Exploring the Multidimensional Motivations of Moroccan Fans Consuming Korean Popular Entertainment: Identification, Cultural Hybridity, and Cultural Proximity

Korean popular entertainment has gained global popularity primarily due to the participatory nature of Web 2.0 platforms. The rapid dissemination of this content has significantly increased the number of fans worldwide. This paper aims to investigate Moroccan fans’ motivations for consuming Korean popular entertainment. A qualitative research design was adopted, wherein standardized open-ended interviews were conducted to collect data. Reflexive Thematic Analysis (RTA) was utilized to analyze the data. The study revealed that Moroccan fans are motivated to consume Korean popular entertainment because of their identification with the emotions and values represented, as well as the aesthetic elements portrayed. The findings indicate that fans' motivations are both hedonic and eudemonic, as they seek both psychological pleasure and meaning in their consumption. The study also highlights the similarities between the attitudes of Moroccan fans and those of fans in other Middle Eastern countries towards Korean popular entertainment. In conclusion, this research sheds light on transnational fandoms in Morocco and the reasons for the consumption of global media entertainment content in diverse cultural contexts. It also contributes to a better understanding of the complex and multifaceted motivations behind popular entertainment consumption.