Women in Generation Z. Humanities and Social Sciences Communications, 7(1), 1–10.

Pratiwi, A., Jaya, A., & Reskiyawati, S. U. (2017). Analisis Semiotika Tentang Kecantikan Perempuan Dalam Tayangan Drama Descendants of The Sun. 1–15.

Prichard, I., Kavanagh, E., Mulgrew, K. E., Lim, M. S. C., & Tiggemann, M. (2020). The Effect of Instagram #fitspiration images on Young Women’s Mood, Body Image, and Exercise Behaviour. Body Image, 33, 1–6.

Rivas, D. R. Z., Jaldin, M. L. L., Canaviri, B. N., Escalante, L. F. P., Fernández, A. M. C. A., & Ticona, J. P. A. (2021). Social Media Exposure, Risk Perception, Preventive Behaviors and Attitudes during the COVID-19 Epidemic in La Paz, Bolivia: A Cross Sectional Study. PLoS ONE, 16(1).

Rosida, I., & Saputri, D. Y. (2019). Self-Love and Self-Acceptance: Redefining Ideal Beauty Through Its Representation in Scars To Your Beautiful. LITERA, 18(3).

South Korea: Korean Drama Popularity Worldwide 2020 | Statista. (n.d.). Retrieved January 18, 2022, from

Streng, C. A. (2018). Riding the Wave: How the Media Shapes South Korean Concepts of Beauty. 60.

Sukisman, J. M., & Utami, L.S.S. (2021). Perlawanan Stigma Warna Kulit terhadap Standar Kecantikan Perempuan Melalui Iklan. Koneksi, 5, 67–75.

Terhoeven, V., Nikendei, C., Bärnighausen, T., Bountogo, M., Friederich, H. C., Ouermi, L., Sié, A., & Harling, G. (2020). Eating Disorders, Body Image and Media Exposure Among Adolescent Girls in Rural Burkina Faso. Tropical Medicine and International Health, 25(1), 132–141.

Uchôa, F. N. M., Uchôa, N. M., Daniele, T. M. da C., Lustosa, R. P., Garrido, N. D., Deana, N. F., Aranha, Á. C. M.,&Alves,N.(2019).Influence of the Mass Media and Body Dissatisfaction on the Risk in Adolescents of Developing Eating Disorders. International Journal of Environmental Reseach and Public Health,16,1508.

Walker, C. E., Krumhuber, E. G., Dayan, S., & Furnham, A. (2021). Effects of Social Media Use on Desire for Cosmetic Surgery Among Young Women. Current Psychology, 40(7), 3355–3364.

Wihardiyanto, O., Prakoeswa, F. R. S., & Prakoeswa, C. R. S. (2019). The Effect of Media Exposure, Family Closeness, and Knowledge about Sexually Transmitted Disease on Sexually Transmitted Disease Risk Behaviors in Senior High School Students. Berkala Ilmu Kesehatan Kulit Dan Kelamin, 3(1).

Williamson, G., & Karazsia, B. T. (2018). The Effect of Functionality-Focused and Appearance-Focused Images of Models of Mixed Body Sizes on Women’s State-Oriented Body Appreciation. Body Image, 24, 95–101.

Yamout, F., Issa, J., & Ghaddar, A. (2019). Beauty Standards Set by Social Media and Their Influence on Women’s Body Image. Science Open.

Yee, Z. W., Griffiths, S., Fuller-Tyszkiewicz, M., Blake, K., Richardson, B., & Krug, I. (2020). The Differential Impact of Viewing Fitspiration and Thinspiration Images on Men’s Body Image Concerns: An Experimental Ecological Momentary Assessment Study. Body Image, 35, 96–107.

Yoo, J. H., & Kim, J. (2012). Obesity in the New Media: A Content Analysis of Obesity Videos on YouTube. Health Communication, 27(1), 86–97.

Zahra, M. F., Baig, F., & Hassan, T. (2021). Media Exposure and Child Psychology: Parental Perceptions About Effects. Academic Journal of Interdisciplinary Studies, 10(1), 113–124.




How to Cite

Permata Tania Nareswari, A. ., & Kusuma Fajar Mahardika, S. . (2024). The Influence Of Korean Dramas On The Perception Of Korean Girls’ Beauty Standards Among International Students. International Journal of Educational Research &Amp; Social Sciences, 5(1), 96–105.