• Korean journal of communication and information
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• v.43
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• pp.282-313
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• 2008

Advertising is both applauded and criticized for its characteristics and roles on society. Advertising environment is changing and developing. The important changes in advertising are fragmentation of traditional media, growth of new media, and increasing clutter. The major issue in advertising and broadcasting system in Korea is reintroduction of in-program advertising on terrestrial television stations. The purpose of this study is investigate the responses of viewers to in-program advertising. This study considers program genre as mediating variable which may affect the viewers' responses to in-program advertising. Independent variables of this study are the insertion of in-program advertising (insertion/non-insertion) and program genres(news/educational/drama/entertainment program). Dependent variables of this study are viewers' responses, attitude towards broadcasting station and attitude towards advertiser. This study was run as a $2{\times}4$ factorial design with 30 subjects per cell, resulting in a total sample size of 240. This study randomly assigned each subject to 1 of the 8 treatment groups. The result of this study shows that in-program advertising induces negative responses of viewers, attitude towards broadcasting station and advertiser. And this study found that viewers showed the negative responses to in-program advertising regardless of program genre. The findings of this study illustrate the need of consideration and planning of in-program advertising to protect viewers' right.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.174-186
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• 2022

The present study explores how the quality management rhetoric commonly used by Korean CEOs tends to be composed and perceived by the public. To this end, articles of the remarks of Lee Kun-hee, the second founder of Samsung, are analyzed. The results show a rhetorical structure of quality management where the CEO offers a persuasive theme (quality management for a super-class enterprise) and practical measures (innovation and performance-based promotion) while coping with a rhetorical situation (an economic crisis). A multiple regression analysis of the response of 308 Korean college students who watched a video of Lee's remarks indicates that the more conservative the viewers are and the more they perceive the CEO's charm and expertise, the more likely they are to support the CEO's quality management rhetoric. The conservative viewers favorably responded to the entrepreneurship in the quality management rhetoric, while the progressives recognized the rhetoric as part of Korean-style neoliberalism that alienates ordinary workers.

• 한국HCI학회:학술대회논문집
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• 2006.02a
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• pp.559-564
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• 2006

최근에 들어서 생체신호분석을 통하여 여러 가지 사용자 상태를 파악하려는 연구가 많이 진행되고 있다. 대표적인 것이 GSR(전기피부반응, galvanic skin response), BVP(blood volume pressure), 호흡 등의 생체신호가 사람의 흥분 정도, 정신적 부담, 감정변화에 따라 달라지는 특성을 활용하는 것이다. 본 연구에서는 디지털 TV, 혹은 IPTV 의 컨텐츠를 감상하는 환경 하에서 시청자의 생체신호의 변화 패턴을 분석하여, 그 분석 결과로부터 TV 프로그램이나 디지털 컨텐츠에 대해 시청자가 느끼는 만족도, 집중도, 흥미 여부 등을 추론하고자 하였다. 즉, 주어진 컨텐츠를 감상하는 동안 시청자로부터 얻어낸 생체신호를 분석한 시청 정보 데이터가 프로그램에 대한 선호도와 관련을 가질 수 있는지 검증한 기초 연구 결과를 제시한다. 또한 이 결과를 통해 프로그램에 대한 시청자의 반응을 객관적으로 측정하고 실시간으로 반영할 수 있도록 하는 TV 프로그램 추천 시스템의 구현 가능성을 검증한다.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.87-100
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• 2014

The objective of this study is to explore audience perceptions of and responses to broadcasting deliberation and analyze their characteristics. The study employed factor and cluster analyses to categorize audience perceptions of broadcasting deliberation, resulting in the identification of six types of preferences: strict standards applied to positive deliberation etc. The results indicate that audiences, which can be categorized into three types, are more likely to prefer positive deliberation over broadcasting codes. The ratio of civil compliance to a minimum standard of positive deliberation is higher than ratios involving the other standards that were included in the study. The study applied a range of theories, such as cognitive dissonance, inconsistency of perception and response, and psychological reactance, to examine and distinguish audience perceptions and responses. The study's findings provide valuable information for researchers and interested organizations and can help to lay a cornerstone for systematically classifying audience perceptions and needs in the future.

• Proceedings of the Korean Society of Computer Information Conference
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• 2020.07a
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• pp.369-370
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• 2020

최근 크로스 미디어 이용의 확대로 일방적으로 제품의 정보를 받아들이던 수동적인 소비자는 직접 정보를 찾아보는 능동적 소비자로 바뀌었다. 따라서 대중들은 단순히 방송을 시청만 하는 것이 아니라 방송 중에 나오는 인물, 스토리, 제품 등에 대한 다양한 정보를 함께 소비하고 있다. 하지만 시청에 사용되는 디바이스와 검색에 사용되는 디바이스가 달라 불편함이 있고 방송과 검색의 시점의 차이로 대중들은 간접광고를 접한 후 대상제품의 구체적인 정보를 얻는데 어려움이 있다. 또한 제품회사는 간접광고를 접한 시청자들의 반응을 통한 간접광고의 효과를 입증하기 어렵다. 이 논문에서는 간접광고에서 제품 정보의 즉각적 검색을 지원하는 인터렉티브 동영상 플랫폼을 제안하고자 한다. 이를 통해 시청자는 본 방송을 시청하는 도중 관심이 가는 제품이 나왔을 때, 이벤트를 주어 화면 속 제품의 구체적인 정보를 빠르게 제공받을 수 있고 제품회사에서는 인터렉티브한 시청자의 반응을 제공받아 간접광고에 대한 효과를 확인할 수 있도록 한다.

• Journal of the Korean Institute of Intelligent Systems
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• v.24 no.3
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• pp.316-322
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• 2014

A movie recommendation system is proposed to learn a preference model of a viewer by using multimodal features of a video content and their evoked implicit responses of the viewer in synchronized manner. In this system, facial expression, body posture, and physiological signals are measured to estimate the affective states of the viewer, in accordance with the stimuli consisting of low-level and affective features from video, audio, and text streams. Experimental results show that it is possible to predict arousal response, which is measured by electrodermal activity, of a viewer from auditory and text features in a video stimuli, for estimating interestingness on the video.

• Informatization Policy
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• v.30 no.2
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• pp.68-85
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• 2023

In this study, we collected data from live commerce streaming. Streamimg data were then categorized based on the degree of chatting activation, with the distribution of text responses generated by consumers analyzed. From a total of 2,282 streaming data on NAVER Shopping Live -which has the largest share in the domestic live commerce market- we selected 200 streaming data with the most active viewer responses and finally chose the streams that had steep increase or decrease in viewer responses. We synthesized variables from the existing literature on live commerce viewing intentions and participation motivations to create a table of variables for the purpose of the study. Then we applied them with events in the broadcast. Through this study, we identified which components of the broadcast stimulate the variables of consumer response found in previous studies, moreover, we empirically identified the motivations of consumers to participate in live commerce through data.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.515-536
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• 2022

The purpose of this study is to understand the content characteristics in YouTube videos of the National Archives of Korea. For this purpose, keywords, video data, and viewer responses were collected for 324 videos posted by the National Archives of Korea for five years since April, 2017. Social network analysis, topic modeling, and content analysis were performed. Based on this, the main keywords leading the YouTube videos of the National Archives of Korea, 7 major topics and 20 sub-topics were identified. The characteristics of the YouTube videos and keywords network were studies. In addition, video characteristics were analyzed as external characteristics, video editing and delivery methods, and content characters. The study found that the YouTube channel of the National Archives of Korea has been posting the videos related to various topics such as places, history, and events as well as the basic functions of the archives to induce viewers' interest in the archives. The study also identified the areas that needed to be improved such as low response from viewers, lack of content that could interest viewers, and lack of channel operation to interact or communicate with viewers. Finally, the study was concluded with a proposal to spread the videos of the National Archives of Korea to more users.

• Proceedings of the Korean Society of Computer Information Conference
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• 2023.07a
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• pp.133-135
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• 2023

본 연구는 호황을 누리고 있는 e스포츠 방송 분야에서 그래픽 디자인의 중요성을 탐구한다. e스포츠 시청자에게 명확하고 매력적인 비주얼을 제공하고 선수 통계, 팀 순위, 토너먼트 일정과 같은 정보를 제공하는 효과적인 그래픽 디자인의 중요성을 강조한다. 시각적으로 매력적이고 몰입감 있는 방송을 만드는 데 도움이 되는 핵심 원칙과 전략을 식별하는 것을 제안하고 있으며, 그래픽에 대한 시청자 반응을 측정하고 문제가 될 수 있는 그래픽이 전반적인 e스포츠 경험을 방해하는지 확인하기 위해 설문 조사를 통해 분석 결과를 제시한다. 그리고 디자이너가 고려해야 할 핵심 사항에는 명확성, 일관성, 브랜딩 및 혁신이 포함되며, 이 모든 요소는 청중을 참여시키고 e스포츠 방송의 품질을 높이는 효과적인 그래픽을 만드는 데 도움이 될 수 있는 내용들을 제시한다.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.1-19
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• 2023

Despite the growing importance of video-based social media content, such as vlogs, as a marketing tool in the travel industry, there is limited research on the characteristics that enhance engagement among potential travelers. This study explores the influence of emotional valence in YouTube travel content on viewer engagement, specifically likes and comments. We analyzed 4,619 travel-related YouTube videos from eight popular tourist cities. Using negative binomial regression analysis, we found that both positive and negative emotions significantly influence the number of likes received. Videos with higher positive emotions as well as negative emotions receive more likes. However, when it comes to the number of comments, only negative emotions showed a significant positive influence, while positive emotions had no significant impact. These findings offer valuable insights for marketers seeking to optimize engagement strategies on YouTube, considering the unique nature of travel products. Further research into the effects of specific emotions on engagement is warranted to improve marketing strategies. This study highlights the powerful impact of emotions on viewer engagement in the context of social media, particularly on YouTube.