• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.888-895
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• 2021

The aim of this study is to investigate the effects of climate messages using vegetable consumption arguments on social media. This study examines how interestingness and comprehension of messages affect social media responses and participation in campaigns as well as the moderating effect of the interest in vegetarianism (IV). The results indicate that interestingness and comprehension led to social media responses and participation in campaigns. The moderating effect of IV was significant.

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.290-305
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• 2019

As laws regarding the execution of governmental and public corporate advertising have been enforced since 2018, the need for the increase in effectiveness and public benefits of governmental advertising has been suggested. This research focuses on the government's health campaigns regarding well-being, hygiene, and safety and thus conducts an in-depth research into strategies and the future course of policies. First, it analyzes domestic/international governmental advertising in the realm of health campaigns and specifically studies governmental advertising that employs media technologies in health communications. Furthermore, through in-depth interview with 10 health campaign experts, the study explores possible plans of utilizing the ever-developing field of digital technology. The results of this research show that it is imperative to target and strategize according to the purposes of health campaigns. It is also important to set the appropriate parameters of the campaigns according to the given budget while securing the quantity and quality of creativity. Also, it will be crucial to utilize media technology to the fullest extent and strategize around it. Therefore, this research suggests theoretical as well as practical strategic plans to increase the effectiveness and efficiency of governmental advertising in the realm of well-being, hygiene, and safety in health campaigns.

• Informatization Policy
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• v.26 no.1
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• pp.3-24
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• 2019

This study examined the trends and issues of social media campaign studies from three aspects-campaign strategy, institutional environment regulating the social media, and political effect. Then, this study performed an empirical analysis on the case of the 20th general election in order to discuss the political effect, which has been analyzed the least. Specifically, this study empirically examined the trends of candidates' participation in the twitter campaign, the partial mobilization and voter response, and the platform effect on the election results. The study examined all of the candidates' twitter accounts and traffic and found the following results.-first, the number of participants in the twitter campaign increased significantly compared to the 19th general election, and the campaign was dominated by only two political parties that had more power to mobilize resources; second, it was clearly identified that twitter is a partisan media. where specifically, those in the mainstream of the Democratic Party mobilized much more supporters; and lastly, the twitter campaign has a positive impact on the increase in the rate of votes and chances of winning the election. Particularly, the number of followers and the duration of activities were found statistically meaningful, proving that promotion of networking and social capital is more important in election campaigns.

• Cross-Cultural Studies
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• v.45
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• pp.325-348
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• 2016

This study aims to identify the representation of migrants in the English-language media during the Brexit campaign period. For the purpose of this study, the methodological tool of corpus-assisted discourse studies(CADS) was employed and a collection was compiled of articles mentioning Brexit in British, American, Canadian, and Australian media from April 15 to June 22, 2016 in order to compare their portrayals of migrants. To examine how IMMIGRANT, MIGRANT, and REFUGEE are represented in the media, their collocates were analyzed by MI score and categorized by social actor categorization(Van Leeuwan, 1996). The results show that IMMIGRANT is related to collocates that refer to legal status and provenance, MIGRANT associated with economic terms, and REFUGEE relates to terms expressing quantities. The results also reveal that migrants are frequently depicted by functionalization, classification, and appraisement categorization and are more negatively portrayed in British and American media. This paper claims that corpus-assisted linguistic analysis of words enables one to identify salient linguistic patterns or lexical choices in the discourses about a particular phenomenon or group of people.

• Korean journal of communication and information
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• v.44
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• pp.108-143
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• 2008

Candidate images refer to a holistic impression of a candidate which is composed of various dimensions of attributes. This study investigated how online and offline news media, campaign media such as political ads, televised debates, and candidate web-sites, and interpersonal political talk influenced voters' images of a candidate in such dimensions as personal traits, job-performance abilities, and policy capabilities, and further their political decision making in the 17th presidential election in Korea. The analysis focused on President Lee, Myung Bak who won the election by obtaining nearly 50% of the effective votes. According to the data analyses, first, uses of offline newspapers positively influenced voters' images of candidate Lee's personal traits such as his morality, integrity, trustworthiness, and compassion, yet online news uses had an opposite effect on voters' impression of his job-performance and economic policy capabilities. Secondly, among various campaign media, television ads and candidate web-sites positively contributed to the formation of candidate Lee's images, yet showed little direct effect on vote choice, indicating that campaign media mainly indirectly influenced voters' political decision making. Each of the first, second, and third televised candidate debates revealed unique effects on image formation and vote choice. Thirdly, the network size and frequency of political talk negatively influenced image formation regarding candidate Lee's personal traits and economic policy capabilities, yet the discussion network size positively contributed to the Lee votes. Forth, among various dimensions of candidate images, voters' perceptions of candidate Lee's personal traits appeared to be the most significant predictor of the support for him.

• Korea Information Processing Society Review
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• v.19 no.2
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• pp.79-85
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• 2012

• Proceedings of the Korea Contents Association Conference
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• 2016.05a
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• pp.153-154
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• 2016

소셜미디어는 다대대의 양방향적 소통으로 정보전달의 신속성과 함께 인간관계의 네트워크 확장이 가능한 광고의 매체로서 주목을 받고 있어 그 활용사례로 영국의 존루이스 백화점 크리스마스 캠페인 광고 "Bear and Hare"의 감성 스토리를 활용한 소셜 커뮤니케이션 전략을 분석하였다.

• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.449-454
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• 2022

This study was conducted as a case study to examine the characteristics and differences from the storytelling defined in the previous research through an analysis of the storytelling of brand campaigns appearing on the digital platform and to explore them. The results of the Seven Bridges brand campaign conducted by Busan City for eight months from September 2021 to May 2022 were as follows. First, storytelling that can be interpreted in various ways for individual users was conducted. Second, storytelling was composed of four stages based on social media marketing. Third, it was possible to establish a storytelling hierarchy that exposes the story in consideration of the marketing funnel. Through the case, it was possible to examine the recent brand campaign's storytelling as a framework that can be interpreted in various ways, focusing on social media.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.13-24
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• 2014

This study is the first model to apply the concept of media engagement to a political campaign by which the voters' mind toward the supporting political candidates, are read. Thus it provides the theoretical and practical implications to the political campaign, and eventually contributes to the development of democracy. For these objectives, the total of 729 people who have the right to vote were telephone surveyed using the peoplemeter, CATI program in the 18th Presidential Election (12 areas including Seoul) of Dec. 19th 2012, and Re and By-election of April 24th 2013. Research question is to examine how the 5 attributes of the media engagement (interest, immersion, relevance, satisfaction and participation), play a role as the moderating variables in cross-correlation, socio-economic status and media properties. The result shows that of the five properties of media engagement, the relevant factor is the important parameter of mediating variable to the causal relationship. The media usage (TV, SNS, print media), socio-economic status (gender, age, income, marriage and area), involvement and the Presidential Election, and Re and By-election are also effective in the five attributes of media engagement. These results suggest that the a study model can measure the campaign effectiveness. This study will contribute significantly to the development of politics, election, media, advertising, and public relations area as well as to promote interdisciplinary research.

• Proceedings of the Korea Contents Association Conference
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• 2016.05a
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• pp.331-332
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• 2016

메가 스포츠 이벤트(Mega Sports Event, MSE)는 방대한 수의 내방객, 스펙터클한 미디어 캠페인, 대규모 투자와 지역 인프라 혁신을 특징으로 하는 스포츠 대회이다. 본 논문에서는 MSE에서 다루는 서비스를 살펴보고 향후의 경기장에서의 ICT(정보통신기술)의 역할을 기술한다. ICT는 경기장을 찾는 관람객의 방문동기를 최대한 충족하는 익스피어런스를 제공하도록 활용되어야 한다. 이를 위한 ICT 익스피어런스 프레임워크를 제안한다.