Cagayan National High School

Cagayan National High School
Chapter 1
INTRODUCTION
Fandom is a way of life. Much like daily activities
such as eating, walking, watching television, reading
books and the like, fandom is a habitual activity for a
fan. Sandvoss described fandom as the “regular,
emotionally involved consumption of a given popular
narrative or text.” A simple appreciation of a media text
may result to repeated and regular consumption. This
active consumption is the main subject of this research
endeavor.
This chapter presents the Background of the Study,
Statement of the Problem, Research Objectives, Scope and
Limitation, Significance of the Study and Definition of
Terms.
A. Background of the Study
Today’s generation is being influenced by
various cultures. In the Philippines, students were
influenced by Korean culture through watching Korean
dramas and listening to K-pop music. Korean popular
music videos or K-pop refers to a music genre
originating in South Korea, characterized by a wide
variety of audiovisual elements. K-pop have
contributed to the general phenomenon of the Korean
wave, known as Hallyu (www.viki.com). Wherein the
Unraveling the Consumption of Cagayan National High School Senior High School
Students to Kpop music videos 1
term hallyu literally means the wave of the South
Korean entertainment and culture. Due to the birth
of technology, many of the fans of K-pop group are
now capable of sending electronic mail and/or visit
their idols on shoots and productions in which they
can express their admiration for a popular music and
videos of Kpop. Specially, internet, mobile phone
and other media has been widely used all over the
globe, which gives the audience a wide avenue to
express their thoughts. Because of the different
media used by celebrities and broadcast programs
which are now accessible by the fans, which can be
seen throughout the globe.
The penetration of Korean popular music and
videos from the mainstream and the openness of the
Filipino to the foreign media give birth the Korean
Wave in the country. Korean wave or Hallyu is the
rapid spread of Korean media in Asia. Here in the
Philippines, Filipinos were drawn to Korean dramas.
Last June 2009, had introduced the Korean music
video (MVs) in MYX music Channel here in the
Philippines. Since then, Kpop has become a primary
show in the program of the said channel, which give
birth fandom, which were created by the Filipino
teenage fans. In later months, Korean music had
entered MYX’s music charts and stayed in their top
for weeks. In addition, music companies had
distributed Korean albums all over the country, and
some of these are the best sellers in very music
stores here in the Philippines.
With these being verbalized, this study
attempts to determine and understand the consumption
of Filipino students with the Korean popular music
and video or K-pop and their level of addiction
towards it to assess if K-pop greatly affects their
academic performance.
B. Statement of the Problem
In general the researchers would like to know the
reasons why students consume Kpop and does consuming Kpop
affects their academic performance.
Specifically this study tries to seek answers to the
following questions:
1) What are the reasons of the respondents listening or
watching K-pop when they are grouped according to
the following variables:
1.1) Sex
1.2) Strand
1.2.1. Accountancy, Business and
Management
1.2.2. General Academic Strand
1.2.3. Humanities and Social Science
1.2.4. Science, Technology,
Engineering and Mathematics
2) What are the reasons behind the consumption of the
Filipino teens to K-pop?
3) What are the different modes of consumption of the
students to K-pop music and videos?
4) Is there a relationship between the consumption of
K-pop and the Academic Performance of Cagayan
National High School Senior High School students?
C. Research Objectives
In general, the researchers will like to know
the relationship between the number of hours does
the senior high school students of Cagayan National
High School watch or listen into Korean popular
music and videos with their academic performance.
Also, to understand what are the reasons why they
watch or consume K-pop music videos.
Specifically, this study aimed to:
a) To understand why students consumed K-pop
music and videos.
b) Determine if K-pop music videos aid students
in their learning.
c) To determine the different consumption of
students.
d) To assess if the level of addiction of the
students towards K-pop and their academic
performance has a significant relationship.
D. Scope and Limitation
The study focusses on the investigation of
relationship between the number of hours spend in
watching K-pop of the students of Academic Track of
Cagayan National High School with their academic
performance regardless their gender and socio-
economic status. The researchers employed survey
method to collect data and responses of students to
better understand the consumption of Kpop.
In this study, it shall be understood that Kpop
does not refers to the music per se, but also the
videos wherein Kpop idols where in it including
official music videos and other television shows
featuring Kpop artists.
In addition, the researcher focused on
understanding the consumption of the fans by
determining their level of addiction towards
watching K-pop in the survey questionnaires.
Moreover, the term “fandom” in this study shall
be understood as the emotionally involved
consumption of media texts, as opposed to the
gathering of people with the same interest for an
artist or media content.
Furthermore, the study does not employ the
results to every Filipino teenage Kpop fans, but
rather isolate cases and attempt to unravel the
students where this study shall be undertaken,
Cagayan National High School Senior High School,
shall be the locale of the study.
E. Significance of the Study
The results of this study would benefit the
following:
To the parents, they may be able to understand
their children’s fascination for such foreign media
products.
To the Filipino teenage K-pop fans, they may
gain understanding of their fandom, and their
consumption of K-pop media affects their decision
and participation into activities.
To students to become critical to the media
content that they are watching. Therefore, that
local media will have a good feedback through their
active participation, which can create a healthy
relationship between media and society.
To the future researchers, they may benefit
from this study because this will encourage them to
continue on the investigation of other factor that
may affect the students’ performances. Also to be
able to find an alternative ways on testing
correlational strategy in finding relationship
between academic performance and the number of hours
spend by the students in watching or listening to K-
pop.
To broadcast networks and producers this study
may serve as a basis to create strategies targeting
Kpop fans as potential audience. The local media may
also use the findings to recognize the factors that
attract Filipino fans to Kpop content and use these
strategies to improve local media content.
Lastly, to create a better relationship between
Korean national residing here in the Philippines and
to the Filipinos, fostering an open society as it
promotes intercultural relativism, which opens
critical minds of Filipino to foreign cultures.
F. Definition of Terms
Active Consumption is consuming Kpop texts
repeatedly and in a regular basis.
Academic Performance is the general average of a
student last First Semester.
Consumption is an act of using/utilizing Kpop media
content.
Fan is a person with an intense enthusiasm or
attachment to Korean popular music, videos and
artists.
K-pop is a Korean popular music, popular to the
youths here in the Philippines.
Media Content – other music, video clips, and music
videos that is related to Kpop or Kpop artists.
Unravel to better understand the consumption of
Filipino students
Chapter 2
Review of Related Literature and Studies
As stated in the objectives of this study, the
researchers reviewed related literature studies that are
significant to the following concepts: relationship of
academic performance and k-pop consumption, fandom, k-pop
domination, and the Korean Wave in Asia and the
Philippines. There was a considerable amount of studies
found especially regarding the media consumption of fans
and the proliferation of Korean media content in Asia.
This chapter was organized based on the researchers'
grouping of general to specific topics, delimiting in the
main topic of the study. The subsections are presented in
this order: a)Cultural Proximity Theory b)Fandom
c)Hallyu: Korean Wave d)Korean Popular music e) Media
content f)Related Studies
A. Related Literature
Fandom
Taking noteworthy of Pacis, J. (2012) the word
fan connotes a negative meaning in an everyday
discourse. Which points out that this kind of
connotation has been present ever since the term was
first coined. In a contemporary media studies, fans
is seen as an epitome of an active audience that
consumes selectively according to its needs and
actively produces its own meanings out of the media
texts it consumes.
Furthermore, fan productivity can go beyond the
production of meaning at a personal level that can
create new bodies of cultural text. This practice
can also be a form of empowerment, which provides
the fans to create a venue to express what they are
thinking or what they feel. The sense of empowerment
achieved through playing an instrument and
reproducing sounds of a favorite record is a common
starting point for young musicians.
According to anonymous author in her blog, K-
pop and K-drama represent hybridized modes of
cultural production that was emerged from Korea in
the 1990s. Actually, the K-pop fandoms were centered
in Korea and in East Asia, but because of the
different technological advances such Twitter and
most especially Youtube, fandom has grown to more
locations that are international. In addition, a
continuous communication between the producers and
the audiences is why they call it as a unique
strength of the k-drama because k-drama fans
participate in the creation through feedback.
By the help of the Internet, non-Korean fans is
Southeast Asia including the Philippines can get a
daily dose of Korean music, dramas and the like. In
which they created fans club to show their adoration
to their different idols. They interact not only
through their blogs and networking sites but also
through a regular meeting.
One of the fans club here in the Philippines is
Cassiopeia Philippines which support the Korean boy-
band TVXQ’s that has 800 members. One of the members
of the said that they establish the Cassiopeia
Philippines because of the growing number of the fan
here in the Philippines.
Hallyu: Korean Wave
The rise in popularity of Korean pop culture
(specifically music, TV dramas, and films) is known
as Hallyu or the Korean Wave. The Hallyu phenomenon
is present and alive not only in the Philippines,
but also in other parts of Asia (the Korean Wave is
said to first hit Japan), North and Latin America,
and even in some parts of Europe.
The phenomenon has sparked the interest of
several media and culture scholars all over the
world. Most of the studies done about the Korean
Wave, however, focus on the role of the Internet as
the medium and the globalization aspect of the
trend, rather than on the massive fan base that has
emerged due to the phenomenon. Doobo Shim (2006)
says that Hallyu was the result of Korea‘s struggle
to protect their culture from the threat of foreign
influences at the time when their market was opened
to foreign pop cultures (particularly the Japanese)
for the first time.
Furthermore, Dator and Seo (2004), quoting
sociologist Habib Khondker, suggest that the Korean
Wave may also be seen as a form of pan-Asianism, a
―region-wide reassertion of Asian identity (p. 33).
Mark James Russel (2008), however, contests the very
idea of a Korean Wave. According to him, there is
nothing Korean about the spreading of Korean pop
culture abroad—it is merely a product of
globalization, and Korea just happened to be one of
the first to adopt the trend. Xiaochang Li (2009)
offers an overview of how technology and new media
affects the audienceship and fandom of East Asian
dramas. With none other than Henry Jenkins as the
thesis adviser, Li offers a description of how
online activity and consumption play important roles
in the creation and expansion of fandoms based on
Korean dramas.
Since the turn of 21st Century, many people
became more interested in South Korea’s culture,
fashion and most especially in their drama series and
music. Because of these increasing interest, Hallyu
or also known as Korean Wave begun to rise. K-pop
became more popular these days especially among
youth. The followers of the K-pop are still
increasing in numbers because of their music. Their
music is not only includes the it genre but also
other genre like R&B, hip-hop, rock electronic,
ballad, dance pop and metal. Kpop music is famous not
only because of their music but also with the fusion
of music and with the dance movements. In addition,
subculture fans has a big impact in creating a new
production and spreading the k-pop culture. It is
with the help of the advancement of technology and
one of the advantages of technology is that people
around the world have a chance to talk or interact or
communicate with other subculture fans through social
media like Facebook, Twitter and the like.
Taking note of Shim, D. (2006), the Southeast
Asian market provides consumptions about media
globalization. The culture of the Korean media made
popularity in most of the Eastern and Southeastern
people, the Korean media industries made an argument
regarding the dominance of US about the globalization
that is not entirely justified. Entertainment made
popularity and give birth to the world’s new TV
drama; K-drama.
As noted by Santamaria, C. (2012), hallyu refers
to the wave of the South Korean entertainment and
culture. This hallyu reached the Philippines back in
the year 2003. In which k-pop is becoming popular
among the Filipino youths, because of the advancement
of the technologies like the internet and crowd
sourcing according to a marketing consultant
interviewed by Santamaria, Katherin Choy. Miss Choy
stressed during her interviewed by Santamaria that
Korean cultural products in general are “not a fad
anymore”. K-pop in particular, must be considered as
a musical genre on its own, especially now that it is
“infiltrating the global scene” beyond Asia.
Furthermore, the fans are able to share their
fan art, get information about their idols and their
idols were capable of communicating with their fans
because of the Internet.
As mentioned by Salonga, R. (2013), Hallyu has
a big impact globally. Everyone had copied
everything about the Korean people even their
culture. From kimchi to K-pop and their fashion and
saying “Annyeonghaseyo.”
Korean Popular Music
Nowadays, Korean boybands and girl groups
are influential to the music industry. They
influence most of the Filipino youths these days
with those Funky hairstyles, fashionable clothes,
trendy shoes, coal eyeliners and the like. Next to
the Canadian Pop Icons heartthrob, Justin Bieber.
Some people play those K-pop hits using their
cellphones, MP4, PSP and many other electronic
devices that can play a music in which people listen
to it even though they do not really know the
content of the song that they are playing. In which,
teens nowadays are looking, talking and moves like
what they are seeing in Korean pop-stars ( Gianne,
L., 2010).
Media Content
Evolution of programs being broadcast in
Philippine television Korean popular music is the
most recent including Korean drama. Because of the
continuing importation of foreign shows by the
country's biggest networks, the researcher had
reason to believe that the Filipinos have very
positive response to these foreign products,
including Korean popular music. This is the reason
why this current study looked into three types of
foreign material that created a huge impact on the
Filipino audience in recent years. Which includes
Spanish-language soap operas, Japanese animated
series, and Asian dramas.
In the year 1996, a Mexican telenovelas
pioneered by the drama Marimar created a huge impact
on the television programming in the Philippines.
According to Oting, who conducted focus interviews
of TV network programmers, and Marimar viewers, in
order to find out what contributed to Marimar's
impact on the programming of Philippine television.
He found out that Marimar's main appeal to the
audience included her “beauty, good facial
expression, and sex appeal”. On the other hand, the
male lead Sergio's appeal came from his “macho
appeal, handsome face, and nice eyes”. Oting's
findings proved that somehow, the physical
appearance and characteristics of the actors in the
text contribute to the liking and appreciation of
the viewers.
Another study conducted Peralta was a textual
analysis of Marimar, and found out that, primary
texts included the narrative of a “poor-oppressed
girl,” “rags-to-riches lady” and “the avenger”.
Likewise, Parra did an audience analysis of the
Filipino viewers' reading and usage of Spanish-
language soap operas and the results of Parra's
research echoed the findings of both Oting and
Peralta. Employing interviews and group discussions,
Parra found out that the leading factors that
contributed to the Filipinos’ appreciation of
Marimar included the values in the story and the
beauty of the characters.
Aside from this, Oting found out that viewers
preferred Marimar than the local soaps because they
thought local contents were “baduy, trying hard,
corny” proving the preference of the audience for
foreign content. In addition, Marimar is well
budgeted and well conceptualized as opposed to
local-soaps' low budget and shallow content. Based
on Oting's study, it is clear that Marimar viewers
found the show more relatable and more sophisticated
compared to local content. On the other hand,
Peralta concluded that the Filipino readers were
“eager consumers” of media content when they were
given the chance to interpret it, supporting Parra's
use of Uses and Gratifications theory to prove that
Filipinos continually watched Spanish soap operas
because these dramas gratified their need for
entertainment.
Aside from the rise of Spanish soaps in the
country, animated series from Japan also made way
into the programming of Philippine television.
According to Ong’s documentary, anime gained
popularity in the country after Voltes V aired in
the late 1970s. GMA 7 created a regular anime
programming line up to cater to the demand for anime
shows. Abellar did an audience study on the
children's perception of animes. In partial
ethnography of children from Marikina, Abellar found
out that children used animes to satisfy their
entertainment, escapist, social integration and
cognitive needs. Therefore, children utilized the
media for their own needs, which supports the Uses
and Gratifications approach Ong and Parra used.
In relation to this, Guiao and Kiocho also
studied the anime program, Samurai X, and determined
the characteristics of the main lead Renou Kenshin
that made him popular among Filipino viewers. The
humaneness of Kenshin, his well-developed character,
and the storyline were just three of the main
reasons why Filipinos loved Kenshin and Samurai X.
It also encouraged the fans' curiosity, creativity
and imagination as they learned Japanese culture and
improved their writing skills - another form of
gratification also presented in the studies of Ong
and Abellar and Parra.
In Brabante and Lastimoso's thesis, they cited
promotional tools that proved to be very effective
means to introduce a new show and sustain the
audience's clamor for it. These techniques created a
very active audience, one that did not merely watch
and absorb the media content, but rather actively
consumed media content.
In fact, Tumambing said that, “posters of F4
and Barbie Hsu, and MG and F4 stuff (playing cards,
t-shirts, pirated CDs, bags, and other items)
increased in the market and were everywhere”.
Catindig, Galang and Galias’ study aimed to
determine the politics and economics in the
promotion and consumption of Meteor Garden. Most of
their respondents were attracted to the F4 members
because of their physical attributes and talent.
This was similar to Marimar viewers' inclination to
the good looks of the show's characters, proving
that sometimes, viewer consumption is partly based
on the physical appearance of the show’s artists.
Spanish-language soap operas, Japanese animated
series, and Asian dramas were all very well received
in the country. Most of the studies analyzed the
audience and found out that their reason for the
consumption of these products included the
attractive physical appearance of the actors, the
good values presented in the content, and the high-
quality production of the TV shows. The researchers
believed that the same elements were present in
Korean popular music and this presence was the
reason why many Filipino teens became very much
attracted to Kpop music, videos and artists.
B. Related Studies
This research done by Kim, E. M. (2007) an
attempted to understand the explosive consumption of
South Korean cultural exports in Asia, and its
reproduction in South Korea. The more commonly
available explanations about the success of Hallyu.
In which cannot adequately explain why Hallyu has
taken Asia by storm. While popular cultures from
other Asian nations have not, include the following:
(1) cultural proximity; (2) common historical and
cultural legacy; (3) common 20th century experience
of rapid industrialization in the region; (4) rapid
increase in intra-regional trade, investment,
tourism, etc.; and (5) the development of the
information technology (IT) industry and other
modern industries in South Korea.
Another research done by Alanzalon, S. K.
(2011), looked into the popularity of Korean popular
(Kpop) music among the Filipino teens aged 15-19
years. The study used the combined assumptions of
Straubhaar’s Cultural Proximity Theory, Ball-Rokeach
and De Fleur’s Media Dependency Theory, and Blumler
and Katz’s Uses and Gratifications Theory that
answers to the question “Why do the Filipino teens
consume Korean popular music and videos?” The
researcher conducted both traditional and online
surveys among 270 Filipino teenage Kpop fans, and
focus interviews to six (6) Filipino fans of the
Korean groups Girls’ Generation, Super Junior,
Shinee, SS501 and U-Kiss. The researcher determined
the variables of consumption of Kpop content,
cultural offerings present in Kpop content, and
needs of the fans satisfied by Kpop content. The
study found out that Filipino teens are highly
exposed to Korean popular music, and consumed these
media texts everyday by utilizing various media,
most specifically the Internet. The Filipino fans
are also attracted to the cultural offerings of Kpop
content, especially the visual elements including
the physical appearance of the artists (face,
fashion, hairstyle) and visual aspects of the music
videos (choreography, sets). It was found out that
consuming Kpop content gratified the entertainment
need of the fans through its appealing visual
elements and high-quality content (songs,
choreography, and talented artists).
This study entitled “Popping The K-Pop Bubble:
A Study On The World Of K-Pop Fandom As A
Subculture” by Pacis J.J.C. is about the Korean pop
(K-pop) music fan culture in the Philippines. It
describes how the culture developed, and how the
fans interact with one another in the fan community.
It elaborates on the nuances of the K-pop fan
community and aims to answer the primary research
question, How is power exercised and negotiated in
the interactive and productive practices of Filipino
K-pop fans? Through the methods of document analysis
and auto-ethnography of the interactions and
relations of K-pop fans, that were analyzed using
Subcultural Theories of Henry Jenkins, John Fiske,
and Sarah Thornton, on participative fan culture.
The researcher was able to come up with three
primary conclusions: 1.) that the K-pop fan
community is a subculture rich with politics and
relations of power; 2.) that media play a
significant role in the preservation of this
subculture; and that 3.) The Korean government is
actively involved in the development of K-pop
fandom. The study is expected to foster a deeper
understanding of local fan culture and the
relationship to the discourse of globalization. Its
major implications are on how media texts can be
tools for the creation of new communities and the
development of subcultures.
Chapter 3
RESEARCH METHODOLOGY
In this chapter, the research design and locale of
the study were discussed, along with the research
instrument, data gathering and data analysis.
I. Research Design
To better understand K-pop fandom, this
research shall conduct a correlational research
design and a descriptive research design. To assess
the relationship of K-pop fandom and the academic
performance of the students of Senior High School in
Cagayan National High School as measured by their
General Weighted Average(GWA) during the first
semester of the school year 2017-2018.
II. Locale of the Study
This research will be done at Cagayan National
High School, located at the Taft Street, Bagay Road,
Tuguegarao City. This school offers Senior High
School program that started last school year 2016-
2017.
III. Research Instrument
The researchers shall conduct survey or float
questionnaire, which is subdivided into three (3)
parts; Frequency and Ways, Cultural Offerings, and
Needs. Among the students of Senior High School of
Cagayan National High School in order to collect
data, which cater to answer to the statement of the
problem stated in Chapter 1 of this endeavor. A
total of three hundred (300) students shall be the
respondent of the questionnaire.
Strand Number
Accountancy, Business and Management 49
General Academic 97
Humanities and Social Sciences 37
Science, Technology, Engineering and
117
Mathematics
Total 300
Table 1. The number of Students per Strand
IV. Data Gathering Procedure
Data from the questionnaire shall be gathered
through a systematic random sampling, by getting the
fifth element of every row and name in the class
record of their class.
V. Data Analysis
The study shall utilize Chi-Square to determine
the relationship between Academic performance of
Grade 12 Senior High School students of Cagayan
National High School and their level of addiction
towards Kdrama together with their respective
profile variables and the number of hours of reading
their notes at home. X2 critical approach shall be
used to draw statistical inference at 0.05 level of
significance.
Chapter 4
Results and Discussion
In this chapter, the results and discussion of data
from the quantitative (survey) methods are presented. Two
(2) variables were determined in the instruments: the
consumption of Kpop content and Academic performance,
which is being determined by their First Semestral
Average(GWA) this school year 2017-2018.
I. Profile of Respondents
There are three hundred (300) respondents
participated in the survey. They were all students of
Cagayan National High School and enrolled in the
Academic Track present in the same institution
mainly, Science Technology, Engineering and
Mathematics, General Academic Strand, General
Academic Strand and Accountancy, Business and
Management.
a. Age
As shown in Table 1, 17-year old fans had the
highest representation in the survey respondents, as
they comprised 42% of the total sample. Meanwhile,
those 18 years of age comprised 27%. While the rest
were aged 16 (22.67%), 19 (5%), 15 (2.67%),
20(0.33%), 21 (0.33%) and 22 (0.33%).
The age of 17 led the percentage equivalence of
the survey. However, it can be observed that the
other ages (18, 16, 19, 15, 20, 21 and 22) were also
well represented in the survey sample.
AGE NUMBER PERCENTAGE(%)

15 8 2.67
16 68 22.67
17 125 42
18 81 27
19 15 5
20 1 .33
21 1 .33
22 1 .33
TOTAL 0 100
Table 1. Age of the respondents.
b. Gender
Table 2 shows that an overwhelming majority
(73.33%) of the respondents were females, while the
remaining 26.67% were males. It is evident from the
survey results that the female Kpop fans outnumbered
the male fans by a huge margin. In fact, the results
show that more than three-fifth of all the
respondents were females.
Gender Number Percentage (%)

Male 80 26.67
Female 220 73.33
TOTAL 300 100
Table 2. Gender of the respondents.
II. Chi-Square Results
a. Gender
Table 3 shows the Chi-square result of gender and
the consumption of the respondent. Based on table 3,
gender affects the consumption of the students towards
Korean popular music and videos. A Chi-Square value of
16.87 had gained a statistical significance than that of
9.49 Chi square critical value.
Critical
Value df Value
Chi-Square 16.871*s 4 9.49
N of Valid Cases 300
*significant @ 0.05.
Table 3. Chi square result of Sex and Level of
addiction towards Korean popular music and videos.
b. Academic Performance
Table 5, shows the chi square results of
academic performance and the consumption of Kpop of
the respondents. The table below shows that the
consumption of Kpop does not affects the academic
performance of the students. The Chi square
calculated is 17.472 is less than the Chi square
critical value.
d
Value f Critical value
Pearson Chi- 1
17.742*ns 21.02
Square 2
N of Valid Cases 300
*ns- not significant @ 0.05 level of confidence
Table 6. Shows the Chi square results of consumption of

Kpop towards academic performance.
Chapter 5
Conclusion and Recommendation
This study attempted to understand the Filipino
teens as active consumers of Korean popular music and
videos. To achieve this objective, the researcher
employed both quantitative method. A survey on 300
teenage Kpop fans provided a quantified overview on the
Filipino teen respondents’ patterns of consumption, as
well as their reasons for consuming Korean music and
videos, followed by appropriate recommendations for
future researchers and related studies.
Conclusion
The research found out that the consumption of
Cagayan National High School Senior High School students
towards Korean popular music and videos does greatly
affects their sexuality, as seen in their answers in
questionnaire Kpop only contributes to their stress
relieve whenever stress is arising as seen and observed
by the researchers during the data gathering procedure.
Although, the consumption of Korean popular music or Kpop
does not affects their academic performance.
The researchers therefore conclude that there is no
significant relationship between academic performance and
the consumption of Kpop
Recommendation
First, the researcher would like to recommend to the
students that they should focus their attention towards
their Academic performance rather than an object than can
decrease their performance in class.
Second, the conduct of a Focus group interview to
have a very effective method in understanding the
audience, and the greater number of interviews would
provide greater amount and quality of data. Aside from
this, focus group discussions could also be an effective
method in order to elicit group views among the Filipino
audience, especially since Kpop fandom in the Philippines
appear to be a “bandwagon” phenomenon among the Filipino
youth. A gender study is also recommended, as this study
revealed that female fans outnumbered male Kpop fans. The
difference between the fan-ship of males and females may
also be researched.
Third, a study on the a comparative analysis between
Kpop content and Filipino music content can also shed
light on which of the two media texts is more preferred
by the Filipino audience and the reasons for their
preference. The results of such studies would be
beneficial for the improvement of the local media
industry.
Fourth, the researchers would like recommend to the
future researchers to investigate different factors that
can affect Academic performance of the students. In
addition, to tackle the cognitive and behavioral effects
of foreign media content, such as Korean drama, on the
Filipino fan most especially to the students. Also, to
have a in-depth correlational study regarding academic
performance and Kpop basing their satisfaction of the
foreign media.
Lastly, a more complex study regarding on the
relationship between the level of addiction towards Kpop
and Academic performance. Also, a more elaborative way in
unraveling the consumption of Kpop.

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Cagayan National High School

Fandom is a way of life. Much like daily activities

such as eating, walking, watching television, reading

books and the like, fandom is a habitual activity for a

fan. Sandvoss described fandom as the “regular,

emotionally involved consumption of a given popular

narrative or text.” A simple appreciation of a media text

may result to repeated and regular consumption. This

active consumption is the main subject of this research

This chapter presents the Background of the Study,

Statement of the Problem, Research Objectives, Scope and

Limitation, Significance of the Study and Definition of

A. Background of the Study

Today’s generation is being influenced by

various cultures. In the Philippines, students were

influenced by Korean culture through watching Korean

dramas and listening to K-pop music. Korean popular

music videos or K-pop refers to a music genre

originating in South Korea, characterized by a wide

variety of audiovisual elements. K-pop have

contributed to the general phenomenon of the Korean

wave, known as Hallyu (www.viki.com). Wherein the

term hallyu literally means the wave of the South

Korean entertainment and culture. Due to the birth

of technology, many of the fans of K-pop group are

now capable of sending electronic mail and/or visit

their idols on shoots and productions in which they

can express their admiration for a popular music and

videos of Kpop. Specially, internet, mobile phone

globe, which gives the audience a wide avenue to

express their thoughts. Because of the different

media used by celebrities and broadcast programs

which are now accessible by the fans, which can be

seen throughout the globe.

The penetration of Korean popular music and

videos from the mainstream and the openness of the

Filipino to the foreign media give birth the Korean

Wave in the country. Korean wave or Hallyu is the

rapid spread of Korean media in Asia. Here in the

Philippines, Filipinos were drawn to Korean dramas.

Last June 2009, had introduced the Korean music

video (MVs) in MYX music Channel here in the

Philippines. Since then, Kpop has become a primary

show in the program of the said channel, which give

birth fandom, which were created by the Filipino

teenage fans. In later months, Korean music had

entered MYX’s music charts and stayed in their top

for weeks. In addition, music companies had

distributed Korean albums all over the country, and

some of these are the best sellers in very music

stores here in the Philippines.

With these being verbalized, this study

attempts to determine and understand the consumption

of Filipino students with the Korean popular music

and video or K-pop and their level of addiction

towards it to assess if K-pop greatly affects their

B. Statement of the Problem

In general the researchers would like to know the