• The Journal of the Korea Contents Association
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• v.18 no.10
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• pp.40-52
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• 2018

Media can be considered as a type of play for kids in this new media era. Researches on media content for kids have mainly focused on educational effect or specific features such as design, but a great deal of kids content is created for fun and enjoyment. This study analyzes fun factors of the most popular kids content on Youtube: Kongsuni and Friends, Carrie and Toys, and Pinkfong. The result shows that seven fun factors can be grouped into three categories; 1) Self-determination and independence are related to the media environment; 2) Sensuous vividness, empathy, and physical dynamic are related to the content; 3) Self-expression and social interaction are related to associated activities. This study extends our perspective on kids content by analyzing fun factors in the comprehensive process of media consumption.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.451-456
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• 2018

The purpose of this study is to propose the direction of convergence design curriculum of domestic universities in order to cultivate ablility of empathy in the $4^{th}$ industrial revolution era. The research methodology was firstly reviewed through the literature review, and the theoretical background about the background and design reengineering which became important in the time of the superconducting connection was examined, and the case study of the present situation of the convergence design curriculum of the domestic and foreign universities. As a result, it suggests a curriculum for the integration of undergraduate and graduate curriculum, which is a curriculum in which the design based on empathy is the key to linking other academic fields. Based on this, I hope that it will be used as a reference material for the activation of convergence design education in Korea in the future.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.105-117
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• 2020

This study defined the Creators who produce video contents related to Korean Wave in the form of one-person media and takes an influential role in China as the 'Korean Wave(Hallyu) Wanghong Media'. This study aimed at examining the effects of viewing motivation and behavior on satisfaction and cultural acceptance. The survey was conducted on 240 respondents who have watched the contents on China's Bilibili video site. As a result, among five different motivations, the higher the level of 'cultural curiosity', 'entertainment', and 'empathy', the higher the satisfaction. Examining the effect of viewing behavior on satisfaction, 'frequency', the act of 'sharing' and 'participating' had positive effects. Furthermore, 'cultural curiosity' and 'satisfaction' were the factors of positive influence on cultural acceptance. The results of this study can enhance the understanding of Korean Wave Wanghong Media and further contribute to continuous development.

• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.583-598
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• 2022

This study is a follow-up study of the Social Media Emotional Contagion(SECS) and it aims to validate the Social Media Emotional Contagion Scale(SECS) through CFA and criterion-related validity. The data was collected from 326 people in 20s. The criterion-related validity of SECS were confirmed with the Korean version of the Emotional Contagion Scale(K-ECS), the Basic Empathy Scale in Adult(BES-A), and the Rosenberg Self-esteem Scale(SES). As a result, the K-ECS and sub-factor of Emotional Contagion of BES-A, which are the same as the construction of SECS, converged. Other scales were differentiated from SECS. However, sub-factor of SES of positive self-esteem, which are the same as the construction of SECS, converged. Also, sub-factor of SES of negative self-esteem, which are the same as the construction of SECS of negative Emotional Contagion, converged. Finally, the significance and limitations of this study and future studies were discussed.

• Journal of Korea Multimedia Society
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• v.22 no.8
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• pp.950-959
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• 2019

The purpose of this study was to investigate the effect of integrated teaching and learning method using augmented reality for effective promotion of child - friendly attitude and environmental preservation attitude and explored its applicability. For this purpose, based on the augmented reality fairy tale, we designed an experience - oriented integrated teaching and learning method such as reading book, story - telling, drawing, environmental conservation practice activity. The experimental group was divided into two groups: augmented reality reading fairy tales (A) and children's book reading fairy tales (B). First, interest, immersion, and empathy were higher in the application environment of integrated learning teaching method based on Augmented Reality. Second, there was no difference between the two groups in content understanding. Third, in terms of expressiveness, it was verified that various expressions were expressed in the applying environment of the integrated teaching - learning method based on augmented reality through drawing activities. Fourth, in practice activities, more students were practicing in the augmented reality - based integrated teaching - learning method applied environment, and the number of practice activities of individual students was also confirmed. This study suggests that the application of the integrated teaching and learning method can enhance the effect of education when using the smart teaching media using the augmented reality in early childhood education.

• Asia pacific journal of information systems
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• v.33 no.3
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• pp.677-701
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• 2023

With the rapid advancement of social media analytics and artificial intelligence, many studies have used online customer reviews as an important source to measure service quality in many industries, including the hotel industry. However, these studies have failed to identify the relative importance of different dimensions of service quality and their role in customer satisfaction. To fill this research gap, this study aims to identify the effects of service quality on hotel customer satisfaction from the multidimensional perspectives using sentiment analysis with self-training on online reviews. Additionally, the moderating role of the brand of origin for each service quality dimension is also investigated. Drawing on the SERVQUAL model and brand of origin concept, this study develops 12 hypotheses and empirically tests them using 30,070 online customer hotel reviews collected from TripAdvisor.com. The results indicated that overall service quality and each dimension of SERVQUAL significantly influenced customer satisfaction of hotels. The results also confirmed the moderating effects of brand of origin on overall service quality. However, the moderating effects of brand of origin for the tangible, reliability, and empathy dimensions of service quality were significant, whereas the effects for responsiveness and assurance were not. This study sheds new light on service quality measurement by analyzing the multidimensional features of service quality and the role of brand of origin in the hotel service context.

• 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.

• Journal of Korean Theatre Studies Association
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• no.52
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• pp.229-270
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• 2014

Ostermeier's Hamlet has no particular contemporary reinterpretation. Alternately devoting to show retrospect in illusion and existence through revenging actions. However, Shakespeare's metaphorical and implicative language is dissipated and the style of the play is not an illusive space-time, but a tragic theatrical production that uses rough language to express the depth of the story. The Perfomance of Hamlet is a sensuous jumble up of a diverse range of mass media. The double roles that the actors carry out give an affect of isolation between the audience and the play itself showing both empathy and liberty. Ostermeier's Hamlet distinctively shows a post-modern performance through the prominent elements of dirt, the use of mixed genre, theatric emphasis, making an image and the fulfillment of acting. Nonetheless, Ostermeier's performance stays off the point on the breakup strategy of the post-modern drama without suspending the narrative of Shakespeare's Hamlet. Besides aiming to show a performance centered by the imagery of physical expression, his performance shows New Realism in the 1960's, showing everyday life. Ostermeier thinks, that theatre helps give contemporary people an accurate reality check in the constant unstable periods of time. Therefore, Hamlet shows post-modern physical expression and outspoken dramaturgy using the effects of mass media in New Realism without breaking up realistic narration. With being the aberration of the Castle Helsingor, the main character Hamlet, expresses lunacy and can be considered as metaphor for young adults whom are broken down and isolated from the economic system. He is a substitute for those who experience agony, anger, torment, etc. and other suppressed emotions in everyday life. With the method of direction in the portrayal of Hamlet show signs of succession in the abundant popularization of the classics by communicating with the audience by following the trend of modern mass media and audio-visual perception; emphasizing the point of the philosophical topic 'life and death,' 'life and theatre,' and 'illusion and reality.'

• Journal of the Korean Society for information Management
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• v.34 no.4
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• pp.227-245
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• 2017

This study mainly investigates the motivations of YouTube and Flicker users for posting videos or images/photos on each service. The motivational framework with ten factors such as enjoyment, self-efficacy, learning, personal gain, altruism, empathy, social engagement, community interest, reputation and reciprocity were used to test the motivations. Those who are users of YouTube and Flickr were recruited from Amazon Mechanical Turk to participate in online surveys. Findings show that learning and social engagement are the two most highly rated motivations. Altruism was rated relatively low, although it was strongly correlated with all other motivations. Personal gain was rated as the lowest by both users but Flickr users rated personal gain higher than YouTube users. Findings from this study could be applicable to specify user motivations for using the services and to upgrade the designs of the services in the future.

• Journal of the Economic Geographical Society of Korea
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• v.25 no.1
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• pp.87-107
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• 2022

This study aims to understand the possibility of small city marketing strategies using B-grade cultural contents. This research focused on the case of Chungju City which applied B-grade cultural contents to city marketing. The process using B-grade cultural contents to small city marketing was investigated and hash-tags and comments on social media were coded and analyzed based on grounded theory. Also, the details were examined through in-depth interviews with the local government official in charge. The result has shown the characteristics of B-grade cultural contents describing the differences from the original B-grade culture as subcuture. First, publicity materials showed the characteristics of general B-grade culture such as retro, puns, and escape, showing the process of communication/participation/empathy. Second, improbability, intertextuality, extensibility, subversiveness, and authenticity were the five main factors for responses and empathy from the audience. Third, the ripple effect was formed through the simple narrative structure of 'intro-conclusion'. Finally B-grade cultural contents of Chungju showed new possibilities for sustainable small city marketing through the formation of new cultural assets.