• Knowledge Management Research
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• v.23 no.2
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• pp.169-192
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• 2022

With the spread of Internet personal broadcasting service, the number of personal broadcasting hosts (BJs: Broadcasting Jockeys) and viewers is increasing, and immediate communication between them is also actively taking place. This study examines whether the mechanism to suppress deviant behavior of BJ works effectively and how viewers interacting with BJs affect the intentions of deviant behaviors of BJs. Through the structural equation model, the effect of formal and informal sanctions of deterrence theory on BJs' intention of deviant broadcasting through their policy compliance attitude was investigated. The moderating effect of social pressure on the relationship between BJs' policy compliance attitude and their deviant broadcasting intention was confirmed. A total of 234 data were analyzed by surveying Africa TV BJs. As a result of the analysis, it was found that informal as well as formal sanctions increased the BJs' attitude toward policy compliance. However, it was confirmed that the social pressure perceived by BJs from Internet personal broadcasting viewers reduced the effect of policy compliance attitudes on reducing deviant broadcasting intentions.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.4
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• pp.61-70
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• 2017

This study analyzes various aspects of the Internet broadcasting that has rapidly increased in South Korea recently. Due to the development of technology, the Internet Broadcasting industry that ordinary viewers do the broadcasting themselves has appeared. Today, the most popular platform of the Internet broadcasting in South Korea is "Afreeca TV", which allows BJs do broadcasting in their channel with own contents. Related to current chaotic Korean society, Current Affairs/Politics becomes one of the new popular genres. Specifically, this study focuses on BJ Hammer Wife as a case study, who is famous in the Current Affairs/Politics industry. Then it examines what characteristics of her channel, her opinions, and the method of communication with common viewers implicate messages regarding the freedom of speech in South Korea. Throughout this, it explores that the Internet Broadcasting functions as a place for conspiracy or discussion, and discusses the blueprint of the Internet broadcasting.