• Korean journal of communication and information
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• v.62
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• pp.5-29
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• 2013

This study criticizes the neoliberal dominance in social web popular culture from a feminist perspective. A key question is to identify the nature of the social web popular culture-is it the repercussion or recapturing of feminism in relation to the social context of the prevalence of popular cultural practices of neoliberalism and how to challenge against neoliberal ideology with the critical positioning of feminism? In dealing with these questions, four celebrities' twitter discourses are analysed. The emphasis of smartness in digital mediascape, neoliberal imperative to be competitive, autonomous, positive and affirmative, and desire and fantasy brought by postfeminist lifestyle industries are embedded in the present popular culture. The critical account of neoliberal postfeminism suggests the necessity of an critical feminism which brings about alternative values to the current neoliberal demand for the active subject and consumer freedom of choice as the standard of ideal women.

• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.179-185
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• 2015

This study aims to analyze how the media represents marriage immigrant women in the reality of Korean multicultural society. In particular, by analyzing an EBS documentary titled, 'Multicultural Fierce Conflicts between Mother-in-law and Daughter-in-law', this study clarifies that this content adopted travel narrative to show conflicts between mother-in-law and daughter-in-law and solution of these conflicts. The documentary apparently shows mutual understanding and cultural diversity but still keeps representing these conflicts as individual's 'trivial' problems. Under this way of representation, social and structural problem or institutional problem in reality can be covered up by the medium of travel. It makes such a conflict look like an individual's 'trivial' problem can be solved by individuals.

• The Journal of the Korea Contents Association
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• v.19 no.12
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• pp.389-397
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• 2019

As the usage of e-cigarettes and its effects on health harms receive attentions, the debate over regulating e-cigarette industry's' social media marketing has been heated. While the industry has aggressively employed social media marketing such as YouTube, little research has examined what kinds of e-cigarette information is delivered to Korean viewers through YouTube. This study investigated the presence of product-related information and health harm information in the videos, and the characteristics of YouTube creators. The proportion of female creators was smaller than male creators, but more than female smoking rates. The results showed that product-related information such as taste, design and convenience was mentioned more than half the videos, but health ham was mentioned less. Videos which mentioned convenience and design tended to not mention health harm. These results could be used to support the current regulation approach over e-cigarette YouTube marketing.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.22 no.5
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• pp.129-137
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• 2022

This study compared the sociodemographic characteristics and innovativeness of OPAL generation e-commerce users and non-users based on the innovation diffusion theory, and examined the effect of these personal characteristics on the availability of e-commerce use. The result showed that OPAL generation e-commerce users differed from non-users in gender, age, income level, education level, and functional, hedonistic, social and cognitive innovativeness. In addition, gender, age, educational level, functional and hedonistic innovativeness were found to be significant variables that determined the OPAL generation's use of e-commerce. Based on these results, we presented the theoretical and practical implications of this study.

• The Journal of the Convergence on Culture Technology
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• v.9 no.5
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• pp.501-508
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• 2023

This research endeavors to categorize a diverse range of hairstyles for both men and women in South Korea using hair images and subsequently generate 3D hair models based on this classification. The classification process relies on prominent visual features, resulting in the division of hairstyles into 14 distinct categories, including six styles for men and eight styles for women. By accurately matching the most appropriate hairstyle to the given hair image, the study aims to provide recommendations for the necessary hair models required for metaverse authoring tools, thus enabling realistic hair styling. This capability can be effectively utilized on platforms like metaverse, allowing users to seamlessly find and apply the 3D hair model that closely resembles their remotely captured or pre-existing hair images. Through this innovative approach, users can be presented with the most similar 3D hair model, enhancing their virtual hairstyling experience.

• The Journal of the Korea Contents Association
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• v.22 no.6
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• pp.295-306
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• 2022

This study examined the effects and roles of transmedia such as trailer (i.e., trailer) and webtoon OST (i.e., Original Sound Track), which have recently served as extended content in webtoons. In recent years, the number of transmedias using webtoons has increased rapidly, and production and consumption in various directions have been taking place. However, studies on whether these contents lead to positive emotions and attitudes toward webtoons are not actively conducted. Therefore, this paper examined the effect through loyalty and perceived enjoyment, and found that 'increasing immersion in content through transmedia' plays a major role as a major variable. In addition, it is determined whether these mechanisms appear differently by gender, and in the case of women, media consumption tends to be based on emotional signals compared to men, so transmedia will further increase the level of immersion, but webtoon content did not show gender effects on media consumption. This is a meaningful result that shows that in general, media consumption methods according to gender appear differently in webtoons. Therefore, based on the results, this study presented directions and implications to keep in mind when planning the production of various transmedias using webtoons.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.107-117
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• 2020

Animation films form a substantial part of pop culture and depict the sociocultural changes and values of the time in which they are made through visual expression of story and characters. In the process of appreciating animation films and accepting the characters, the audience learns the gender role behaviors that appear in the works as socially acceptable representations of men and women. This study illustrates whether the expression of gender role and behaviors of characters from animation films have changed over time or not by analyzing the costume and gestures of the female protagonists in 'Mulan', 'Tangled', 'Moana', and 'Frozen 2'. These films are considered to reflect the modern female identity on their story and characters. The study confirms that the stereotypical gestures and behaviors of women are still used today to portray the female protagonists in the animation films contrary to the story composition and various aspects of characters which escaped the formal stereotype. It is important for children and adolescents, the main consumers of animation, to learn and know how to consume media properly. Thus, this study seeks to illuminate the importance of research on animation literacy eduction for children and adolescents by examining the visual expressions and their implications in various animation films.

• Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology
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• v.7 no.7
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• pp.267-278
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• 2017

The aim of this paper was to develop a scale for measuring gender identity among sports participants (114 male, 193 female). Gender similarities and latent mean analysis was used to validate the gender identity measurement method. Data processing was carried out by way of frequency analysis, exploratory and confirmatory factor analysis, reliability, correlation, normal distribution of questions, and latent mean analysis using SPSS 18.0 and AMOS 18.0. The results of this study were as follows: First, the equivalence had revealed the configurable, metric, and scalar invariance of the scale that can be used in multi-groups in the same way. Second, women had a more open inclination than men when it came to participating in sports activities (p<.001). Third, women participating in sports activities tended to be more conservative than men (p<.001). Fourth, women who participated in sports activities showed a higher subjective tendency than men (p<.001). Fifth, there was no statistical difference in the outward tendency when participating in sports activities (p<.05). The results of this study suggest that gender identity among sports participants is not influenced by the changing times and the advancement of women in society.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.268-283
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• 2020

The purpose of this study was to examine the effect of exposure to body image in media and bullet screen on weight loss intention by specifically focusing on Bilibili, a video sharing website of China. For the study, a 3 (Social viewing: no bullet screen vs. complimentary bullet screen vs. critical bullet screen) x 2 (Body image in media: ideal vs. realistic) between-subjects factorial design was conducted. A total of 310 Chinese women in their 20s were recruited to participate in an experimental survey. The main results showed that viewing the ideal body image with the complimentary bullet screen and realistic body image with the critical bullet screen strengthened the participants' intention on weight loss. Finally, the interaction effect of social viewing and the types of bullet screen were examined. The higher weight-loss intention was revealed when social viewing was conducted with the complimentary bullet screen of the ideal image. The results of this study can enhance the understanding of the bullet screen as a type of social viewing and its effect on user behavior intention.

• The Journal of the Convergence on Culture Technology
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• v.6 no.4
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• pp.359-370
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• 2020

This study tested the roles of public self-consciousness, body surveillance, body shame, and body dissatisfaction based on culture cultivation theory and self-objectification theory with the aim of revealing the psychological mechanisms underlying the influence of media exposure on diet intention. As a result of conducting a survey on 350 women in their twenties and performing structural equation modeling, this study found that media exposure causes public self-consciousness, which increases body surveillance and body shame, thereby increasing body dissatisfaction and thus increasing diet intention. In addition, public self-consciousness indirectly influenced body shame through body surveillance. Body surveillance was found to have an indirect effect on diet intention through body dissatisfaction, whereas body shame had a direct effect on diet intention. Based on the results, we presented theoretical and practical implications of this study and suggestions for future research.