The Impact of East Asian Media on Shaping Global Identities

Salma Idrais; Hassan Skouri

Article Details

The Impact of East Asian Media on Shaping Global Identities

Authors:

Salma Idrais | Hassan Skouri

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Chouaib Doukkali El Jadida

Journal:

The International Journal of Cross-cultural Communication and Media Studies Vol.2 Issue 2, pp.16-34

Document Type:

Article

Publication Date:

8/2025

Document Language:

English

Document ID (Org No.):

2001847935

pISSN:

3085-4598

Keywords:

Abstract:

 Thanks to the global reach of media, content from all over the world is accessible across borders. English speaking content pioneered the undeniable globalization of media that continues to this day. However, nowadays, international viewers increasingly open up to media from non-English speaking entertainment industries. As a result, East Asian media industries are reaching global audiences, becoming a part of their daily lives and viewing decisions, thanks to several streaming platforms offering a variety of options in several languages. Rooted in media effects theories, this study examines how exposure to East Asian media contributed to the construction of the identity of international viewers, in the form of changes in their behavior and distinctive qualities. The study targets international viewers and uses a quantitative research approach with the survey method, as well as a qualitative approach through the collection and analysis of the respondents' narratives through comments and one-on-one discussions. Data is collected using online platforms, namely Reddit and Facebook, where the survey is shared, and comments are obtained. The results demonstrate short-term and long-term effects, on cognition, belief, attitude, affect, physiology, and conduct. The study concludes with reflections on the scope of global media, its undeniable effects on today’s world, and presents ideas for future research within the field of media effects on individuals’ identities.

Article Details

The Impact of East Asian Media on Shaping Global Identities

Authors:

Salma Idrais | Hassan Skouri

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Chouaib Doukkali El Jadida

Journal:

The International Journal of Cross-cultural Communication and Media Studies Vol.2 Issue 2, pp.16-34

Document Type:

Article

Publication Date:

8/2025

Document Language:

English

Document ID (Org No.):

2001847935

pISSN:

3085-4598

Global media

East Asian media

identity construction

media effects

Issues

Article Details

The Impact of East Asian Media on Shaping Global Identities

Authors: Salma Idrais | Hassan Skouri

Publisher: Faculté des Lettres et des Sciences Humaines, Université Chouaib Doukkali El Jadida

Journal: The International Journal of Cross-cultural Communication and Media Studies Vol.2 Issue 2, pp.16-34

Document Type: Article

Publication Date: 8/2025

Document Language: English

Document ID (Org No.): 2001847935

pISSN: 3085-4598

Global media

East Asian media

identity construction

media effects

Issues

Authors:

Salma Idrais | Hassan Skouri

Publisher:

Faculté des Lettres et des Sciences Humaines, Université Chouaib Doukkali El Jadida

Journal:

The International Journal of Cross-cultural Communication and Media Studies Vol.2 Issue 2, pp.16-34

Document Type:

Article

Publication Date:

8/2025

Document Language:

English

Document ID (Org No.):

2001847935

pISSN:

3085-4598