• 한국언론정보학보
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• 제55권
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• pp.74-99
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• 2011

본 논문은 소셜 미디어 중심의 인터넷 선거 공론장의 정치적 영향력을 긍정적으로 활성화하는 방안으로서 제도적 개선에 초점을 두고 이를 위한 방향성을 모색하는 데 목적을 두었다. 구체적으로는 현재의 선거 커뮤니케이션이 후보자 및 주류 미디어 중심으로 구조화됨으로써 실질적으로는 중심이 되어야 할 유권자가 소외된 상황이라는 문제의식에서 출발했다. 이를 위해 선거 공론장의 활성화를 위한 이론적 개념으로서 논쟁성과 개방성 측면에서 접근했으며, 우리나라를 포함해 영국, 미국, 일본 등 주요 국가의 소셜 미디어 관련 온라인 선거 공론장 규제법률에 대한 사례분석과 국내 관련 선거법률의 개정방향에 대한 전문가 심층설문조사를 실시했다. 결과를 보면, 사례분석에서는 국가들을 자유지향형, 제한적 자유지향형, 질서지향형 모델로 나눌 수 있었으며, 자유지향형에는 미국과 영국, 제한적 자유지향형에는 우리나라, 질서지향형 모델에는 일본이 해당됐다. 해외 사례분석을 토대로 국내 선거법 제59조, 제93조, 제82조의4, 제251조 등 소셜 미디어 관련 선거 공론장의 규제법률 개선방향을 묻는 심층설문을 실시했다. 결과에서는 선거법에서 소셜 미디어 선거 공론장의 활성화에 제한요인으로 지적되는 조항들에 대한 적극적인 개정의견이 많았다. 관련 전문가들은 모두 개정의 필요성과 소셜 미디어 등 온라인 선거 공론장의 변화를 수용하는 방향으로 개정할 것에 대해 동의했다. 구체적으로는 온라인 선거 공론장에서 선거운동기간 제한이 폐지되어야 하며, 소셜 미디어 등 대안적 선거 커뮤니케이션 채널이 다양해진 상황에서 지나친 후보자 보호주의적 관점의 법조항도 개선될 필요가 있다고 답했다. 선거법 제82조의4, 제251조 등의 후보자 보호 관련 조항들은 과거 조직 선거 및 매스 미디어 선거 패러다임에서는 적합했으나 선거 커뮤니케이션 채널이 다양화, 수평화, 분산화된 현 시점에서는 적합하지 않은 부분이 있다. 따라서 부작용이 최소화하는 방향에서 현행 선거 커뮤니케이션 환경의 변화를 수용하는 방향으로 조정될 필요가 있다.

• 한국산업정보학회논문지
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• 제19권6호
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• pp.7-13
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• 2014

Twitter is a microblogging service that allows users to post short messages on a variety of topics in real-time. In this work, we analyze Twitter messages posted during the 2012 elections and find those implications. This study uses Twitter messages related to the 2012 South Korean presidential campaign. The three main candidates are represented by the abbreviations A, M, and P. According to the statistical analysis, the number of tweets and re-tweets for candidate P was relatively stable over the entire campaign period. Candidate P had the highest percentage of terms related to elections pledges, and candidates A and M were judged to be a little bit poorer with respect to campaign promises. The positive terms ratio for candidate P was higher than those for the other two candidates. The negative terms ratio in the Twitter messages of P was considerably smaller than those of candidates A and M. After considering all these results, it is suggested cautiously that Twitter messages posted during an election campaign could be correlated with the outcome of the election.

• 한국의상디자인학회지
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• 제22권1호
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• pp.61-71
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• 2020

This study looks at 'Corporate Social Responsibility' which is required for the fashion industry and brands in modern times. The American fashion brand known for its corporate social responsibility activities, 'Patagonia' is the case study for this research. The purpose of this study is to make suggestions to eco-friendly, outdoor and casual apparel fashion brands that want to introduce corporate social responsibility programs by considering the case of Patagonia's "Worn Wear" campaign. The method of this study was to review corporate social responsibility, previous studies on Patagonia, and literature, such as domestic and foreign media, Patagonia's official homepage, specialty publications, and media. The study concerning corporate social responsibility is focused on Patagonia's "Worn Wear". Worn Wear is Patagonia's system that repurchases and repairs products from Patagonia's own consumers. The study found that the well known corporate social responsibility led to increased sales. Patagonia's social responsibility activities are thought to be part of the brand identity that goes beyond marketing. In the Worn Ware case, repurchasing products from consumers and reselling them or reprocessing them resulted in increased sales, increased consumer engagement, and higher brand attention. The suggestion for a fashion company or brand in a category similar to Patagonia that is looking to engage in corporate social responsibilbty is to adopt and continue a campaign that 'consists of a successful marketing image, connecting memories and new experiences, separated shopping channels while diversifying the creation of distribution and contact channels'.

• 복식문화연구
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• 제28권6호
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• pp.815-829
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• 2020

The aim of this study is to investigate fashion activism that supports sustainability by pursuing social transformation through social media. This is achieved by publicizing the environmental and labor problems of the fashion industry. For this study, a literary survey and netnography were conducted from January 2017 to November 2020. We classified and analyzed environmental and labor issues that could be considered fashion activism on social media. The results are as follows. First, movements for conscious consumption appeared as #haulternative, #fashionourfuture, #SecondHandSeptember, and #wornwear projects. These movements are concerned with buying used goods, re-dressing clothes owned by individuals, and transforming and wearing them with new methods. Second, activism for environmental protection includes #fashionOnclimate by Global Fashion Agenda and Sustainable Fashion Matterz' #Watermatterz. These movements are directly involved in learning about the seriousness of environmental destruction caused by the fashion industry and participating in environmental protection with critical awareness. Third, the #whomademyclothes and the Clean Clothes Campaign are activism for improving the working environment, and are playing a role in publicizing labor issues by informing the general public about inadequate working conditions linked to the fashion industry. Thus, fashion activism on social media examined in this study can contribute to visualizing chronic problems that hinder sustainable development within the fashion industry.

• Asia Marketing Journal
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• 제16권4호
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• pp.75-87
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• 2015

As more companies become interested in global markets, it has become crucial for firms to create globalized brands whose positioning, advertising strategy, personality, looks, and feel are consistent across nations. The purpose of this study is to investigate the global branding strategy of the Hyundai Motor Company (hereafter HMC) in order to show how the company processes its branding strategy. HMC, one of the leading global companies in the automobile industry, set up its brand identity as "Modern premium", in alignment with their new slogan "New Thinking New Possibilities", in 2011. The aim of the "Modern premium" concept was to provide consumers with new experiences and values beyond their expectations. HMC wanted their consumers to think of their cars as not only a medium of transportation but as a life space, where they can share experiences alongside HMC. In an effort to conduct consumer research in 5 different nations, HMC selected "brilliant" as a key communication concept. The word "brilliant" expresses the functional, experiential, and emotional dimensions of HMC. HMC furthermore chose "live brilliant" as a key campaign message in order to reinforce their communication concept. After this decision, the "live brilliant" campaign was exhibited through major broadcast channels around the world. The campaign was the company's first worldwide brand campaign, where a single message was applied to all major markets, with the goal of building up a consistent image as a global brand. This global branding strategy is worth examining due to its significant contribution to growth generation in the global market. Overall, the 'live brilliant' global brand campaign not only improved HMC's reputation image-wise, with the 'Modern Premium' conceptualization of the brand as 'simple', 'creative' and 'caring', but also improved the consumer's familiarity, preference and purchase intention of HMC. In fact, the "live brilliant" campaign was a successful campaign which increased HMC's brand value. Notably, HMC's brand value increased continuously and reached 9 billion US dollars in 2013, leading it to reach 43rd place in the Global Brand Rankings according to the brand consulting group Interbrand. Its brand value largely surpassed that of Nissan (65th) and Chevrolet (89th) in 2013. While it is true that the global branding strategy of HMC involved higher risks, it was highly successful according to cross-nation consumer research. Therefore, this paper concludes that the global branding strategy of HMC made a positive impact on its performance. We further suggest HMC to combine its successful marketing with social media such as Facebook, Twitter, and Instagram and embrace digital media by extending its brand communication horizon to the mobile internet

• 인터넷정보학회논문지
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• 제17권2호
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• pp.87-95
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• 2016

본 연구는 선거캠페인 도구로써의 SNS 역할을 살펴보고자 2015년 4 29 재 보궐 선거 기간 동안의 정동영 후보와 변희재 후보의 SNS 상 메시지에 대한 내용 분석을 실시하였다. 본 연구의 결과로 첫째, 두 후보자의 SNS에 나타난 메시지의 내용적 측면을 분석한 결과 두 후보자 모두 '단순홍보'와 관련된 메시지를 가장 적극적으로 사용한 것으로 나타났다. 둘째, SNS상에 나타난 메시지의 목적을 베노이트(1999)가 제안한 설득적 전략방법에 따라 분석한 결과 두 후보자 모두'주장'의 전략을 가장 두드러지게 사용한 것으로 드러났다. 셋째, SNS상 메시지의 논제를 분석한 결과, 정동영 후보는 '인간적 특성'을, 변희재 후보는 '정책'에 관한 언급이 더 많은 것으로 나타났다.

• 비교문화연구
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• 제45권
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• pp.325-348
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• 2016

본 논문은 브렉시트 캠페인 기간 동안 영어권 국가, 영국, 미국, 캐나다, 그리고 호주의 미디어에서 이민자들이 어떻게 표현되는지 살펴본다. 코퍼스 지원 담화연구의 틀을 사용한 본 연구는 브렉시트 국민투표 캠페인이 시작된 날부터 국민투표가 실시되기 전 날까지(2016년 4월 15일-6월 22일) 검색기간으로 설정하고, 검색어 'Brexit'가 포함된 모든 기사를 수집하여 브렉시트 캠페인 코퍼스를 구축하였다. 수집된 코퍼스 자료를 통해서 이민자를 나타내는 어휘들, IMMIGRANT, MIGRANT, 그리고 REFUGEE의 빈도를 관찰하고, 이 어휘들과 함께 나타나는 연어를 분석하였다. 또한 세 어휘의 연어들을 사회적 행위자 범주에 따라 분류 및 분석하였다. 분석 결과, IMMIGRANT의 연어는 법적 상태 및 출신지역 어휘들과 연관성이 있고, MIGRANT는 경제적인 용어들과 주로 연어 관계에 있으며, REFUGEE는 큰 수를 나타내는 어휘와 관련성이 있는 것으로 나타났다. 그리고 이민자들은 기능범주, 유형범주, 그리고 평가범주를 통해서 묘사되며, 특히 영국과 미국의 미디어에서 이민자들이 부정적으로 그려지고 있는 것으로 관찰되었다. 본 연구를 통하여 특정 현상 및 특정 집단의 사람들을 가리킬 때 특정 어휘가 사용되며, 코퍼스 지원 언어분석이 해당 사회의 사회 문화 정치적 상황을 파악하는데 도움이 된다는 것을 확인할 수 있었다.

• 한국IT서비스학회지
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• 제14권1호
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• pp.263-276
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• 2015

As a social being, people can cooperate and control one another through the power of reputation, which is a critical opinion of someone given by others. Nevertheless, there have been obstacles in clarifying the identity of traditional types of reputation, for they are mostly words of mouth passed among members of a society. However, due to dramatic technological advancement and widespread use of the Internet and social media, now we can clearly see and analyze written reputations, which used to be passed only from mouth to mouth. Against this background, this study examines whether a negativity bias-a notion that an event of a more negative nature has a greater effect on one's psychological state than a positive event-applies to spread of reputation online, and examines related factors and effects. To this end, reputation-related online comments left by social media users during the election period of Korea's 6th provincial election on 4 June 2014 were analyzed. For the analysis, a Bass diffusion model was used, which is based on the innovation diffusion theory. The analysis results confirmed that, at online forum, negative reputations spread more quickly and more widely than positive ones, had a greater impact, and mass media such as online news outlets had a significant influence on spread of reputation online.

• 유통과학연구
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• 제19권6호
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• pp.51-64
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• 2021

Purpose: A restaurant is a business of the physical distribution of food and beverages which includes intercultural interaction. This research paper aims to examine the influence of Japanese taste as a product advantage, determining service quality factor in the restaurant business, the e-CRM that involves technology, social media campaigns to reach the target market of young people, and customer satisfaction on customer loyalty in Sushi Tei restaurant. This study also intends to find direct and indirect influence between the variables. Research design, data and methodology: Quantitative research was conducted using a survey method by distributing 100 questionnaires to Sushi Tei customers in Jakarta, consisting of Gen Z and Millennials. Samples were taken at each outlet in the Jakarta area on weekend and weekdays by purposive sampling. Data was generated by path analysis Results: The results showed that Japanese taste, service quality, and e-CRM significantly influence customer satisfaction and customer loyalty. However, social media campaigns failed to influence customer loyalty. As a result, customer satisfaction has a significant influence on customer loyalty within Sushi Tei restaurant. Conclusion: The study also proposed significant implications to develop and maintain a relationship with the customer to gain satisfaction and loyalty in the food and beverage industry.

• 한국콘텐츠학회논문지
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• 제16권8호
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• pp.147-159
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• 2016

본 연구는 읽기문화 활성화를 위해 독서 선진국들이 시행했던 성공적인 PR 캠페인 사례들을 분석하여 우리나라 상황에 적합한 읽기문화 활성화를 위한 PR 캠페인 전략을 제시하는 것이 연구의 목적이다. 해외의 성공적인 읽기문화 활성화 PR 캠페인 사례들을 분석하기 위해 본 연구는 유럽, 북미, 남미, 그리고 오세아니아 지역 등에서 성공적인 읽기문화 활성화 PR 캠페인 사례들을 선별하여 연구 대상으로 삼았다. 이와함께, 본 연구는 읽기에 대한 사회적 지지를 확대하고 읽기문화를 우리사회에 확산시키기 위한 효과적인 PR 캠페인 전략 수립을 위한 방안을 도출하기 위해, 선별된 해외 읽기문화 PR 캠페인 사례들을 대상으로 PR 캠페인의 목표와 목적, 전략 전술적 특성, 그리고 장점과 단점들에 대해 분석하였다. 분석 결과, 분석 대상으로 선별된 해외 읽기문화 PR 캠페인들은 독특하고 기발한 아이디어를 활용해 언론매체와 독자들의 눈길을 끌어 PR 효과를 극대화 하고 있었으며, 누구나 손쉽게 PR 캠페인에 참여할 수 있도록 편리성을 주요 PR 전략으로 활용하고 있었다. 나아가, 선별된 해외 읽기문화 활성화 PR 캠페인들은 평소에 독서를 좋아하는 독자들을 주 타깃으로 하여 PR 캠페인을 실행함으로써 PR 캠페인의 참여도를 높이고, 일반인들로부터 인기를 끌 수 있는 흥미로운 요소들을 PR 캠페인에 적극 활용하여 공중의 참여를 극대화 하는 특징을 가지고 있었다.