earticle

영어

The Muslim population is growing significantly in Asian countries. By conducting an experiment, this study examines the cultural differences between South Korean and Indonesian female, young adults, and their perception of hijabis who are represented in the media. The main goal of this study is to compare the perception towards hijabis in a homogenous country new to Muslims against a Muslim-majority country. Results showed that non-hijabis were deemed more physically attractive, empathetic, and enjoyable among Koreans when compared to Indonesians. Through this study, we provide a theoretical explanation using cultivation theory and (parasocial) contact hypothesis to clarify the differences between South Korea and Indonesia. This study provides a baseline of understanding to determine where both cultures are at in perceiving hijabis. Our results suggest that it will be compelling to correct media representation in order to reduce stereotypes and lead to a successful understanding of both cultures.