• 한국언론정보학보
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• 제16권
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• pp.36-70
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• 2001

The purpose of this study is to investigate women's radio talk program and evaluate its possibilities and limitation from the point of feminist perspective. The theoretical framework is based on feminist studies and text analysis of talk show. Existing studies regarding talk show are mainly focused on television. But radio talk show is one of general entertainment and it's influences on minorities are still significant. is the most representative women's radio talk program in Korea. It has been broadcasted over 10 years and very popular among Korean housewives. The audience of this program call themselves schoolfellow, and call the program 'school of women'. The media text of is mainly consisted of letters from women audiences, and they are selected by producers. So the text is made by both audiences and producers. The unique combination of this process produces complicated discourses which contain women's experiences in letters and station's considerations through safekeeping. The problems investigated in this study are as follows: First, What discourses are produced in this program? Second, Alternative possibilities can be seen in this program in feminist perspectives? Text analysis of 1week(2000.9.18-9.24) and interview with producers are accomplished to this purposes. In the text analysis, subject matters, inscribed women's position, values of the letters are revealed. Most of the subject matters are family affairs. Some are socially oriented but family and home are the predominant category of women's letters. And the position of women subject is defined in the domestic network. They are nameless but the mother, wife, daughter, daughter-in-law of other people. In value, family-oriented value and small happiness in everyday life are generally appeared. But these values are essentially coincide with the values of status quo. The answers of the conflict are not public but individualized. And acception the status quo is presented as the wisest decision, But ` has many implications in relation to women's sharing of their experience, and construction of imagined community in media. Women continuously interact each other revealing and discussing their experiences and sometimes their social practices are stirred through this media sphere. So we see the 'emotional union' among women are formed through radio. The limitation of this program is very apparent: it's patriarchic values, acception of status quo, and individualization of the women's problems. But in the same time we can read coexisting it's latent possibilities: the possibilities of women's public sphere. But it is completely alternative women's sphere in feminist perspectives. It renders women opportunities to participate public media and share with other women, and collaborate with their problem.

• 한국콘텐츠학회논문지
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• 제20권7호
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• pp.185-194
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• 2020

본 연구는 숏폼 동영상 기반의 브랜딩에 있어서 브랜드가 소비자들에게 제공하는 전략적 경험 디자인 요소를 사례를 통해 확인하였다. 숏폼 동영상 기반 브랜드의 감각, 감성, 인지, 행동, 관계 경험은 크리에이터가 차별화된 개성을 소셜 미디어 채널을 통해 표현하고 소비자들과 소통하고 상호작용하는 과정에서 구체화된 경험 요소들의 수행으로 제공된다. 李子柒(이자칠)의 미식 동영상은 동방미식생활가(東方美食生活家)로서의 브랜드 정체성을 동영상 속 음식의 시청각적 자극, 시각·언어적 아이덴티티와 제품 외관의 결합을 통한 인지적 강화, 전자매체에 의한 행동적 참여 유도를 통해 소비자들에게 제공하였다. 또한, 인적 요소를 활용한 정서적 유대감과 공동 브랜딩을 통한 책임감 공유로 감성, 관계 경험을 제공함으로써 강력한 브랜드 관계를 구축하였다. 이는 다양한 숏폼 동영상 콘텐츠 기반의 브랜딩 사례로 확장하여 전략적 브랜드 경험 디자인 요소들을 통한 브랜드 구축 전략에 유용한 접근 방법을 제시한다고 할 수 있을 것이다.