• Cross-Cultural Studies
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• v.36
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• pp.123-147
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• 2014

The purpose of this essay is three-fold: to trace the genealogy of the Korean musical, which ever since its inception in the 1960s has been seeking to modernize Korean theater with Broadway as a constant role model; to investigate how the national and the global conflict and are conflated in the form of the Korean musical in the process of its (dis)identification with Broadway; and to examine how its intercultural translations reveal and reflect the dilemma and ambivalence posed by globalization in our era. Drawing on Richard Dyer's signature article Entertainment and Utopia, I analyze how the Korean musical manifests and conduits competing utopian impulses of Korean/Global audiences. I also attempt to problematize the formulaic notion of Broadway musicalsthe Superior Other!which implies a global hegemony that does not, in fact, exist because the boundary between the global and the local as well as the power dynamics of global culture are not fixed but constantly moving and changing. Today's musical scene in Korea shows interesting reversals from the 1990s, when Korean producers were eager to debut on Broadway and impress American audiences. Korean producers no longer look up to Broadway as a final destination; instead they want to make Seoul a new Broadway. They import Broadway musicals and turn them into Korean shows. The glamor of Broadway is no longer the main attraction of musicals in Korea. What young audiences look for most is the glamor of K-pop idols and utopian feelings of abundance, energy, intensity, transparency and community, which they can experience live in the musical with their favorite stars right in front of their eyes. In conclusion, I delve into the complex dynamics of recent Korean musicals with Thomas Friedman's theory of Globalization 3.0 as reference. The binary formula of Global/America versus Local/Korea cannot be applied to the dynamic and intercultural musical scene of today. Globalization is not a uniform phenomenon but rather a twofold (multifold) process of global domination and dissemination, in which the global and the local conflict and are conflated constantly. As this study tries to illuminate, the Korean musical has evolved in a huge net of interdependences between the global and the local with a range of sources, powers and influences.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.229-238
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• 2015

This study is to look into importance and achievement on awareness of creative musical audiences, who use SNS, by the use of Importance Performance Analysis(IPA), and to find ways to improve the recognition of creative musical by performance enterprise. In other words, the study is to discover choice attributes, that need to be urgently improved, which importance is rated high but which achievement is rated low. As a result, it is learned that composition of content(memorable dialogue), admission fee(ticket prices, charges of using additional facilities), theater(parking), composition of stage(acoustics of the stage), staff services(ticket box staff, usher, and etc. are should be properly controlled by staff expertise) need to be consistently improved. In addition, it is learned for SNS non-user group that choice items such as creative musical choice attribute(admission fee), composition of stage(acoustics of the stage), production(overall music from a musical), admission fee(ticket prices, charges of using additional facilities), and theater(parking) need to be improved.

• Journal of Korean Theatre Studies Association
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• no.49
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• pp.5-47
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• 2013

Among the styles of performing arts, perhaps the genre that has attracted the largest audience would be musical. Popularity of musical has brought diverse changes in our performing arts market, and, upon emerging another musical genre, called 'Korean Traditional Musical Comedy,' it has been well-received by the audiences. 'Korean Traditional Musical Comedy' is a word that are formed by merging two other terms such as 'Korean Traditional Music' and 'Musical (Comedy).' In the meantime, however, it has yet some problems in order to be defined as the genre that has concrete concepts. It is because the term such as Korean Traditional Musical Comedy was created being closely associated with a marketing purpose rather than a term that defines the characteristics of a genre of performing arts. Although this new musical genre has drawn attentions of many audiences by adding 'Musical Comedy' to 'Korean Traditional Music' that was not quite popular to the public, it still does not have any established forms so that there is a fine line between "Korean Traditional Musical Comedy" and another genre like traditional style folk opera ("Changgeuk"). Looking at the characteristics of the musical work called 'Korean Traditional Musical Comedy, in general, first of all, it is a performance where music and drama are played. Here, the distinctive characteristic of this musical is that 'Korean Traditional Music' is sung. And the kinds of Korean traditional musics being sung are mainly Pansori (dramatic story-singing) and folk-songs, and, in most cases, Korean traditional musical instruments are being used as accompanying music. In this paper, the researcher investigated the aspects of experiment centering around Korean Musical Group, Taroo. These days, various experiments has been repeated not only for the works of Taroo but other musical work presently called 'Korean Traditional Musical Comedy' also. Having encompassed overall performance factors including use of musical instruments, dance, acting, materials for drama as well as music in drama, the researcher has gone through experiments repeatedly. Meanwhile, however, the subject matters that make 'Korean Traditional Musical Comedy' mostly attractive to the audiences are music and songs or sounds. ["Sori" also called "Chang" (唱)] Particularly, under the current situation of our musicals, the role of "Sori" is extremely important. The factor that plays absolutely most important role in acceptance and transformation of "Sori" is the created Pansori. Since the created Pansori is composed with new rhythmic patterns and new narrative poems, it tells the present story. Also it draws good responses from the audiences owing to easy conveyance of dialogues. And, its new style brings diversification to organization of musical instruments, so then this leads to the arrangements of music for Korean traditional music instruments, as well as instrumental music ensemble, orchestra, and jazz band, etc. Likewise, upon appearing creative musics in 'Korean Traditional Musical Comedy,' professional music and vocal compositions have begun to emerge naturally. And, the song specialist and writer, of course, staffs including direction, lighting, and sounds, etc are required. That is, professional composition method are forced to be introduced to all areas. Other than this, there are many music pieces which are based on our unique songs and sounds ("Sori") and such traditional factors as use of lead singer for ceremony or chorus, and the method that puts weight on Pansori. Accordingly many things accomplished. However, it is required that 'Korean Traditional Musical Comedy' go through numerous discussions and more experiments. Above all, the most important things are the role of actor and actress, and their changes, and training of actor and actress further. Good news is there are good audience responses. 'Korean Traditional Musical Comedy' is an open genre. As musicals are divided into several domains according to the characteristics thereof, 'Korean Traditional Musical Comedy' will be able to show its distinctive features in various styles according to embodiment.

• Journal of Satellite, Information and Communications
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• v.10 no.1
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• pp.33-43
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• 2015

This study, by using SNS, is to find ways to improve the recognition of the audience on creative musical for performance planning and marketing after looking into how the choice attributes of creative musical has the different impact on satisfaction. As a result, the audiences who use SNS show that the composition of content(1st ranking), main actors(2nd ranking), reviews on musical(3rd raking), and production(4th ranking) have the impact on their satisfaction but the stage composition, staff service, satisfaction on theater, and admission fee haven't. For those who don't use SNS, however, the composition of content(1st ranking), reviews on musical(2nd ranking), production(3rd raking), and main actors(4th ranking) affect the satisfaction while the staff service, stage composition, admission fee, satisfaction on theater hardly make any effect on it.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.88-97
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• 2015

Consumers' interest in performance art is increasing with the advent of the 'culture era', and there is a need for marketing strategies for market base expansion and research in order to achieve this. Therefore, the aim of this study was to empirically establish the effect of service quality factors perceived by consumers during musical performances on audiences' relationship quality. Research results showed that the quality of the physical environment and of results, i.e. service quality, affected commitment and satisfaction, and quality of interaction had a significant effect on satisfaction. Moreover, commitment and satisfaction with relationship quality had a significant effect on loyalty. This study confirmed which service quality elements were considered important for audiences' commitment and satisfaction when attending musical performances, and thus suggests opportunities to understand audiences' consumer behavior and better improve their relationship quality.

• Korean Association of Arts Management
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• no.54
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• pp.59-93
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• 2020

The development of digital technology has made consumers more knowledgeable about products than ever before. In this regard, experts have defined consumers in the digital age as knowledge seekers and pointed out that they are proficient in acquiring and sharing product knowledge prior to purchase. For service goods such as musicals, product prior knowledge executes strong effect due to such characteristics as intangibility, inseparabilit y,and heterogeneity. Prior studies in the field of performing arts, including musicals, have revealed that the prior knowledge of the audience has a positive effect on the satisfaction of the audience and WOM(word-of-mouth) intention. However, studies in the marketing field argue that consumers' high prior knowledge may have a negative impact on customer satisfaction and product evaluation depending on conditions, as they are more likely to compare, review, and expect products more closely. Therefore, in this study, we tried to identify under what conditions the musical prior knowledge enhances audience satisfaction and WOM intention. According to the results of previous studies, a mediating effect model was established in which the musical prior knowledge enhances the WOM intention through the mediation of the audience satisfaction. Then, Transportation was introduced as a mediation variable and it was verified whether the level changed the audience satisfaction and WOM intention. The reason for the introduction of the transportation construct reflects the results of previous research that the story is important component of musical. The results showed that the musical prior knowledge has a significant effect on WOM intention through the mediation of audience satisfaction. The moderating effect of transport was also significant on the relationship between musical prior knowledge and audience satisfaction. Lastly, through moderated-mediation analysis, it was confirmed that transportation moderates the mediating effect that prior knowledge affects on the WOM intention through audience satisfaction. Based on the results, we demonstrated that a musical story is fairly important to satisfy audiences with high prior knowledge. This study could contribute to the related filed in that it introduced the transportation construct for the first time, thereby broadening the understanding of the musical audiences in the era of smart consumers.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.281-290
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• 2019

The purpose of this study was to examine how musical advertising communication affects the viewing attitude, the intention to see, and the revisit intention of musical audiences. The results of the study were as follows. First, as a result of examining the influence of musical advertising viewing attitudes on musical performances, the familiarity of musical performance brand and advertising novelty of advertising communications had positive effects on musical performances. On the other hand, the message complexity did not have a significant effect on the musical performance. Second, the attitude toward the musical performance had a positive influence on the intention to see the musical performance. Third, the intention to see a musical performance had a positive effect on the intention to revisit the musical performance. The result of this study is expected to be able to suggest communication methods and strategies along with useful implications for enhancing the communication effect on the audience of musical contents in the future.

• Korean Association of Arts Management
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• no.57
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• pp.85-126
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• 2021

This study aims to examine the interaction between jazz musicians playing in domestic jazz clubs and audiences visiting jazz clubs in depth. This study conducted an in-depth interview, a qualitative research methodology, to find out the subjective views of jazz club musicians and audiences about jazz club performances, and analyzed the contents and presented the results. The results of this study are as follows: First, jazz musicians perceived jazz clubs as the center point of their musician careers, and from the perspective of the audience, jazz clubs were a place where jazz lovers gathered voluntarily, and where they could enjoy musical communication in a comfortable atmosphere. Second, jazz club performances gave jazz musicians the autonomy to play and considered them suitable for creating optimized sounds, and the audience recognized that jazz musicians could experience performances vividly on stage close to the audience. Third, the way jazz musicians interacted with the audience was active for musical communication with the audience, and the audience preferred the way that interaction could contribute to their performance, and the audience recognized the interaction through musical communication with the musician and the musician's consideration for the audience. Fourth, jazz musicians played a major role in realizing a performance in which interaction with the audience was complete, and audiences perceived interaction as a joy of improvisation, a bond with jazz musicians, and a special experience. This study confirmed the jazz club's status as a cultural space for the public's jazz enjoyment as well as a performance base that ultimately promotes the development and spread of jazz gods in Korea, and it is meaningful that it can serve as a guideline for jazz performance planning and jazz club operation from an art management perspective.

• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.263-273
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• 2020

In 2019, Disney's musical film "Aladdin" was newly introduced with Princess Jasmine's theme song "Speechless," which was not featured in the animation "Aladdin" in 1992. Written as a theme song, "Speechless" expresses Princess Jasmine as a self-reliant, enterprising and dignified woman. The song made the change in Princess Jasmine's character very articulate. She has developed herself as an active and enthusiastic character from a rather passive and reserved figure. The musical film "Aladdin" has drawn much attention and love from many audiences with its own narrative and original songs, but the addition of a new theme song "Speechless", which was not in the animation in 1992, made the musical film "Aladdin" even more powerful and meaningful. The study examined the organic relationship between the musical features and narratives of the newly included theme song 'Speechless' in the musical film Aladdin. Through the analysis of the six scenes that include the musical features of the theme song "Speechless," the study looked at how the relationship between music and narratives had an influence on cinematic expression.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.51-63
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• 2014

This paper deals with how Korean television musical variety show rose and declined focusing the 'Show Show Show'. 'Show Show Show' was a Korean television musical variety show that ran on TBC-TV every Saturday night at 8pm. until TBC-TV was absorbed into KBS-TV in 1980. Its musical acts, of various kinds, were interspersed with comic turns and special items including dancing, mime, magic, and acrobat. Korean television musical variety show worked on what audiences had in common across generational divides till the late 1970s. 'Show Show Show's catchall format didn't cross the demographic lines like it used to. But the young generation demanded music program that spoke to their own condition in the early 1980s. 'Show Show Show' ended on KBS-TV in July 1983 through the influence of the absorption of TBC-TV into KBS-TV and the changes of cultural circumstances. The decline of the television musical variety show was attributable to the fragmentation of musical taste and the change of viewing behaviors.