• Journal of Korea Entertainment Industry Association
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• v.15 no.8
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• pp.91-106
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• 2021

The purpose of this study is to define the process of leading to self-realization and social solidarity through the process of contents planning, production, and distribution as Contents Activism, and to categorize specific execution steps. Based on this, we try to analyze concrete cases to find out the social meaning and effect of the practice of Contents Activism. As for the research method, after examining the differences between traditional activism and Contents Activism through a review of previous studies, the implementation process of Contents Activism was categorized into 7 steps. By applying this model, this study analyzed two cases of Contents Activism. The first case is the 100 laps challenge in the backyard planned by an elderly man ahead of his 100th birthday in early 2020, when the fear of COVID-19 spread. Sir Tom Moore, who lives in the UK, challenged to walk 100 laps in the backyard to help medical staff from the National Health Service as COVID-19 infections and deaths increased due to a lack of protective equipment. His challenge, which is difficult to walk without assistive devices due to cancer surgery and fall aftereffects, drew sympathy and participation from many people, leading to global solidarity. The second case analyzes the case of 'The Unfreedom of Expression, Afterwards' by Kim Seo-kyung and Kim Woon-seong, who were invited to the 2019 Aichi Triennale special exhibition in Japan. The 'Unfreedom of Expression, After' exhibition was a project to display the Statue of Peace and the lives of comfort women in the Japanese military, but it was withdrawn after three days of war due to threats and attacks from the far-right forces. Overseas artists who heard this news resisted the Triennale's decision, took and shared photos in the same pose as the Statue of Peace on social media such as Twitter and Instagram, empathizing with the historical significance of the Statue of Peace. Activism, which began with artists, has expanded through social media to the homes, workplaces, and streets of ordinary citizens living in various regions. The two cases can be said to be Contents Activism that led to social practice while solidifying and communicating with someone through contents.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.194-203
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• 2021

With the spread of Corona virus l spreading to the uncertainty of society, consumers request more active social responsibility programs. In other words, it is manifest that corporate brands are required to pursue the public interests. Consumers go beyond the corporate social responsibility programs and support corporate's involvement to solve the social problems and they consume the brand accordingly. Thus, the companies respond to the consumers' request as a form of brand activism, or the new social marketing form in which the companies set the brand as an individual and seek the solutions of social issues. In this study, five experienced experts in the area were recruited to conduct in-depth interviews and how brand activism was practiced worldwide. The results reveal that brand activism is actively practiced with the support of consumers in the area of support for the small business, anti-racism efforts, gender diversity and equality, and sustainability.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.146-158
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• 2020

As one of the successful brand activism ad campaigns in recent years, the current study focuses on the Always #LikeAGirl campaign that took on the issue of girls and female empowerment. As a viral video marketing campaign with YouTube as their main vehicle for campaign dissemination, this study examined how Always brand activism campaigns spread on YouTube by conducting a network analysis of YouTube video networks generated by the #LikeAGirl campaign spanning across five campaign periods. Quantifiable data (i.e., views, comments, likes, dislikes, user-generated videos) and structural network patterns show that the Always #LikeAGirl campaign was successful by both standards. Although the follow-up campaign periods were not as successful as the initial campaign, the substantial amount of views, comments, likes, and user-generated content showed that the consecutive campaigns still had impact. As shown through the network patterns, the main campaign ads were central in the diffusion of the campaign during the earlier periods but that role was passed onto the user-generated contents in the later periods. Implications of the findings and future social network analysis studies in brand advertising and brand activism campaigns are further discussed.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.220-229
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• 2011

The present research integrates the core aspects of anger with the theory of planned behavior to investigate factors influencing online activism in a Web site. This study conducted online survey, and the sample was members who joined the V4400 Sobi-ja-heem Web site. The Web site Sobi-ja-heem was initiated by a consumer who was irritated at the cell phone manufacturer Samsung Inc. because its model, "Anycall" had major product defects such as the malfunction of the camcorder, poor tone quality, fuzziness of the screen, and broken text messages. The findings suggests that adding anger in Theory of Planned Behavior (TPB) enhances the explanatory power of the theory in predicting an intention to participate in activities to correct the issue, which indicates the possibility of combining emotion and the TPB in the prediction of online activism.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.108-124
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• 2012

The purpose of this study is to examine the political and social statements through fashion design, by comparing with more activated statements in the general design area. To achieve this, the documentary study and practical case study have been executed. First of all, the meaning of design politics was defined and the cases of design practice of political and social statements were reviewed and classified historically. Traditionally, designs have been inextricably linked with political authorities and ideologies. As propaganda, it has been used for power authority to seize power and maintain dominance. On the contrary, they could be an instrument to resist and criticize against contemporary power authority and dominant. Next, the political and social statements were traced historically through fashion design on the basis of the two previously reviewed categories. And then, comparing political and social statements between design and fashion design, the contents and ways of their expressions were similar. In design, there were more various ways when the designers were leading collective behavior, but in fashion design, there were more leading voices of socio-political organizations and resistant counter culture groups. Now, new trends are rising constantly where individual designers' creations express many different socio-political beliefs. This study which inquires designers' political and social involvement will be helpful in making people rethink the social role of fashion design and encouraging conscious fashion design activism.

• Journal of Fisheries and Marine Sciences Education
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• v.26 no.3
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• pp.474-484
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• 2014

The purpose of this study was to study literature research on the possibility of education for social justice. First, the principle and rule of education for social justice were unfolded on the basis of contents that education for social justice has to emphasize freedom, democracy, equality of opportunity, and economic growth, and has to be student-centered, collaborative, experienced, knowledged, and practical. Second, the curriculum of education for social justice were unfolded on the basis of contents that education for social justice has to emphasize skills for reading the world and skills for activism, and has to emphasize human rights, democracy, and reservation. And third, the teacher education for social justice were unfolded on the basis of contents that education for social justice has to emphasize care, justice, critique, anti-bias education, critical pedagogy, multicultural education.

• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.184-193
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• 2021

Interactive documentary refers to a new style of documentary that is created and accepted through active interaction. It is attracting attention as a platform that forms a public sphere and mediates audiences to participate in social change. However, the possibilities was not systematically explored, and there was insufficient consideration on how to realize them. In this paper, discussions on the political aesthetics of Walter Benjamin are examined, and the media characteristics of interactive documentary are analyzed through text mining. Then, by connecting the two to each other, we draw a map of the political and aesthetic possibilities, and based on the map, we analyze the actual works. This study has the value of establishing a theoretical framework for the possibilities of interactive documentaries. In the follow-up study, we will consider the practical strategy of interactive documentary as a transmedia activism and develop a practical analysis and planning methodology.

• International Journal of Contents
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• v.13 no.3
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• pp.9-16
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• 2017

The music industry of the digital age has witnessed seemingly endless battles involving copyright. Though continuous efforts to strengthen copyright under romantic understating have benefited major actors in the industry, it has threatened creativity and net activism in the digital age. This study argues rhetoric used by the industry regarding how file sharing and digital environments hurt music sales is inadequate. It has enabled the industry and its major labels to embolden copyright and protective legislation with the government's support. This article will reveal that the issue surrounding copyright under the romantic notion is not an outdated one confined to the early era of digital music This article will argue that major players in the industry are repeating the old strategic approach of controlling the music market. This is achieved by limiting practices of music audiences and future creativity such as the creation of amateur content and emergence of new business models.

• The Journal of the Korea Contents Association
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• v.19 no.4
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• pp.162-173
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• 2019

The candlelight vigil is a nonviolent collective action by Koreans to communicate with the government. Although they have political goals, candlelight vigils are represented as cultural events. However, despite its importance in Korean society, it is unclear how Koreans perceive the cultural meaning of the candlelight vigil. This study, therefore, investigates the cultural meaning of the candlelight vigil, ultimately aiming to extending the framework for understanding active publics. To this end, this study conducted 47 in-depth interviews with participants of 2008 and 2016 candlelight vigils. The findings showed that the candlelight vigil has cultural meanings of festivity, humor, and self-expression. Theoretical implications of the findings and future research directions are discussed.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.211-223
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• 2016

Pro bono, a type of voluntary activity, has been considered important in enhancing desirable voluntary activities in our society. This study conducts research on the concept and sustainability of pro bono activities. In doing that, the study conducts focus group interviews with the pro bono activists who have been doing voluntary works for at least six months. Particularly, the study focuses on how to stimulate the participation of people with expertise in probono voluntary activities. The findings suggest that hub-centers be established in managing and connecting probono activities among probono volunteers and keep them motivated. Even though probono activism assume the principles of voluntarism and no-salary, it is necessary to provide potential probono volunteers with several incentives such as tax break and income tax deduction.