The Influence of Social Norms on Korean Wives’ Intention to Talk with Their Husbands about the Equal Division of Housework

ABSTRACT

Currently, Korean males see the equal division of housework more positively than in the past. However, a large gap still exists between the attitude and the actual behaviour of the equal amount of housework. Interpersonal communication can be used to reduce this gap. The theory of planned behaviour and social norms approach are the theoretical frameworks that guide the study. The purpose of the study is to examine how social norms are influencing Korean wives’ intention to talk to their husbands about the equal division of housework.

KEYWORDS:

• The theory of planned behaviour (TPB)
• social norms approach
• the division of housework
• South Korea
• gender equality

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Sunyoung Park

Sunyoung Park (M.A.) is a doctorate student in the Department of Communication at Michigan State University. Her research interest is the intersection of interpersonal and health communication. She is particularly interested in how messages from interpersonal relations can bring impact on an individual’s health related behaviours.

Sandi Walker Smith

Sandi Walker Smith (Ph.D) is University Distinguished Professor in the Department of Communication at Michigan State University. She has focused her research on the impact of memorable messages received from important others on health behaviours; persuading people to carry signed and witnessed organ donor cards and to engage in family discussion about their decisions related to organ donation, encouraging college students to consume alcohol moderately, if at all; and the effects of communication patterns and social support offered from probation and parole agents to their clients.