• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.375-388
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• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.243-249
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• 2021

In the postmodern world, it is widely believed that being a fool or looking foolish can be more profound and unique than being smart and serious. Comic characters, or fool characters in comedy, have been used as basic tools to make people laugh in various cultures around the world. As such, this study will summarize the types of fool characters that have been depicted in plays and organize how they can be categorized in a culture of laughter as well as revealing their characteristics in performing arts. The ridiculous actions and words of fool characters fall outside the common dichotomy of wisdom and foolishness. This is significant and it is because the ways in which they act overturn the values that we consider to be truthful in the world of experience and contain wit and ridicule beyond the general knowledge. Also, it's worth pointing out that many comic characters that appear on TV shows are not all the same. To put it simply, each and every funny character has unique traits and these characters predictably change according to the times. In performing arts, a fool character's personality is displayed through his or her interactions with the audience. That is, on one hand, the character may or may not recognize himself as a fool, while on the other hand, the audience may regard the character as a fool or otherwise. Based on this background, the comic characters that appear in performing arts are categorized into four types and their features are discussed.

• Journal of Korea Entertainment Industry Association
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• v.13 no.4
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• pp.53-62
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• 2019

In recent years, South Korean has made a globally acknowledged achievement in movie industry. In terms of Art, films produced in South Korea obtained lots of awards in international movie festivals; in the business field, Korean movies are swiftly occupying the Asian or even the world film market. Extraordinary films with good reputations and high box office records are frequently launched and induced to a trend, which then forms into a cultural phenomenon and attributes to an important, major force in the so-called "Hallyu" culture. This, in part, benefits from the massive support of Korean government's cultural policies, and is also a product of the high degree of cultural consciousness of Korean movie producers. The Korean cultures, customs, and the underlying cultural elements of the East, that are presented in these movies, satisfy the audience and appeal their fondness. The Princess and the Matchmaker is a South Korean period romantic comedy film directed by Hong Chang-pyo and starred Shim Eun-kyung and Lee Seung-gi. The movie was presented on Feb 28th, 2018. It tells a story of Seo Do-yoon, the most proficient saju (fortune-teller) expert of the Joseon Era who selected a husband for Princess Song-Hwa based on her "fortune eight letters" (specifically, the time, day, month and year of her and her husbands' birth, normally in eight letters), in a hope of alleviating the rage of people following years of drought, and thus to resolve a national crisis. This paper takes The Princess and the Matchmaker as an example, from the aspects of cultural state, system, behavior and mentality, to analyze the traditional customs such as "fortune eight letters", "marriage by match" and the cultural concepts behind these phenomena, in order to explore the ways and methods of traditional culture in the modern cultural and artistic form of film.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.179-188
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• 2022

This study discovers the general characteristics of B-class Emotional Advertisements and analyses their trend. A content analysis was conducted on 498 advertisements on-aired between 2015 and 2020, which were sampled from the advertisements registered in the TVCF(www.tvcf.co.kr), the largest advertisement web portal in the Republic of Korea. The analysis concludes that the B-class Emotional Advertisements, employed in a wide range of genre, is most incorporated in comedy/exaggeration genres and is on a rising trend due to 2020 COVID-19 Pandemic. Furthermore, it is confirmed that the utilization of B-class emotional advertisement has also increased in domain of non-commercial advertisements, such as Public Service Advertisements, Governmental/Organizational Advertisements, and Corporate Public Relations (PR) Advertisements. The study validates the transformation of the B-class emotional advertisements from a demonstration of an eccentric minority subculture to an epitome of a new and adventurous mainstream culture, successfully serving a central role in both the commercial and non-commercial sectors. Depicting the caricatures of the social, cultural and economic phenomenon and the recent surge of individual's depression, fatigue and pessimism, B-class emotional advertisements provide sympathetic and emotional alleviating ground for people that contributed to its rise.

• Design Convergence Study
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• v.14 no.4
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• pp.1-16
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• 2015

This study aims to understand distribution of the sentimental words on each genre and find relationship between box office performance and sentimental words in movie review using 673 movies that have more than 1,000 reviews. For the analysis, crawling movie reviews and made data was composed movie genre, movie name, sales, attendance, screen, normal attendance, 7 sentimental words. For analysis results, we used correlation analysis and Parallel coordinates. As a results, First, the highest box office value of the genre is comedy and the lowest box office value of the genre is horror through analyze box office on each genre. Secondly, Movie genre of fantasy feel a lot of boring emotion and Movie genre of SF feel a lot of anger emotion even if 'Happy' and 'Surprise' have highest sentiment value on every genre. Third, We found 'Anger' increase sentimental value when 'Disgust' increase sentimental value and 'Surprise' decrease sentimental value when 'Happy' increase sentimental value through analyze correlation relationship between sentimental words using total data. Fourth, We found 'Happy' have linear relationship between box office and 'Fear' have non-linear relationship between box office through analyze sentimental words according to box office performance.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.151-156
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• 2019

In recent years, the Korean realistic theme of the film momentum gradually rising. Realistic films do not stick to the business and market, and do not simply cater to the audience's needs for watching movies. They reflect social violence and cruel reality, allowing the audience to observe the structural contradictions in reality and think about the direction when watching movies. At the recent cannes film festival, "parasite" won the top prize palm in cannes by an overwhelming margin, with the highest score of 3.3 issues. Although this film is positioned as a thriller with comedy elements, it presents the opposite life images of Korean classes to the audience in a parasitic way, which not only expands the possibility and artistry of realistic film aesthetics, but also enhances the appreciation of the film and gives play to its own aesthetic value. Focusing on the technical and literary nature of the film, and having a high degree of attention to real life, it is an excellent work that tells about class opposition and thinking about reality. This paper considers and analyzes the content, form and creation method of parasite, and discusses the continuous exploration and attempt of realistic film to image language under the demand of market and system, evolving into new aesthetic expression.

• Cartoon and Animation Studies
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• s.44
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• pp.143-161
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• 2016

This study was conducted focusing on the role of auteurism animation. The purpose of auteurism animation is to criticize irregularities of a society in witty and fierce way through satires from the sharp perspectives of a animator that is not bound by tastes of people or the interests or standpoints of specific groups, and thus to induce positive changes in a society as a purifier. In the context, this study investigated satires shown in by Jan Svankmajer and by Norman Mclaren among the animators who utilize animation as a tool to produce social meaning. As a result, the following characteristics and meanings were found. First, Dimensions of Dialogue is an animation that satires absurdity and irregularities of a human society in symbolic and exceptional way through directing by segmentations of images and omnibus structures. The satire carries the lesson of improvement in the hidden part of cynical attack to history, society, and human beings. It also maximizes absolute reality and engagement of images of Jan Svankmajer through unique and grotesque images of the animator such as alienated world, confusing shapes, and amusement of irregularities. Second, the movie, is an exemplary animation that applied core concept of animation through pixilation techniques based on an event story structure by causal relationship. It satires the changing process of a good man to violent madness through confrontation and conflicts for material desires, with exaggerated slipstick movements and humors as a black comedy. The satire methods of both animation works are delivered through unique image styles and symbolic wordage of the animators who triggered ironical laughter in attacking humanism and moral insensitivity that might be felt seriously otherwise. That is, the animators try to show the positive will for changing the society to a sound one through the form of negativity in terms of moral perspective in animation rather than destruction against the target. As such, the satires in both works worked as an auteurism allegory that maximizes social functions and artistic influence of animation.

• Journal of Intelligence and Information Systems
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• v.26 no.2
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• pp.43-56
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• 2020

Recommender systems help users make the best choice among various options. Especially, recommender systems play important roles in internet sites as digital information is generated innumerable every second. Many studies on recommender systems have focused on an accurate recommendation. However, there are some problems to overcome in order for the recommendation system to be commercially successful. First, there is a lack of transparency in the recommender system. That is, users cannot know why products are recommended. Second, the recommender system cannot immediately reflect changes in user preferences. That is, although the preference of the user's product changes over time, the recommender system must rebuild the model to reflect the user's preference. Therefore, in this study, we proposed a recommendation methodology using topic modeling and sequential association rule mining to solve these problems from review data. Product reviews provide useful information for recommendations because product reviews include not only rating of the product but also various contents such as user experiences and emotional state. So, reviews imply user preference for the product. So, topic modeling is useful for explaining why items are recommended to users. In addition, sequential association rule mining is useful for identifying changes in user preferences. The proposed methodology is largely divided into two phases. The first phase is to create user profile based on topic modeling. After extracting topics from user reviews on products, user profile on topics is created. The second phase is to recommend products using sequential rules that appear in buying behaviors of users as time passes. The buying behaviors are derived from a change in the topic of each user. A collaborative filtering-based recommendation system was developed as a benchmark system, and we compared the performance of the proposed methodology with that of the collaborative filtering-based recommendation system using Amazon's review dataset. As evaluation metrics, accuracy, recall, precision, and F1 were used. For topic modeling, collapsed Gibbs sampling was conducted. And we extracted 15 topics. Looking at the main topics, topic 1, top 3, topic 4, topic 7, topic 9, topic 13, topic 14 are related to "comedy shows", "high-teen drama series", "crime investigation drama", "horror theme", "British drama", "medical drama", "science fiction drama", respectively. As a result of comparative analysis, the proposed methodology outperformed the collaborative filtering-based recommendation system. From the results, we found that the time just prior to the recommendation was very important for inferring changes in user preference. Therefore, the proposed methodology not only can secure the transparency of the recommender system but also can reflect the user's preferences that change over time. However, the proposed methodology has some limitations. The proposed methodology cannot recommend product elaborately if the number of products included in the topic is large. In addition, the number of sequential patterns is small because the number of topics is too small. Therefore, future research needs to consider these limitations.

• Journal of Intelligence and Information Systems
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• v.22 no.2
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• pp.97-113
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• 2016

Due to the growth of internet data and the rapid development of internet technology, "big data" analysis is actively conducted to analyze enormous data for various purposes. Especially in recent years, a number of studies have been performed on the applications of text mining techniques in order to overcome the limitations of existing structured data analysis. Various studies on sentiment analysis, the part of text mining techniques, are actively studied to score opinions based on the distribution of polarity of words in documents. Usually, the sentiment analysis uses sentiment dictionary contains positivity and negativity of vocabularies. As a part of such studies, this study tries to construct sentiment dictionary which is customized to specific data domain. Using a common sentiment dictionary for sentiment analysis without considering data domain characteristic cannot reflect contextual expression only used in the specific data domain. So, we can expect using a modified sentiment dictionary customized to data domain can lead the improvement of sentiment analysis efficiency. Therefore, this study aims to suggest a way to construct customized dictionary to reflect characteristics of data domain. Especially, in this study, movie review data are divided by genre and construct genre-customized dictionaries. The performance of customized dictionary in sentiment analysis is compared with a common sentiment dictionary. In this study, IMDb data are chosen as the subject of analysis, and movie reviews are categorized by genre. Six genres in IMDb, 'action', 'animation', 'comedy', 'drama', 'horror', and 'sci-fi' are selected. Five highest ranking movies and five lowest ranking movies per genre are selected as training data set and two years' movie data from 2012 September 2012 to June 2014 are collected as test data set. Using SO-PMI (Semantic Orientation from Point-wise Mutual Information) technique, we build customized sentiment dictionary per genre and compare prediction accuracy on review rating. As a result of the analysis, the prediction using customized dictionaries improves prediction accuracy. The performance improvement is 2.82% in overall and is statistical significant. Especially, the customized dictionary on 'sci-fi' leads the highest accuracy improvement among six genres. Even though this study shows the usefulness of customized dictionaries in sentiment analysis, further studies are required to generalize the results. In this study, we only consider adjectives as additional terms in customized sentiment dictionary. Other part of text such as verb and adverb can be considered to improve sentiment analysis performance. Also, we need to apply customized sentiment dictionary to other domain such as product reviews.

• Cross-Cultural Studies
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• v.44
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• pp.315-342
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• 2016

There exists a general misunderstanding of the Musical as being both a dramatic genre and a musical genre. This misunderstanding lies in the fact that music fills the role of the drama. In other words, there exist a series of narrative episodes that help the development of the drama and music generates the ambience that corresponds to each episode. In this case, music is subordinated to the drama and thus becomes secondary. However, this paper seeks to show that in the Musical, musical composition is so strongly linked to the development of the drama that it is through the musical development that the drama unfolds. This paper seeks to explore this view through one of the most successful musicals of our time, Les $Mis{\acute{e}}rables$. A musical adapted from a novel is not the retrenchment of a series of episodes from the original novel. The process of dramatizing the novel compels the musical creators to observe what to draw out as a dramatic action. The interesting points of a musical consist of how the musical creator has reflected his understanding of the fiction through the composition of the music. This is why this paper has created a table analyzing the forty musical compositions in Les $Mis{\acute{e}}rables$. This table is meant to visualize the musical motifs employed in this play in order to explain the relationship between the musical composition and the development of the drama. The theme of Les $Mis{\acute{e}}rables$ lies in the transformation of Jean Valjean. His change includes the process of transformation from a thief to finding Jesus and his denial of being a sinner to his confessions of sinning. This paper explores the transformation of the dramatic action of Jean Valjean, which is symbolized by such themes as Misery, Love and Name established in musical form. The dramatic conflict between Jean Valjean and Javert as well as between Jean Valjean and $Th{\acute{e}}nardier$ is also explored through the composition of music. The success of Les $Mis{\acute{e}}rables$ lies in its successful constitution of music that embodies the in depth interpretation of the original play.