• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.595-603
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• 2023

Recently, many public institutions have been conducting promotional activities using digital platforms. Communication methods using digital platforms have a very important meaning in that they can create new values that did not exist before by connecting and sharing information with various users. To this end, we tried to analyze YouTube videos of five government ministries and examine them. As a result of YouTube analysis by government ministries, most of them were mainly used as channels for policy promotion, and many were used as channels for new information. Although the message is delivered through the production of various contents, it was possible to look at cases where the target as a channel for communication was not clear and the purpose was unclear. In order to communicate with the people, it should be used as a channel for communication through content suitable for clear target setting and purpose.

• The Journal of the Convergence on Culture Technology
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• v.8 no.4
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• pp.435-444
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• 2022

There are three focuses in the paper. Firstly, the study identified what channels were most viewed by YouTube users to watch the 'Daejang-dong scandal,' which was the most powerful agenda to influence the candidate preference among voters during the 20th presidential election. Secondly, the study analyzed whether the political tone of the first videos was in line with that of the subsequent videos. Finally, we compared the sentiment of comments on the first and subsequent videos. The results showed that TBS 'News Factory' and 'TV Chosun News' represented liberal and conservative factions, respectively. Secondly, the political tone of channels that were viewed subsequently was neutral, but the conservative channel users left more negative comments and that was significant statistically. In addition, about 80% of the conservative and liberal channel users shared the same political tendency with the channel they watched first, and more than 90% of the comments left at the subsequent videos in line with that of at the first news. Based on these results, the study concluded that the voters tended to seek political news that was similar with their political ideology, and it was considered a sort of echo chamber phenomenon on the YouTube. The study suggests that the performance of high-quality journalism by traditional news outlet might contribute to decrease the negative influence of political contents on YouTube users.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.66-75
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• 2021

The research is centered towards analyzing the usage status of YouTube platform and the nature of content supplied to YouTube by selecting Korean two Traffic Broadcastings Based on TBS(Traffic Broadcasting System) and TBN(Traffic Broadcasting Network). TBS operates 'Citizen's Broadcasting', which has 1.1 million subscribers among 13 YouTube channels, as its main channel. TBN has only 15,000 subscribers to its main 'TBN Tong', and YouTube channels in 12 local networks. TBS which has a dedicated YouTube manpower, is far ahead of TBN in terms of YouTube channel management and content composition. Both broadcasters are passive about creating new media content due to job stability. For the development of the YouTube platform for these two broadcasters, organizational changes within traffic broadcasting and changes in the perception of members are required, and live broadcasting and discovery of star creators are required. In the changing media environment two traffic broadcastings need a program distribution strategy that can be included in various media platforms.

• Journal of Korea Entertainment Industry Association
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• v.14 no.6
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• pp.91-107
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• 2020

The purpose of this study is to explore quantitatively the success factors of YouTube's music cover channel. Along the process, constructing and testing the measurement for music cover channel's characteristics. The research constructed the measurement items based on results of qualitative studies. To perform the purposes the study suggest a research model which integrated the Post Acceptance Model with five music cover channel's characteristics based on the recent case studies. The five characteristics were contents, video, creator, interactivity, and publicity. The characteristics were integrated with Post Acceptance Model. After testing reliability and validity the research model was revised then, the research hypothesis was tested. The research results show: first, it was found that the content characteristics did not meet the expected value of users. Second, among the five factors of channel characteristics presented in creator's characteristics have the largest effect on user's value perception Third, in the factor analysis process, the content factor and the video were loaded on the same factor thus integrated as one factor. Fourth, satisfaction and intention for continual usage were also loaded on the same factor thus integrated as one factor. The research results suggest that music cover channel operators need to enhance the creator's attraction, communication with user, and publicity in various ways.

• Journal of the Korean Society for information Management
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• v.35 no.4
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• pp.165-193
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• 2018

The archival contents of the National Archives of Korea are organized so that anyone can easily use the records with a lot of social interest or request for reading. However, there are some problems in accessibility of archival contents, lack of detailed information, difficult to use and less interesting delivery method, and lack of customized content. As an alternative to this, this study proposed the utilization method of the archival contents of the National Archives through YouTube channel. For this purpose, we analyze the status and problems of the archival contents of the National Archives and understand the contents of the YouTube channel of the foreign agencies and the National Archives, and evaluate and compare them. Based on this, we propose and apply the process of the archival contents visualization using YouTube. Through this, We expect that the recognition and usability of the contents information of the National Archives of Records will be improved.

• Information Systems Review
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• v.25 no.2
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• pp.57-76
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• 2023

This study classifies the success of creators and YouTubers who have created channels on YouTube recently, which is the most influential digital platform. Based on the actual information disclosure of YouTubers who are in the field of science and technology category, video upload cycle, video length, number of selectable multilingual subtitles, and information from other social network channels that are being operated, the success of YouTubers using machine learning was classified and analyzed, which is the closest to the YouTube revenue structure. Our findings showed that neural network algorithm provided the best performance to predict the success or failure of YouTubers. In addition, our five factors contributed to improve the performance of the classification. This study has implications in suggesting various approaches to new individual entrepreneurs who want to start YouTube, influencers who are currently operating YouTube, and companies who want to utilize these digital platforms. We discuss the future direction of utilizing digital platforms.

• Knowledge Management Research
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• v.23 no.3
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• pp.285-311
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• 2022

In this study, based on the S-O-R framework, how individual's stimuli (i.e., video characteristics, YouTuber characteristics, real-time broadcasting characteristics of YouTube channel) form organisms (i.e., perceived usefulness, perceived pleasure, social presence), leading to viewers' responses (i.e., continuous watching intention, paid sponsorship intention) on real-time YouTube channels. For this purpose, a research model and hypotheses were constructed, and 369 questionnaire data collected from users of real-time broadcasting channel services on the YouTube platform were analyzed. Result findings confirmed that some video/YouTuber/real-time broadcasting characteristics significantly affect viewers' perceived usefulness/perceived pleasure/social presence, and further influence continuous watching/paid sponsorship intentions. Theoretical and practical implications of the findings are discussed in conclusion.

• Journal of Science Education
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• v.45 no.1
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• pp.118-128
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• 2021

In this study, as the viewing characteristics of users of YouTube video content related to science education, 'Inflow and Access' is analyzed to find out the interaction between learners and the system, and 'Reaction and Subscription' to find out the interaction between learners and contents. To this end, the YouTube channel "Elementary Science TV," was selected as the subject of research. The channel is mainly focused on the contents of elementary science textbooks, STEAM, and gifted education. The channel's data of YouTube studio was analyzed. The following results were obtained through data analysis: first, as a result of 'Inflow and Access' analysis, YouTube video content related to science education was most often introduced through external links, and the access device was mainly a computer. Second, as a result of the analysis of 'Reaction and Subscription,' 'like' and commenting performed as a reaction to the video were less than 1% of the number of views. Most users watch without a subscription, and watch for longer when using self-directed. Although this study was analyzed through a limited channel called 'Elementary Science TV,' we were able to discover a little about the users' viewing characteristics of YouTube video contents related to science education. In the future, it is expected that it can be used as a basic material for creating videos related to science education for remote classes, establishing a science education video platform.

• The Journal of the Korea Contents Association
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• v.20 no.2
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• pp.114-126
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• 2020

With the growth of information technology, people consume online video contents via mobile phone without time and location constraints. Drawing upon uses and gratification theory, this study examines the effects of usage motives and affinity on user activities on YouTube. Specifically, user activities are subdivided into pre-viewing and during-viewing activities in this study. Results show that convenient entertainment and social interaction are the significant indicators for pre-viewing activities, whereas five different motives significantly influence during-viewing activities. Furthermore, affinity is the significant determinant of the both activities. The theoretical and practical implications are also discussed.

• Journal of Korea Entertainment Industry Association
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• v.14 no.4
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• pp.105-120
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• 2020

This study explores the process of the actual content production and distribution, by creating a YouTube channel to promote the popular music contents produced by the researcher, which thus reflects the reality where the production of video contents rapidly increases. A YouTube channel titled "Alida Music", of which the focus was to promote indie musicians, was created on February 2019. The contents of 10 indie musicians were produced in one-take live format. The information of the indie musicians was displayed in the form of a screen business card, with their e-mail address and SNS account at the top. Therefore, this promotional design was named "Card Live". Promotional video contents marked with the QR code in the lower right on the screen were produced, along with the promotional phrase "Communicate directly with the artist through the QR code", which allows viewers to watch other contents of the indie musician when they scan the QR code. This research conducted a study on how to improve and promote "Card Live" contents of "Alida Music", which were produced through this process. A group interview targeting five indie musicians, among whom one participant deemed significant was selected to conduct a one-to-one in-depth interview. As a result of the study, the following three conclusions were drawn. First, YouTube was found to be the medium with the greatest influence and highest efficiency at the lowest cost. Second, the evaluation of the participants on "Card Live" were divided into the three categories: need for one-take live, the design elements of "Card Live", and scanning issues of the QR code. Third, there is a need for promotional methods that can effectively utilize the media aspects of YouTube: the channel management issues such as raising public awareness as well as the number of subscribers of "Alida Music" should be resolved and measures to effectively use various media including other SNS should be developed. In terms of its content, it is imperative to recruit diverse performers to make various contents, as well as to come up with ways to link "Card Live" contents with offline. Based on these results, "Card Live" contents should be further revised and complemented in order to provide interesting contents to consumers, which will further develop "Alida Music" as a platform where various musicians and companies meet, thereby inducing contracts with popular music agencies and generating advertising revenues. However, since this study was carried out only with the limited number of participants, future studies should include more participants to bring forth a variety of promotional plans and improvement measures. Also, in the era of consuming contents through smart devices, the fact that some features of "Card Live" were available only on PC, did not fully reflect the characteristics of the times. In the future research, various contents that smartphone users can access and view freely without PC should be produced.