Study On Korean Audience Acceptance Of Chinese Costume Drama Under The Background Of Intercultural Communication

In Republic of Korea, the number of people who like watching Chinese TV dramas is very few and most of them are Chinese TV fans or people who are learning Chinese language. Recently, Chinese companies invested a huge amount of money on Chinese TV drama and learned some successful tips from Korean drama to improve their dramas. In March 2015, the largest toll video website "Netflix" began to broadcast "The Legend of Zhen Huan (Empresses in the palace)". In addition, Chinese TV drama also begin to be popular in Japan, Vietnam and other East Asian countries which have a great impact on the development of film, tourism and other industries. There are some channels for Chinese TV in Republic of Korea and the sales of network VOD also has increased. They continue to exchange information on Chinese TV drama through the network.This paper is about to know the Korean audience viewing motivation and the effect of spread of Chinese costume drama in Korea, and then analyze whether the original psychological schema of China from the Korean audience can influence Chinese TV series in Republic of Korea’s ratings. Moreover, we want to know the influence of China ancient mounted TV drama on the Korean audience through interviews.The model of overseas TV program selection by Elasmar (2003) has been used for this analysis. The survey is done in Seoul, Republic of Korea through questionnaire first showed the basic situation, evaluation, idea and the viewing motivation of Republic of Koreans who see Chinese TV drama, and then we explained the viewing motivation and the relationship between the level of psychological schema of China (China contact degree, knowledge degree, preference degree) and the viewing volume through questionnaires.The analysis resulted the first thing that there are four viewing motivation factors for the Korean audience to watch Chinese TV, such as "entertainment and habit of viewing", " attraction and charm of actors," concerned about the story and the Chinese culture " and "learning and social activities". Secondly, the understanding of Chinese for the Korean audience has an impact on the ratings motivation. For example, Chinese people has a good impression on Korean people to learn and social activities while watch Chinese tv. Third, the understanding of China and the motivation of the ratings will have an impact on China’s TV ratings. For example, Korean audiences who like Chinese traditional culture have more experience in contacting Chinese culture may watch more Chinese TV. Fourth, the Chinese costume drama has an effect on the Korean audience. Investigations reported that watching the Chinese costume drama has a positive impact on China’s preference.Currently in Republic of Korea, Chinese drama is a non-mainstream TV drama but we don’t know how it will go on. Chinese development in the media market is faster than Republic of Korea, and the amount of capital investment can not be compared. Chinese public institutions and non-governmental organizations are imitating the successful stories of Korean dramas. China has thousands years old history and a number of books and stories. In this case, we should pay more attention to the development and dissemination of Chinese costume drama.