A Literature Review on the Impact of the K-Pop Phenomenon on Media Consumption Patterns and Cultural Identity among Students

Abstract

K-Pop, as a rapidly growing global phenomenon, has become a dominant cultural force influencing media consumption and youth identity worldwide. The objective of this study is to analyse the impact of K-Pop on students’ media consumption patterns and cultural identity, with a particular focus on how global popular culture shapes local identity construction. Employing a qualitative approach through a systematic literature review, this study examines journal articles, research reports, official documents, and other scholarly sources to identify recurring themes and perspectives. The findings reveal that K-Pop significantly affects students’ media consumption by shaping their preferences for digital platforms and content, while also contributing to the adoption of Korean cultural elements in their daily lives. The novelty of this study lies in its synthesis of diverse literature to highlight the dual role of K-Pop in reshaping both media behaviour and cultural identity within the context of globalisation. In conclusion, this study demonstrates that K-Pop not only transforms students’ exposure to global media but also fosters hybrid cultural identities, offering valuable insights into the dynamics of cultural globalisation in the digital era..