• Journal of Digital Convergence
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• v.14 no.8
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• pp.127-136
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• 2016

This paper focuses on proposing an alternative solution via identifying the problems that domestic popular magazines encounter in the context of the recession crisis faced by printed media in accordance with the advent of the digital media era. Firstly, current-state investigation and in-depth interviews with editorial staff of the major 4 domestic women's magazines were conducted to analyze their brand positioning and change of direction in facing the rise of smart devices. Secondly, domestic women's magazines were compared with international popular magazines that have been successfully undergoing digitalization. Accordingly, domestic women's magazines lack the know-how to digitalize their publication and show limitations in collaboration, openness, trans-media, and cross-media. As most women's magazines are unprofessionally composed of gossip articles having popular appeal rather than practicality, it is an urgent issue for them to differentiate their contents from competitors.

• Journal of the Korean Home Economics Association
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• v.44 no.8
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• pp.181-198
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• 2006

The purpose of this study is to understand modernization process of korean housing during the past one century. To following up the changes of everyday lives of common peoples, magazines, news papers, tourist's records and gossip items were collected and interpreted from the microscopic point of view. In this study arguments on 'modernity' of korean housing was focused on some issues, thus, separation, differentiation, individualization, as well as privatization. Concrete discourses are; firstly, spatial isolation of housing and urban place each other, secondly, functional division of inner spaces of housing, and lastly, guarantee of privacy sphere. Historical changes of housing showed some meaningful phenomena. Before modernization housing was place of reproduction and consume at the same time. However after modern urban space came into existence and work and rest were separated, housing gained only mono function. Thus, housing have only one meaning as private place for nuclear family, that is "Home, Sweet Home." Instead of past multi-functional rooms, functional prescribed rooms, for example, dinning room, were newly born. In the past, the boundary between public and private sphere was not clear. For examples, everyday experiences of family were extended to the street and in the house in most cases spaces were shared. But after modernization the scale of individual spaces become larger and private life can be secured. Consequently, history of everyday life from traditional agricultural society to industrialized modern society demonstrates the structural context between the micro and macro dimension in the fields of human life. In other words, everyday lives and macro history response each other and create new perception of time-space structure in the modern housing.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.204-210
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• 2016

The reason to research the musical is it has a lot of useful things for the various studies department not only Korea Musical Theatre own although it has been a successful musical theater on the Off-Broadway by Reboot culture era. Even though does not release on Korea, the popular of the show and powerful results of environments have delivered through the international magazines and Youtube channels to Korea. To study of Musical will be lead us to the world which adopted to the social problems as the youth school violence, family communication hurdle, and religion missing by script not only the musical drama but the interpretation for Teen-agers social problem. There are many kinds of Neo educations are proved by smart learning as STEAM. The students who have been studied with the smartphone, I-pad, personal computer, or laptop as smart tools for class are familliar as feedback processing speedly. It would make them learn the skill for their knowledge of a digital age, but it should not let them how to understand other people's emotion as real although STEAM has emtion part. Besides they have communicated on the social network not the ordinary man but the special ego by themselves, as mention or retweet as like their amusements and make the gossip group. This study would show the perspective for understanding Teen-agers Social Problem and who is the victims today's juvenile problems though the musical based on Jim Taulli's directing.

• Asia Marketing Journal
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• v.14 no.2
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• pp.65-96
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• 2012

Brand has received much attention from considerable marketing research. When consumers consume product or services, they are exposed to a lot of brand related stimuli. These contain brand personality, brand experience, brand identity, brand communications and so on. A special kind of new crisis occasionally confronting companies' brand management today is the brand related rumor. An important influence on consumers' purchase decision making is the word-of-mouth spread by other consumers and most decisions are influenced by other's recommendations. In light of this influence, firms have reasonable reason to study and understand consumer-to-consumer communication such as brand rumor. The importance of brand rumor to marketers is increasing as the number of internet user and SNS(social network service) site grows. Due to the development of internet technology, people can spread rumors without the limitation of time, space and place. However relatively few studies have been published in marketing journals and little is known about brand rumors in the marketplace. The study of rumor has a long history in all major social science. But very few studies have dealt with the antecedents and consequences of any kind of brand rumor. Rumor has been generally described as a story or statement in general circulation without proper confirmation or certainty as to fact. And it also can be defined as an unconfirmed proposition, passed along from people to people. Rosnow(1991) claimed that rumors were transmitted because people needed to explain ambiguous and uncertain events and talking about them reduced associated anxiety. Especially negative rumors are believed to have the potential to devastate a company's reputation and relations with customers. From the perspective of marketer, negative rumors are considered harmful and extremely difficult to control in general. It is becoming a threat to a company's sustainability and sometimes leads to negative brand image and loss of customers. Thus there is a growing concern that these negative rumors can damage brands' reputations and lead them to financial disaster too. In this study we aimed to distinguish antecedents of brand rumor transmission and investigate the effects of brand rumor characteristics on rumor spread intention. We also found key components in personal acceptance of brand rumor. In contextualist perspective, we tried to unify the traditional psychological and sociological views. In this unified research approach we defined brand rumor's characteristics based on five major variables that had been found to influence the process of rumor spread intention. The five factors of usefulness, source credibility, message credibility, worry, and vividness, encompass multi level elements of brand rumor. We also selected product involvement as a control variable. To perform the empirical research, imaginary Korean 'Kimch' brand and related contamination rumor was created and proposed. Questionnaires were collected from 178 Korean samples. Data were collected from college students who have been experienced the focal product. College students were regarded as good subjects because they have a tendency to express their opinions in detail. PLS(partial least square) method was adopted to analyze the relations between variables in the equation model. The most widely adopted causal modeling method is LISREL. However it is poorly suited to deal with relatively small data samples and can yield not proper solutions in some cases. PLS has been developed to avoid some of these limitations and provide more reliable results. To test the reliability using SPSS 16 s/w, Cronbach alpha was examined and all the values were appropriate showing alpha values between .802 and .953. Subsequently, confirmatory factor analysis was conducted successfully. And structural equation modeling has been used to analyze the research model using smartPLS(ver. 2.0) s/w. Overall, R² of adoption of rumor is .476 and R² of intention of rumor transmission is .218. The overall model showed a satisfactory fit. The empirical results can be summarized as follows. According to the results, the variables of brand rumor characteristic such as source credibility, message credibility, worry, and vividness affect argument strength of rumor. And argument strength of rumor also affects rumor intention. On the other hand, the relationship between perceived usefulness and argument strength of rumor is not significant. The moderating effect of product involvement on the relations between argument strength of rumor and rumor W.O.M intention is not supported neither. Consequently this study suggests some managerial and academic implications. We consider some implications for corporate crisis management planning, PR and brand management. This results show marketers that rumor is a critical factor for managing strong brand assets. Also for researchers, brand rumor should become an important thesis of their interests to understand the relationship between consumer and brand. Recently many brand managers and marketers have focused on the short-term view. They just focused on strengthen the positive brand image. According to this study we suggested that effective brand management requires managing negative brand rumors with a long-term view of marketing decisions.