• The Journal of the Korea Contents Association
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• v.21 no.10
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• pp.286-308
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• 2021

For a long time, dramas that everyone has enjoyed at home have become the most popular cultural contents due to the development of digital technology and the influence of Hallyu.(Korean Wave) This study was conducted in-depth interviews and participatory observations on the background, role, identity, and labor experience of TV planning producers who appeared in the drama production process with the implementation of outsourcing production policy in 1991. The number of dramas produced increased sharply in the mid-2000s due to the Korean Wave. Against this backdrop, the planning producer has expanded their scope in the drama production process and emerged as a new drama producer. The planning producer plays a role in creating an environment in which writers and directors can be selected with the identity of "not a creator but a producer of dramas" and lead drama planning. OTT and watching TV on the Internet have made it possible to watch dramas without TV. As this phenomenon accelerates and becomes commonplace, fewer consumers adhere to the traditional way of watching dramas using TV, and consumers' emotional tastes become more demanding. In this environment, TV planning producers are leading the production of dramas, exerting as much influence as writers and directors. They are also building new power relationships among drama producers by securing planning and financial power.

• Journal of the Korea Convergence Society
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• v.12 no.5
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• pp.267-274
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• 2021

This study was designed to investigate the variables affecting Chinese university students' selection factors for Korean drama. Participants in this study were 379 university students from Hunan Province, China. An online survey program(www.wjx.cn) was used to collect data for this study. The tool of this study was 'a tool for measuring the selection factors of Korean Dramas', and it was composed of two areas: completeness of work and recognition. The results of this study are as follows: First, the completeness of work factor are higher than the recognition of Korean dramas by Chinese university students. Second, there are differences in the factors for selection Korean dramas according to the gender, grade, age, major, and Korean Drama watching frequency of Chinese university students. Third, when Chinese university students select Korean Dramas, their preferred genre influences the selection factors for the level of work completion and recognition. Finally, it was discussed according to the results of this study, and suggested for the qualitative re-leap of Korean Dramas in the global era. In order to expand the Korean Wave market in China, cultural contents must be developed to embrace the sentiment of Chinese university students, a propagation strategy that reflects the latest consumption trends of Chinese youth must be established, and the sophisticated visual beauty of Korean Dramas must be realized.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.2
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• pp.206-217
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• 2012

This study examined the causal relationship between the Chinese preference for Korean cultural products (Korean talent, K-pop songs, TV dramas, and movies), for Korean fashion products, and their purchase intentions. The relationship between the Korea's national brand image and Chinese fashion leadership with the three variables was investigated. Data was collected from 580 Chinese in Dalian, China. The data was analyzed using frequency, correlations, reliability, and AMOS for path analysis. The results of this study were as follows. First, the preference for Korean talent, K-pop songs, TV dramas, movies, and fashion products showed that the Chinese had a positive response and the degree of preference for each item was similar. Second, the Chinese preference for Korean talent, movies, and TV dramas significantly influenced the preference for Korean fashion products. In addition, the Chinese preference for Korean fashion products significantly influenced the purchase intentions of Korean fashion products. Third, the Chinese preference for Korean talent and fashion products had a significant relationship with their fashion leadership. In addition, the preference for Korean talent, movies, TV dramas, K-pop songs, fashion products, and purchase intentions had the same positive relationship with Korea's national brand images. This study examined from a structural aspect how the preference of Korean intangible cultural products affected the purchase intention of Korean fashion products. This study explored that the preference for Korean cultural products transcended the popularity of the Korean popular culture with a subsequent national industrial and economic ripple effect that improved the national brand image.

• Korean Management Science Review
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• v.27 no.2
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• pp.81-95
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• 2010

There is an increasing interest in contents such as movie, drama and game using transmedia storytelling. It includes Le Grand Chef, The War of Flower, Dae Jang Geum, The Matrix, Harry Potter and The Lord of the Rings. However, transmedia contents have not always been successful. To study the factors affecting possible outcomes of transmedia storytelling, we analyzed the intention on transmedia of potential consumers who have not been exposed to transmedia contents before. To this end, we investigated two different cases : first, potential customer intention to watch dramas which will be produced after launching comic-based movies; second, potential customer intention to see movies which will be made after broadcasting comic-based TV dramas. In each case, we analyzed the outcomes from potential customers by applying several variables including gender, exposure to the original and components of contents (plot, quality of act and music etc). Our study showed that potential customers prefer movies or TV dramas with quality of acting, directing, casting and storylines. Interestingly, the quality of acting is more important in dramas than in movies and casting is an appealing factor to potential customers in movies. In TV drama cases, potential customers have high watching intentions when they read the original content. Among them, male potential customer have low watching intentions on TV drama when they did not read the original content. However, female potential customers have high watching intentions on TV drama regardless of the previous exposure to the originals. In movie cases, female potential customers have higher intentions on seeing movies than male. These results suggest that one needs to consider several factors such as casting, acting and gender for generating transmedia contents with a high probability of success.

• The Korean Journal of Food And Nutrition
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• v.30 no.3
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• pp.440-453
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• 2017

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

• Journal of the Korean Society of Costume
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• v.61 no.6
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• pp.60-73
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• 2011

Men's fashion has not much changed due to the pervasive patriarchy Because of the change of gender roll and attitude towards one's appearance and fashion, men began to express themselves with fashion in the late 90's. The purpose of this study is to categorize men's image and their fashion styles from Korean TV dramas to provide informations for predicting men's fashion trend in rapidly changing market. Through the analysis of three dramas with 30% or more of audience rating by all age groups from January to July, 2009, nine distinctive male images were selected and their styles were analyzed; silhouette, details, materials, color, accessories, and hair-style. The results are as follows: In the past holding neat and straight line silhouettes but today shows tight silhouette. In color and detail, the use of brilliant chromatic colors, use of hight saturation colors, big and brilliant pattern, ruffles, frills, beads, knitwear, mix matched new composed materials, and light materials are dominant. While short and simple shape of hair-styles were predominant in the past, now we see more varied hair length. Not only that, variety of perms and colors are showed on TV screens. Hence, the results show that a lot of radical change has happened in the men's fashion, and marketing propositions that reflects this change in men's fashion market are requested along with trendy emotional product development and coordination proposals, and finally calls for more multilateral study and market search of male consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.3
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• pp.407-419
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• 2017

Based on clothing prohibition modelling characteristics, this paper studies historical costumes through the traditional Chinese historical dramas of the 'Kang-Qian' heyday during the 'Qing Dynasty'; represents the research object as a representative Chinese historical drama. This paper systematically analyzed the utilization and reflection of royal women clothing prohibition. The results of the study are as follows. The royal women clothing prohibition of this drama shows three aspects of characteristics found in traditional Chinese costume modeling. First, some special colors that integrated ancient and modern styles were mainly used in this drama such as champagne color, wine color, and macaron color. Second, it mainly utilized the modelling of modern artificial pigments and floral patterns that are different from Chinese traditional female costumes of the 'Qing Dynasty'. Third, stage costumes for this drama are focused more on using a personality method to reflect the beauty of each actress by the application of individual elements. This study analyzed and studied the clothing prohibition of female costume from to show the traditional Chinese costume prohibition in a Chinese historical drama as well as reveal a few aspects of traditional female costume characteristics in the 'Kang-Qian' heyday during the 'Qing Dynasty'. This study examined traditional female costumes characteristics in modern historical dramas based on different figures and dynasties as well as discussed the factors at a deeper level and from varied aspects.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.4
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• pp.17-22
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• 2023

This study analyzed the genres of popular character web dramas and studied the development of story recommendations through the language model GPT. As a result of the study, it was confirmed that similar cliches are repeated in web dramas. In this study, a common story structure (cliché) was analyzed and a typical story structure was standardized and presented so that even unskilled video producers can easily produce character web dramas. For analysis, clichés of web dramas in the school romance genre, which is the most popular genre among teenagers, were listed in order of success. In addition, this study studied the story recommendation mechanism for users by learning the clichés that were analyzed and cataloged in GPT. Through this study, it is expected to accelerate the production of various contents as well as popular popularity through the acceptance of various databases from the standpoint of database consumption theory of web contents.

• Journal of Popular Narrative
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• v.25 no.4
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• pp.45-71
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• 2019

Through the expansion of platforms in the media era, this paper notes the phenomenon in which 'high-teen romance drama,' a genre which had been marginalized in the past, began to re-emerge. It analyzes the 'high-teen romance drama,' which is moving from TV to the Web and being produced in various ways, while successfully returning to the TV drama format. This study sums up the latest trends in TV and web-based high-teen romance dramas, and as a case study, this paper examines the characteristics of the 'high-teen romance drama' in relation to the platform's environment through the web drama A-Teen, TV drama 18 Moment. Due to the restriction of ratings, high-teen romance dramas have been one of the largely marginalized genres on television. But in the web space, high-teen romance dramas are no longer non-mainstream. The high-teen romance drama has been solidifying its position through the Web, with absolute support from young viewers. Web dramas are gradually expanding their influence on the genre and subject of TV dramas. The high-teen romance drama is one of the most prominent examples of this trend. The popular interest and success of the high-teen romance web drama has brought the forgotten high-teen romance drama back to TV. The web drama A-Teen is a high-teen romance drama about everyday life and love of high school students, and became one of the most popular and popular web dramas, leading to a Season 2. A-Teen actively utilizes teenage culture and expression, and a strategy that leads to empathy among teenage viewers. In A-Teen, love is recreated in a way that relieves the depth of overconsumption emotions. Instead of dealing in depth with the inner conflict over love, it takes an approach ofpresenting the emotional change of love in real time and forming a consensus with the acceptor. The TV drama 18 Moment is one of the programs that has helped refocus attention to TV-hitting romance dramas. 18 Moment underlines the growth of the characters, with the main characters reaching maturity through love as fresh and innocent teenagers. The TV drama 18 Moment is a high-teen romance drama that has been transformed into a way to apply the web-fadding high-times grammar while retaining the typicality of existing TV hagwons to suit the TV broadcasting environment. As the Internet becomes more ubiquitous, video content is changing based on the newly emerging platforms. Dramas no longer mean just traditional television media. While considering the limitations of TV, this paper analyzed the background of the rebirth of the high-teen romance drama, which had been marginalized, through the web platform. This is meaningful in that it identifies and considers the increasing popularity of this genre of drama.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.148-158
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• 2009

Recently, media contents are moving frequently between different media. TV, film, musical or animation, adapt killer story to each other. This tends to develop the new possibility of distribution of media contents. This study will analyse the trend of content industry. Particularly, we will focus on TV dramas, films and musicals : 61 samples have been extracted by Naver website. As a result, remakes have been increased since 2006. TV dramas and films have been used the most for source genres. Particularly, the story of films have been transferred for almost every genres including musicals.