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CHAPTER I

Introduction
The researcher has been a fan of kpop music since 6
th
grade. Until now, the researcher is
still a fan. The researcher listens to kpop songs whenever the researcher is on a bad mood, bored
or just wants to relax and escapes the reality somehow. People around the researcher think that
kpop would just bring distractions especially on the researchers study. But the researcher
ignored what other people say that she even joined a fandom. Fandom is a way of life. It is like
our daily activities such as eating, walking, watching, sleeping, reading books and the like;
fandom is a habitual activity for a fan. There are emotions given by the listeners of Kpop music
such as adoration, love, idolization and extreme feeling of fondness. This makes them so
attached to the Kpop stars they admire. The researcher conducted this study to find out whether
kpop music can affect Filipino students positively or negatively.
A. Background of the Study
Since the initiation of media, there has been an influx of ways and opportunities for fans to
express their admiration for a popular narrative or text. Fans send fan letters through e-mail, or
visit their idols on shoots and productions. And now especially with the dawn of new media such
as the internet and cell phone, the audience and the fans have a faster possibility to express their
thoughts. Through different media, celebrities and broadcast programs are now more accessible
for the fans. It is the same way that even fans from one country can access media content from
another country. The world has become borderless, and media and fan activities are just two
aspects of globalization that brought about the openness of the world. But Filipino fans of Kpop
are not able to visit their favourite Korean stars so they satisfy themselves with the linked
picture, videos, and activities of their idols.
In the Philippines, Filipinos were only drawn to Korean dramas. However they saw the debut of
Korean music videos (MVs) in the Filipino screen. Since then, Kpop as a media content, has
become a staple in the programming of different channels, and created a fandom especially
among the Filipino teenage fans. Music companies distributed Korean albums in the country, and
most of these albums were best sellers in music stores. From observation, it is clear that Filipino
fans join social groups to mingle with people with the same interest. It is interesting to
understand the Kpop wave among Filipino students. What is the basis for their active
consumption of Kpop music? What aspects of Kpop music content contribute to the Filipino
teens liking and appreciation? Does Kpop music gratify the various needs of the Filipino fans
which contribute to their usual consumption? Does Kpop affect the studies of these Filipino fans
positively or negatively?

B. Scope and Limit of the Study
This study focuses on the impact of Kpop music to the academic life of Filipino students,
regardless of gender and socio-economic status. Using the methods of survey and focus
interviews, the study described the processes of the fans consumption of Kpop music. In
addition, the researcher focuses on understanding the consumption of the fans by describing the
cultural contributions of Kpop in the survey questionnaires, as well as the different ways of how
Kpop gratified the needs of the fans. It did not attempt to look into other reasons such as
economical, psychological and sociological reasons, but only focused on the four different
cultural offerings (language, visuals, cultural capitals, story) and the fulfilment of the four types
of needs (information, personal identity, social interaction, entertainment).

C. Methodology
The researcher used descriptive research for this study. The research designs and methods,
along with data gathering are discussed.

Research Design and Methods
In understanding the phenomenon of Kpop consumption among Filipino students, the
researcher chose both quantitative and qualitative paradigms. Two types of surveys (traditional
and online) were employed in order to get a quantitative overview of the frequency, ways and
reasons of the fans consumption. The researcher also utilized focus interviews on Filipino
students who are Kpop fans in order to isolate the phenomenon and the units of analysis. Since
the researcher studied cases bounded by time and activity, it was more apt to use cross-sectional
approach of data construction, analysis, and interpretation.


Survey
The researcher will conduct a survey among the Filipino students who are Kpop fans in
order to collect quantified data regarding their patterns of consuming Korean music. The survey
sampling was purposive in order to specifically target the population of Kpop fans.

Focus Interview
The researcher will choose Kpop fans with varying degrees of fandom as units of analysis.
The researcher chose focus interviews because this method made possible richer, more in-depth
discussion between the researcher and the Kpop fans.

Data Gathering
There will be an online questionnaire which will be sent to Filipino students who are
Kpop fans. There will be a closing day for the online survey. Meanwhile, the researcher will also
conduct the traditional survey among Filipino students at the researchers school. The researcher
will record the focus interviews using a video camera. These recordings helped in the
transcription of data which was used as the main source of the discussion and analysis of
findings.

D. Significance of the Study
The main reason for the researchers interest in undertaking a study about Kpop was the
researchers own fascination for it. Although guided by the researchers own reasons for
consuming Kpop, the researcher wanted to objectively look at the trend. The researcher strongly
believes that through this study, the Filipino student kpop fans may add understanding of their
fandom, and how their utilization of Kpop music content affects their decisions and participation
in many activities in their lives. The study could persuade fans to be critical of the musics direct
effects on their daily decisions.
The findings of this study could fortify and contribute to the studies on the pleasure of
Filipinos of foreign media content. This study also encourages the audience to become decisive
and approachable to the music content presented to them. This way, they can contribute to the
betterment of the local music through their vigorous involvement in the feedback process, thus
creating a healthy affiliation between the media and the society.

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