• 제목/요약/키워드: question-answer system

검색결과 200건 처리시간 0.022초

포스트휴먼시대의 인간다움 : 심미적 진정성 (Humanity in the Posthuman Era : Aesthetic authenticity)

  • 류도향
    • 철학연구
    • /
    • 제145권
    • /
    • pp.45-69
    • /
    • 2018
  • 이 글은 포스트휴먼이 단순히 과학기술의 효과가 아니라 인문학의 이념에 의해 제약될 수밖에 없다는 관점에서 포스트휴먼시대의 인간다움을 성찰하는 한 가지 시도이다. 필자는 휴머니즘 또는 인간중심주의(anthropocentricism)의 시각에 갇힌 근대성을 넘어선 새로운 인간에 대한 물음이 두 가지 의미에서 비판적으로 제기되어야 한다고 본다. 첫째, 포스트휴먼은 근대의 계몽적 주체에 의해 억압된 타자인 신체, 감성, 자연, 여성의 목소리를 회복할 수 있는가? 둘째, 포스트휴먼은 인간의 본질이나 불변의 토대를 상정하지 않고 지금 이곳에서 비인간적인 것과 싸우면서 인간성을 보존할 수 있는가? 위 물음을 제기하는 과정에서 필자는 근대의 계몽적 휴머니즘의 파국을 각기 다른 경로를 따라 동시에 겪었던 하이데거(M. Heidegger, 1889-1976), 벤야민(W. Benjamin, 1892-1940), 아도르노(Th. W. Adorno, 1903-1969)와 대화를 시도한다. 세 철학자는 근대 휴머니즘과 기술문명이 초래한 비인간적 세계상황을 목도하면서 계몽적 주체의 타자인 예술과 예술작품으로부터 인간 이후의 인간의 가능성을 발견했다. 필자는 세 철학자가 주장한 새로운 인간상을 '끊임없이 탈존하는 인간'(하이데거/ 2장), '신경감응을 통해 타자와의 유사성을 회복한 인간'(벤야민/ 3장), '비인간적인 사회를 규정적으로 부정하는 인간'(아도르노, 4장)으로 특징짓고, 각각의 현재성을 검토할 것이다. 결론적으로 필자는 4차산업혁명 시대가 인간의 감각, 충동, 무의식에 이르기까지 세계 전체를 더욱더 촘촘히 관리하고 통제하는 디지털 자본주의의 시스템으로 전개되는 한, 포스트휴먼시대 인간다움의 필요조건이 '심미적 진정성'(${\ddot{a}}sthetische$ $Authentizit{\ddot{a}t$)이라고 주장할 것이다.

유튜브 데이터를 활용한 20대 대선 여론분석 (Analysis of public opinion in the 20th presidential election using YouTube data)

  • 강은경;양선욱;권지윤;양성병
    • 지능정보연구
    • /
    • 제28권3호
    • /
    • pp.161-183
    • /
    • 2022
  • 여론조사는 유권자들의 투표행위를 예측하고, 그 행위에 영향을 준다는 점에서 선거운동의 강력한 수단이자, 언론의 가장 중요한 기사거리로 자리잡고 있다. 하지만, 여론조사가 활발할수록 후보자들의 공약과 정책을 검증하기 보다 당선 가능성이나 지지도에 관한 조사만 반복적으로 실시하는 등 선거 캠페인에 관한 효과 측정에서 유권자들의 마음을 제대로 반영하지 못하는 경우가 많다. 여론조사의 선거 결과에 대한 부실한 예측이 언론사의 권위를 실추시켰다 하더라도, 어느 후보가 최종 승리할지에 대해 인간의 본능적인 궁금증을 풀어줄 명백한 대안이 없기 때문에 사람들은 여론조사에 대한 관심을 쉽게 놓지 못한다. 이에, 온라인 빅데이터를 통해 인사이트를 발굴하는 환경을 제공하는 썸트렌드의 '유튜브 분석' 기능을 활용하여 20대 대선에 대한 여론을 회고적으로 파악해 보고자 한다. 본 연구를 통해 간단한 유튜브 데이터 분석 결과만으로도 실제 여론(혹은 여론조사 결과)에 근접한 결과를 쉽게 도출하고, 성능이 좋은 여론 예측모형을 구축할 수 있음을 확인하였다.

『참동계』와 태극(태일)-음양-오행 체계 (Cantongqi and Its Relation to the System of Taegeuk (Taeil), Yin-yang, and the Five Movements)

  • 이봉호
    • 대순사상논총
    • /
    • 제37집
    • /
    • pp.263-295
    • /
    • 2021
  • 지금까지는 주돈이의 <태극도>가 『주역참동계』에서 연원한다는 학설이 정설처럼 인식되었다. 그러나 최근 몇몇 학자들은 기존의 학설에 의문을 제기하면서 새로운 논쟁이 일었다. 이들은 <태극도>의 『주역참동계』 연원설에서 청대 학자들이 근거로 사용한 책들과 도상이 주돈이 이후의 것이거나, <태극도>에 기초해서 후대에 그려진 것임을 주장한다. 반면에 최근 학자들의 주장에서 <태극도>의 『주역참동계』 연원설을 최초로 제기한 남송 시대의 주진(朱震)과 양갑(楊甲)의 학설은 해명하지 못하였다. 이들 남송 시대 학자들은 주돈이와 주희 사이에서 활동했던 인물들이다. 이러한 문제를 다른 각도에서 접근해 보았다. 주돈이의 <태극도>는 태극-음양-오행의 체계를 골자로 한다. 따라서 이 체계가 탄생하는 과정에서 『주역참동계』가 직접 연관이 있음을 해명하고자 하였다. 태극-음양-오행의 체계 형성 과정은 한대의 종교적 사상적 영향에 의한 것이다. 한무제의 태일신(太一神) 신학체계에서 태일-음양-오행의 체계가 신학적으로 정립된다. 동중서에 의해 유학의 육예(六藝) 해석에 음양오행이 도입되며, 이는 한대 역학자들이 『주역』 해석에 오행을 개입하게 하는 사상적 흐름을 형성한다. 그러나 한대 역학자들은 음양재 이설을 중심으로 하였기에 태일-음양-오행의 체계를 형성하지 못했다. 그러나 동한시기에 쓰여진 『주역참동계』는 한 대 역학자들이 『주역』을 해석한 다양한 『역위(易緯)』 이론과 연단 이론을 결합하면서, 태일-음양-오행의 체계를 사상적으로 형성한다. 이때 『주역참동계』는 '감리위역설(坎離爲易說)'을 중심으로 한 역학 이론을 적용했기 때문이었다. 물론 『주역참동계』와 그 주석들에는 <태극도>와 같은 도상은 나타나지 않는다. 하지만 '감리위역설'을 중심으로 한 태일-음양-오행의 체계가 나타날 뿐만 아니라, <태극도>를 구성하는 도상의 부분들을 그려낼 수 있는 내용은 존재한다. 이 체계에서 '태극'이 아니라 '태일'이 사용되었다. 하지만 '태일'을 '태극'으로 해석할 사상적 이론은 등장하고 있었다. 한대 역학자들은 역에 원기(元氣) 개념을 적용하였고, 공영달에 의해 태극이 '원기'이자 '태일(太一)'이라고 정의하기에 이른다. 이러한 논의를 통해, 『주역참동계』가 <태극도>와 같은 도상을 담고 있지 않아도 태일(태극)-음양-오행의 체계를 형성하고 있으며. <태극도> 도상의 부분들을 그림으로 그려낼 수 있음을 해명하였다.

검색 효과성에 영향을 미치는 시맨틱웹 검색시스템 품질요인에 관한 연구 (Quality Dimensions Affecting the Effectiveness of a Semantic-Web Search Engine)

  • 한동일;홍일유
    • Asia pacific journal of information systems
    • /
    • 제19권1호
    • /
    • pp.1-31
    • /
    • 2009
  • This paper empirically examines factors that potentially influence the success of a Web-based semantic search engine. A research model has been proposed that shows the impact of quality-related factors upon the effectiveness of a semantic search engine, based on DeLone and McLean's(2003) information systems success model. An empirical study has been conducted to test hypotheses formulated around the research model, and statistical methods were applied to analyze gathered data and draw conclusions. Implications for academics and practitioners are offered based on the findings of the study. The proposed model includes three quality dimensions of a Web-based semantic search engine-namely, information quality, system quality and service quality. These three dimensions each have measures designed to collectively assess the respective dimension. The model is intended to examine the relationship between measures of these quality dimensions and measures of two dependent constructs, including individuals' net benefit and user satisfaction. Individuals' net benefit was measured by the extent to which the user's information needs were adequately met, whereas user satisfaction was measured by a combination of the perceived satisfaction with search results and the perceived satisfaction with the overall system. A total of 23 hypotheses have been formulated around the model, and a questionnaire survey has been conducted using a functional semantic search website created by KT and Hakia, so as to collect data to validate the model. Copies of a questionnaire form were handed out in person to 160 research associates and employees working in the area of designing and developing semantic search engines. Those who received the form, 148 respondents returned valid responses. The survey form asked respondents to use the given website to answer questions concerning the system. The results of the empirical study have indicated that, of the three quality dimensions, information quality was found to have the strongest association with the effectiveness of a Web-based semantic search engine. This finding is consistent with the observation in the literature that the aspects of the information quality should serve as a basis for evaluating the search outcomes from a semantic search engine. Measures under the information quality dimension that have a positive effect on informational gratification and user satisfaction were found to be recall and currency. Under the system quality dimension, response time and interactivity, were positively related to informational gratification. On the other hand, only one measure under the service quality dimension, reliability was found to have a positive relationship with user satisfaction. The results were based on the seven hypotheses that have been accepted. One may wonder why 15 out of the 23 hypotheses have been rejected and question the theoretical soundness of the model. However, the correlations between independent variables and dependent variables came out to be fairly high. This suggests that the structural equation model yielded results inconsistent with those of coefficient analysis, because the structural equation model intends to examine the relationship among independent variables as well as the relationship between independent variables and dependent variables. The findings offer some useful implications for owners of a semantic search engine, as far as the design and maintenance of the website is concerned. First, the system should be designed to respond to the user's query as fast as possible. Also it should be designed to support the search process by recommending, revising, and choosing a search query, so as to maximize users' interactions with the system. Second, the system should present search results with maximum recall and currency to effectively meet the users' expectations. Third, it should be capable of providing online services in a reliable and trustworthy manner. Finally, effective increase in user satisfaction requires the improvement of quality factors associated with a semantic search engine, which would in turn help increase the informational gratification for users. The proposed model can serve as a useful framework for measuring the success of a Web-based semantic search engine. Applying the search engine success framework to the measurement of search engine effectiveness has the potential to provide an outline of what areas of a semantic search engine needs improvement, in order to better meet information needs of users. Further research will be needed to make this idea a reality.

가습기살균제 참사의 진행과 교훈(Q&A) (Questions and Answers about the Humidifier Disinfectant Disaster as of February 2017)

  • 최예용
    • 한국환경보건학회지
    • /
    • 제43권1호
    • /
    • pp.1-22
    • /
    • 2017
  • 'The worstest environment disaster', 'World's first biocide massacre', 'Home-based Sewol ferry disaster' are all phrases attached to the recent humidifier disinfectant disaster. In the spring of 2011, four of 8 pregnant women including 1 adult man passed away at a university hospital in Seoul due to breathing failure. Epidemiologic investigation conducted by the Korean CDC soon revealed the inhalation of humidifier disinfectant, which had been widely used in Korea during the winter, to be responsible for the disease. As well as lung fibrosis hardening of the lungs, other diseases including asthma, rhinitis, skin disease, liver disease, fetal disease or cancers have been researched for their relation with exposure to the products. By February 9, 2017, 5,342 cases had registered for health problems and 1,131 of them were already dead (20.8% mortality rate). Based on studies by government agencies and a telephone survey of the general population by Seoul National University and civic groups, around 20% of the general public of Korea has used these products. Since the market release of the first product by SK Chemical in 1994, over 7.1 million items from around 20 brands were sold up to 2011. Most of the products were manufactured by well-known large conglomerates such as SK, Lotte, Samsung, Shinsegye, LG, and GS, as well as some European companies including UK-based Reckitt Benckiser and TESCO, the German firm Henkel, the Danish firm KeTox, and an Irish company. Even though this disaster was unveiled in 2011 by the Korean government, the issue of the victims was neglected for over five years. In 2016, an unexpected but intensive investigation by prosecutors found that Reckitt Benckiser manipulated and concealed animal tests for its own brand and brought several university experts and company employees to court. The matter was an intense social issue in Korea from May to June with a surge in media coverage. The prosecutor's investigation and a nationwide boycott campaign organized by victims and environmental groups against Reckitt Benckiser, whose product had been used by more than 70% of victims, led to the producer's official apology and a compensation scheme. A legislative investigation organized after the April 2016 national election revealed the producers' faults and the government's responsibility, but failed to meet expectations. A special law for the victims passed the National Assembly in January 2017 and a punitive system together with a massive environmental epidemiology investigation are expected to be the only solutions for this tragedy. Sciences of medicine, toxicology and environmental health have provided decisive evidence so far, but for the remaining problems the perspectives of social sciences such as sociology and jurisprudence are highly necessary, similar to with the Minamata disease and Wonjin Rayon events. It may not be easy to follow this issue using unfamiliar terminology from medical and chemical science and the long, complicated history of the event. For these reasons the author has attempted to write this article in a question and answer format to render it easier to follow. The 17 questions are: Q1 What is humidifier disinfectant? Q2 What kind of health problems are caused by humidifier disinfectant? Q3 How many victims are there? Q4 What is the analysis of the 1,112 cases of death? Q5 What is the problem with the government's diagnostic criteria and the solution? Q6 Who made what brands? Q7 Has there been a recall? What is still on sale? Q8 Was safety not checked by any producers? Q9 What are the government's responsibilities? Q10 Is it true that these products were sold only in Korea? Q11 Why and how was it unveiled only in 2011 after 17 years of sales? Q12 What delayed the resolution of the victim issue? Q13 What is the background of the prosecutor's investigation in early 2016? Q14 Is it possible to report new victim cases without evidence of product purchase? Q15 What is happening with the victim issue? Q16 How does it compare with the cases of Minamata disease and Wonjin Rayon? Q17 Are there prevention measures and lessons?

방송과 통신 융합시스템의 수용 및 상대적 효능에 관한 연구: IPTV를 중심으로 (A Study on the Acceptance of Convergence System of Broadcasting, and Telecommunication, and Their Relative Efficiency Focusing on IPFV)

  • 염병용;이상호;김재범
    • Asia pacific journal of information systems
    • /
    • 제19권3호
    • /
    • pp.25-49
    • /
    • 2009
  • Advances in technology have resulted in the emergence of new information systems. The convergence of IT and manufacturing sectors has blurred the boundaries among industries. Also, such convergence has become established as a paradigm to build a new area. Especially the convergence of broadcasting and telecommunication, notably in the case of IPTV (Internet Protocol Television), is among the most salient examples of its kind in recent years as a major case of disruptive technology innovation. Despite its much fanfare, such convergence, however, has not fulfilled the expectation; it has not produced positive economic effects while negatively affecting the growth of IPIV. Stakeholders in and around IPIV including telecommunication companies, broadcasting corporations, and government bodies wish to gain control of IPTV under their wings. IPTV has drifted in the midst of conflicts among the stakeholders in and around IPTV, particularly telecommunication and broadcasting organizations in a broad sense. Our empirical research intends to deal with how audiences accept IPTV and how firms provide IPTV services to utilize their resources. Three research questions in this paper include, first, whether Technology Acceptance Model (TAM) can sufficiently explain the acceptance of IPTV as an information system. The second question concerns with empirically testing the playful aspect of IPTV to increase its audience acceptance. Last, but not least, this paper deals with how firms can efficiently and effectively allocate their limited resources to increase IPTV viewers. To answer those three main questions of our study, we collect data from 197 current subscribers of high speed internet service and/or cable/satellite television. Empirical results show that 'perceived usefulness (PU) $\rightarrow$ Intention to use' and 'perceived ease of use (PEU) $\rightarrow$ Intention to use' are significant. Also, 'perceived ease of use' is significantly related to 'perceived usefulness.' Perceived ease of handling IPTV without much effort can positively influence the perceived value of IPTV. In this regard, engineers and designers of IPTV should pay more attention to the user-friendly interface of IPTV. In addition, 'perceived playfulness (PP)' of IPTV is positively related to 'intention to use'. Flow, fun and entertainment have recently gained greater attention in the research concerned with information systems. Such attention is due to the changing features of information systems in recent years that combine the functional and leisure attributes. These results give practical implications to the design of IPTV that reflects not just leisure but also functional elements. This paper also investigates the relationship between 'perceived ease of use (PEU)' and 'perceived playfulness (PP).' PEU is positively related to pp. Audiences without fear can be attracted more easily to the user-friendly IPTV, thereby perceiving the fun and entertainment with ease. Practical implications from this finding are that, to attract more interest and involvement from the audience, IPTV needs to be designed with similar or even more user friendly interface. Of the factors related to 'intention to use', 'perceived usefulness (PU)' and 'perceived ease of use (PEU)' have greater impacts than 'perceived playfulness (PP).' Between PU and PEU, their impacts on 'intention to use' are not significantly different statistically. Managerial implications of this finding are that firms in preparation for the launch of IPTV service should prioritize the functions and interface of IPTV. This empirical paper also provides further insight into the ways in which firms can strategically allocate their limited resources so as to appeal to viewers, both current and potential, of IPTV.

고고자료로 본 5~6세기 신라의 강릉지역 지배방식 (The Ruling System of Silla to Gangneung Area Judged from Archaeological Resources in 5th to 6th Century)

  • 심현용
    • 헤리티지:역사와 과학
    • /
    • 제42권3호
    • /
    • pp.4-24
    • /
    • 2009
  • 본 고는 강릉지역에서 발굴조사된 고고자료를 검토하여 문헌기록과 비교하면서 신라가 강릉지역으로 진출하여 재지 세력을 지배해 나가는 과정에 대해 가설을 세워 본 것이다. 강릉지역의 고고학적 양상은 신라가 처음 이 지역을 복속하고 재지세력들에 침투하는 과정을 잘 보여주는데, 필자는 이 지역의 5~6세기 고고학적 특이양상에 대해 적극적인 해석을 시도하였다. 강릉지역은 신라 진출 이전 예국이라는 읍락국가가 존재하고 있었다. 신라는 4세기 4/4분기에 처음으로 강릉지역으로 진출하였으며, 기존의 예국을 복속한 후 지역 실정에 맞게 재지세력을 통치해 나갔다. 이에 대해 고고자료와 문헌기록을 비교검토해 본 결과, 신라가 강릉지역을 복속한 후 취한 지배정책은 간접지배와 직접지배의 2단계로 나누어 볼 수 있었다. 간접지배는 다시 초입기(I 단계)와 정착기(II 단계)로 구분하였는데, I 단계는 신라가 처음 강릉지역으로 진출한 시기로 신라는 재지세력의 자치를 그대로 허용하며 간접지배를 실시하였으며, 그 시기는 4세기 4/4분기부터 5세기 2/4분기로 보았다. 그리고 II단계는 신라가 강릉지역의 재지세력들에게 위세품을 하사하여 적극적인 정책을 펼치면서 동시에 신라 중앙에 의해 강릉지역 중심세력인 초당동과 병산동 세력에게 위세품을 분여하여 서로 견제를 하게 만들어 재지세력간 힘의 균형을 통제하였다. 그 시기는 5세기 3/4분기에서 5세기 4/4분기로 추정하였다. 그러나 신라는 강릉지역을 북진의 전초 기지로 인식하고 나서는 직접지배체제로 전환하기 시작한다. 즉, 신라 중앙에서 파견한 지방관을 상주시켜 지방제도를 확립하고 재지세력에 대한 재편과정을 거쳐 중심세력을 초당동 병산동 세력에서 신라와 친연성이 가장 강한 영진리 방내리 세력으로 교체하고 강릉지역을 완전 장악하기에 이른다. 그 시기를 6세기 1/4분기부터로 보았다.

소음원의 모양을 들어서 상상할 수 있을까\ulcorner (Can We Hear the Shape of a Noise Source\ulcorner)

  • Kim, Yang-Hann
    • 한국소음진동공학회논문집
    • /
    • 제14권7호
    • /
    • pp.586-603
    • /
    • 2004
  • “소리의 비 가시성(非 可視性)”은 소음을 제어하고자 하는 공학자에게 주어진 근원적인 어려움 중의 하나이다. 따라서 이러한 비 가시성을 완화할 수 있는. 다시 말하면 소음을 볼 수 있는 방법에 대한 탐구는 많은 관심과 시도가 있어왔다. 이들 방법 중 대표적인 것으로 이론적 또는 수치적인 방법을 이용하여 소음을 가시화 하려는 많은 시도를 들 수 있다. 수치적인 방법의 경우에는 난류 유동의 가시화 분야에서 괄목할 만한 성과를 이루어왔으나 난류 소음의 가시화에는 부족한 상태이다 실험적인 방법의 경우는 마이크로폰 제작 기술의 발달로 인한 가격 인하로 많은 수의 마이크로본을 손쉽게 확보할 수 있게 되었고 매우 빠른 신호처리 기술의 발달이 확보됨으로써 많은 진전이 이루어졌으나, 가시화된 음장 정보의 정확한 해석 등이 여전히 어려운 분야로 남아있다. 또한 음장 가시화 결과에는 항상 유한한 측정 자료로 인한 오차가 포함되어 있으며, 이로 인하여 논문의 제목에서 강조한 바와 같이 소음인의 탐지 및 소음원의 공간적인 분포를 결정하는 데 어려움이 있다. 이 논문은 음장 가시화와 관련된 간략한 역사를 레오나르도 다빈치의 유명한 와류 유동 그림에서 출발하여 현대적 개념의 선형 혹은 평면형 마이크로폰 배열에 의해 수행되는 음향 홀로그래피 분야를 전반부에 설명하고, 음향 홀로그래피 구현에 있어서 발생하는 어려운 문제와 최근의 연구 동향을 후반부에 소개하는 방식으로 구성되어 있다. 최근의 문제 중에서는 자동차나 기차와 같이 이동하는 소음원을 가시화하기 위한 이동 후레임(moving frame)을 이용한 홀로그램 구성 방법과 닫힌 공간에서의 소음원 탐지를 위해 필요한 소리의 반사 효과 제거에 대하여도 기술하고 있다. 또한, 최근에 연구되는 또 다른 중요한 분야로서 “우리는 두 마리의 새가 지저귀는 것인지 아니면 한 마리의 새가 두 개의 목소리를 가지고 지저귀는 것인지 알 수 있을까?" 라는 질문으로 표현할 수 있는 공간상에 분포하는 소음원의 상호 의존관계를 구분하는 분야에 대한 문제 제기와 현실적인 접근 방법을 논하고 있다.

'연극의 작가'로서 연출가의 드라마투르그적 수행 - <죄와벌> 4부작 창작에 관한 '리서치적 실천'과 기록 (Performing dramaturgy of director as a theatrical director : In terms of researching practice and documentation on the creative quadrilogy on Crime and Punishment)

  • 김원석
    • 공연문화연구
    • /
    • 제32호
    • /
    • pp.549-594
    • /
    • 2016
  • 본 연구는 인쇄된 텍스트를 수행자 텍스트로 변환하고, 그것을 바탕으로 하나의 예술적 구성물을 구축하는 연출가의 모든 행위 중에서 '드라마투르그'적 수행에 주목한다. 대상은 도스토옙스키의 장편소설 <죄와벌>을 원텍스트로 무대화 된 4편의 연극이다. 이는 7년간의 장기 프로젝트의 결과로, 한 극단에서 창작되었다는 특징이 있다. 본 연구는 이 프로젝트를 중심에서 이끌었던 연출가에 의해 집필된 것이다. 연출가는 러시아 실험연극의 행보를 이끈 메이에르홀드의 1926년 <검찰관> 공연을 그 이론적 토대로 삼아, 창작에 있어 그의 세 가지 기본 명제를 도출했다. 1. 연출가는 '연극의 작가(автор спектакля)'이다 2. '새로운 연극(новый театр)'은 '문학으로부터(из литературы)' 창조된다. 3. 연극이란 한 편의 희곡이 아니라 '작가의 모든 것(всего автора)' 을 무대화 하는 것이다. 7년간의 프로젝트의 중심에 선 '연출가'가 메이에르홀드의 이 세 가지 명제를 중심으로 창작의 이론적 근거를 마련한 것이다. 본 연구의 목적은 첫째, 메이에르홀드의 연극 <검찰관>을 중심으로 세 가지 명제가 도출된 과정을 추이한다. 둘째, 메이에르홀드의 연출방법론적 명제들을 소설텍스트의 희곡화 과정에 어떻게 적용시키며 '실천'했는가에 대한 기록이다.

UCC(user-created-contents) 웹 사이트에서 사용자의 인성이 감정적, 인지적 평가와 UCC 활용에 미치는 영향 (The Effect of Users' Personality on Emotional and Cognitive Evaluation in UCC Web Site Usage)

  • 문윤지;강소라;김우곤
    • Asia pacific journal of information systems
    • /
    • 제20권3호
    • /
    • pp.167-190
    • /
    • 2010
  • The research conducted here focuses on the effect of factors that affect the behavior of UCC (User Created Content) website users, other than user's rational recognition of how useful a UCC website can be. Most discussions in the existing literature on information systems have focused on users' evaluation how a UCC website can help to attain the users' own goals. However, there are other factors and this research pays attention to an individual's 'personality,' which is stable and biological in nature. Specifically, I have noted here that 'extroversion' and 'neuroticism,' the two common personality factors presented in Eysenck's most representative 'EPQ Model' and 'Big Five Model,' are the two personality factors that affect a site's 'usefulness,' by this I mean how useful does the user consider the website and its content. How useful a site is considered by the user is the other factor that has been regarded as the antecedent factor that influences the adoption of information systems in the existing MIS (Management Information System) research. Secondly, as using or creating a UCC website does not guarantee the user's or the creator's extrinsic motivation, unlike when using the information system within an organization, there is a greater likelihood that the increase in user's activities in relation to a UCC website is motivated by emotional factors rather than rational factors. Thus, I have decided to include the relationship between an individual's personality and what they find pleasurable in the research model. Thirdly, when based on the S-O-R Paradigm of Mehrabian and Russell, the two cognitive factors and emotional factors are finally affected by stimulus, and thus these factors ultimately have an effect on an individual's respondent behavior. Therefore, this research has presented an assumption that the recognition of how useful the site and content is and what emotional pleasure it provides will finally affect the behavior of the UCC website users. Finally, the relationship between the recognition of how useful a site is and how pleasurable it is to useand UCC usage may differ depending on certain situational conditions. In other words, the relationship between the three factors may vary according to how much users are involved in the creation of the website content. Creation thus emerges as the keyword of UCC. I analyzed the above relationships through the moderating variable of the user's involvement in the creation of the site. The research result shows the following: When it comes to the relationship between an individual's personality and what they find pleasurable it is extroverted users who have a greater likelihood to feel pleasure when using a UCC website, as was expected in this research. This in turn leads to a more active usage of the UCC web site because a person who is an extrovert likes to spend time on activities with other people, is sensitive to new experiences and stimuli and thus actively responds to these. An extroverted person accepts new UCC activities as part of his/her social life, rather than getting away from this new UCC environment. This is represented by the term 'Foxonomy' where the users meet a variety of users from all over the world and contact new types of content created by these users. However, neuroticism creates the opposite situation to that created by extroversion. The representative symptoms of neuroticism are instability, stress, and tension. These dispositions are more closely related to stress caused by a new environment rather than this creatingcuriosity or pleasure. Thus, neurotic persons have an uneasy feeling and will eventually avoid the situation where their own or others' daily lives are frequently exposed to the open web environment, this eventually makes them have a negative attitude towards the web environment. When it comes to an individual's personality and how useful site is, the two personality factors of extroversion and neuroticism both have a positive relationship with the recognition of how useful the site and its content is. The positive, curious, and social dispositions of extroverted persons tend to make them consider the future usefulness and possibilities of a new type of information system, or website, based on their positive attitude, which has a significant influence on the recognition of how useful these UCC sites are. Neuroticism also favorably affects how useful a UCC website can be through a different mechanism from that of extroversion. As the neurotic persons tend to feel uneasy and have much doubt about a new type of information system, they actively explore its usefulness in order to relieve their uncomfortable feelings. In other words, neurotic persons seek out how useful a site can be in order to secure their own stable feelings. Meanwhile, extroverted persons explore how useful a site can be because of their positive attitude and curiosity. As a lot of MIS research has revealed that the recognition of how useful a site can be and how pleasurable it can be to use have been proven to have a significant effect on UCC activity. However, the relationship between these factors reveals different aspects based on the user's involvement in creation. This factor of creationgauges the interest of users in the creation of UCC contents. Involvement is a variable that shows the level of an individual's mental effort in creating UCC contents. When a user is highly involved in the creation process and makes an enormous effort to create UCC content (classed a part of a high-involvement group), their own pleasure and recognition of how useful the site is have a significantly higher effect on the future usage of the UCC contents, more significantly than the users who sit back and just retrieve the UCC content created by others. The cognitive and emotional response of those in the low-involvement group is unlikely to last long,even if they recognize the contents of a UCC website is pleasurable and useful to them. However, the high-involvement group tends to participate in the creation and the usage of UCC more favorably, connecting the experience with their own goals. In this respect, this research presents an answer to the question; why so many people are participating in the usage of UCC, the representative form of the Web 2.0 that has drastically involved more and more people in the creation of UCC, even if they cannot gain any monetary or social compensation. Neither information system nor a website can succeed unless it secures a certain level of user base. Moreover, it cannot be further developed when the reasons, or problems, for people's participation are not suitably explored, even if it has a certain user base. Thus, what is significant in this research is that it has studied users' respondent behavior based on an individual's innate personality, emotion, and cognitive interaction, unlike the existing research that has focused on 'compensation' to explain users' participation with the UCC website. There are also limitations in this research. Firstly, I divided an individual's personality into extroversion and neuroticism; however, there are many other personal factors such as neuro-psychiatricism, which also needs to be analyzed for its influence on UCC activities. Secondly, as a UCC website comes in many types such as multimedia, Wikis, and podcasting, these types need to be included as a sub-category of the UCC websites and their relationship with personality, emotion, cognition, and behavior also needs to be analyzed.