• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2017.05a
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• pp.169-170
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• 2017

In this paper, we analyze contents of formal and non - standardized data to understand what factors affect the ratings of drama. The formalized data collection collected 19 items from the four areas of drama information, person information, broadcasting information, and audience rating information of each broadcasting company. In order to collect unstructured data, crawling techniques were used to collect bulletin boards, pre - broadcast blogs and post - broadcast blogs for each drama. From the collected data, it was found that the differences according to broadcasting time, the start time, genre, and day of broadcasting were similar among broadcasting companies.

• Journal of Digital Contents Society
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• v.11 no.2
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• pp.253-264
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• 2010

This study aimed to 1) analyze television drama text to examines how Korean television dramas represent alcohol drinking; 2) interview the actual drama audience to examine how they perceive drinking and whether or not their perception is influenced by the drama text. The author analyzed 60 drama episodes from 12 prime time shows that reached over 20% rating from 2008 to 2010. The result shows that drinking in dramas are portrayed as a solution to various kinds of personal and business problems, medium of romance, a tool for interpersonal communication that facilitates understanding and positive relationship. Female drinkers are prominent but their drinking is taking place under the patronage of male characters, which lead to the maintenance of patriarchal social relations. Interview findings show that the audience have strong motivation to imitate the glamourous lifestyles of leading characters in dramas. The findings strongly suggest observational learning was taking place, especially in the area where the viewers have no direct experience.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.168-180
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• 2013

Based on the strategic contingency theory, this study empirically examines Korean TV drama producers' changing adaptive behaviors in terms of genre variety given different levels of environmental uncertainty. The extant literature has suggested that firms tend to increase product variety in order to cope with increasing environmental uncertainty. This study attempted to verify the hypothesis that TV drama producers would employ wider variety of genre in the period with more uncertain environment(2003-2009) than the period with stable environment(1994-2002). Empirical results support the hypothesis, implying that TV drama producers tend to repeatedly produce dramas with the same genre in order to pursue efficiency in stable environment whereas they tend to employ a variety of different genre in order to cope with increasing environmental uncertainty.

• Hwankyungkyoyuk
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• v.22 no.1
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• pp.31-42
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• 2009

Consumer education which changes human value and attitude to attain practice is necessary to solve the problem of environmental, social, and economical sustainability resulted from material and present-oriented consumption and decrease the effect of consumption on the sustainabilities. However, since the present consumer education is biased toward a traditional viewpoint of economical consumption, management of allowances, and rational purchase and its teaching method still stays on memorizing, cramming and one sided lecture, consumer education containing a key value of sustainable development have not been carried out successfully, Specifically, the consumer education in an elementary school treats mainly just on environmental conservation and economical knowledge even though quite much time is arranged in every school year. So, complement of contents such as understanding of relation between natural resources and consumption and the role and responsibility of a consumer is required to emphasis the sustainable development. In this work, a student-oriented educational drama programme for consumer education is developed with respect to an familiar theme of resources such as water, wood, food, and electricity. Educational drama is an efficient teaching method for consumer education of an elementary school student since it makes students experience virtual situation and produce an interest and active participation. How to execute consumer education in an elementary school textbook was analyzed and an educational drama programme was developed and applied, and finally, the programme was qualitatively improved. The paper survey on five teachers practicing the present programme reveals that is it can be affirmatively evaluated since it is familiar to students and leads to their interests and participation. Consequently, it can be confirmed that the present programme can be effective to perform consumer education for sustainable development.

• Journal of Korea Entertainment Industry Association
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• v.13 no.6
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• pp.79-86
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• 2019

Drama, as an artistic stage performance style of traditional life style, has built a bridge of communication between the two nationalities in China and Korea. However, the different performance procedures and cultural backgrounds of different countries make the theatrical arts of China and Korea present different stage manifestations. The dissemination and influence of the Chinese drama and in Korea are mainly studied in this paper. By using the methods of work analysis and text analysis, this paper further explores the evolution history of drama communication, the influence of Chinese drama on Korea, which embodies the cultural transmission, and explores the influence of communication and the acceptance degree of the audience. It has the significance and value of research, at the same time, it promotes the long-term development of national culture.

• Journal of Families and Better Life
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• v.14 no.2
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• pp.253-264
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• 1996

Eleven junior-college students in Seoul who are interested in a drama volunteered to take part in the sociodrama. Their ages range between 21 and 35-all not married. The drama was performed 14 tiems. In the sociodrama test the conflicts between parents and their children and between siblings appear to be the factors of uneasiness and trouble. Parents' nrgative attitudes and the conflicts between siblings in childhood are the factors of the conflicts of the children in adolescence. This study is summarized into the following two points. 1. Parents' negative attitude toward their children in childhood can be the cause of the conflicts of their children in adolescence. 2. THe sociodrama is a very effective way to find the trouble between parents and their children and to search for the solution to it.

• Asia Marketing Journal
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• v.15 no.4
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• pp.103-129
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• 2014

Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

• (The) Research of the performance art and culture
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• no.25
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• pp.5-30
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• 2012

I. Identity of Yeonsegeuk as total arts. The purpose of the thesis is to arrange the identy of Yeonsegeuk(Kino-Drama) which is theatre or film. The process of study is tried to discuss on the aethetic of Yeonsegeuk. II. Appearance of Yeonsegeuk and negative disputation of yeonsegeuk The first imported Yeonsegeuk from Japanese in Korea is made by the group of Mizuno Ganggetsu(水野觀月) on Oct. 16. 1915 at Pusan and also to run in Seoul at Hwanggeumgwan. The first of Korean Yeonsegeuk is by Kim, Dosan, a leader of Singeukjwa(theare group) on Oct. 27. 1919 at Danseongsa. Before the liberation of Korea from Japan all made korean Yeonsegeuk are 28 works. III. Dramatic form of Yeonsegeuk I study on the relation between Yeonsegeuik and Sinpageuik(new theatre of modern drama in 1920's). I find that Yeonsegeuik admitted the thechnics of the Sinpageuik and the contents. If We think that the theatre is synthetic art which genealize all arts, we can insist that the Yeonsegeuk is valued the total art as new performance to comply with film art to theatre. Conclusionly Yeonsegeuk is called 'Expanded Theatre' as the new performance which must be dicussed in the view of total art. VI. Discussion on the the aethetic of Yeonsegeuk When we compare the structure of film with the structure of theatre, we can't find a diffrent element between the structure of two art in art semiotic. But we find a fact that film art has special elements in mechanics character which are camera working and motage. These technics influence on the audience's mind. It is different point between Japan and Korean's Kino-drama and Germany's that is to admit the aethetic of total art or not. V. Yeonsegeuk as new performance During Korean modern times Kino-drama was first a kind of total art with stage and screen. But it is regretable that Kino-drama didn't have the background of theory which discourse on the comprehension of total art. As the result Kino-drama bring the confusion of argument that Kino-drama is total art or expanded theatre. This confusion will be disputed on film art as performing arts or future art as expanded film and total art.

• Journal of Popular Narrative
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• v.25 no.2
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• pp.169-216
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• 2019

This study proposes the concept of Bachchin's Chronotope as a tool for analyzing coevolution between the genre of the epic and society. Bachchin says through the concept of chronotope, literary works are on the foundation on which the axs of time and space intersect, and the literary works standsuch intersections are always conversing with social and historical chronotopes and mutually penetrating. Thus, finding and analyzing chronotope in literary works and extended things such as films and dramas reveals how chronotope and chronotope of a society have created specific social realities through a process of resonance. To make analytical use of this concept, we proposed a "cronotope drama analysis method" and concretely analyzed the genre of Korean medical dramas. The naturalized categories of health care, health, and disease are socially constructed entities, and the analysis of public works that has a significant impact on this process of social construction is essential but was underperformed. According to the analysis, the Korean medical drama's "Chronotope" has evolved using "Chronotope of the school" and "Chronotope of the secret chamber". At this time, the genre of Chronotope was expanding spatially and converging in time. In other words, the influence of structures and systems within the genre has grown, and the capacity of individual actors has decreased. This change in chronotope was interpreted as resonating with the social reality of neo-liberalistic spatial expansion and simultaneous production. The neo-liberalistic trend that dominates Korean society has embraced the category of health care and was further influencing the chronotope of drama text. It can also be inferred that the popular understanding of health care produced by the medical drama genre has taken a break in the process of forming a social reality of health care again.

• Proceedings of the Korean Institute of IIIuminating and Electrical Installation Engineers Conference
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• 2009.05a
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• pp.218-223
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• 2009

Even though the movement of human body contruct the primary factor of Dancing Art, spectators appreciate more meaningful expression of the stage that stand above limited space and time. Lighting is a distinctive expressive mechanism of obvious line, form and rhythem of human body by marking a light and shade through artificial beams into the stage. As Dancing art is different from drama, lighting of dancing stage should be distinguished from that of drama stage.