Fictional Narratives as a Laboratory for the Social Cognition of Behavioral Change: My Ajussi

Fictional narratives cannot be considered as mere escapist entertainment, and have a significant social cognition potential. Their study is also important in understanding the mechanisms of behavioral change, as many fictions focus on processes of personal transformation of the main characters. Romantic fictions are of special interest in this regard, as the formation of a new couple entails negotiation and mutual adaptation between partners, with possible transformation of personal attitudes, value orientations, and behaviors: ‘marrying’ a new idea or cause is, tellingly, the strongest possible metaphorical statement of adoption. Korean TV series (K-dramas) are a particularly interesting source of case studies in this regard due to the specific characteristics of their production system. We analyze a K-drama, My Ajussi, where the lead characters go through a complex process of personal change, through the lens of the so-called Tie-Up Theory, which has proven useful in the analysis and interpretation of fictional representations of human mating processes, and show how the context provided by the potential formation of the couple between the two main characters provides us with valuable insights about human behavioral change and for policy design strategies to tackle societal challenges.