International Journal of Advanced Culture Technology

  • 제12권2호
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  • Pages.375-385
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  • 2024
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  • 2288-7202(pISSN)
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  • 2288-7318(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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Emotional Expression of the Virtual Influencer "Luo Tianyi(洛天依)" in Digital'

  • Guangtao Song (Dept. of Communication design, Hanyang University ERICA Campus) ;
  • Albert Young Choi (Dept. of Communication design, Hanyang University ERICA Campus)
  • 투고 : 2024.03.16
  • 심사 : 2024.05.10
  • 발행 : 2024.06.30
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초록

In the context of contemporary digital media, virtual influencers have become an increasingly important form of socialization and entertainment, in which emotional expression is a key factor in attracting viewers. In this study, we take Luo Tianyi, a Chinese virtual influencer, as an example to explore how emotions are expressed and perceived through facial expressions in different types of videos. Using Paul Ekman's Facial Action Coding System (FACS) and six basic emotion classifications, the study systematically analyzes Luo Tianyi's emotional expressions in three types of videos, namely Music show, Festivals and Brand Cooperation. During the study, Luo Tianyi's facial expressions and emotional expressions were analyzed through rigorous coding and categorization, as well as matching the context of the video content. The results show that Enjoyment is the most frequently expressed emotion by Luo Tianyi, reflecting the centrality of positive emotions in content creation. Meanwhile, the presence of other emotion types reveals the virtual influencer's efforts to create emotionally rich and authentic experiences. The frequency and variety of emotions expressed in different video genres indicate Luo Tianyi's diverse strategies for communicating and connecting with viewers in different contexts. The study provides an empirical basis for understanding and utilizing virtual influencers' emotional expressions, and offers valuable insights for digital media content creators to design emotional expression strategies. Overall, this study is valuable for understanding the complexity of virtual influencer emotional expression and its importance in digital media strategy.

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참고문헌

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