• 아동학회지
• /
• 제20권3호
• /
• pp.123-137
• /
• 1999

This study investigated the influence of audience type (mother or close friend) age, and gender on children's goals and strategies for emotional regulation in angry and in sad situations. Hypothetical vignette methodology was used with 314 children in grades 5 and 7. In angry situations, all boys and all 5th grade children regulated anger more with instrumental motives while 7th grade girls showed more prosocial motives. Children showed more prosocial and rule oriented motives with peers and relational motives with mothers. In angry situations, children used aggression regulation strategies more toward peers and activity regulation strategies more toward mothers. Children's age and sex explained sadness regulation motives better than audience type with peers, but children used more activity regulation strategies with mothers in sad situations. When sad, fifth graders used more verbal and facial expression strategies than 7th graders while boys used more activity regulation strategies than girls.

• 보건교육건강증진학회지
• /
• 제7권2호
• /
• pp.15-21
• /
• 1990

It is evidenced that the mass media can play an important role in communicating information to the public. Although some campaigns have failed to achieve success, application of mass communication principles should increase the likelihood of effectiveness. Specifically, campaign strategies should attempt to select message sources that are perceived as credible by the audience. In designing and disseminating messages, the quality of content should be emphasiged as well as the quantity of presencation. The context of message reception should be carefully considered. Selection of channels depends on the configuration of source, superior for most purposes. The crucial role of precampaign audience analysis should not be overlooked.

• 한국멀티미디어학회논문지
• /
• 제25권2호
• /
• pp.382-389
• /
• 2022

In China, E-commerce live broadcast has emerged as the most popular and innovative online shopping form for today's consumers, and its "real-time interactive" feature can compensate for the communication delays of general online shopping. Based on the author's previous research it has been demonstrated that, in the E-commerce live broadcast environment, Internet Word of Mouth (IWOM) has become an important reference for consumers when making purchases. In this paper, we reconstructed the "IWOM-Purchase Intentions" model and use interaction (Auchor-Audience and Audience-Audience) as a mediating variable to empirically investigate the impact of IWOM on purchase intentions in E-commerce live broadcast. The data were collected through a questionnaire survey of individuals who had experience in E-commerce live broadcast and 250 valid data were obtained and analyzed by SPSS21.0. The results show that: the interaction (Auchor-Audience) acts as a mediator between IWOM (strength of relationship; word-of-mouth quality and word-of-mouth timeliness) and purchase intention; And the interaction (Audience-Audience) acts as a mediator between word-of-mouth timeliness on purchase intention, but has no significant mediation on the impact on the strength of relationship and word-of-mouth quality to purchase intention. On this basis, recommendations are made for the implementation of IWOM marketing strategies for E-commerce live broadcast platforms and anchors.

• Asia Marketing Journal
• /
• 제22권4호
• /
• pp.47-62
• /
• 2021

Good storytelling is at the heart of BTS as both a brand and a band. Modern brands know that story is no longer an option, but a requirement for keeping audiences engaged. With their consistent and creative reliance on story, BTS has transformed the K-Pop landscape, providing a framework for others in the industry that relies on open-structure narratives, sincerity, and active audience engagement, among other components. To investigate BTS's storytelling strategies, this article breaks down how stories permeate BTS's content, from music and videos to the Bangtan Universe and documentary films. The importance of transmedia storytelling and participatory audiences is also examined. The analysis resulted in a proposed framework that suggests the following components: 1) story as central to the brand; 2) authenticity and sincerity; 3) idol participation in creative output; 4) use of transmedia storytelling and story gaps; 5) intertextuality and cohesion; 6) opportunities for audience engagement; and 7) dedicated creative staff. Utilizing this framework can help K-Pop groups elevate their brands, better use storytelling elements, and gain larger, more engaged audiences.

• 한국어교육
• /
• 제25권1호
• /
• pp.145-167
• /
• 2014

The purpose of this study is to investigate the involvement strategies in presentation discourse of Korean native speakers and to compare strategies in presentation of Korean learners and international graduate students with that. For this study, the presentation discourse of 13 Korean undergraduates, 21 Korean graduate students, 6 Korean advanced learners, 8 international graduate students was analyzed. The results of the study showed that Korean native speakers used many types of involvement strategies such as conversing, expressing solidarity, expressing closeness. Asking questions to audience was a representative type of conversing. And expressing solidarity was divided using 'we' and sharing experience. expressing closeness was also divided insertion of personal cases and joking. On the other hand, Korean learners and international graduate students used simple types of involvement strategies. Based on these results, I have proposed a few teaching ways for involvement strategies.

• International Journal of Contents
• /
• 제17권4호
• /
• pp.101-118
• /
• 2021

The prevalence of We-Media short videos has attracted emerging independent fashion designers (EIFD), a new force in the fashion industry directing their brand promotion to We-Media for amassing online followers. However, compared to famous content generators, EIFDs' creative, design-based visual appeal has not provided them with the significant edge. The former's success is admittedly supported by the platform backstage algorithm. Yet, the content is the cornerstone for building relationship between the sender and the reception. The authentic perception of the content is one of the basic appeals for which the audience chooses to follow the source. Therefore, with the EIFD short video as the research content, this study is established from the audience's perspective to understand the different dimensions of their authentic perceptions of EIFDs short video. The study was conducted mainly in the form of the Q method. The collection of 52 Q samples were realized through the Focus Group Interview and literature review on multidimensional authenticity. Thirty-six subjects participated in the sorting of the Q-sets. Finally, four dimensions of audience authenticity perceptions of EIFDs were derived: 'ingenuity', 'relevant', 'transparent', and 'experiential'. The corresponding short video content design strategies are suggested for effective communication of EIFDs and their personal brands.

• 예술경영연구
• /
• 제56호
• /
• pp.217-242
• /
• 2020

코로나19 사태로 문화예술분야 전체가 위기를 겪고 있는 상황에서 관객개발 영역도 변화가 요구되고 있다. 본 논문에서는 국립극단 어린이청소년극연구소에서 제작한 청소년극 <영지>를 중심으로 비대면 시대의 청소년 관객개발과 참여문화 조성에 대해 살펴보았다. 이를 위하여 연구현장의 실천과 탐구를 기반으로 지속적인 변화를 모색해 나가는 실행연구를 채택하고, Brown & Novak-Leonard(2011)의 단계별 예술참여 모델과 Koste(1995)의 연극놀이 순환체 개념, 그리고 Moore(1993)의 교류 거리이론을 바탕으로 국립극단의 예술교육이 어떻게 관객개발과 연계되어 운영되는지 분석하여 실제적인 관객참여 활동을 추동하는 적극적인 관객개발의 가능성을 탐색하였다. 결과적으로 본 연구를 통해 비대면 시대에도 열린 구조와 활발한 상호작용으로 구성된 연극놀이를 활용하여 청소년 관객을 '공동창조'와 '예술가로서의 관객'의 단계까지 유도할 수 있는 적극적인 관객개발이 충분히 가능함을 확인할 수 있었다.

• 성인간호학회지
• /
• 제14권2호
• /
• pp.276-286
• /
• 2002

Purpose: The concept of embarrassment as an unpleasant emotion is important in caring for those who are in the continuum of illness and health requiring body care and facing sexual problems. In spite of its nursing implication, embarrassment has not been focused in nursing research. Therefore, the purpose of this paper is to develope a conceptual analysis of embarrassment. This analysis would help to understand comprehensively an embarrassing situation in which an intimate relationship between nurse and patient regarding body care of the patient could develope. Futhermore, it would be a basis for developing strategies for prevention of embarrassment which could lead for both patient and nurse to emotionally vulnerable situation because of their failure of self-presentation (impression management). Method: The concept analysis model suggested by Walker and Avant (1988) is used to clarify what is meant by the term 'embarrassment'. Result: This analysis defines the attributes of embarrassment such as follows. First, embarrassment is often attributed to situational factors interrupting a smooth interaction such as intimacy, confusion, vulnerability, exposure of interaction and characteristics of audience. Second, embarrassment is closely related with cognitive factor such as fear of losing face resulted from a behaviour being out of line. Third, embarrassment is closely associated with dispositional factor such as embarrassability. Fourth, embarrassment is an unpleasant and unwanted emotion arising reactively after an interaction had occurred. Fifth, embarrassment encloses physical, physiological and behavioral aspects such as a variety of unique and easily noticeable reactions and a pattern of verbal and non-verbal behaviour for coping in an embarrassing situation. The antecedents were normally socialized adolescents with normal cognitive ability, concern of losing face, embarrassability, embarrassing events related with situational intimacy, confusion, vulnerability, exposure of interaction and characteristics of audience, physical, behavioral blunders resulting in a failure of impression management. The consequences were an emotional coping behaviour, audience's embarrassment responses, and verbal and non-verbal coping strategies of interactional participants. Conclusion: It is hoped that this analysis will stimulate further exploration of this concept and study for developing systematic assessment and nursing practice that diminishes embarrassment of interactional participants.

• 한국콘텐츠학회논문지
• /
• 제14권9호
• /
• pp.85-92
• /
• 2014

본 논문은 <도가니>가 어떠한 재현전략으로 대중성을 확보하는지에 관하여 짚어낸다. <도가니>의 '집단적 기억의 환기', '고전적인 내러티브', '영화의 자기반영성'은 관객을 분노하게 하여 사이버 공론장으로 모이게 했으며, 더 나아가 '참여적인 관객성'을 가능하게 했던 중요한 요인들이다. 그런데 관객의 분노를 극대화시킬 수 있었던 이 영화의 장치들은 윤리적 논란을 불러일으킨다. 본 논문은 <도가니>가 다양한 재현전략을 통해 '참여적인 관객성'을 이끌어 낼 수 있었던 원인분석을 목표로 한다.

• 디지털산업정보학회논문지
• /
• 제10권1호
• /
• pp.147-155
• /
• 2014

The rapid increase in the penetration rate and diverse utility of smart devices opens an opportunity for a development in creating a user-oriented ubiquitous system. And it allows audiences to deploy the exhibition-helping contents regardless of the restriction of place and time with using the smart devices of audience themselves. Also it needs to build a mobile web-based portal system for the related services. To do this, Firstly, it needs the corresponding strategies on a smartphone-based environment such as technical competence, systematic preparation of exhibition with compatible mobile contents, and a compatible channel for interactivity. Secondly, it needs the differentiation of exhibition guide with the existing system: an adoption of augmented reality, panoramic technology and simulation effect aiming for an improvement in a sense of immersion and reality for audience, and building up additional contents with a diversity of formats of image, sound, and video for customer satisfaction.