• The Journal of the Korea Contents Association
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• 제10권3호
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• pp.157-165
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• 2010

As the result of correlation, the viewing rate of terrestrial broadcasting programs has a little bit affect on online VOD use. In addition, WOM(word of mouth) and online referral importantly influences to the picking with online VOD drama. The great popularity of main actors on drama affect a little bit the viewing of VOD drama but doesn't perfectly affect on it. However, the drama which is performed by great popular actors has positive affect on VOD use. This study result shows that the using of video depends on the effect of WOM, referral and commercial. The casting of a great popular actors plays role of the safeguard which affects viewing rate and add-value. That means the casting of a great popular actors doesn't connect with the success of release but the tool of defense from loss of profit.

• Journal of Fashion Business
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• 제8권1호
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• pp.117-132
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• 2004

The purpose of this study is to analyze consumers attitude toward PPL (Product Placement) of fashion products on TV, with regarding PPL as a new-communication sphere of marketing. This study used a questionnaire method, and the results of the analysis are as follows. First, as for the information availability of PPL related to fashion products on TV, it was shown to be higher in order of trend, brand, color, practicability, price and material. Second, as a result of analyzing, through 11 items, the attitude on PPL experience of fashion products on TV, there were many positive responses as to 5 items (The commodity with PPL is the product of a renowned brand, The commodity with PPL is the expensive product, An image of the product with PPL becomes good, The product with PPL is suitable to the mood in a drama, I try to think whether the product with PPL matches with myself), and there were more negative responses as to 6 items (Because of desiring to know a brand of the product with PPL, I look for it, The product with PPL is practical, The product with PPL is same as the real situation, I will also buy the product with PPL, Because there are too many commodities with PPL, I become angry, In case of facing PPL, I change a channel). Third, it was shown that the purchase experience and purchase intention as to the product with PPL on TV, have a positive correlation with TV viewing time and with whether or not re-approval as to PPL of a specific company. Also, the purchase experience as to the product with PPL on TV was shown much in the group of viewing TV via internet and in the group of using the digital TV broadcasting. The purchase intention as to the product with PPL on TV was shown higher in the group of using much cable TV broadcasting and general TV broadcasting, while the group of viewing TV via internet had purchase experience, but the response of not having intention of repurchasing was the highest.

• Journal of Korea Entertainment Industry Association
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• 제15권8호
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• pp.63-74
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• 2021

This study focuses on the increasing supply and consumption of affair dramas on TV with the theme of unconventional 'infidelity', therefore, is an empirical study that reveals factors related to the problem consciousness of married men and women about infidelity dramas that can affect the sexual socialization of married men and women. This study investigates the effect of married men and women's right to sexual self-determination between couples, personal psychological characteristics (emotional maturity, emotional alienation, self-perception), surrounding environmental characteristics (prevalence of extramarital relationships), and demographic background (gender, age, educational background, economic level) on 'the presence or absence of critical consciousness of infidelity dramas'. For the data of this study, an online survey is conducted on married men and women(614 people), and binary logistic analysis is conducted using SPSS. As a result of this analysis, first, 46% of married men and women have a relatively good level of critical awareness of affair dramas, and overall, the level of critical thinking of married men and women about the infidelity dramas is rather low. Second, there is no significant difference between genders in the perception of problems such as 'excessive beautification of infidelity', 'incitement of infidelity' and 'damage of family values', however, married women are more critical than married men regarding 'explicit sexual description', indicating differences according to gender characteristics. Third, for married men, the level of 'self-perception' and 'marital sexual self-determination right' have a significant effect on the critical mind with infidelity dramas. In the case of married women, it is found that 'the right to sexual self-determination' between married couples and 'emotional alienation' have a significant effect on 'the presence or absence of critical consciousness of infidelity dramas'.

• Journal of Venture Innovation
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• 제5권4호
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• pp.135-156
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• 2022

This study attempted to identify the factors affecting entrepreneurial intention and to confirm the moderating effect of social support that plays a positive role in increasing entrepreneurial intention. The subjects of the study were 419 ordinary people, and data were obtained online and analyzed. The analysis method of this study was based on the SPSS statistical program Ver. 24, and a hierarchical regression analysis method was conducted to analyze the moderating effect. The results of hypothesis verification analysis in this study are as follows. First, innovativeness, risk-taking, self-fulfillment, economic motivation, immersion in a drama, drama role model, and indirect experience, all had a significant positive(+) effect on entrepreneurial intention. Second, among the factors affecting entrepreneurial intention, self-fulfillment was found to have the greatest influence. Third, it was confirmed that the moderating effect of social support between various variables and entrepreneurial intention had a significant effect on innovativeness, self-fulfillment, drama role model, and indirect experience, and entrepreneurial intention. The academic value of this study is to confirm the effect of drama characteristic variables on entrepreneurial intention. In addition, it was possible to confirm the moderating effect of social support, which is the total of individual external support. The implication of this study is that the desire for achievement had the greatest influence on entrepreneurial intention. Therefore, it is necessary to develop a desire to achieve in start-up support policies and start-up education. In addition, in light of the ripple effect of TV dramas, drama role model and indirect experience increase entrepreneurial intention, so it was possible to predict its influence on changes in perception of start-ups and entrepreneurs.

• Journal of Fashion Business
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• 제14권2호
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• pp.179-193
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• 2010

A school uniform has established it as youth culture and an important fashion cord which exposes adolescents themselves under the influence of TV and movies. Moreover as adolescents use TV and radio ads and Internet as a main source to purchase a school uniform, their effect on adolescents' school uniform fashion increasingly grows. The purpose of this study is to analyze design characteristics and chronological changes of school uniform design of high school girls and provide basic materials to develop school uniform design and predict adolescents' fashion trend. The scope and subjects of the study were limited to TV drama and movies which were shown from 1996 to 2010 and had high school students as their main characters based on youth culture. The analysis materials were photos of 50 school uniforms collected from TV soap opera, movies, web sites, DVDs, and Internet. First, the changes of a school uniform, the mass media and youth culture, and a school uniform in the mass media were reviewed through previous researches and literature review. Then, a form, color, and materials were classified to analyze the Dsign Characteristic. Finally, the changes were examined chronologically.

• Journal of the Korea Fashion and Costume Design Association
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• 제14권3호
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• pp.93-109
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• 2012

The purpose of this study is to examine the modern men's fashion coordination to see the image in the center of TV dramas in terms of Habitu that is formed within hierarchy and class. The subjects range is included fashion style, color, accessories, hairstyle and appearance. 950 pictures used in the analysis sheet. In research methods, content analysis and basic statistics were used. The results of this study were as follows. First, the hierarchy image formed by Habitus is significant difference. The upper layer is coordinating elite luxurious and prestigious image of the fashion styles. The middle layer is coordinating neat and capable image. The lower layer does not care about the appearance and image appearing weary life is coordinating. Second, the class image formed by Habitus, CEO often interests in fashion image coordination. Senior executive is represented clean and luxurious image. General white color dresses in a suite such as office look. Blue color does not care about the fashion coordination and is expressed an easy dress for labor. Architects of the unstructured free-spirited image is represented. Physician and resident physician dress in shirts, no pattern tie, pants, robe. And they is coordinating neat and tidy attire to represent professional and reliable image.

• Journal of Digital Contents Society
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• 제15권5호
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• pp.643-650
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• 2014

This study deals with the effects of the extension of terrestrial TV VOD holdback on the viewing behavior focusing on IPTV & digital cable TV. And this study presents the implication by analyzing a time series trend of the digital media service. Thus researcher has analyzed the VOD performance trend of IPTV & digital cable TV, based on the real data of media player's internal fact sheet. First, researcher confirmed that the repetition of the peak value goes to January and August seasonally. Also, it was confirmed that the viewing rate of terrestrial broadcasting companies is affected by the hit drama program. And researcher confirmed that the terrestrial VOD, movie and kids VOD, and terrestrial VOD purchases is falling down by analyzing a time series relationship. Terrestrial broadcasting companies did an extension of the holdback for the purpose of trying to increase the viewership of the broadcast, but it was confirmed that it was reduced both purchasing desire VOD viewing and viewing of the broadcast audience rather. Thus the researcher expect the customer familiar policy of media players in the future.

• The Journal of the Korea Contents Association
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• 제22권5호
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• pp.67-80
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• 2022

The purpose of this study is to clarify the meaning and characteristics of re-organized shortform contents, which is centered on media companies to edit and service existing broadcast content. For this, KBS, MBC, SBS, JTBC, and tvN's entire drama videos and representative entertainment programs opened on the Naver TV platform from 2014 to 2021 were selected for analysis and a synchronic and diachronic approach was conducted at the same time. As a result of the analysis, quantitative and qualitative expansion was made, with the number and form of videos provided by both dramas and entertainment programs diversifying from a synchronic approach. In particular, in the case of special videos, the meaning as independent content was also strengthened, such as sequencing centered on characters, themes, and materials. It was confirmed that thumbnails and titles were also formalized as tags as paratexts that act as curation for searches. From a diachronic point of view, it was found that re-organized shortform contents is considered to be character-oriented contents and independent viewing context through comparison with real-time views and original videos. This study is significant as an attempt to capture the meaning and phase change of shortform contents, which was considered incidental.

• Cartoon and Animation Studies
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• 통권44호
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• pp.285-306
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• 2016

With the increase use of smartphones, users can consume contents such as webtoon, webnovel and TV drama directly provided by the producers. In this Direct-to-Consumer era, webdrama services from the portal websites are increasing rapidly. Webdramas such as , , and can be analyzed in real time using responses such as unique users, likes, and comments. The analyses used in this research were Social Media Big Data Mining Method and Opinion Mining Method. Specific key words from webdrama can be extracted and viewers positive, neutral or negative emotion can be predicted from the words. The analyses of popular webdramas showed that the established K-Pop Idol member appearance and servicing portal site greatly influence the views, traffics, comments, and likes. Also, 'Mobile TV' proved the effectiveness as another platform other than television. Mobile targeted contents and robust business models still to be developed and identified. Overcoming these few tasks, Korea will be proven to be a webdrama content powerhouse.

• The Journal of the Korea Contents Association
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• 제9권9호
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• pp.180-190
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• 2009

This study focuses on how NHK, a Japanese public broadcasting company, has promoted the public interest through the contents of its serial dramas including "morning dramas." Study results indicate that NHK has made utmost efforts to promote public interest in accordance with the programing regulations stipulated in the Japanese Broadcasting Art. The study shows that NHK has adopted policies to protect transitional cultures of the past and to promote new cultures through drama contents. NHK has shown its intention to protect traditional cultures by broadcasting completely not only the values that Japanese people have upheld but also traditional cultures and people's professional spirits of Japan. The study also shows that NHK makes efforts to contribute to community development with the drama contents. It appears that NHK attaches a great importance on its public promise with viewers by early fixing and well observing the broadcasting season, period, and time of morning dramas in an efforts to promote their public interest.