• Title/Summary/Keyword: Class-Oriented Drama

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Effect of TV Watching Activeness on Class-Oriented Drama Viewing Rate: Focusing on Residential Characteristics (TV 시청의 적극성이 상류 계층 묘사 드라마 시청률에 미치는 영향: 거주지역의 특성을 중심으로)

  • Park, Mee-Hyun;Shin, Hyung-Deok;Park, JooYeon
    • The Journal of the Korea Contents Association
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    • v.21 no.5
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    • pp.941-948
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    • 2021
  • This study investigated the differences between active and inactive TV watching groups, in terms of residential characteristics, of class-oriented drama viewing rate. We compared Flow and Social Comparison Theories to explain the relationship between class-oriented contents in the drama and viewing rate. We collected 110,000 TV viewers data of 4 class-oriented and the other 4 dramas, aired between Feb. 2016 and March 2019, through D-Live local cable service provider. Controlling gender ratio and income level which may affect viewing rate, we found that class-oriented content significantly and positively affects viewing rate in active watching group while the same content significantly and negatively affects viewing rate in inactive watching group. These results imply that Flow and Social Comparison Theories may apply in opposite directions in different watching groups.