Popular culture elements in communication with generation Z: The case of k-pop

Main purposes of this research are to define what are the expectations from popular culture products, to better understand the cause of interest about K-Pop, to define how to communicate Z generation members, to signify relation between K-Pop and generation's characteristics in Z generation members that are born between 1995 and 2010 in Turkey. According to main goals, there are 9 sub goals defined. Results of this research divided into sections with main and sub-goals given as headings. Explanatory sequential mixed methods are chosen for this research's pattern and in order to reach the determined goals, this study, which was firstly searched for literature, was carried out by applying survey as first step, which is a quantitative data collection technique, to 185 Z generation members. After that, in the light of quantitative data obtained by survey, research supported with semi-structured interview technique that is part of qualitative research methods. Survey consists of 5 sections and data analysis are performed by PAWS Statistics 18 software. Chi square, cross table and frequency analysis are used for analyzing data. According to the results of this research the following findings were found; Z generation's expectations from pop culture products are a set of features, the reason for their interest in K-Pop is that some features in Generation Z's favorite songs are also can be seen in K-Pop songs, K-Pop music videos match with the ideal music video norms, K-Pop's containtion of key features that Z generation describes as an element of fashion and feeling close to the K-Pop groups which are appear sincere, connection between characteristics of Z generation and K-Pop is related with the usage of social media, there are similarities between K-Pop features and generation's ways of thinking about certain points and expectations from pop culture products.