• Korean journal of communication and information
• /
• v.29
• /
• pp.147-188
• /
• 2005

This study attempts to review and evaluate the sociological engagement and media practices of an eminent French sociologist Pierre Bourdieu. In the first part of the paper, I presented some characteristics of Bourdieu's view on the sociological engagement. In the second part, I also examined Bourdieu's alternative media strategies(ARSS, Liber, Raisons d'agir) which were designed to intervene effectively in the academy and public sphere of French society. For Bourdieu, the sociological engagement can be conceived and legitimized as follows: first, the talents of the ensemble of 'specific intellectuals' in Foucaldian sense should be combined to constitute a kind of 'large collective of intellectuals' Second, this 'collective of intellectuals' should make 'corporatist' efforts to improve the autonomy of the 'field of cultural production', which is the indispensable condition for the conquest of 'the universal' Bourdieu tried to realize his logic of sociological engagement through all his intellectual works, media activities and political intervention. In appreciating positively the consistency and originality of Bourdieu's theory and practice of engagement, I proposed to reconsider some limits of his 'modern' politics - enlightenment, science, collectivity - in today's 'postmodern condition'.

• Asia pacific journal of information systems
• /
• v.34 no.1
• /
• pp.91-113
• /
• 2024

In the wake of the COVID-19 pandemic, unsubstantiated information concerning vaccines and the coronavirus has proliferated on various social media platforms. Consequently, we have considered viable actions to mitigate the impact of such unverified content, enabling individuals to use social media platforms more effectively and minimize any ensuing confusion. Recent measures in this area have included YouTube's practice of labeling vaccine or corona videos as authoritative when emanating from reputable organizations and Twitter's practice of flagging vaccine-related content as potentially misleading or taken out of context. This study seeks to explore how such contrasting labeling practices influence users' believability and engagement differentially, while also examining the moderating impact of regulatory focus. The results indicate that authoritative labeling positively influenced users' believability and engagement, whereas misleading labeling adversely affected users' believability and engagement. Additionally, our findings revealed that authoritative labeling has a stronger impact on promotion-focused individuals, while misleading labeling has a more pronounced effect on prevention-focused individuals. Our findings offer insights into how social media platforms can design and present information to their users, taking into account their regulatory focus.

• Journal of Convergence for Information Technology
• /
• v.12 no.5
• /
• pp.51-61
• /
• 2022

The purpose of this study was to identify whether need of cognition have a mediating effect on media multitasking on learning engagement in online education. The subjects were 168 university students who had received online education for more than one semester, and data were collected using questionnaires on media multitasking, need of cognition, and learning engagement. For data analysis, correlation, hierarchical regression and Sobel test were performed using SPSS WIN 20.0 program. As a result of the study, there was a significant positive correlation between media multitasking and learning engagement (r=.52, p<.001), and a between need of cognition and learning engagement(r=.39, p<.001). Media multitasking had a significant effect on learning participation (β=.52, p<.001), and explanatory power was 27%. When need of cognition was input, the effect of media multitasking on learning engagement decreased (β=.52 ⟶ .44), so it was found that need of cognition had a partial mediating effect in the effect of media multitasking on learning engagement(Z=2.77). p<.01). Therefore, it is suggested to use online contents with learning to organizing a g a lesson syllabus for distance education, and to organize activities promoting media multitasking activities. Also, it is proposed to develop and apply various teaching strategies to promoting the need of cognition in the distance education.

• Journal of Information Technology Applications and Management
• /
• v.27 no.6
• /
• pp.31-51
• /
• 2020

During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users' flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.

• Journal of the Korea Society of Computer and Information
• /
• v.27 no.10
• /
• pp.81-88
• /
• 2022

The purpose of this study is to present supporting data that can suggest a direction for sports advertisement strategy on social media by investigating how differences in social media engagement of sports advertisement affect users' product trust and purchase intention. To achieve this purpose, a total of 810 questionnaires, which were completed by sports-related college students engaged in social media activities using a method for writing a self-evaluation report, were collected, and 765 questionnaires were used as final valid samples after excluding 45 insincerely completed copies. For data processing, analyses of frequency, factor, reliability, correlation, and multiple regression were conducted using the Window SPSS (ver. 23.0) statistical program to draw the following conclusions. First, the social media engagement of the sports advertisement had a significant effect on the trust of the advertised products. Second, the social media engagement of the sports advertisement had a significant effect on the purchase intention of the advertised products. Third, the product trust acquired through the sports advertisement had a significant effect on the purchase intention.

• Science of Emotion and Sensibility
• /
• v.20 no.3
• /
• pp.23-38
• /
• 2017

In order to identify effective approaches for creating more viral Facebook posts, this research conducted an empirical content analysis of leading Korean brands' Facebook fan-pages (Samsung Mobile, SK Telecom, Kia Motors, and POSCO). Their distinctive visual storytelling and communication patterns were investigated as effective user engagement triggers. Through analysis of the research results, it was statistically proved that the different industrial attributes of the four brands, which are primarily characterized by their product (or service) types, affect their Facebook posting patterns by showing different engaging rates (measured by like, comment, and share metrics). In addition, the user engagement rates of the posts were influenced by their visual storytelling factors (i.e. ad objective, value scale, and visual media types). In line with these statistical findings, the distinctive visual storytelling strategies of the four brands were identified. Moreover, competitive and uncompetitive visual storytelling tactics were suggested according to the ad objectives and visual media types on Facebook.

• Journal of Information Technology Applications and Management
• /
• v.26 no.6
• /
• pp.13-27
• /
• 2019

Social media are used as a tool which is suitable for delivering various images emotionally in the area of fashion. How deeply consumers are led by the brands to be engaged in the brands' SNS, how often they visit SNS and gain information, how much empathy they elicit from visitors with their contents and how continuously brands provide up-to-date information are the important factors to raise consumers' fashion consciousness and draw out their fashion consumption to express themselves. Therefore, this study aims to explore the effect of social media engagement and contents characteristics on fashion consumption tendency and purchase intention. In order to verify the research question, study makes analysis centering on the 2 × 2 × 2 MANCOVA model to draw out results of the differences among groups. As a result of analysis, this study verifies the difference between the effect of social media engagement on purchase intention and the effect of interaction of three variables on fashion consumption propensity and purchase intention and summarizes the implications.

• Journal of Digital Convergence
• /
• v.12 no.5
• /
• pp.13-24
• /
• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Asia Marketing Journal
• /
• v.25 no.4
• /
• pp.173-193
• /
• 2024

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for information acquisition and economic incentives, whereas feelers are mostly driven by enjoyment for content consumption and by altruism for content contribution and creation. This study addresses the inconsistency in prior research findings and provides practical implications to social media marketers.

• Journal of Contemporary Eastern Asia
• /
• v.18 no.1
• /
• pp.49-69
• /
• 2019

Over the last couple of years, digital diplomacy has become a fascinating area of research among Mass Communication, Peace and Conflict Studies, and International Affairs scholars. Social media and new technology open up new avenues for governments, individuals, and organizations to engage with foreign audiences. However, developing countries' governments are still lacking in the realization of the potential of social media. This study aims to analyze the usage of social media (Facebook & Twitter) by the two biggest countries in South Asia (Pakistan and India). I selected 10 government officials' social media accounts including prime ministers', national press offices', military public relations offices', public diplomacy divisions', and ministries of foreign offices' profiles. The study relies on quantitative content analysis and a comparative research approach. The total number of analyzed Twitter tweets (n=1,015) and Facebook posts (n=1,005) include 10 accounts, five from each country. In light of Kent and Taylor's (1998) dialogic communication framework, the results indicate that no digital engagement and dialogue occurs between government departments and the public through social networking sites. Government departments do not engage with local or foreign audiences through digital media. When comparing both countries, results reveal that India has more institutionalized and organized digital diplomacy. In terms of departmental use of social media, the digital diplomacy division and foreign office of India is more active than other government departments in that nation. Meanwhile, Pakistan's military public relations office and press office is more active than its other government departments. In conclusion, both countries realize the potential of social media in digital diplomacy, but still lack engagement with foreign audiences.