• Title/Summary/Keyword: 시청태도

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Viewing Pattern of IPTV Subscribers (IPTV 수용자의 프로그램 시청 행태)

  • Lee, Moon-Haeng
    • The Journal of the Korea Contents Association
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    • v.8 no.10
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    • pp.95-103
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    • 2008
  • Hana TV and Mega TV have been growing rapidly with IP-VOD service. The number of subscribers of both of them were 1.4 million in April 2008. Additionally, the change of viewing patterns of IPTV subscribers was predicted. Therefore, the purpose of this paper is to see how the subscribers use IP-VOD service practically. For this research, the frequency, the time and the duration of connection by genre have been analyzed on the March of 2007 and 2008. According to the result, there was a significant change quantitatively: within a year, not only the number of subscribers has doubled, but also the frequency of monthly connection has been increased 15 times. In addition, the duration of viewing per person has quadrupled. Regarding to the contents, the subscribers still prefer to watch free TV programs. However, the viewers have their own way of consuming TV programs. It has been proved that IPTV is a complementary media of free TV with a strong possibility to change the viewing patterns in the near future.

The Relationship between General Programming TV's News Ratings and the Vote Shares of Conservative Parties (종합편성채널의 뉴스보도 시청률과 보수 정당의 선거득표율 간의 관계)

  • Lee, Seung Yeop;Lee, Sang Woo
    • The Journal of the Korea Contents Association
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    • v.17 no.8
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    • pp.80-89
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    • 2017
  • Television viewing affects viewers' attitudes and opinions on their political issues. Since the beginning of General Programming TV services in 2011, they are criticized of their politically biased programming. In order to investigate the effect of General Programming TV on voters' behavior, we analyzed whether or not there is a change in the voting behavior of the conservative parties among the areas with high and low TV ratings of general programming TV. Based on the result of 18th presidential election in December 2012, we could not find any difference in voting behavior on the Saenuri party among the areas with high and low ratings of general programming TV channels. However, in the 6th provincial election in June 2014, while the voting shares of the Saenuri party were higher in the areas with high ratings of TV Chosun, Channel A, and JTBC than in those areas with low ratings.

Effect of YouTube Usage on the Audience's Attitude and Perception of Importance of Issue (유튜브 이용이 수용자의 이슈 중요성 인식과 태도에 미치는 영향)

  • Park, Dug-Chun
    • Journal of Digital Convergence
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    • v.18 no.5
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    • pp.411-416
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    • 2020
  • This study is an empirical study to see if the existing media effects have an effect on the perception of the audience in the media such as newspapers, TV, movies, etc., and whether the viewing of YouTube, an internet-based new media without gatekeeper, can affect the perception of the audience. For this study, 76 university students were divided into two groups, one group was asked to watch YouTube videos about no-buy campaign of Japanese products, and the other group was asked to watch short films for four weeks each, and then the perception and attitude of the issue were measured and analyzed through a survey. The results of the analysis showed that the audience who watched YouTube videos thought that no-buy campaign was more important than the audience who did not watch YouTube videos, and that they would participate more actively in no-buy campaign. The results of this study can be meaningful in that it confirmed the effects of the agenda setting effect and the priming effect of YouTube. It is expected that the theory of the media effect of YouTube will be established as the study on the audience effect in various fields such as politics, economy, society, culture of YouTube continues.

초등학생의 간식 구매 빈도 및 관련 식생태적 요인 분석연구

  • 강석아;이정원;구재옥
    • Proceedings of the KSCN Conference
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    • 2003.11a
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    • pp.1059-1059
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    • 2003
  • 최근 초등학생들은 간식은 물론 끼니를 위해서 스스로 식품이나 음식을 선택하고 구매하는 식생활 관리의 주체자가 되고 있다. 본 연구는 초등학생의 간식구매실태와 이에 영향을 미치는 식생태적 요인을 파악하고자, 서울과 충청남도의 대도시, 소도시 및 농촌의 4개 지역의 초등학생 4, 5, 6학년 총 431명(남 223, 여 208)과 그 학부모를 대상으로 간식섭취, PC와 TV 이용도, 학부모의 영양지식과 식태도, 간식구매빈도 등을 설문지 조사를 하였다. 조사대상 초등학생의 평균 신장과 체중은 교육부의 학생 신체검사 결과보다 약간 높거나 비슷하였으나, 조사대상의 30.6%가 저체중이고 10.8%가 비만이었다. 가정의 월 소득은 101-200만원이 가장 많았고(56.3%), 아버지는 대졸 이상이 59.7%, 어머니는 고졸 이상이 55.9%로 가장 많았으며, 어머니는 44.1%가 직업을 갖고 있었다. 학생의 월 용돈은 2,001-5,000원이 31.0%로 가장 많았으며 간식 비는 1일에 500원 미만이 46.0%로 가장 많았다. 간식섭취 빈도는 1일에 1번 섭취가 51.5%로 가장 많았고 간식 구매 시 고려사항은 맛, 가격, 영양가와 유통기한의 순 이었다. 조사대상의 46.9%가 PC통신 또는 인터넷을 사용하였고 사용시간은 1시간 미만이 53.8%로 가장 많았으며, 하루 평균 TV 시청시간은 2~4시간미만이 46.4%로 가장 많았다. 학부모의 평균 영양지식 점수는 13개 문항 중 8.16 $\pm$ 2.16으로서 평균 62.8%의 정답 율을 보였으며, 식 태도 점수는 총 50점 만점에 전체 평균이 43.22$\pm$4.04로서 비교적 양호하였다. 식품별 구매빈도를 보면 1주에 1회 이상으로 나타난 것은 우유, 과자류, 빙과류, 라면, 주스 및 껌의 순 이었고, 햄버거, 피자, 호떡은 한 달에 1회 또는 그 이하로서 가장 낮았다. 과자, 라면, 빙과류의 구매빈도는 가정수입과 아버지와 어머니의 교육수준과 음의 상관 관계를, 학생의 월 용돈, TV 시청시간 및 간식섭취 빈도가 높을수록 와는 양의 상관관계를 보였다. 라면과 탄산음료는 부모의 영양지식이나 식 태도와 음의 상관관계를 나타냈고, 햄버거 구매빈도는 가정수입과 아버지와 어머니의 교육수준이 높을수록 잦았다. 학생의 간식빈도가 높을수록 우유섭취빈도는 낮았으며, 과자, 빙과, 사탕, 닭 꼬치, 감자튀김, 돈까스, 튀김의 구매빈도가 증가하여 간식내용이 영양적으로 양호하지 않음을 알 수 있다. 또한 TV 시청시간이 길수록 간식빈도와 유사한 구매 양상을 나타냈다. PC이용시간이 길수록 과자와 빵의 구매빈도가 낮아지고 껌의 구매빈도가 높아져 흥미롭다. 결론적으로 조사대상 초등학생은 간식 구매시 영양가보다는 맛을 중요시하며, 우유를 제외하면 주로 탄수화물과 당류식품의 구매빈도가 높다. 또한 가정 소득, 부모 교육수준과 영양지식, TV시청시간, 학생의 간식 비와 간식빈도 등 환경요인들이 식품구매에 영향을 주었다. 따라서 영양사를 중심으로 간식 선택의 중요성과 식품 구매 원칙에 대한 체계적인 영양교육을 학생과 아울러 학부모에게도 실시하여 초등학생의 바른 간식 구매능력을 향상시켜야 할 것이다.

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Children′s Attitudes Toward Food Advertisement on Children′s Television Program (어린이 시간대 식품광고에 대한 어린이들의 수용 태도)

  • 김경희;강금지
    • Korean journal of food and cookery science
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    • v.13 no.5
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    • pp.648-660
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    • 1997
  • The study was conducted to investigate children's attitudes toward food advertisement on children's television programs. A total of 868 subjects were selected from two KangNam and KangBook elementary schools (4, 5, 6th graders). First, it was reviewed food ads. On children's television program on 3 channels between 5∼7 pm from April to July in 1997. Among the total television commercials, 58% were food product ads.. Among the advertised food, the largest number of ads. was for beverages (21.6%) and the next was for cookies (19.7%), followes by sharbet and ice cream (19.5%), fast food (12.4%), cereal (5.5%) and milk and milk products (2.9%). This review revealed that the mostly advertised food are high in calorie, fat and sugar. Secondly, it was conducted a survey. The results of the survey were as follows: weekly average TV watching hours per child: 13.5. 50.8% of the children watched children's program on TV. 83.9% of the subjcts answered that they get their information about new food through TV ads.. 59.2% of children tried to buy the food advertised on TV program. The relationship between TV food ads. and health, 49.4% of the children answered that advertised food were not good for one's health. When we asked them to choose between advertised and non-advertised food, they preferred the advertised ones, such as cookies, beverages, fast food restaurants and cereals (p<0.001). The results of this study suggest that children's purchasing and selecting of food were influenced by TV food advertisement. Therefore, education is needed which will help children's make responsible, informed consumers choices.

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Perceived Substitutability between Video Clips of Naver TV Cast and Regular TV program (네이버TV캐스트 클립영상의 TV 방송프로그램에 대한 인지된 대체가능성)

  • Ham, Min-jeong;Lee, Sang Woo
    • The Journal of the Korea Contents Association
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    • v.19 no.6
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    • pp.92-104
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    • 2019
  • This study aims to figure out perceived substitutability between video clips distributed on Naver TV cast and regular TV program. An online survey was conducted for a week on October 2017, and we collected several responses, such as viewing time, viewing motive, the extent of viewing for video clip categories, and perceived substitutability between video clips and regular TV program. The dependent variable is Naver TV cast users' perceived substitutability between video clips and regular TV program, and the independent variables are viewing time, viewing motive and viewing degree by video clip categories. With these variables, hierarchical regression was conducted. The result shows that viewing time, use motives, including personal relations, booming issue and selective use, and the extent of web-based video content viewing positively affect on Naver TV cast users' perceived substitutability.

Effects of Gamified Disability Awareness Program on the Peers' Disability (게임화된 장애체험활동이 비장애아동의 장애인식에 미치는 영향)

  • Kwon, Jungmin
    • Journal of Korea Game Society
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    • v.19 no.2
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    • pp.45-54
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    • 2019
  • In this study, the effect of gamified disability awareness program was researched to examine its potential to be used as a disability awareness curriculum particular to Korean schools. The gamified program consisted of lessons related to disability skiing such as learning about Paralympic skier, experiencing mono skis, and participating in cooperative games. To examine its effectiveness, Multidimensional Attitudes Scale towards persons with disabilities (MAS) was used. Results indicate that the attitude of the experiment group showed significant change.

The Impact of Interstitial Position of In-program Advertising based on the Engagement to the Media Contents on Consumer Behavior: Focusing on the Irritatioin (영상 몰입도에 따른 중간광고 배치가 소비자 행동에 미치는 영향: 짜증 정서의 역할을 중심으로)

  • Yi, Liuhan;Ko, Sujin;Lee, Jaeyoung
    • The Journal of the Korea Contents Association
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    • v.18 no.1
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    • pp.185-195
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    • 2018
  • We try to explore the effect of the emotions of viewers caused by the insertion of the in-program adversiging on the advertising effect. To test our hypotheses, we collected the data through two lab experiments and analyze the data with t-test. The results are as follows. First, high engagement to the media contents impacts positively on the feeling of viewer's irritation when the movie clip is interrupted and an in-program advertising is inserted. Second, the negative emotions of the irration are congruented, which affect the attitude of the advertised product negatively. On the other hand, the irritation caused by the in-program advertising had a positive effect on the brand awareness and memory(recall) of the advertised product because of high state of arousal. These results enrich the understanding about the role of in-program advertising which affect viewer's feeling and behvior. Moreover, these findings provides managerial implications to help advertising managers manage their in-program advertising more effectively.

A Study on the Effectiveness Measurement of TV Home Shopping Advertising Using think aloud and linguistic Analysis (사고발성법과 언어분석을 활용한 TV 홈쇼핑 광고의 효과측정 연구)

  • Ryu, Yeon-Jae
    • Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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    • v.9 no.9
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    • pp.797-808
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    • 2019
  • The purpose of this study is to collect the psychological responses that occur while watching TV home shopping ads in verbal form, and explore the possibility of measuring the effectiveness of TV home shopping ads using linguistic analysis. The psychological responses during watching positive and negative ads of participants(40 housewives and female college students) were collected in a linguistic form using a think aloud and self-report measurement. It was analyzed by KLIWC, a Korean language analysis program. As a result of the analysis, there was a difference in psychosocial variables as well as linguistic variables between positive and negative evaluation ads. Also, various variables of KLIWC were correlated with the variables of advertising effectiveness (purchase stimulus, ad attitude, product attitude, purchase intention) and advertising response variables. This suggests the possibility of constructing a psychological response profile and measurement of advertising effectiveness using language analysis.

Investigation about the Context in which the Effects of Entertainment-education Program May Reduce -Focused on Persuasion Knowledge and Pre-attitude (교육적 오락물의 설득효과 감소요인에 대한 탐색적 연구 -설득지식과 사전태도의 영향을 중심으로)

  • Kim, In-Sung;Lee, Seung-Jo
    • Korean journal of communication and information
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    • v.69
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    • pp.7-29
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    • 2015
  • The purpose of this research is to examine the impacts of persuasion knowledge and pre-attitude on responses to a persuasive entertainment education program. Persuasion knowledge model was adopted as the theoretical frame and information about the sensational identity of entertainment program was used to activate audience's persuasion knowledge(i.e. resistance). Pre-attitude was measured by the degree of concern about the persuasion topic. The experiment was designed by persuasion knowledge(2) ${\times}$ pre-attitude(2) and participants were randomly assigned in one of the conditions and rated their attitude for the persuasion topic. The implicit measure for attitude was included in addition to the explicit measures in order to reveal unconscious attitudinal changes. The results showed that the allegedly effective entertainment-education can confront the resistance of the audience in some contexts. A significant interaction of knowledge ${\times}$ pre-attitude was found in the result of the implicit attitude. The individuals with high concern about the persuasion topic, compared to those with low concern, were more influenced by the entertainment program and also persuasion knowledge. The interaction was not significant on the explicit attitude, which may present the usefulness of the implicit measure in entertainment-education research.

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