K-Pop and the Mainstream Media Gap: A Philippine Case Study
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With the growing popularity of Hallyu around the world, one would expect the growing attention of journalists to K-pop news. It would seem, however, that mainstream media often fails to meet the needs of K-pop fans, leaving them to seek information elsewhere. Taking off from the Users and Gratification theory of Blumler and Katz, this study sought to identify and understand the kind of information K-pop fans from the Philippines seek as well as identify their choice of information sources. The researchers surveyed over 200 Philippine K-pop fans and found that fans preferred to access independent internet sources due to its accessibility, timeliness, and completeness of information, highlighting the gap left by mainstream media. Also, the use of clickbait was deemed more of a deterrent in the fans’ motivation to rely on mainstream media because it eroded their trust in the medium. The study also noted that online sources did not provide all the information they sought as well, necessitating fans to do their own ‘research’ of internet sources.
Abstract
With the growing popularity of Hallyu around the world, one would expect the growing attention of journalists to K-pop news. It would seem, however, that mainstream media often fails to meet the needs of K-pop fans, leaving them to seek information elsewhere. Taking off from the Users and Gratification theory of Blumler and Katz, this study sought to identify and understand the kind of information K-pop fans from the Philippines seek as well as identify their choice of information sources. The researchers surveyed over 200 Philippine K-pop fans and found that fans preferred to access independent internet sources due to its accessibility, timeliness, and completeness of information, highlighting the gap left by mainstream media. Also, the use of clickbait was deemed more of a deterrent in the fans’ motivation to rely on mainstream media because it eroded their trust in the medium. The study also noted that online sources did not provide all the information they sought as well, necessitating fans to do their own ‘research’ of internet sources.