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ABSTRACT
This article examined the consumption of Korean television drama by US viewers of Netflix. Specifically, it analyzed Korean drama reviews in Netflix and found that these viewers engaged with Korean dramas by emphasizing affective consumption that tied to identifying the substance of love themes. These viewers showed a high degree of emotional involvement in portrayed romantic feelings as well as characters’ interactions, and closely related their personal lives and minds to the narrative. This wide range of affective consumption let them experience pleasure over the interplay of race, gender, and class identities, as they localized narratives signified by these dramas.