• Journal of Korea Technology Innovation Society
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• v.12 no.3
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• pp.614-637
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• 2009

To enhance the efficiency of national R&D programs, it is the most important thing to establish the optimized evaluation system. This is because the distorted evaluation could be an obstacle to select the best suited research team and lead the desirable research result. In current evaluation process of national R&D program, it is the most frequently used method for eliminating an evaluator's biased view to exclude both the maximum and minimum scores. However, there are several limitations in this stereotype method. Therefore, this study analyzes some real cases to derive the problems from the stereotype method and then recommends the complementary alternatives which can enhance the reliability of the evaluation system for national R&D programs. The results acquired from this study seem to be helpful to increase the agreement of the applicants on the evaluation results and ultimately to maximize the efficiency of national R&D program. In addition, they can be applied to various field with respect to the methodology for ranking decision.

• Cartoon and Animation Studies
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• s.17
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• pp.117-132
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• 2009

The purpose of this study is to analyze the way of representing women in and which producted and released in 1972, the year of Revitalizing Reform System starts. Each films intended to construct some conventional popular codes for persuading the public. Considering this contexts, it is true there was a little difference between these two films and the national cinema which undertaken on a full scale after Revitalizing Reform System started. But we can also find that each films revealed the intention of ruling ideology suturing the opposite values resulted by the specificities of Modernizing project during the Park Chung-Hee reign using a strategy which represents women officially. These women who were wholly integrated with the official discourses would proposed a ideal stereotype which supports the Developmental mobilization regime and through this strategy the Park Chung-Hee reign wanted to construct a new group identity of women as the very proper elements of Nation.

• Journal of Internet Computing and Services
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• v.10 no.5
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• pp.153-163
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• 2009

It is necessary to identify the use cases of the supplier systems in order to define new service using their functions. Current use case modeling techniques, however, do not represent the external use cases clearly, because the external system is represented only by an actor. This ambiguity of the modeling technique declines the comprehensiveness of the model, and does not limit the scope of the target system explicitly. In this paper, we propose the extended use case modeling technique for service-oriented computing. This modeling technique enables the definition of external use cases and components. They are used to limit the boundary of the target system, and the relationship between them are modeled by the realization of external use cases. The proposed technique uses UML stereotype extension mechanism. so the compatibility with current use case modeling technique is preserved.

• Archives of design research
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• v.11 no.1
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• pp.73-80
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• 1998

Recently, the importance of cultural design has been increasing due to the globalization. However the cultural design is mainly focusing on the shape or color stereotype of different cultures, ignoring another important aspects of cultural design: the way of peoples' interacting with product. The study aims to develop usability test program for cultural user-interface design that operates in the world wide web. The study begins with discussing the nature of culture through defining culture and reviewing the depth and variables of culture. Based on the findings the structure of the usability testing program on the WWW design methods is identified. The usability testing program on the WWW comprises of five different modules: module for identifying users' demographic characteristics, module for cultural variables, module for population stereotype, module for usability testing, and module for data storage and analysis. Finally findings are summarized and further research prospects are outlined.

• Journal of East-West Nursing Research
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• v.20 no.1
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• pp.48-56
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• 2014

Purpose: The purpose of this study was to examine the psychological variables related to sexual issues and sexual violence experiences by gender in university students. Methods: A self-report survey collected responses from 469 university students in three regions. The data were analysed using descriptive statistics, using descriptive statistics, independent t-test, ${\chi}^2$-test, and Pearson correlation coefficients. Results: While male students' scores on sexual assertiveness and sexual assault recognition were lower than female students', their scores on gender role stereotype and sexual violence permissiveness were higher. Female students' sexual violence victims were higher than male students', however, their scores on sexual violence perpetrations were lower than male students'. Sexual violence victims and perpetrations experiences were significantly related to sexual assault recognition and sexual violence permissiveness in male and female students. There were significant relationships between sexual violence perpetrations experiences and gender role stereotypes in male students, while there were significant relationships between sexual violence victims and inflictions experiences and sexual assertiveness in female students. Conclusion: The present study suggests that differentiated programs for preventing or arbitrating sexual violence should be developed and applied by gender because there were differences between male and female students in the level of psychological variables related to sexual issues and sexual violence experiences.

• Archives of design research
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• v.17 no.1
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• pp.361-372
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• 2004

This study would focus on two section of comparison about creative : one is on between advertisement in magazines as an old media and banner advertisements in websites, the other is on between woman target-oriented advertisement and man target-oriented one. This study commenced on the basis on the viewpoint of gender-design assuming prevalence of masculine ideology in advertisement in the context of men-built society. How delicate the expressions toward woman in woman target-oriented adverts\ulcorner The objectives of this study is as followed. The stereotype could be seen in magazine adverts and web-banner. We can conclude that changed media environment seldom affects in the old media and new media. Especially color stereotype is appeal.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.5
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• pp.2749-2757
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• 2014

The purposes of the study are to understand how multicultural efficacy is different and to affecting the multicultural efficacy. To achieve the goals, the study conducted surveys to examine an interrelation of multicultural efficacy on 272 elementary school students in Namyangju-si with questionnaires. First, the results showed that multicultural efficacy of elementary school students scored 2.84 on five point scale. Second, the elements that affected multicultural efficacy of elementary school students include 'openness', 'acceptance', 'respect' of elementary school student toward multiculture awareness, at the same time, elementary students' indirect experience of multiculture and direct experience also make significant influence. The study suggests to develop multiculture-related educational programs, in order to enhance multicultural efficacy and multicultural awareness of elementary students.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.11
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• pp.1481-1488
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• 2018

As female gamers are rapidly increasing, the misogyny and the misandry in game playing situation are also increasing. Recent #Gamergate and GodGunbae incident exhibit that such discriminative/hate behaviour in game playing can be developed into real physical threat or crime. In this paper, we investigate and analyze young Korean game players on how the attackers group, victims group, and gender-issue-indifferent group behave differently in game playing through survey. We found that male gamers had high hostile sexism against female gamers especially on females' game attitude and streotyped hatred with respect to the gender ${\times}$ group interaction. In big-5 personality test, however, it is not clear if attackers and victims had a noticeable different personality patterns. In result, we verify that there exist gender stereotype and high hostile sexism among young Korean gamers. Active gender-equality education on their adolescent period is necessary to avoid such destructive hatred in game playing.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.678-686
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• 2021

A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.

• 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.