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India's Maritime-Security Strategy: Pretext, Context and Subtext (인도의 해상 안보 전략: 구실, 맥락 및 숨은 의미)

  • Khurana, Gurpreet S
    • Maritime Security
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    • v.4 no.1
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    • pp.1-56
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    • 2022
  • Why has India become a key actor in the maritime-configured Indo-Pacific region? There are some external factors, but for India, its geo-strategic frontier encompassing its geopolitical and maritime interests is expanding rapidly beyond its territorial space across both the Indian and Pacific oceans amidst an increasingly arduous geopolitical and security environment. India must, therefore, acquire the ability to influence events within this strategic arena using all facets of national power, including maritime-military power. Lately, therefore, New Delhi has invested much intellectual capital to review its maritime-security strategy. India's new strategy is premised on the concept of holistic security involving the 'softer' aspects of maritime-security, and a rekindling of maritime consciousness in India, a nation that has traditionally been beset by 'sea-blindness'. The strategy adopts a region-wide, inclusive, and a more proactive approach than hitherto, as is evident in its title 'Ensuring Secure Seas: Indian Maritime Security Strategy'. While it deals with the growing concern of new non-traditional threats in the Indian littoral and the need for military deterrence and preparedness, it also addresses the imperatives for India to seek a favorable and rules-based benign environment in its immediate and extended maritime periphery, including through multi-vectored strategic partnerships dictated by its enduring principle of strategic autonomy. For a more profound and comprehensive understanding of India's maritime-security strategy, this paper examines the key unstated and implicit factors that underpin the strategy. These include India's historical and cultural evolution as a nation; its strategic geography; its geopolitical and security perceptions; and the political directions to its security forces. The paper deals specifically with India's response to maritime threats ranging from natural disasters, crime and state-sponsored terrorism to those posed by Pakistan and China, as well as the Indian Navy's envisaged security role East of the Malacca Straits. It also analyzes the aspects of organizational restructuring and force planning of India's maritime-security forces.

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The Effect of Employment Types of Middle and Old Age Group of Wage Earner on Life Satisfaction (중·노년층 임금근로자의 고용형태에 따른 삶의 만족도)

  • Lee, Seo-yeong;Song, Hee-kyong
    • 한국노년학
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    • v.39 no.3
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    • pp.517-529
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    • 2019
  • The study was conducted on the impact of employment types middle and old age group of wage earner on life satisfaction and analyzed by dividing it into variables in the employment types and demographic characteristics. Based on the data for the 12th year of the Korea Welfare Panel Study, 1,244 respondents who answered that the main types of economic activities were 'full-time, temporary, daily wage earners' or 'self-help labor, public labor, and elderly empolyment program in public sector.' among 4,341 people over 55 years of age under the age of 75 as of 2017 standard. The survey covered 1,244 people. By age group, 826 people aged 55-64 (middle-age group) and 418 people aged 65-74(old-age group). Middle age group showed that education level, spouse, health condition, beneficiaries of basic livelihood and average monthly income variables were the factors that influence the satisfaction of life. But The type of employment did not significantly affect. Old age group showed that the higher education level, in spouse with-living or spouse death, the better health condition is perceived, the less experience of beneficiaries of basic livelihood, the higher average monthly income, the more satisfied life is. The survey also found that old-aged people who participate in "self-help labor, public labor, and elderly employment program in public sector" are also found to be more satisfied with their lives. According to these results, policy for the old age group should be focused on hunting and expanding of employment program in public sector for the elderly. In order to boost life satisfaction of the elderly, more intensive vocational education and employment training should be provided.

A Study on the description of Puppet Performance History (인형연행사 기술의 새로운 모색)

  • Heo, Yong-ho
    • (The) Research of the performance art and culture
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    • no.19
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    • pp.379-418
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    • 2009
  • This study is a link in a chain which grope for the description of puppet performance history. This study imply my intention which is not a description of puppet performance 'history' but a description of 'puppet performance' history. Object materials of this study is materials connected with puppet performance from ancient times to Chosun dynasty. Object materials of this study include not only records but also remains and pictures. Discussion start with regulation of puppet performance materials and establishment of a classification criterion. As a result of that discussion, the age of puppet performance is as follows: 'the age of diverse use of puppet', 'the age of ritual puppet performance of worship', 'the age of play puppet performance of handling', 'the age of ritual puppet performance of display', 'the age of ritual puppet performance of expulsion', 'the age of ritual puppet performance of handling', 'the age of play puppet performance of display', 'the age of play puppet performance of handling and voice-acting'. According to the internal division of age, the description of puppet performance history which is spread chronologically is attempted. As a result of the description, I confirm that puppet performance reveal a one's unfolding process. And a distinct aspect from the general cultu! re history is found. The development process which is a changeover that is 'from ritual puppet performance to play puppet performance' is amended by a circulation of ritual puppet performance and play puppet performance'. And the development process which is a changeover 'from static puppet to dynamic puppet' is amended by a circulation of static puppet and dynamic puppet'. Like this the thing which is laid in the inside which is not a one sided changeover but is a circulation is said that from one age of puppet performance to other age of puppet performance is not a close of former puppet performance tradition. Unfolding from one age to other age, on the other hand former puppet performance reveal aspect which is a continuance and change with a one's vitality. And a relation of mutual influence is exist between the ritual puppet performance and the play puppet performance on a large scale, among the puppet performance types on a small scale. this also don't overlook in cas! e of a groping of puppet performance history.

A Study on Baettaragi Performance in Northwestern Province of Korea (관서지방 배따라기 연행고(演行考))

  • Lim, Soojung
    • (The) Research of the performance art and culture
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    • no.23
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    • pp.105-158
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    • 2011
  • Due to the system of sending selected hyanggi(local entertaining woman) to the government office in Seoul after the abolition of the system of gyeonggi(entertaining woman in capital area) during the reign of King Injo(1595~1649), the kyobang-jeongjae(local dance performed for the provincial government office) had gotten into the court to be performed at the royal banquet as gungjung-jeongjae(court dance), one of which was seonyurak(dance of boating). It used to be performed for finale of the royal banquet in the late Joseon Dynasty and appeared in several uigwes(record for royal banquet) since its first appearance in the wonhaeng-eulmyo-jeongri-uigwe, documented in 1795, the 19th year of the reign of King Jeongjo. Considering that the yeoggi(female entertainer) responsible for the court dance, seonyurrak was the seonsanggi(selected entertaining woman from provinces) from the northwestern provincial villages such as Euiju, Ahnju, and Seongcheon etc., we can assume that the baettaragi, one of kyobang-jeongjaes whould have been getting into the court to become the seonyurrak as court dance. The baettaragi, kyobang-jeongjae of northwestern province that affected the development of the court dance, seonyurak was created as performance executed by entertaining women of kyobang(local supervisory office for entertaining women) on the basis of the fact that the envoy of Joseon dynasty to the Ming dynasty could not help but taking a sea route when Amaga Aisin Gurun had a grip on the northeastern area of China during the shift of power from Ming to Qing. There had been a lot of banquets for envoys in the northwestern province because of its geographical feature as gateway to trip to China and the baettaragi used to be performed by entertaining women belonged to local provincial office to consolate the sadness of separation with those who destined to depart to China and to hope for their safe return. The kyobang-jeongjae, baettaragi of northwestern province is recorded as performance with sorrowful song to put the pain of parting into work, according to many related documents. It puts together painted boats as props, the march of a couple of dancer dressed up as soldier with marching music called gochiak, the song and musical accompaniment before getting on boat, the dramatic expression of sailing, and the farewell song praying for safe return etc. It turns the situation of dispatching envoys for China by sea into performance with combination of music, song and dance. Created in this way, the kyobang-jeongjae, baettaragi had been performed at the various banquets for envoys departing for China and it affected the formation of court dance or gungjung-jeongjae called seonyurak through the activities of selected local entertaining women. It also exerted influence on other similar performance in provincial area because of the returning home of the selected local entertainers who finished their performance in Seoul and it had been performed with different variation at local banquet including locality in it.

A Study on Consumer's Emotional Consumption Value and Purchase Intention about IoT Products - Focused on the preference of using EEG - (IoT 제품에 관한 소비자의 감성적 소비가치와 구매의도에 관한 연구 - EEG를 활용한 선호도 연구를 중심으로 -)

  • Lee, Young-ae;Kim, Seung-in
    • Journal of Communication Design
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    • v.68
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    • pp.278-288
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    • 2019
  • The purpose of this study is to analyze the effects of risk and convenience on purchase intention in the IOT market, and I want to analyze the moderating effect of emotional consumption value. In this study, two products were selected from three product groups. There are three major methods of research. First, theoretical considerations. Second, survey analysis. Reliability analysis and factor analysis were performed using descriptive statistics using SPSS. Third, we measured changes of EEG according to in - depth interview and indirect experience. As a result of the hypothesis of this study, it was confirmed that convenience of use of IoT product influences purchase intention. Risk was predicted to have a negative effect on purchase intentions, but not significant in this study. This implies that IoT products tend to be neglected in terms of monetary loss such as cost of purchase, cost of use, and disposal cost when purchasing. In-depth interviews and EEG analysis revealed that there is a desire to purchase and try out the IoT product due to the nature of the product, the novelty of new technology, and the vague idea that it will benefit my life. The aesthetic, symbolic, and pleasure factors, which are sub - elements of emotional consumption value, were found to have a great influence. This is consistent with previous research showing that emotional consumption value has a positive effect on purchase intention. In-depth interviews and EEG analyzes also yielded the same results. This study has revealed that emotional consumption value affects the intention to purchase IoT products. It seems that companies producing IoT products need to concentrate on marketing with more emotional consumption value.

Effects of Storytelling in Advertising on Consumers' Empathy

  • Park, Myungjin;Lee, Doo-Hee
    • Asia Marketing Journal
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    • v.15 no.4
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    • pp.103-129
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    • 2014
  • Differentiated positioning becomes increasingly difficult when brand salience weakens. Also, the daily increase in new media use and information load has led to a social climate that regards advertising stimuli as spamming. For these reasons, the focus of advertisement-related communication is shifting from persuading consumers through the direct delivery of information to an emphasis on appealing to their emotions using matching stimuli to enhance persuasion effects. Recently, both academia and industry have increasingly shown an interest in storytelling methods that can generate positive emotional responses and attitude changes by arousing consumers' narrative processing. The purpose of storytelling is to elicit consumers' emotional experience to meet the objectives of advertisement producers. Therefore, the most important requirement for storytelling in advertising is that it evokes consumers' sympathy for the main character in the advertisement. This does not involve advertisements directly persuading consumers, but rather, consumers themselves finding an answer through the advertisement's story. Thus, consumers have an indirect experience regarding the product features and usage through empathy with the advertisement's main character. In this study, we took the results of a precedent study as the starting point, according to which consumers' emotional response can be altered depending on the storytelling methods adopted for storytelling ads. Previous studies have reported that drama-type and vignette-type storytelling methods have a considerably different impact on the emotional responses of advertising audiences, due to their different structural characteristics. Thus, this study aims to verify that emotional response aroused by different types of advertisement storytelling (drama ads vs. vignette ads) can be controlled by the socio-psychological gender difference of advertising audiences and that the interaction effects between the socio-psychological gender differences of the audience and the gender stereotype of emotions to which advertisements appeal can exert an influence on emotional responses to types of storytelling in advertising. To achieve this, an experiment was conducted employing a between-group design consisting of 2 (storytelling type: drama ads vs. vignette ads) × 2 (socio-psychological gender of the audience: masculinity vs. femininity) × 2 (advertising appeal emotion type: male stereotype emotion vs. female stereotype emotion). The experiment revealed that the femininity group displayed a strong and consistent empathy for drama ads regardless of whether the ads appealed to masculine or feminine emotions, whereas the masculinity group displayed a stronger empathy for drama ads appealing to the emotional types matching its own gender as well as for vignette ads. The theoretical contribution of this study is significant in that it sheds light on the controllability of the audiences' emotional responses to advertisement storytelling depending on their socio-psychological gender and gender stereotype of emotions appealed to through advertising. Specifically, its considerable practical contribution consists in easing unnecessary creative constraints by comprehensively analyzing essential advertising strategic factors such as the target consumers' gender and the objective of the advertisement, in contrast to the oversimplified view of previous studies that considered emotional responses to storytelling ads were determined by the different types of production techniques used. This study revealed that emotional response to advertisement storytelling varies depending on the target gender of and emotion type appealed to by the advertisement. This suggests that an understanding of the targeted gender is necessary prior to producing an advertisement and that in deciding on an advertisement storytelling type, strategic attention should be directed to the advertisement's appeal concept or emotion type. Thus, it is safe to use drama-type storytelling that expresses masculine emotions (ex. fun, happy, encouraged) when the advertisement target, like Bacchus, includes both men and women. For brands and advertisements targeting only women (ex. female clothes), it is more effective to use a drama-type storytelling method that expresses feminine emotions (lovely, romantic, sad). The drama method can be still more effective than the vignette when women are the main target and a masculine concept-based creative is to be produced. However, when male consumers are targeted and the brand concept or advertisement concept is focused on feminine emotions (ex. romantic), vignette ads can more effectively induce empathy than drama ads.

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A Critical Study of the Legend on the Chinese Ancient Dynasty's Succession before Yao-Shun Era : Focusing on the Rongchengshi in the Shanghai Bowuguan zang Zhanguo Chuzhushu(II) (上海博物館蔵戦国楚竹書 《容成氏》 の古帝王帝位継承説話研究)

  • 李承律
    • Journal of the Daesoon Academy of Sciences
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    • v.17
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    • pp.197-225
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    • 2004
  • The respective history of the Chinese Ancient Dynasties from the era of the ancient Emperors to the revolutionary era of Yin-Zhou殷周 was described in the Rongchengshi容成氏, one of the texts in Shanghai Bowuguan zang Zhanguo Chuzhushu(II)上海博物館藏戰國楚竹書(二) discovered in 1994 at an antique market in Hong Kong. Drawn from the historical explanations expressed in it, the anonymous author's own views on history could be observed as largely being composed of 'resignation'禪讓, 'usurpation'簒奪, and 'banishment/smite'放伐. Following the advent of the recently excavated bamboo slips of Rongchengshi, a careful reconsideration is urgently needed to the established interpretation on the origin of the ritual of resignation in the relevant academic circles. Because it shows us that the ritual of resignation as a way of the succession, judging from my analysis, was already realized by Nine Emperors('Rongchengshi', Zunlushi尊盧氏, Hexushi赫胥氏, Gaoxinshi高辛氏, Cangjieshi倉頡氏, Xuanyuanshi軒轅氏, Shennongshi神農氏, 渾沌氏, and Baoxishi包羲氏 and maybe the more) before the era of 'Yao-Shun'堯舜. Accordingly, the aforementioned fact, which has never been elaborated in the previous texts including the first Chinese historiography Shiji史記, is the only peculiar feature to the Rongchengshi itself. Thus, a simple but empirically important question could be raised here: Was this way of description an exceptional case, even as unaccepted in Warring States Period at that time? If then, the Rongchengshi could not but help being evaluated merely as a buried historical texts, without any influence on the ancient Chinese, along with its author. The Chu bamboo slips Tangyu zhi dao唐虞之道 from Guodian Chujian郭店 excavated in 1993, however, has a very similar content to the Rongchengshi in relevance to the historical existence of the ritual of resignation. From the sentence, expressed in Tangyu zhi dao, that "the sudden rise of 'Six Emperors'六帝 was due to the practice of resignation like the period of Yao-Shun", it could be easily presumed that the 'Six Emperors' was closely connected to the 'Nine Emperors' and maybe the more at that time. Comparing with the related extant literary texts and the excavated materials in a vigorous way, in this paper, I explore four significant questions from a more critical stand to the conventional studies. First of all, I explicate the distinctiveness of the Rongchengshi as an academically very precious materials. Secondly, and closely related to the above, I evaluate its status or significance in the history of the Chinese ancient thoughts. And thirdly, I make an endeavor to trace back to the date of its transcription. Finally, and the most crucially, I attempt to show what Schools it was originated from and what connections it had with the Schools in the acient China. In sum, some concluding remarks, having somewhat insightful and significant implications for the further studies in these issues, could be drawn from my exploration. Viewing from the historical perspective of thoughts, at first, the legend of Ancient Dynasty's Succession before Yao-Shun Era in the Rongchengshi had some interactions directly and closely with Zhangzi莊子, Muzi墨子, Guanzi管子, Xunzi荀子 and Tangyu zhi dao. Also in doing search for the unification in a transitional epoch from the late to the end of the Warring States period, the political stand of Shi士 and Ke客 was reflected in it as well as in the Tangyu zhi dao because they actively wanted to suggest the most appropriate model of the Emperor or the idealistic succession process and political realms.

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The Effects of Job Satisfaction, Social Support and Hope on Life Quality of Mongolian Workers: Focusing on the Mediating Effects of Hope and the Moderating Effect of the Legal Status (재한 몽골 합법·불법 이주노동자들의 직업만족도, 사회적 지지, 희망이 삶의 질에 미치는 영향: 희망의 매개효과와 체류자격의 조절효과를 중심으로)

  • Sung Ja Shin;Mijid-Ochir Otgondulam
    • Korean Journal of Culture and Social Issue
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    • v.18 no.4
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    • pp.435-462
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    • 2012
  • The predominant concern of the study centers on: (1) the direct effects of the job satisfaction, social support and hope on the individual's quality of life; (2) the direct effect of hope alone on the individual's quality life; (3) the mediating effect of the hope between the job satisfaction/social support and life quality; (4) the moderating effect of the worker's legal status(legal labors Vs. illegal labors) on each causal relationship. Research is based on a survey conducted with 453 Mongolian immigrant workers(333 legal workers, 120 illegal workers) from 10 cities including Seoul. In order for respondents to address research questions, structural equation models are explored. A variety of tests are conducted(metric invariance test, critical ratio for difference test, multi-group analysis, bias-corrected boot-strapping, latent mean analysis including Cohen's effect test). The noticeable findings are as follow: First, both job satisfaction and social support have a positive influence respectively on the individual's hope and the individual's quality of life. Second, we found a partial mediating effect of hope between both job satisfaction/social support and the individual's life quality. Third, we failed to find a moderating effect of the workers' legal status on each causal relationship. Finally, there is no significant difference of the latent means of each latent variable -job satisfaction, social support, hope, and life quality - between the legal group and the illegal group, except the latent mean of workers' quality of life. A range of practical and political implications are discussed based on the study's findings.

Does Brand Experience Affect Consumer's Emotional Attachments? (브랜드의 총체적 체험이 소비자-브랜드의 정서적 유대관계에 미치는 영향)

  • Lee, Jieun;Jeon, Jooeon;Yoon, Jaeyoung
    • Asia Marketing Journal
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    • v.12 no.2
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    • pp.53-81
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    • 2010
  • Brand experience has received much attention from considerable marketing research. When consumers consume and use brands, they are exposed to various specific brand-related stimuli. These brand-related stimuli include brand identity and brand communications(e.g., colors, shapes, designs, slogans, mascots, brand characters) components. Brakus, Schmitt, and Zarantonello(2009) conceptualized brand experience as subjective and internal consumer responses evoked by brand-related stimuli. They demonstrated that brand experience can be broken down into four dimensions(sensory, affective, intellectual, and behavioral). Because experiences result from stimulations and lead to pleasurable outcomes, we expect consumers to want to repeat theses experiences. That is, brand experiences, stored in consumer memory, should affect brand loyalty. Consumers with positive experiences should be more likely to buy a brand again and less likely to buy an alternative brand(Fournier 1998; Oliver 1997). Brand attachment, one of dimensions of the consumer-brand relationship, is defined as an emotional bond to the specific brand(Thomson, MacInnis, and Park 2005). Brand attachment is target-specific bond between the consumer and the specific brand. Thus, strong attachment is attended by a rich set of schema that link the brand to the consumer. Previous researches propose that brand attachments should affect consumers' commitment to the brand. Brand experience differs from affective construct such as brand attachment. Brand attachment is based on interaction between a consumer and the brand. In contrast, brand experience occurs whenever there is a direct and indirect interaction with the brand. Furthermore, brand experience is not an emotional relationship concept. Brakus et al.(2009) suggest that brand experience may result in brand attachment. This study aims to distinguish brand experience dimensions and investigate the effects of brand experience on brand attachment and brand commitment. We test research problems with data from 265 customers having brand experiences in various product categories by using multiple regression and structural equation model. The empirical results can be summarized as follows. First, the paths from affective, behavior, and intellectual experience to the brand attachment were found to be positively significant whereas the effect of sensory experience to brand attachment was not supported. In the consumer literature, sensory experiences for consumers are often equated with aesthetic pleasure. Over time, these pleasure experiences can affect consumer satisfaction. However, sensory pleasures are not linked to attachment such as consumers' strong emotional bond(i.e., hot affect). These empirical results confirms the results of previous studies. Second, brand attachment including passion and connection influences brand commitment positively but affection does not influence brand commitment. In marketing context, consumers with brand attachment have intention to have a willingness to stay with the relationship. The results also imply that consumers' emotional attachment is characterized by a set of brand experience dimensions and consumers who are emotionally attached to the brand are committed. The findings of this research contribute to develop differences between brand experience and brand attachment and to provide practical implications on the brand experience management. Recently, many brand managers have focused on short-term view. According to this study, we suggest that effective brand experience management requires taking a long-term view of marketing decisions.

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The Influence of Loyalty Program on the Effect of Customer Retention: Focused on Education Service Industry (고객보상 프로그램이 고객 유지에 미치는 효과: 교육 서비스 산업을 중심으로)

  • Jeon, Hoseong
    • Asia Marketing Journal
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    • v.13 no.3
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    • pp.25-53
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    • 2011
  • This study probes the effect of loyalty program on the customer retention based on the real transaction data(n=2,892) acquired from education service industry. We try to figure out the outcomes of reward program through more than 1 year-long data gathered and analyzed according to quasi-experimental design(i.e., before and after design). We adopt this kinds of research scheme in regard that previous studies measured the effect of loyalty program by dividing the customers into two group(i.e., members vs. non-members) after the firms or stores had started the program. We believe that it might not avoid the self-selection bias. The research questions of this study could be explained such as: First, most research said that the loyalty programs could increase the customer loyalty and contribute to the sustainable growth of company. But there are little confirmation that this promotional tool could be justified in terms of financial perspective. Thus, we are interested in both the retention rate and financial outcomes caused by the introduction of loyalty programs. Second, reward programs target mainly current customer. Especially CRM(customer relationship management) said that it is more profitable for company to build positive relationship with current customer instead of pursuing new customer. And it claims that reward program is excellent means to achieve this goal. For this purpose, we check in this study whether there is a interaction effect between loyalty program and customer type in retaining customer. Third, it is said that dis-satisfied customers are more likely to leave the company than satisfied customers. While, Bolton, Kannan and Bramlett(2000) claimed that reward program could contribute to minimize the effect of negative service by building emotional link with customer, it is not empirically confirmed. This point of view explained that the loyalty programs might work as exit barrier to current customer. Thus, this study tries to identify whether there is a interaction effect between loyalty program and service experience in keeping customer. To achieve this purpose, this study adopt both Kaplan-Meier survival analysis and Cox proportional hazard model. The research outcomes show that the average retention period is 179 days before introducing loyalty program but it is increased to 227 days after reward is given to the customers. Since this difference is statistically significant, it could be said that H1 is supported. In addition, the contribution margin coming from increased transaction period is bigger than the cost for administering loyalty programs. To address other research questions, we probe the interaction effect between loyalty program and other factors(i.e., customer type and service experience) affecting it. The analysis of Cox proportional hazard model said that the current customer is more likely to engage in building relationship with company compared to new customer. In addition, retention rate of satisfied customer is significantly increased in relation to dis-satisfied customer. Interestingly, the transaction period of dis-satisfied customer is notably increased after introducing loyalty programs. Thus, it could be said that H2, H3, and H4 are also supported. In summary, we found that the loyalty programs have values as a promotional tool in forming positive relationship with customer and building exit barrier.

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