• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.601-613
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• 2016

The purpose of this study is to present the mental model of young adolescents' media environment and the use and to provide several educational suggestions drawing on the revealed model. For this, the data were collected through 4 activities such as interview, picture drawings, word association experiment, and sentence completion task with ten 4-5th graders in elementary schools; they were qualitatively analyzed by 2 researchers. First, the meaning components driven by sentence completion task, word association experiment were totally 6 components: media device, connection(alienation), competence(provision), entertainment, adverse effects, ambilaterality. Second, the components of media mental model driven by pictures were 4 components: functions/competence, entertainment, conflict with paper books/sharing, harmfulness/ambilaterality. Third, the components from interview consisted of conflict between paper books and electronic media, communication-centeredness, fear(addiction) and users' qualification. Based on those results, careful examination in cyber talk, necessity of addiction prevention, active development of learning media and their balanced utilization with books, and healthful media literacy education and reinforcement of critical thinking were suggested.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.818-834
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• 2014

The purpose of this study is to examine parents' mental model of media environment and children's media use and to provide some educational suggestions. For this purpose, twelve parents of second-graders to fourth-graders sampled in elementary schools were interviewed with three activities such as a word-association experiment, a sentence completion task and a in-depth interview. The result was categorized into 8 elements such as interaction, source of supply and adverse effects. Furthermore, the analysis on the mental model of media use shows that firstly, the parents understand modern media reflects competence while they have a feeling of fear and newness on media themselves. Secondly, the parents show an ambivalent understanding on media use in terms of both negative and positive effects and have a tendency to control them. Another finding is the fact that the parents understand digital media as a representation of both connection and disconnection. Also, the parents realize media as a cause of conflict and as a place for reconciliation as well. Finally, it is showed that media is not only a personal territory but also a part of social system in the parents' understanding. Based on these findings, some interpretations and parents' educational applications are provided in terms of the Meyrowitz(1998; 1999)'s three perspectives on media.

• The Journal of the Korea Contents Association
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• v.17 no.3
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• pp.462-473
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• 2017

This study suggested appropriate media educational model for the Korean situation based on the two previous research results concerning Korean media mental model which have abstracted from elementary schoolers and parents respectively living in and around Seoul. This looked through typical media educational model being in effect in Western countries such as Buckingham's creation-centered model, Hobbs' action-centered model, Potter's analysis-centered model and Vanhoozer's worldview-centered model, synthesized all the strengths of each model, and finally modified and reorganized this new model to reflect demanders' needs. Newly developed demander-centered educational model is a kind of circulation model consisting of a chain of the steps: worldview and viewpoints, use(access), analysis and evaluation, reflection, and social act; Each step borrowed the essential contents of each domain of objectives and tried to reflect the specific situations for Korean demanders. The needs for media use etiquette against addiction and cyberbullying were applied to the step of 'worldview and viewpoint', the needs for the educational status of books as media to 'use(access)', and the reality of highly used digital media to 'social act.'

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.29-42
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• 2020

The purpose of this study is to present a qualitative research method for extracting and analyzing the comments written by YouTube video users. To do this, we used YouTube users' feedback to measure the hedonic, social, and utilitarian gratification of use and gratification theory(UGT) through by using analysis and topic modeling. The result of the measurement found that the first reason why users watch the trot singer, Cho Myung-sub's video in the KBS Korean broadcasting channel is to achieve hedonic gratification with high frequency. In word-document network analysis, the degree of centrality was high in words, such as 'cheering', 'thank you', 'fighting', and 'best'. Betweenness centrality is similar to the degree of centrality. Eigenvector centrality also shows that words such as 'love', 'heart', and 'thank you' are the most influential words of users' opinions. The results of the centrality analysis present that the majority of video users show their 'love', 'heart' and 'thank you' for the video. it indicates that the high words in centrality analysis is consistent with the high frequency words of hedonic and social gratification dimension of the UGT. The study has research methodological implication that shed light on the motivations for watching YouTube videos with UGT using text mining techniques that automate qualitative analysis, rather than following a survey-based structural equation model.