• The Journal of the Korea Contents Association
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• v.22 no.10
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• pp.642-657
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• 2022

The fourth industrial revolution became a decisive opportunity to increase our dependence on non-face-to-face services. Therefore, this study tried to derive a new strategic plan for non-face-to-face marketing by discussing the short-form branded content currently in the spotlight among the digital native generation. In particular, focusing on the phenomenon of co-viewing, where short-form branded content is viewed and communicated on social media, how exposure type of branded content affect attitudes toward short-form branded content and the products it contains verified. In addition, this research presents the perceived sense of belonging as a mediating variable. It was confirmed through an experiment whether the sense of belonging perceived by consumers during the co-viewing process significantly mediated the relationship between the exposure types and consumer attitudes. As a result of the study, it was found that the exposure type significantly affected the attitude towards the contents and the products contained in them. Furthermore, the perceived sense of belonging was also significant as a mediating variable.

• Trans-
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• v.1
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• pp.117-139
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• 2016

Radio, the first broadcasting medium in history, is also the first mobile medium that meets the currently mobile ecology based on mobile communications network. As a result, it is easily approachable to consumers, can easily engage individual consumers, and its program contents have a huge appealing power to individual listeners, allowing it to form intimacy with audiences at the closest distance. However, the listening rating of radio has decreased greatly because it has experienced various changes by many other competitive media such as TV and internet and it has been influenced by relative constant hypothesis. Also, radio now faces a bigger competition due to the emergence of smartphone. In this circumstance, radio showed movements to evolve into a digital radio that presents improved sound, strengthened reception power, and increased number of channels, but it suddenly changed to DMB and portable multimedia DMB is having huge problems in its marketability due to smartphone. Yet, the listening rating of analogue radio broadcasting that remained unchanged was 13.99% in 2014, an increase by 47% from 2011, and the percentage of listeners under the age of 18 increased by 2.4 times from 2011 to 2014, which was a unique and interesting phenomenon. Accordingly, this paper compared the characteristics of internet and radio that have the traits of daily life, information, individuality, participatory, adventurousness, alternative media, expertise, and sound media. The paper then examined the listening method of radio, in which the direct groundwave antenna reception through a vehicular device is the most common form during the use of transportation means. Finally, it sought to investigate the future of radio based on the understanding of the increase in radio listening ratings, especially by comparing it to the characteristics of smart generation that focus on smartphone and the internet The study results demonstrated that entertainment and amusements are attempting at changes while they used to be obtained selectively by the smart generation from fragmentary information. In addition, radio is expected to become an influential medium in the future through its advantages of 'selected information' and reliability. However, considering such possibilities, radio needs to build the expertise and reliability of broadcasting contents much more at the same time as its digitalization, and it will be able to have its own competitiveness by focusing on various experiences and cultural exposures.

• The Korean Journal of Archival Studies
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• no.52
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• pp.241-275
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• 2017

This study reinterprets the meaning of the record contents from the viewpoint of the record continuum to find ways to enhance the usability of records that are emphasized by the electronic record environments. In general, in academic discussions and practical examples, record contents are recognized as digital media produced by putting a high level of computer technologies and a big budget based on some records related to specific subjects. To enhance the usability of, and spread the meaning through, records, it is necessary to shift the awareness in record contents. For this purpose in Chapter 2, to grasp the meanings of the church records as well as the utilization direction, it is necessary to analyze the organization and function. Therefore, the analysis of the organization and function of the church was examined. In Chapter 3, this study attempted to find the meaning of the contents of church records in each dimension of the record continuum in relation to the mission of the church, which was identified through the organization and function analysis of the church. In Section 3, which corresponds to Dimension 4, the meaning of church record contents is diversified in society. In the end, this study suggests that the meaning and use value of records can be found in everyday life and can then be spread to society as well.

• Design Convergence Study
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• v.14 no.1
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• pp.47-61
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• 2015

Along with the advent of the digital era, the media environment in which an informant would convey information one-sidedly has evolved more towards engaging customers to actively participate and produce contents themselves. This change in content consumption behavior has brought about the new marketing paradigm. The new communication strategy is interactive marketing, which enhances brand-imprinting Effects, and has been consistently proposed these days. This study aims to examine these brand-imprinting effects through an empirical study and to propose an application plan. Therefore, methods of approach for engaging customers' participation and the methods of experiences are categorized by types through the case analysis of various domestic as well as international interactive marketing techniques. In addition, in-depth interviews have been carried out in order to verify the influence of interactive marketing on brand-imprinting effects. Through the interview, potential needs of customers were found. Based on the findings, marketing strategies that utilize interactive media installation for brand-imprinting effects have been constructed. First, to utilize a space for a medium of communication between customers and advertising media. Second, using storytelling as a construct that focuses on the individual's situation. Third, to design interactions that are proper to the situation and context.

• Journal of the Korea Society of Computer and Information
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• v.29 no.9
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• pp.99-107
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• 2024

This study analyzed how computer-based digital technology affects convergence performing arts according to the trend of the times of domestic performing arts. Based on the analyzed contents, the purpose of the study was to propose an appropriate use plan for performing arts and technology and a plan for future development of convergence performing arts. Looking at the analysis results according to the purpose of the study, as a first step, the use of video technology developed in the performing arts stage using video technology evolved into holograms, media art, and 3D techniques. In the second step, technology and art were fused using artificial intelligence and robots. Artificial intelligence composed music, choreographed dance, and wrote a play script. In addition, robots performed and played with humans on stage. Third, virtual space was also used in performing arts. It was possible to direct spaces in various places using virtual spaces rather than performance halls and stage spaces. In this way, performing arts using digital technology will become more diverse and professional, and things that are possible in imagination that cross boundaries will be developed into reality. This study proposes a convergence that appropriately utilizes various technologies of digital and computer while maintaining the area of creation that humans can do and the expressiveness and artistry they express. In preparation for these changes in the times, future convergence performing artists should be able to acquire a combination of artistry and technology of stage technology experts who can use digital technology, professional actors who can express artistry along with AI, and professionals who can create art by manipulating AI.

• The Journal of the Korea Contents Association
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• v.15 no.1
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• pp.64-73
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• 2015

Describing the filmography of Yong-ho KIM simply in a few sentences is considered nearly impossible. For the last 20 years and longer, KIM has been building up his career energetically as he never lets himself obsessed with any particular boundaries or areas but work on everything from paper advertisements to art galleries, advertising photographs and pure photographs. The Photolanguage personally mentioned by Yong-ho KIM himself is to visualize this imaginary story in a form of photograph, which one would come up with before shooting. When it comes to the advertising photographs, since they are used basically to sell products, they are considered rather temporary, and in addition, they photograph the products mostly under these bright lights with colorful backgrounds behind. However, Yong-ho KIM was recognized for presenting very much different work as he went even beyond these old stereotypes of the advertising photographs. The advertising photographs processed by KIM do more than merely introducing details or functions of some products, but they deliver these values and cultures that consumers can enjoy and gain through these original stories about the products. Of several pieces of KIM's work, this advertisement on Hyundai Card named was invited to an exhibition by a private gallery after the work was exposed through various media. The work was even purchased, and that was something that had not happened before in the history of the relevant field. When a photograph is purchased, it makes the photograph recognized for its value to be possessed, and when a photograph is displayed, it, again, makes the photograph win recognition as an art work. This thesis discusses the Photolanguage found in the works of Yong-ho KIM, one of the most well-known advertising photographers in South Korea. The research inquiries that have been analyzed in the body of the thesis, therefore, are the photographs and language in the digital era, the story-telling advertisements and these works by Yong-ho KIM.

• Journal of Digital Convergence
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• v.12 no.5
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• pp.403-413
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• 2014

This study is to select educational films suitable for enhancing creativity and personality in order to develop educational contents aimed at pre-service early childhood teacher. First, three film critics based on sub-elements of ego-identity selected final 59 films. Next, three education experts classified the 59 films into small groups based on components each for creativity and personality. As a result, first, films classified according to pre-service early childhood teacher' sub-elements of ego-identity, educational components for creativity, and educational components for personality were 8 in job, 7 in religion, 6 in politics, 7 in philosophical life style, 8 in friendship, 8 in relationship, 7 in gender role, and 8 in leisure activity. Second, verifying suitability of film critics and education experts using Delphi method in order to select educational films to enhance pre-service early childhood teacher' creativity and personality based on films was effective in increasing validity of the results of this research.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.427-433
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• 2021

With the support of the government and public institutions, local government characters achieved a lot of quantitative growth. However, there are very few successful cases such as strengthening local identity and revitalizing the local economy using characters. This paper presents a transmedia storytelling strategy as a way to solve the problem of local government characters. To do so, I identify the problems of the current local government characters, and analyze the preceding studies on the features and components of transmedia contents, and the principles of transmedia storytelling, to develop strategies and yielded the expected effect. The transmedia strategy of local government characters consists of a total of three stages. In the first step, the local identity is established through the development of a unique story to the region. The second step, improve attractivity by renewing character design for various individual media platforms. And lastly the third step, enhance usability by expanding interactivity based on communication and participation of development actors and the public. This paper is meaningful in that it derives a transmedia storytelling strategy from the perspective of brand marketing as a way to revitalize local government characters. Based on the conclusions drawn from this study, a follow-up study is needed to apply it to specific cases of local government characters.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.145-158
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• 2022

Although the rapid development of technology has led to a swift increase in the number of companies using social networking services (SNS), it will not be accurate to say that they have fully "utilized" the functionality of SNS simply by "using" these services. Therefore, this study aims to increase the convenience of using digital technology and help SNS users in extending the functionality of these services beyond their regular use and thus, revitalize the field by increasing the service providers' efficiency. In this study, the Facebook usage status of a graduate school newspaper from an undisclosed university in Seoul was analyzed from February to December, 2021 using the participant observation method. The results of the study revealed the following: First, it is necessary to diversify the subject and type of content to ensure a continuous supply of quality content; Second, there is a need to examine the user categories and characteristics by utilizing SNS functionalities such as, the target reports and insights, and based on this, supply content that meets the needs of the users; Third, to resolve the problem of low levels of user participation and an inactive Facebook account, it is necessary to mobilize new marketing tools like online events. The significance of this study is that it confronts the real problems faced by some companies that cannot keep pace with market changes in a digital environment, identifies failure factors, and proposes solutions to them.

• Journal of Broadcast Engineering
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• v.14 no.3
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• pp.280-287
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• 2009

An IPTV (Internet Protocol Television) technology is the new convergence technology of the telecommunication and broadcasting which provides various bidirectional TV services. To provide these services only to legal subscribers, mutual authentication between set-top box connected with TV set and the smart card owned by a subscriber is needed. In this paper, we propose an attribute-based mutual authentication scheme that only someone who is satisfied with some attributes, such as titles or departments, can access the contents provided by the IPTV service in an organization. We also show that the proposed scheme is secure. Our proposed scheme has a virtue that user can access various services, provided by an organization where he/she belongs to, according to their attributes with only one time registration. As far as we know, this is the first attribute-based authentication scheme which can be applied to any organizations in IPTV environments.