• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.713-725
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• 2016

Ambidextrous innovation is defined as the innovation capacity to pursue simultaneously both exploration and exploitation. Based on the organization learning and innovation management literature, the ambidexterity hypothesis predicts that ambidextrous innovation would enhance firm performance. This study attempts to verify the ambidexterity hypothesis in the context of TV drama production industry. TV drama producers' ambidextrous innovation is conceptualized as the simultaneous pursuit of exploratory and exploitative approaches in selecting genres of dramas. Data collected from 57 drama producers in 714 Korean TV drama projects between 1994 and 2009 support the ambidextrous hypothesis. The interaction between exploratory and exploitative approaches in genre selection is indeed positively related to the drama performance in terms of the viewing rate. Such results suggest that managers ought to manage high levels of both exploratory and exploitative innovation simultaneously in order to cope with increasing uncertainty, especially in highly uncertain cultural industry.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.91-103
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• 2015

This study investigated how Korean drama viewing of chinese people influence their formation of Korea's national image as well as their satisfaction through consumption of Korean products. The direct effect and indirect effect of Korean drama viewing on Korea's national image were focused. The survey data on 105 Chinese citizens in Shanghai was put into the analysis. The study found that 1) Korean drama viewing has a positive effect on consumption satisfaction of korean products; 2) Korean drama viewing does not have any direct effect on Korea's national image; 3) the consumption satisfaction of korean products has an positive effect on Korea's national image; 4) Korean drama viewing has an indirect positive effect on Korea's national image, mediated by consumption satisfaction of Korean products. Theoretical and practical implication were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.1
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• pp.158-170
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• 2016

This study analyzes historical drama costumes as a domain of popular culture through an examination of the changing process, factors, and design characteristics of historical drama costumes according to trend changes in historical dramas after the 2000s. Public interest in Korean traditional clothing has grown due to the historical drama fever. Research results are as follows. First, historical dramas are divided into: authentic historical dramas, popular dramas, and fusion dramas. Historical drama costumes show characters' status and roles to help viewers become absorbed in dramas and increase understanding the historical periods and knowledge. Second, the characteristics of TV historical drama costumes (according to changes of the historical dramas according to 2000) brought diversification as they are diversified by period, genre, and character and costumes which are suitable for them additionally resurfaced. Third, as for the design characteristics by type in TV historical costume after 2000s, authentic historical dramas' design was done by comparatively in-depth historical research based on historical materials to help public understand the past. Popular historical drama costumes are based on history, but the forms of costumes were emphasized (or exaggerated); in addition, colors, subjects, and patterns were modified to emphasize image beauty, dramas' atmosphere, and characters by reflecting intention. The fusion of historical dramas' costumes attracted the attention of the public about Korean designs that harmonized tradition with modernity to actively reflect current trends in past periods and show new types of creative design.

• Journal of Fashion Business
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• v.20 no.3
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• pp.104-118
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• 2016

As more consumers avoid ads aided by advanced technologies that conveniently block ads, traditional advertising is becoming less effective than ever before. Product placements are increasingly executed to unobtrusively expose products and brands to consumers while they watch media programs. The current study attempts to enhance our understanding of the factors that affect consumer attitude towards the brands placed in TV dramas. In particular, this study examines whether the attractiveness of actors and the congruency between the products placed and the story of the TV drama influence consumer attitudes towards the TV drama and the brand. A total of 211 male consumers in their 20s and 30s were used for data analyses. Structural equation modelling revealed that the product-story congruence had a positive impact on consumer attitude towards the TV drama as well as their attitude towards the brand. Actor attractiveness (in terms of similarity and likability) positively influenced consumer attitude towards the brand. Only the perceived likability dimension of actor attractiveness was found to affect consumer attitude towards the TV drama.

• Journal of the Korea Fashion and Costume Design Association
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• v.2 no.2
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• pp.113-136
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• 2000

Problems and improvemental measures for the historical inquiry of TV drama costumes and for the reproduction of them were investigated. For this study, the MBC historical drama 'The way of the Great King' started on march 24 in 1998 and ended on september 26 in 1998 was selected as the subject. The reasons why the drama was selected are as follows. First, the historical background was the time of King Young ＆ drama introduced various kinds of costumes Joungjo, which is the starting era of traditional costumes peculiar to Korea. Second, the based on the historical inquiry of that time. There is a limitation in the process of historical inquiry about the costumes of that time because we don't have enough research data such as relics, remains, references, literary works, pictures, etc. Although, in some cases, exact historical inquiry about the costumes were made, they could not be reproduced in the original forms due to several reasons: the absence of the materials of that time, structural changes including length and size for convenience of action, alterations of the manufacturing method for the reuse, addition of the gorgeous and various olors for the enhancement of image quality, variations in colors according to the actor's character, modulations of the structures and colors by the producer's intention, and the restraints in time and money for manufacturing. In view of these situations, it seems to be difficult for us to settle the problems occurring between the historical inquiry about the traditional costumes and the reproduction of them in drama. However, the costumes presented in historical drama have the meanings to provide informations of that time with TV audience. Therefore I think that it is necessary to narrow the gap between the historical inquiry of TV drama costumes and for the reproduction of hem, First, It should be restrained that each broadcasting stations show the costumes under the similar situations of the same age in different ways. Second, We need to unify the inquiry systems concerning historical drama costumes, In addition to this, it is also necessary for broadcasting stations to establish internet sites of traditional costumes for communication.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.268-280
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• 2021

This study analysed the narrative strategies in TV drama utilized in order to support the recent feminism movements. The analysis revealed that this TV drama breaks away from the clichéd patriarchal drama series. It portrays the main characters are not the sons but the two daughters-in-law, and represents the women challenging the order of the patriarchy, and resolving the issues. In this drama, men's power was removed and female agents were held up to ridicule. In addition, it eradicates the traditional female conflict structures and creates a strong bond between the females. With this storyline, TV series concludes with two achievements. One, the stepmother and the mother co-parent the child instead of the father, suggests that a non-blood related matriarchal family is possible. Two, the heir to the chaebol family, which is traditionally a patrilineal structure, is not the oldest son or the immoral son, but the lesbian daughter-in-law, overturning the idea of heteronormativity that is dominant in the patriarchal system.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.366-375
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• 2019

Unlike the conventional dramas, most of characters of tvN drama speak dialectic from Chonnam province. I could predict that watching this drama would influence the feelings, cognitions and behaviors of youth from that province. By interviewing 7 participants, I found that they felt strong familiarity with little exceptions. They recognized the being of dialectic and discovered the attractiveness of dialectic, and the necessity of preservation also. After watching the drama participants made a resolution to speak dialectic more, and made active actions to meet contents and people about dialectic. In conclusion, dialectic could be developed as an important element for interesting contents. The drama has a power to influence youths to change the feelings, recognitions, and actions. So I assert that the use of dialectic in the drama should be considered discretely and positively.

• Proceedings of the Korea Contents Association Conference
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• 2009.05a
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• pp.263-267
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• 2009

With the increase of weight and influence of TV drama, Many researchers began to publish papers on TV drama. However, Those papers were mainly about social meaning of TV drama and viewing motives and attitudes of TV audience. However, only a few limited papers were about television image production techniques. The purpose of this thesis is to analyse the relationship between TV genre and image production technique with the data of top 100 of TNS Media Korea from the year 2004 to 2008. This paper found out that history drama uses more closeup, longshot, tracking and less waist shot than other genres, with shorter shot duration and longer scene duration.

• Journal of Fashion Business
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• v.16 no.3
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• pp.63-77
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• 2012

This study action drama TV drama 'Ya-ha'(夜叉) the actual work practices of the pre-consultation stage through the Writers, Producer, Art directors and in consultation with the opinion of the character set the record of the contents and character changes over time in accordance with characters makeup the design elements were analyzed. The methods of study was used local and abroad related books, studies, publications and cases and the subjects were limited to be four male make up characters in drama 'Ya-cha'. As a result, TV action drama 'Ya-cha' make up design elements and representation techniques were classified as description of skin tone, wound, the shape of eyebrows, hair type, shape of beard and materials and carried out an important role in the character representation. First, presentation techniques changed skin tones depending on character and position and described wound shape as expression technique and materials were analyzed. Second, the shape of eyebrows was based on the physiognomy of the form. And hair type changed volume, thickness, length and texture depending on character. Third, shape of beard is expressed different kinds of volume, thickness, length and texture depending on character. There fore, that systematization of the make-up design elements is useful to express stable characters and make drama for make up in various image genres.

• The Journal of the Korea Contents Association
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• v.9 no.10
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• pp.159-167
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• 2009

With the increase of weight and influence of TV drama, many researchers began to publish papers on TV drama. However, those papers were mainly focused on social meaning and viewing motives and attitudes of TV audience. However, only a few papers researched about television image production techniques, such as 'Relationship between TV ratings and image production techniques', 'Transition process of TV drama's image production techniques', and 'Comparison of TV and film image production techniques'. According to the recent research on the relationship between TV ratings and image production techniques, TV rating is inverse proportionate to multiple camerawork and shot average duration with a very close relationship. The purpose of this thesis is to analyse the relationship between TV genre and image production technique with the data of top 100 of TNS Media Korea from the year 2004 to 2008. This paper found out that history drama uses more closeup, longshot, tracking and less waist shot than other genres, with shorter shot duration and longer scene duration.