K-DRAMA AND I: COMPENSATING LACK OF AFFECTION THROUGH K-DRAMA ADDICTION

Abstract

In this constructivist grounded theory, this research aimed to study about the way a lack of affection (or affection deprivation) influences the addictive consumption of K-dramas as a substitute to the human beings’ need of affection. This research used qualitative research with constructivist grounded theory methodology through semi-structured interviews and open-ended surveys. 23 data were collected and 10 data were selected as representatives that fully satisfied all the participant criteria using a purposive sampling technique. The three steps coding process (line-by-line, focused, and theoretical) has been done manually by each transcription. Findings have shown that K-drama addictive consumption compensate for the lack of affection as a way to escape, to fulfill the lack symbolically, etc. through the elements of K-drama itself and the involvement (emotionally involved and reflecting upon the K-drama) of the audience. The result of this research is useful to create new insights in the marketing field especially related to Compensatory Consumption. Marketers can use the result when preparing marketing campaigns and strategies especially if they are using marketing platforms such as K-drama as product placement or to market their products or services especially affection-generating products or services.