• 한국HCI학회:학술대회논문집
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• 2008.02b
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• pp.179-184
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• 2008

Changed TV, that has multi-channel and interactive attribute, requires viewer's activity. Also, broadcasting environment and TV user interface require same things equally. But, the viewer feels uncomfortable in current situation because they recognize the TV as passive media. especially, TV interface can't overcome limitation of TV media. And such interface is provided as it is. This problem brings viewer's confusion and dissatisfaction more and more. This study raises a question about viewer's activity and satisfaction, analyzes the relation and effect between activity and satisfaction.

• Korean journal of communication and information
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• v.36
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• pp.348-373
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• 2006

In the era of digital media, one of the most distinctive characteristics is the activity what audience play. This characteristic can be particularly demonstrated in the case of PPV(Pay-Per-View) use. Since this service is related with payment by audience according to each behaviour of their own media use. In doing so, this paper explores the characteristics and behavioral pattern in PPV use. In particular, the study tries to predict from the result that which trait of characteristic can explain the adoption of PPV. The analytical result shows that PPV users are much more active in gathering information as well as achieving the diversity in terms of program choice compared to non PPV users. At the same time, PPV users are prone to be unsatisfied against the other media and naturally willing to adopt the new media. PPV users are much more keen to use toward age related programme classification system in order to protect their children from inappropriate programmes. The variable of participational behaviour is the most relevant variable to predict the degree of PPV use, however, it fails to predict to distinguish the PPV users group from non PPV users group. It maybe given as a conclusion that PPV users are much more active in not only choosing their own program they like to watch but also planning ahead for maximising their pleasure from viewing.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.241-249
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• 2011

This study takes a uses and gratification theory based approach to identifying the relation between TV home-shopping channel use motivation and purchase intention. The results are summarized as follows. First, in respect of TV home-shopping channel use motivation, the analysis results reveal three factors: convenience, information seeking, and entertainment. Among these, the factor of convenience was the first in the order of importance. Secondly, 1)It is found that use motivation also has some limited influence on purchase intention. 2)Selectivity and involvement degree, the sub-categories of audience activity, are found to be the variables with the highest prediction ability, suggesting a need to give a particular attention to them. 3)In addition, viewing amount, a variable of use behavior, is shown to have a significant influence on purchase intention. The followings are the implications of the study results. First, marketing strategies that enable maximization of shopping convenience are required. Second, there is a need to approach the delivery of TV home-shopping contents as a kind of broadcasting contents on their own rather than merely a medium for selling goods.

• Cartoon and Animation Studies
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• s.40
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• pp.261-285
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• 2015

Transmedia has become a significant theme in the media studies sector and an academic discourse itself since its wide diffusion through Henry Jenkins' seminar book Convergence Culture. The aim of this essay is to examine the authentic intention of the proposer to understand its profound meaning and value in the research discourse. Firstly, Transmedia has originated as a part of the convergence culture research context, which is an identical approach in the 'active audience' research tradition. Thus, a history of the research in terms of Birmingham Cultural Studies tradition and its implication is scrutinized. Secondly, in respect of Pierre Levy's 'collective intelligence' which made significant influence on the making of the Convergence Culture and Transmedia Storytelling, the meaing of the transmedia discourse is studied. Thirdly and finally, the implication of this concept as a critical theory or Critique in the Cultural Studies tradition, which has highlighted the importance of the revelation of the binary oppositions and structures of dominance/resistance, with the interpretation of the role of the collective intelligence idea in the transmedia discourse, is studied.

• Journal of Digital Convergence
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• v.14 no.12
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• pp.85-93
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• 2016

This study attempts to understand the Facebook advertising diffusion behavior in the situation of increasing consumer activeness. Especially, this study focuses on the influence of motives for using Facebook on Facebook advertising diffusion behavior. -Survey for 243 university students was executed after preliminary interview for extracting question items of motives for using Facebook.- This study finds that the experiencer of Facebook advertising diffusion behavior shows stronger motives for using Facebook than non-experiencer of Facebook advertising diffusion behavior. Logistic regression analysis was conducted to find out the impact of verified variables on Facebook advertising diffusion behavior. It was found that 'self-expression motive' influences on the all Facebook advertising diffusion behavior significantly. Based on the results, academic and practical implications are discussed.

• Korean journal of communication and information
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• v.55
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• pp.100-118
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• 2011

The purpose of this study is to investigate the meaning of cultural practices of videogame audience with 'mod'. Videogame audience members are recognized as very active and interactive beings compared with other interpretive media audience members. Especially mod is one of the most dramatic cultural situation of videogame. It's very prominent properties are 'activity' and 'interactivity'. Videogame audience members, so called 'gamers' modify videogame software as their own sake and use it as their own intention. Modifying and playing with videogame, or 'modding' is very strong cultural program of gamer. Mod is one of avant-garde technology but its practice is not always radical. I observed practices of the members of Naver cafe 'Elderscroll' playing . They used mods of for their phallocentric desire. And they construct a hierarchical and top-dowon membership. So advanced technology and cultural media and text from it does not assure the same advanced contents.

• Korean journal of communication and information
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• v.48
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• pp.280-305
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• 2009

By conceptualizing UCC users' active behavior, this study newly presents two key concepts, 'self-expression' and 'artistic activity' of UCC users. Then, this study suggests a research framework to analyze text, image, and video UCC adoption processes by integrating those concepts with already-built UCC research tradition. Using the framework, we found that individuals who has a hard time expressing themselves in reality are likely to have a favorable attitude toward UCC, and the stronger the faith about the justice of self-expression and its freedom, the more the favorable attitude toward UCC. Furthermore, we confirmed that individuals who are very interested in artistic activity, and individuals who has high self-efficacy to their artistic talent are likely to participates more in UCC production. The role of other factors such as perceived enjoyment, the perception of critical mass of UCC adoption, and subjective norm also were discussed with limitations of this study.

• Journal of Digital Contents Society
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• v.16 no.1
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• pp.145-155
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• 2015

Into the 1990s, there have been changes in perception of pop culture consumers by making a distinction between groups that are active, critical and creative. This study aims to establish a theoretical reasoning for conventions organized and participated voluntarily by fans, which has been especially noticeable in the American subculture for a long time, while investigating how fans and all the parties concerned interact at conventions then to expand the imaginary world. To this end, an analysis has been carried out on the conventions for the particular American TV series of Supernatural. The results show that the reason for this drama series maintaining such enduring vitality as if a living thing is attributable to the special bond of sympathy developed between fans and actors and the following interactions between them. Furthermore, in the aspect of cultural sociology, a piece of work can only be completed through unconstrained interpretation of the work and the resultant recreation by the creator and the receiver, which has been ascertained by this study.