미국 중부 지역 한국 교민의 문화적응 요인과 방송 이용 특성

Acculturation of Korean Americans in East Missouri and Southern Illinois and Uses and Gratification of Host and Ethnic Media

This study set out to analyze the acculturation levels and uses of television media by the Korean Americans living in central regions of the United States where fewer Korean immigrants reside and no Koreatown like LA, New York and Chicago was established. It conducted an empirical research testing unidimensional acculturation models and uses and gratification approach. More specifically, it tries to form the distinctive pattern of the Korean Americans' motivation to use American and Korean TV programs and satisfactions from them, and to explore relationship between the degree of their acculturation and TV usage (amount of, motivation to, satisfaction from TV viewing). A mail survey was administered to a total of 305 Korean Americans during a month of February, 2014. The research findings are as follows: First, 14 questions asking motivations to view TV were condensed to 3 factor dimensions (affection or entertainment, information or news, gratification opportunity) and 14 questions asking satisfaction were categorized into 2 factors (affective, cognitive). Most motivation factors are positively correlated to satisfaction factors. It proved purposive television viewing is connected to better gratification. Secondly, in terms of relationship between acculturation variables and motivations to view television and satisfaction afterwards, all the daily acculturation variables except frequency to eat American foods were positively associated with the degree of motivation to view American TV programs and satisfaction from them, but not or rarely associated with motivation to view Korean programs and satisfaction. Of demographics, age is related to most motivation and satisfaction factors. The length of residence in US is positively associated with US TV viewing motivations but negatively with Korean TV viewing motivations. Education is negatively correlated to Korean TV viewing satisfaction. Third, those results from two hierarchical regressions show that interest or involvement in US politics and policy is a dominant predictor of the amount of US and Korean TV viewing time. Also, motivation and satisfaction levels in affective or entertaining dimension of Korean TV programs have strong effects on TV programs from both countries. Those variables as frequency to eat American foods, age, family size, motivation and satisfaction in information/news or cognitive dimensions of US TV viewing are meaningful predictors of the amount of time to view US TV programs only, whereas those as participation to American ceremonies or meetings, gender, length of residence, motivation and satisfaction in affective dimensions of US TV viewing, and motivation in gratification opportunity of Korean TV viewing are good predictors of the amount of time to view Korean TV only.