• (The) Korean Journal of Advertising
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• v.28 no.6
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• pp.7-34
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• 2017

The debate surrounding advertising effectiveness is not to be overstated as a major source of advertising research. However, there is still a lack of discussion on the model for measuring the effects of government and public service advertising. This study focuses on this point and develops an index model that can evaluate government advertising. For this purpose, we conducted a survey of 800 respondents in 7 major cities. Based on the creativity evaluation factors (originality, clarity, and appropriateness) of government advertising and the evaluation factors (interest, avoidance, and relevance) of policy contents, a causal model that affects the cognition, attitude, and behavioral responses of the audience was set up. As a result of analysis, originality, clarity, interest, and relevance except for appropriateness and avoidance were meaningful variables for creating government advertising effect such as policy understanding, audience attitude, word of mouth intention of policy. In addition, policy understanding and audience attitude were the main mediating variable influencing the word of mouth intention of policy. Based on research results, this paper discussed the direction for creating effective government and public service advertising in the future.

• Korean journal of communication and information
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• v.58
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• pp.201-221
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• 2012

The male audience for melodrama, a typical women's genre, has drawn little attention in the audience research. Thus, this paper examines how and in what context they watch it, as well as how they accept and rationalize their 'feminine' taste. And in-depth interviews were conducted with seven middle-aged males. While they acknowledge their feminine taste, they tend to legitimize and re-contextualize it in ways that may not contradict their notion of masculinity. Consequently, they often demonstrate seemingly contradictory attitudes oscillating between enjoying it and distancing themselves from their please of viewing. Yet, their acknowledgement of feminization hardly extends to an acceptance of being labelled 'feminine' men. They attempt to distance themselves from emotional engagement in television viewing, either through emotional self-censorship or under-valuation of the taste for the genre itself. Finally, they hardly connect their taste for the genre to a sort of active post-viewing practices of fandom. The results have considerable implications for understanding how the melodrama-viewing males keep traversing the boundaries of gender-specific genres, and reconstitute the notion of masculinity.

• The Journal of the Korea Contents Association
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• v.15 no.6
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• pp.463-476
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• 2015

Until now most of the leadership studies have been focused to managers having in formal authority. However, in the recent business environment, team member should also demonstrate his leadership. Hence, the purpose of this study has been focused to the team member's leadership and their leadership effectiveness. In this study, we verified how the degree of master sergeant's support can control to moderate the intensity of the team member's leadership behavior. The analysis results were as follows: we have found that team member's issue leadership can effect on positive(+) way on the audience's acceptance to the leader as well as team performance. But the moderating effects of master sergeant's support on the team member's issue leadership and leader acceptance was not significant in terms of statistical point of view. It has also shown even the negative(-) effects of master sergeants's support on the team member's issue leadership and leader acceptance as well as team performance. Through this study, we can understand that the master sergeant's support may impeding the team member's independent leadership.

• Journal of The Korean Association of Information Education
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• v.15 no.4
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• pp.571-578
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• 2011

In this study, we suggested a strategy about a discussion class using Twitter, and experimented it inside an elementary school classroom. Elementary students participated in a panel discussion and the others discussed as audience using Twitter. After the discussion, we investigated the effectiveness of our strategy using the Technology Acceptance Model and verified students' satisfaction and ability to collaborate through giving them a questionnaire. As a result, the perceived ease of use positively effected the perceived usefulness and the perceived usefulness influenced the attitude and the attitude affect on intention to use. Also, students were satisfied with the discussion class on Twitter and had a positive perception about collaboration with it. As a result of regression, perception of collaboration among the students influenced the perceived usefulness positively. The results in this study show the effectiveness of using the discussion class strategy on Twitter.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.2
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• pp.33-50
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• 2019

Cataloging principles, cataloging rules, and encoding formats should considered LRM acceptance because LRM replaced FRBR as the conceptual model. This study identifies considerations for BIBFRAME acceptance of expression and representative expression attributes in LRM by using literature reviews and expert interviews. Primarily, work in BIBFRAME without expression as entity could map to work and expression of LRM and sustain expression by linking 2 works (work and expression). Second, BIBFRAME must consider association between representative expression attributes and specific expressions whose values can be transferred to the representative expression attributes. Third, representative expression attributes are different according to work types in LRM, and language, media, intended audience, and scale, that can be used as representative expression attributes in BIBFRAME, should be changed in class. Fourth, relation properties should be articulated for expanding networks between expressions originated from work in BIBFRAME. This study analyzes LRM and BIBFRAME by focusing on expression entity and representative expression attributes. More LRM study is needed on cataloging principles and cataloging rules.

• International Journal of Advanced Culture Technology
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• v.12 no.1
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• pp.75-84
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• 2024

The novel literature of the Romantic era was characterized by emotionally charged and imaginatively rich works. During this period, authors brought a new flow to the literary scene by exploring romantic themes in their unique styles. Various themes and genres emerged, diversifying the novel's target audience. It was during this era that Emily Brontë's "Wuthering Heights" was published. In this paper, we aim to explore the theme of alleviating internal turmoil within this novel, focusing on one enigmatic character, Heathcliff, among the main protagonists. We will illuminate Heathcliff's tumultuous past, analyzing the intricate connections of events that led to profound psychological anguish. By scrutinizing his actions and outward expressions, this paper seeks to understand the manifestation of his internal pain in interactions with other characters. We present a more comprehensive understanding of "Wuthering Heights," transcending the conventional boundaries of literary analysis. It not only proposes practical methods for alleviating internal turmoil but also sheds light on the timeless theme of divine love, offering readers a profound framework for interpreting the complexities of human relationships and the pursuit of inner peace.

• Journal of Korea Multimedia Society
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• v.24 no.5
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• pp.709-716
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• 2021

The current trend of entertainment programs is an "Sub-character." This study is to find out which strategies were chosen, considering the entertainment program "Hang Out With Yoo" as the beginning and front-runner of craze for Sub-characters. The following results were deduced: implementation of trendy characters, aggressive acceptance of growth narrative and expansion of episodes. The success or failure of an entertainment program depends on the implementation method of differentiated characters. At this point in time when Sub-characters are continuously developed, this program is meaningful in that it has presented the strategies for Sub-characters reflecting the demand of audience.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.289-304
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• 2018

The fandom phenomenon of political emotion originated from ideological conflicts between the conservative and the progressive amplifies social conflicts in South Korea in interpreting and accepting films as culture media. The purpose of this paper is to examine why the structure of political consciousness in South Korea is fandomized, what is the acceptance of cinema at the center of the controversy of political ideology, and what is the desirable attitude of film reception. I conducted a discourse analysis that closely examined the debates and articles on the internet regarding ,(2013) and ,(2014) which were controversial in terms of conservatism and progressivism. As a result, First, while Korean society has not constituted a consensus on modern and contemporary history, it has easily led the acceptance of cinema to the controversy surrounding the political ideology. Second, the failure of constructing consensual memories of modern and contemporary history has made the conservative and the progressive not acknowledge the other's achievements. Third, film interpretation and meaning production are ultimately the roles of the audience, and on interpretation, diversity should be respected but conformity would be rejected. Film acceptance and interpretation should focus on rational awareness of social reality and would reflect on the social ideal objectively.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.261-270
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• 2020

In film, color is a tool for storytelling and a metaphor for a story's theme. This study constructs efficient and objective data by analyzing color images of movies delivered to the audience. This Research the visual perception process of color in films and studies the processes accepted by the audience. Through this research process, we examine the emotional response caused by the visual stimulus of film color and quantify the visual factor through color in the film as a factor that effectively induces the emotional response of viewers who watch the movie. This study analyzes the mise-en-scene of Wes Anderson's film, Royal Tenenbaum, and studies the role of communication in cinematic colors. Quantitative analysis of color distribution data is performed using computer color analysis program on the colors displayed through 10 chapters of mise en scene. Through color analysis, it was analyzed that Anderson composed the movie scenes in red and yellow red (YR) with low saturation and medium brightness. Through this analysis, we study how color is used throughout the film and how the quantitative form of its use is to be used as the psychological factor controlling audience's emotion.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.28-36
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• 2022

This study analyzed 284 K-pop song and dance cover short-form videos recreated by Chinese influencers uploaded on TikTok, to explore which reform factors of image similarity, language similarity, the extent of audience participation leading, the extent of lyrics or subtitles translated into Chinese, PPL disclosure, the length of video and the reputation of influencer affected Chinese TikTok audiences' reactions - number of "Likes," "Comments" and "Shares." The results showed that only the "reputation of influencer" was significantly affected the number of "Likes" which estimated as a relatively passive response, but the other factors affected the number of "Comments" and "Shares" significantly which estimated as more active responses. The more an influencer is perceived as not similar to the singer in terms of image the more comments were posted. And the videos expressed in Korean archived more comments and shares than those lyrics or subtitles translated into Chinese. This study is meaningful in that it confirmed the necessity of influencers in the globe diffusion of K-pop, by specifically analyzing the audience's reactions according to the characteristics of UCCs created by local influencers using short-form video platforms.