• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.28-36
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• 2022

This study analyzed 284 K-pop song and dance cover short-form videos recreated by Chinese influencers uploaded on TikTok, to explore which reform factors of image similarity, language similarity, the extent of audience participation leading, the extent of lyrics or subtitles translated into Chinese, PPL disclosure, the length of video and the reputation of influencer affected Chinese TikTok audiences' reactions - number of "Likes," "Comments" and "Shares." The results showed that only the "reputation of influencer" was significantly affected the number of "Likes" which estimated as a relatively passive response, but the other factors affected the number of "Comments" and "Shares" significantly which estimated as more active responses. The more an influencer is perceived as not similar to the singer in terms of image the more comments were posted. And the videos expressed in Korean archived more comments and shares than those lyrics or subtitles translated into Chinese. This study is meaningful in that it confirmed the necessity of influencers in the globe diffusion of K-pop, by specifically analyzing the audience's reactions according to the characteristics of UCCs created by local influencers using short-form video platforms.

• Archives of design research
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• v.17 no.3
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• pp.303-312
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• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• Information Systems Review
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• v.20 no.1
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• pp.41-59
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• 2018

This study analyzed the factors that affect acceptance of online direct marketing in agricultural companies. Empirical analysis was conducted using the research model based on the individual's technology acceptance model (TAM) and the information technology adoption models in organizations. These models have four dimensions: 1) technology characteristics, which include perceived usefulness and perceived ease of use of TAM 2) CEO characteristics, which including the innovativeness and IT capability of CEOs; 3) organizational readiness, which include financial, technological, and human resources capabilities and 4) environment and external pressure, which include government support and changes to the Internet environment. These concepts were empirically tested. A total of 209 valid data were collected through questionnaires and analyzed using confirmatory factor analysis and path analysis through the application of structural equation modeling. Results show that perceived usefulness, IT capability of CEOs, and changes to the Internet environment have significant effects on the adoption intention of online direct marketing. However, perceived ease of use, CEO innovativeness, government support, and the variables of organizational readiness dimension did not have significant effects on adoption intention. This study suggests practical implications for adoption of online direct marketing in agricultural companies.

• Journal of Digital Convergence
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• v.12 no.11
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• pp.499-504
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• 2014

This experimental research explores the effect of infographic, visual element of TV news, on audience's memory and comprehension. For this experimental research, 2 groups of subjects composed of 87 university students were exposed to two different types of TV news, one group was exposed to news with infographic, the other group was exposed to news without infographic. and questions which were designed to measure recognition memory, recall memory, and comprehension, were asked and analysed. This research found that subjects who watched news with infographic showed higher degree of recall memory and comprehension than those who watched news without infographic. however effect of infographic on audience's recognition memory could not be found.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.121-129
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• 2019

This study aims to focus on the text analysis, production methods of text, and reproduction of production methods, based on a film (2010) taken by mobile devices. As a digital film in which the objects and images have no characteristics of index, this work has the post-cinematic attributes in the aspect of consumers' recipience. This thesis paid attention to the interactions between essential change and production/consumption throughout the whole film culture in the receptive aspect. Just as the main character is a mediator-shaman in the film, this film works as a mediating position of cinematic possibility. In this film, there are different kinds of mediation such as mediation of shaman inside the text, mediation of film in the relationship between text and consumers, and consumers' instrumental desire for others'tool outside the text. Outside the text, this relevant film stimulates the imitation desire of consumer subjects as others. In other words, this is connected to the desire of consumers who aim to create a digital film through mobile devices as an author. This is connected to Simondon's thinking in which such technical objects not only generate new relationships, but also become a revolutionary seed that newly collectivizes human society.

• Korean journal of communication and information
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• v.25
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• pp.65-102
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• 2004

The purpose of this study was to examine the news attributes of the nuclear waste storage facility in Wido by conducting content analysis of two newspapers (Chosun Ilbo and Hangyoreh) and Ohmynews. Furthermore, this study measured the effects of news attributes on readers' attitude, opinion, and recognition of the event. The results of the content analysis indicated that all three newspapers focused on event-oriented coverage than issue-oriented one. Also, they only dealt with two issues-decision making process of the residents and rewards for residents-among a total of nine issues. That is, according to the hypothesis of the second-level agenda-setting theory, the media emphasize on a particular attribute while ignoring other attributes, which, in turn, make the particular attributes more salient. Based on the results of content analysis, this study conducted an experiment to measure the effects of media attributes on public recognition toward the attributes in terms of cognitive and of affective aspects. The results showed a significant relationship between media attributes and public attributes, which confirmed the effects of the second-level agenda setting. However, the transfer of attributes did not take place in affecting public opinion and public recognition of the event itself.

• Journal of Technology Innovation
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• v.23 no.4
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• pp.151-175
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• 2015

The general public is a key stakeholder in the science and technology domain. However, traditional approaches require substantial efforts and resources to analyze how does the general public understand science and technology issues. We applied the topic modeling, a form of text clustering, to the texts about the nuclear power which were posted on an online space in order to explore the general public's thoughts on the issue. This study investigates the extent to which macro-level events influence understandings of the general public on the science and technology issues and weather these changes in understandings are sustained over time. It examines the possibility of applying topic modeling in narrowing a perception gap between the general public and the experts through a near-real-time monitoring of the public interests and perceptions about the science and technology issues.

• Journal of agriculture & life science
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• v.46 no.5
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• pp.153-165
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• 2012

The purpose of this study is to analyze the acceptance about new seed of Chinese cabbage and to analyze the factors affecting continuous use. Research model was derived based on the Technology Acceptance Model(TAM), the analysis was performed using Partial Least Squares(PLS). The factors significantly affecting the use of new seed of Chinese cabbage are innovativeness and seed promotion in antecedent variables and perceived usefulness in parameter variables, which have strong positive relationship among them. Therefore, efforts such as development and diffusion of high quality seed and securing a market for Chinese cabbage of new seed are necessary for improving perceived usefulness. Since these efforts including seed promotion can enhance the farmers' acceptance of new seed and reduce the risk that farmers would face in introducing new seed, these can also be very helpful in enhancing the farmers' innovativeness.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2007.02a
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• pp.35-40
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• 2007

본 논문에서는 사운드디자이너가 주어진 영상조건 속에서 음원(sound source)을 어떻게 구성하고, 디자인하고, 믹싱하는가 에 따라 수용자의 그 감응도(감정적변화:sympathy response)와 인지도(이해와 기억도:acknowl-edgment)가 달라질 수 있는가를 분석하고자 한 것이다. 그 방법으로 영상음향의 구조에서 음악, 음향, 대사의 상호크기, 연결, 편집, 강조, 등을 달리한 영상 내에서 사운드디자인과 믹싱을 달리하여 실험하였으며 주관적평가방법과 뇌파변화측정방법 2가지로 하여 비교, 평가 분석하고자 했다. 사운드의 디자인구조가 수용자에게 미치는 영향도를 알아보는 이러한 연구는 영화, 방송 등 미디어사운드에서 사운드디자인 구조를 어떻게 만들어야 하는가? 에 대한 방법론적 정리에 기여할 것으로 기대된다.

• Journal of Korea Game Society
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• v.20 no.2
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• pp.163-182
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• 2020

In this research we attempt to observe the creative and cultural liberal translation for 'Hearthstone'. Also we examine the reaction of the game players when they face the translated expressions. At first, we consider the free translation methods. Then, we contemplate how the translating skills are employed. Next, the response of the game users is weighed through the questionnaires survey. Based on the results the players prefer the closeness between the original and the altered text. Otherwise, they tend to grant the freely translated terms without finding the proper terms.