• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.224-237
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• 2020

This study is about motivations of using YouTube channels related to politics and its effects on political socialization. Information acquisition from the political channels of YouTube was analyzed from the perspective of uses and gratifications theory. Then, the effects of the variable factors which can influence the perception-attitude-action of political socializations were reviewed. To understand aforesaid aspects, online survey was conducted targeting male and female adults between 20 to 50-year-old. There were four factors observed for the motivations of using YouTube channels of politics, which were 'entertainment of political satire', 'mental stability', 'convenience of the media', and 'pursuit of information'. The impacts on political socialization were verified with path analysis. Among the various motivations of using YouTube channels, 'convenience of the media' and 'pursuit of information' were the factors that positively affected the acquirement of political knowledges. Political knowledges had meaningful influences on increasing people's interest in politics, and their sense of political efficacy. Increased interest in politics led to higher level of sensing political efficacy, then higher political efficacy positively motivated people to participate in politics. The theoretical and practical implications of the study were also discussed based on the findings.

• Design Convergence Study
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• v.16 no.2
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• pp.63-81
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• 2017

Environmental change of consuming contents has led corporates to acknowledge the possibility of social media as being marketing platform. And as the importance of 'contents' is growing bigger at the same time, 'Content Marketing' is getting attention because 'Content' plays the key role in current marketing since it can deliver meaningful values to the companies and the customers both. Many companies are practicing contents marketing employing YouTube by not only creating their own YouTube channels and YouTube contents but also collaborating with YouTube creators. Purpose of this study is to figure out how domestic standalone beauty brands that are actively practicing content marketing, are exploiting the YouTube and to suggest design direction for future YouTube content marketing. 'Etude', 'Innisfree', 'Misha', 'The Face Shop' were selected for analyzing the content marketing cases using YouTube. As a result, this study could conclude that if the brand has inadequate number of subscribers, it is better to collaborate with the creators. Also, clarifying contents' purpose and distinguishing the way of delivering it is important.

• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.169-186
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• 2020

This study aims to examine the characteristics of news content and users' reactions in local broadcasting Youtube news' channel, and explore how the local media should response in the new online video environment. YouTube Open API sampled 3,950 news-related videos uploaded over a month on 31 YouTube news channels nationwide. The content analysis was performed on the basis of the analysis of individual videos, such as characteristics of each content and users' reactions. As a result, a few news channels have produced digital-only content, but the ratio has been very low, most were broadcast replay videos with titles and formats uploaded as they were. In some cases, it still operates as a comprehensive channel, which failed to show its expertise as an independent digital news platform. This shows that theses YouTube channels lacks differentiation from TV or its own web page, and is still skewed to the auxiliary role or online archive function of TV platform. Nevertheless, digital-only content, which can be a national issue based on regional expertise, has led to a higher number of views and users reactions, suggesting that is a realistic and effective strategy with expandability in online space in the future.

• Korea Science and Art Forum
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• v.37 no.3
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• pp.113-123
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• 2019

In line with policy support and demand, mobile videos about science and technology have growth potential. For activation of domestic mobile video contents about science and technology, this article aims to analysis current global leading contents and draw implications for benchmarking. Therefore, this paper attempted to analyzed types and storytelling strategy of Science and technology channels on YouTube, which has the most influence among the mobile video media. The results are as follows. Fist, the YouTube contents about science technology are categorized into three types, activity-, explain-, review-centered type. Second, activity type channels are classified into 4 sub-types. Third, The core storytelling strategy of activity type channels is a combination of familiarity and unfamiliarity to deal with everyday material through specialized scientific and technological methods. Based on the results of this research, we expect to plan and produce global killer contents.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.138-147
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• 2018

The network analysis is done to explore what kind if issues are diffused about earthquake and the role of social media. The types of disaster information is classified into formal and informal. The role of actor is classified based on the concentrativeness and the diffusion of issue. Youttube is functioned as a formal channel and an informal channel when disaster happened. In case of government's video, issue contractiveness is high but the diffusion is low. In case of media's video, issue contractiveness and the diffusion are all high. In case of individual channel, issue contractiveness is low, but diffusion is high. In disaster, youtube is a tool to respread the disaster issue. Government needs to try diffusion of government's news actively in disaster.

• Journal of the Korea Convergence Society
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• v.11 no.2
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• pp.167-174
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• 2020

The social statistic was used to top 250 Korean and Japanese YouTube channels based on the number of subscribers examine its channel type (private/corporations/others), distribution of contents and private YouTube channels' date of registration. The channel examination was also used to provide practical hint to create new Youtube contents. According to the statistics, Korean channels were mainly managed by K-Culture related companies for the promotional purpose, whereas Japanese channels were mainly managed by individuals with a variety of contents. It is presumed that Japanese individuals have been engaged in creating individual video content since the early period through video uploading platforms other than YouTube such as Niconico Douga. Since the expansion of the YouTube market will continue, it is important not only to reinforce corporations' marketing on YouTube but also to promote the uniqueness and the diversity of YouTube content for the individuals to improve the economical, sentimental, and informational contents in order to create socially effective personal contents that can be competitive in the global market.

• Journal of Korea Entertainment Industry Association
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• v.15 no.7
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• pp.45-57
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• 2021

The purpose of this study is to identify what factors have impacts on the amount of YouTube viewing. In doing so, usage type, children's levels of self-control on viewing, parent's perception of media contents, and parental mediation style were investigated by age. The result of the study showed no significant differences of the amount of use by the different age groups. There were, however, significant differences in terms of subscription status(non subscription based vs. subscription-based viewing), level of self-control, perception of content, and parent's mediations (technology, supervision, and guidance). Given the amount of YouTube use, the subscription status and parent's supervision were significantly influential factors for the age group of 3-4 years old. For the age group of 5-6, subscription status, levels of self-control, and mediation of parent's supervision and guidance were influential factors. For the age of 7-9, subscription status, the level of self control, and premium service were significantly influential. Finding similarities and differences in meaningful variables by age group suggests that different strategies should be used to reduce the amount of children's YouTube use. In addition, it raises the need for a more detailed classification of children's YouTube usage methods, which have not been addressed so far, and the need for research on the influence of these methods.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.28-37
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• 2019

It is apparently clear that K-pop has been expanding its influence overseas, with its high growth rate. As a result, attempts have been made to analyze the characteristics of K-Pop in various academic fields. This research quantitatively used the participatory use process of K-Pop contents in voluntary participation and dissemination of the audience in the Trans-Media environment. The author examined the use of participatory K-Pop contents from the view point of reparability through big data content analysis. It has been revealed that K-Pop is spreading globally through social media, fans of various countries like to play K-Pop, and they make up their own content and form a participatory culture. In addition, we looked at when the moments of momentum in which participatory use is soaring were popular content and who was the publisher.

• Journal of Service Research and Studies
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• v.13 no.2
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• pp.181-203
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• 2023

YouTube exhibits a hybrid personality, incorporating traits of both over-the-top (OTT) and personal broadcasting platforms. However, limited research has investigated these hybrid characteristics, particularly in the context of paid YouTube channel memberships. Therefore, building upon consumption value theory and prior literature, this study examines the influence of consumption value factors associated with paid YouTube channel memberships on usage satisfaction and continuance intention. Specifically, the study identifies four perceived consumption value factors (functional, social, emotional, and epistemic values) within the paid YouTube channel membership context and assesses their impact on usage satisfaction and continuance intention. Additionally, the study explores the moderating role of conditional value (the experience of watching live streams on paid YouTube channels) in these relationships. Data was collected via an online survey from Korean adults who subscribed to multiple paid YouTube channel memberships, resulting in 274 responses. The proposed hypotheses were tested using structural equation modeling (SEM). The SEM results indicate that all four consumption value factors significantly influence usage satisfaction, with usage satisfaction in turn positively affecting continuance intention. Furthermore, the study reveals that conditional value moderates the relationships between functional/emotional values and usage satisfaction, as well as between usage satisfaction and continuance intention. This study is the first to focus on YouTube channel paid memberships, which encompass characteristics from both OTT and personal broadcasting platforms. It is anticipated that this research will offer insights to personal broadcasters and stakeholders regarding the motivational factors that impact user satisfaction and encourage subscriptions to channel memberships.

• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.652-666
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• 2021

This study explores diffusion of information on Covid-19 relating to China on You Tube. For this, information on Covid-19 relating to China was divided into factual information and disinformation, with factual information being categorized into positive and negative information. According to network analysis, there are lots of negative information and disinformation. On the contrary positive information is rare. There are lots of videos about rumor on the leak of Wuhan institute among disinformation. Rumor on the manipulation of genes has the highest average value of view count and betweenness centrality. Main stream youtube channel has only role of messenger which delivers messages as it is instead of fact-checking on disinformation. The fact which there are much more negative information or disinformation among videos about Covid-19 relating with China shows that Youtube users skewed toward negative information and disinformation than positive ones. In summary, disinformation on youtube brings spreadable effect by making user watch similar contents.