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The Cognitive Performance, Emotional and Behavioral Problems of the Children with ADHD Showing the Difference between Visual and Auditory Attention (시각 주의력과 청각 주의력의 차이를 보이는 주의력 결핍.과잉활동장애 아동의 인지기능과 정서 및 행동 문제)

  • Son, Jung Woo
    • Korean Journal of Biological Psychiatry
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    • v.13 no.2
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    • pp.70-81
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    • 2006
  • Objective : The purpose of this study was to investigate the differences of the cognitive performance, emotional and behavioral problems among the attention-deficit/hyperactivity disorder(ADHD) groups that show the difference between visual and auditory attention. Method : Using 'ADHD Diagnostic System(ADS)', visual attention and auditory attention of 98 children diagnosed as ADHD were measured. According to the omission and commission error of ADS, they were divided into three groups ; 1) the group whose each visual omission and commission error scores were higher than each auditory omission and commission error scores(VV group), 2) the group whose each auditory omission and commission error scores were higher than each visual omission and commission error scores(AA group), 3) the group that was the rest of VV and AA group(M group). And the results of both the subscales of Korean Educational Development Institute-Wechsler Intelligence Scale for Children(KEDI-WISC) and the subscales of Korean Child Behavior Checklist(K-CBCL) among three groups were compared. Finally, the correlation between the visual omission, visual commission, auditory omission, auditory commission error and the results of KEDI-WISC, K-CBCL were investigated. Results : The results were as follows ; 1) In 98 ADHD children, the number of VV group(N=56) was higher than that of AA (N=10) and M group (N=32). 2) All mean scores of the subscales of KEDI-WISC of VV group were higher than those of M and AA group. The score of verbal IQ(p=.039) of VV group was significantly higher than that of AA group and the scores of block design(p=.015), Kaufman's factor 2(p=.045), performance IQ(p=.004) were significantly higher than those of M group. The score of full IQ(p=.004) were significantly higher than that of M and AA group. 3) The mean scores of all K-CBCL subscales of VV group were higher than those of M and AA group, except the score of Somatic complaint subscale. The score of Social subscale(p=.041) of VV group was significantly higher than that of AA group. The score of Withdrawn subscale(p=.021) of AA group was significantly higher than that of VV group. 4) There were no significant correlation between the scores of visual omission/commission error and those of each subscale of KEDI-WISC. But, there were many significant correlations between the scores of auditory omission/commission error and those of each subscale of KEDI-WISC. 5) There were significant correlation between the score of the visual omission error and that of Thought problem subscale(r=.205, p=.043) of K-CBCL. There were significant correlation between the scores of the auditory omission error and those of Social subscale(r=-.319, p=.001), Social problems subscale(r=.206, p=.042), Thought problem subscale(r=.235, p=.021). Finally, there were significant correlation between the scores of auditory commission error and those of Social subscale(r=-.241, p=.017), Thought problem subscale(r=.235, p=.020). Conclusion : The ADHD children whose auditory attention ability were higher than visual attention ability had relatively better cognitive performance and less emotional/behavioral problems than the others. The more comprehensive experiment will be needed about the cognitive performance, emotion and behavior problems of the ADHD children showing the difference between visual and auditory attention.

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Mother's Emotional Expressivity, Young Children's Self-regulation and Peer Competency (어머니의 정서표현성과 유아의 자기조절능력 및 또래 유능성)

  • Lee, Young Soon;Chong, Young Sook;Lee, Ki Young
    • Korean Journal of Childcare and Education
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    • v.2 no.1
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    • pp.41-63
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    • 2006
  • The purpose of this study is to investigate the differences among mother's feeling expression, children's self-regulation, and children's peer competency by socio-demographic background and provide a basic material to develop the parents' education for mother's promosing emotional environment to help development of children by understanding the correlation among mother's feeling expression children's self-regulation, and children's peer competency. The research objects were 361 of 4 to 6-year-old children and their mothers. The tool adapted by Woo Sookyong(2002) was used for Mother's emotional expressivity, and the tool of Lee Jeongran(2003) for the of self regulation and the tool of park Joohee and Lee Eunhae for the children's peer competency. Data analysis was performed with population, percentage, t-test, Cronbach $\alpha$, F-test, and co-relation of LSD posteriori test. The summary of this study are as follows; First, the more negative expressivity was shown as mother's academic career was higher and the more positive one was appeared as family income was greater according to the background of socio-demography. Female children showed the higher self-regulation, and the self-decision and action control were greater as their age was higher. Children's peer competency was higher as they were social and friendly personality. Second, there was the strong relationship among the mother's feeling expressivity, children's self-regulation and peer competency one. Mother's positive expressivity had the relationship with children's self-regulation and peer competency one while weak expressivity had it with self-decision, regulation and children's peer competency. But the strong negative heartstrings' expressivity was an improper co-relation with action control and no relation with similar age competent ability. A definitive relation existed between all low level area except the emotion of self-regulation and children's peer competency. Form the above study, it was Known that there was the relationship among the mother's feeling expressivity, children's self-regulation and peer competency. In particular, there was strong relationship between positive and weak positive expressivity, and children's self-regulation and peer competency. These results could be reflected to parents' heartstrings education by knowing the impact of a positive emotional expressivity and weak-negative one.

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Education of Humanistic Tendency of Kerschensteiner (케어션스타이너 교육사상의 인문적 전통)

  • Kim, Deok-Chill
    • Journal of Fisheries and Marine Sciences Education
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    • v.13 no.1
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    • pp.117-131
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    • 2001
  • The character of the educational tradition of Germany could be divided into two aspects. One is the humanistic liberal tendency and the other is vocational. From the beginning of the Twentieth Century, however, there has been an attempt to unify these two trends by the . Georg Kerschensteiner is the first of importance to make some comprehensive curriculum for this goal. In Kerschensteiner, the genuine education makes the individual assume his work and role in society, and to develop them by cultivating insight, will and power. His view is well expressed in the slogn "The vocational education is the beginning of the humanistic education." His goal is to make men of independence and autonomy through vocational education. The theory of Kerschensteiner's education is called 'general vocational education'. The reason why is that his vocational education concerns not just technical training for industry, but also general liberal arts. In this point, Kerschensteiner's point of view goes back to Wilhelm von Humboldt, neo-humanist afar in the first half of the Ninteenth Century, and to John Dewey, pragmatist in the contemporary age of Kerschensteiner. Kerschensteiner was much influenced by Humboldt's concepts of power and individuality. These concepts came to be embodied as a principle of vocational education in Kerschensteiner. Furthermore, Humboldt's concept of power could be associated with Dewey's theory of reflexive thinking. The power in Humboldt is to create spirit, which is connected with the world outside through language. The reflexive thinking of Dewey is a process that examines and selects some alternative thinking in the consciousness before acting. This process makes one find the method of problem-solving which results in behaviour. That is the experimental spirit or pragmatic behaviourism. These theories are reduced to the concept of 'work' in Kerschensteiner. And Kerschensteiner's theory of education that has both sides, humanistic and vocational, is similar to that of John Dewey. Dewey brings forward the idea that the vocational education is the best way to cultivate intelligence and emotion, as intelligence operates best in the life. The position of Dewey is in accord with that of Kerschensteiner who intends to cover experiences of various fields of society through practice-learning, and to have knowledge got from outside of school, refuting the misled trend of education isolated from real life. However, there is some difference between Kerschensteiner and Humbolt or Dewey. While the Neo-humanism of Humbolt and the pragmatic education of Dewey put emphasis rather on the liberal arts and culture of individuality, Kerschensteiner is concerned more with the work and life of the reality of society as a group. Kerschensteiner's concept of utility is related to education for the whole man and to the work of the individual and the nation as well as the will and power to practice it. The ideal man of utility of Kerschensteiner is to learn perfectly the value and behaviour of society through vocational life and to have right view of the state establishing a sound mutual relation between individual and state. Kerschensteiner is regarded as a devotee of 'the state of harmony' or 'the ideal of the state', as he makes the state as the criterion for defining the role of the individual. It can be said that Kerschensteiner is not a democrat of the American style as Dewey is, as he makes much of the value of the nation and state. However, he is a humanist and democrat in the point of vocational education. His purpose of education is to make whole men through work and vocational education.

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The Analysis of Theses Content Related to Parents' Needs for Their Education (부모교육 요구조사 관련 논문 내용 분석)

  • Kim, Jong-Han
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.12 no.5
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    • pp.2115-2123
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    • 2011
  • The purpose of this study is to draw a general conclusion through summing up theses on parents' need for their education up to the present. The subjects of this study are 25 masters' degree theses on parents' need for their education in the kindergarten from 2001 to 2010. The results of data on parents' education method and style were conducted by frequency analysis. Also it was surveyed if in how many theses the contents of parents' education were rated over average points by Licker. The results of this study are as follows: First, the parents think that the proper frequency of their education is once or two in a semester and the favorite time is from 10 to 12 o'clock or from 2 p. m. to 4 p.m. They also want to learn on Wednesday, Friday and Saturday. And they want a professional as their lecturer the most and then a homeroom teacher. Secondly, in the survey of their education style they like more lecture or a short course than any other thing, and then they like home messenger, group council and so on. But especially they don't like the style of visiting class, book lending, ceremony/class assistance, practice (workshop), and visiting home. Thirdly, they want to know a general guide in the kindergarten of the contents of their education a lot. And they want to know some of a budget, program, and assessment of a principal and the teachers in the kindergarten. Fourthly, they want to know all parts of the parents' roles related to rearing their children in their own elements of the contents of their education above all. And they also want strongly their free time, hobby, the liberal arts, amusement and recreation. Fifthly, in the view of infant development they want strongly to know how to communicate with their children rightly, and how to adjust their children's activities and how to praise or blame their children. And they also want how to form their children's right habit and to guide their children's right acts in the infant period the most. Lastly, they want to know children's physical development and their cognitive development in the view of infant development the most. And then they want to know the development of sociology, creativity, morality, and emotion in good order.

The Influence of Overseas Training of GyeongGi-do of Specialized High School Teachers on the Perceptional Change of Vocational Education (경기도 전문계고등학교 교사들의 국외체험 연수과정이 직업교육 인식 변화에 미치는 영향)

  • Oh, Seung-Gyun;Kim, Jin-Soo
    • 대한공업교육학회지
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    • v.32 no.1
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    • pp.153-171
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    • 2007
  • The purpose of this research was to investigate the degree of perceptional change of career education through overseas training of specialized high school teachers who take the leading role in applying Korean vocational education to reality. To accomplish this purpose, the following method were employed: 25 specialized department teachers of Keyngido educational institute who visited career education institute in USA and Canada were selected, and pretest and posttest were taken. Collected data were analyzed by Windows Korean version SPSS 14.0. M, SD, t-test and significant level p<.05 were employed for statistical analysis. The result of this research was as follows: There was significant difference in the degree of perceptional change of vocational education by overseas training of specialized high school teachers. But There was no significant differences in the management of vocational education curriculum(${\alpha}=.327$), reinforcement of preparatory training for technique contest(${\alpha}=.327$) in the statistical significant level(p<.05). The perception level of the trainees varied respectively in these domains. And means of posttest were relatively low in the comparison with those of pretest in the domains of visit of educational institute, educational facilities, scholarship and financial support, and reinforcement of preparatory training for technique contest. It is attributed to the Korea's uniqueness of culture, emotion, school system, educational facilities and financial support different from U.S.A. and Canada. The vocational education program of vocational education training institute in U.S.A. and Canada is mainly composed of industrial department, so there was no statistical significant difference(p<.05) in some questions taken by subjects of agricultural and commercial department. In conclusion, The overseas training program is very helpful for the perceptional change of vocational education and it is desirable to be expanded continuously.

Imaging Neuroreceptors in the Living Human Brain

  • Wagner Jr Henry N.;Dannals Robert F.;Frost J. James;Wong Dean F.;Ravert Hayden T.;Wilson Alan A.;Links Jonathan M.;Burns H. Donald;Kuhar Michael J.;Snyder Solomon H.
    • The Korean Journal of Nuclear Medicine
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    • v.18 no.2
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    • pp.17-23
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    • 1984
  • For nearly a century it has been known that chemical activity accompanies mental activity, but only recently has it been possible to begin to examine its exact nature. Positron-emitting radioactive tracers have made it possible to study the chemistry of the human mind in health and disease, using chiefly cyclotron-produced radionuclides, carbon-11, fluorine-18 and oxygen-15. It is now well established that measurable increases in regional cerebral blood flow, glucose and oxygen metabolism accompany the mental functions of perception, cognition, emotion and motion. On May 25, 1983 the first imaging of a neuroreceptor in the human brain was accomplished with carbon-11 methyl spiperone, a ligand that binds preferentially to dopamine-2 receptors, 80% of which are located in the caudate nucleus and putamen. Quantitative imaging of serotonin-2, opiate, benzodiazapine and muscarinic cholinergic receptors has subsequently been accomplished. In studies of normal men and women, it has been found that dopamine and serotonin receptor activity decreases dramatically with age, such a decrease being more pronounced in men than in women and greater in the case of dopamine receptors than serotonin-2 receptors. Preliminary studies in patients with neuropsychiatric disorders suggests that dopamine-2 receptor activity is diminished in the caudate nucleus of patients with Huntington's disease. Positron tomography permits quantitative assay of picomolar quantities of neuro-receptors within the living human brain. Studies of patients with Parkinson's disease, Alzheimer's disease, depression, anxiety, schizophrenia, acute and chronic pain states and drug addiction are now in progress. The growth of any scientific field is based on a paradigm or set of ideas that the community of scientists accepts. The unifying principle of nuclear medicine is the tracer principle applied to the study of human disease. Nineteen hundred and sixty-three was a landmark year in which technetium-99m and the Anger camera combined to move the field from its latent stage into a second stage characterized by exponential growth within the framework of the paradigm. The third stage, characterized by gradually declining growth, began in 1973. Faced with competing advances, such as computed tomography and ultrasonography, proponents and participants in the field of nuclear medicine began to search for greener pastures or to pursue narrow sub-specialties. Research became characterized by refinements of existing techniques. In 1983 nuclear medicine experienced what could be a profound change. A new paradigm was born when it was demonstrated that, despite their extremely low chemical concentrations, in the picomolar range, it was possible to image and quantify the distribution of receptors in the human body. Thus, nuclear medicine was able to move beyond physiology into biochemistry and pharmacology. Fundamental to the science of pharmacology is the concept that many drugs and endogenous substances, such as neurotransmitters, react with specific macromolecules that mediate their pharmacologic actions. Such receptors are usually identified in the study of excised tissues, cells or cell membranes, or in autoradiographic studies in animals. The first imaging and quantification of a neuroreceptor in a living human being was performed on May 25, 1983 and reported in the September 23, 1983 issue of SCIENCE. The study involved the development and use of carbon-11 N-methyl spiperone (NMSP), a drug with a high affinity for dopamine receptors. Since then, studies of dopamine and serotonin receptors have been carried out in over 100 normal persons or patients with various neuropsychiatric disorders. Exactly one year later, the first imaging of opitate receptors in a living human being was performed [1].

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A Preliminary Study on Emotion, Self-Esteem and Quality of Life in the Patients with Chest Pain (흉통 환자에서의 정서, 자존감 및 삶의 질에 대한 예비 연구)

  • Park, Sook Hyun;Jae, Young Myo;Lee, Dae Su;Jang, Saeheon;Choi, Jin Hyuk;Lee, Han Cheol
    • Korean Journal of Psychosomatic Medicine
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    • v.20 no.2
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    • pp.120-126
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    • 2012
  • Objectives : The objective of this study is to measure and to compare the rate of depression, anxiety, self-es-teem and the quality of life of the patients with chest pain. Based on the result of this study, the necessity of the psychiatric assessment and treatment of the patients with chest pain is emphasized. This study is a preliminary research for a larger scale investigation to be carried out in the future. Methods : Thirty nine patients with chest pain who visited Cardiovascular Division of Dept. of Internal Medicine Pusan National University Hospital and fourty normal control group(NC) were included in this study. The patients were classified into typical chest pain group(TCP, N=19) and atypical chest pain group(ACP, N=20) based on the cause of the pain. The cause was determined by cardiac computed tomography, exercise stress test, coronary angiography, and questionaires by a cardiology specialist. The patients were assessed with Beck Depression Inventory(BDI), State-Trait Anxiety Inventory(STAI), Rosenberg Self-Esteem Scale(RSES) and Korean version of the Smith Klein Beecham 'Quality of Life' scale(KvSBQOL). Results : 1) When the risk factors of cardiac disease is compared, most of the factors(Hypertension, Diabetes, Hyperlipidemia, Cerebral infarction) did not differ significantly among the two chest pain groups, except for the family history, for which TCP group showed higher risk than ACP group did. 2) As for the self-report questionaires scores, BDI score, which indicates the rate of depression, of both ACP group and TCP group was significantly higher than that of NC group in BDI for depression. STAI score, which measures anxiety, was also significantly high in both groups. Especially, STAI score was significantly higher in ACP group than TCP group. 3) In the aspect of self-esteem and quality of life, ACP group scored significantly lower than TCP group and NC group. The scores for TCP group and NC group did not differ significantly. Conclusions : The patients with chest pain showed more depression and anxiety than normal control group, regardless of the cause of the pain. However, TCP group did not show significantly larger drop in self-esteem and quality of life than ACP group did. This result implies that early psychiatric assessment and treatment is needed for the patients with such chest pain, since it is highly likely that the pain would lead to lower quality of life of the patients.

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Personality Type Test(MBTI) of the Korean Bruxism Patients (한국 이갈이 환자의 성격 유형 검사(MBTI))

  • Lee, Hyun-Ae;Auh, Q-Schick;Jung, Kee-Taig;Chun, Yang-Hyun;Hong, Jung-Pyo
    • Journal of Oral Medicine and Pain
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    • v.33 no.1
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    • pp.41-48
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    • 2008
  • The focus of this study is to analyze the effect of stress on the health of bruxism patients using the MBTI system. The most common personality type will be identified among the bruxism patients and by understanding their personality & their handling of stress, more comprehesive and effective treatment plan can be constructed. The study will also conclude that the type of personality has big effect on the cause of bruxism, and that this will be considered in the treatment plan in this hospital. The result of the study is as follow. First, more bruxism patients were type I than type E. It can be suggested that this result is due to the introversive people maintaining their energy how within themselves, and private are less to likely to release there stress than the expressive people. Second, among the bruxism patients significantly more type T were found compared to type F. This implies the bruxism tend to follow principals, scientific and analysing during decision making rather than basing their decision an meanings, emotions and influences. Thirdly, more bruxism patients clarified into ST in comparison to non-bruxism patients. This is thought to be due to probable increased stress and anxiety following ST people's tendency to more strict and realistic thinking according to effectiveness, evidence-based and productivity. Fourth, the type IJ was the most of the bruxism patients. We can come to the conclusion that decision-oriented introversion people who have hard to change, a thoroughgoing preparation characters are likely to grind their teeth by their detailed characters. Fifth, the type IT was the most of the bruxism patients. Bruxism patients are usually influenced by spirit, easily hearted, awed of relationship and attention. So, their intensity of stress is much bigger because of their personality. The last, Type IS was the most of the bruxism patients. It means that introvert sensitive types who have characters of calm, passive but defence to other's emotion, also neutral, keep moderation, and have cold-heartedness are likely to grind their teeth frequently. In conclusion it is evident that bruxism patients have particular personality types. Precisive, analysing and introversive bruxism patients are expected to have higher sensitivities to stress.

A Study on the Characteristics according to Sasangin - Targeting the Group of Ordinary Adolescents - (사상인(四象人)의 성격(性格) 특성(特性)에 관(關)한 연구(硏究) -정상(正常) 청소년(靑少年) 집단(集團)을 대상(對象)으로 -)

  • Whang, Man-Ki;Hwang, Ui-Wan;Kim, Jong-Woo
    • Journal of Oriental Neuropsychiatry
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    • v.15 no.2
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    • pp.71-88
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    • 2004
  • Objectives : The aims of this report are to examine the personal characteristics and to determine the different reactions against stress by constitutions. To achieve these goals, the statistical research was adopted. Methods : First of all, the total numbers of 398 middle school students were classified into three constitutions by QSCC II. According to each type of constitutions, both of the KPI Personality Test and Multidimensional Encountering Scale (MES) on how to deal with stress were conducted. Summary of the findings : 1. Based on the findings assessed by the QSCC II test, the constitutional distribution reveals the difference according to genders. In Chi-square test, the girl reveals significantly high (p<0.05) distribution in Soyangin. 2. In Independent T-test regarding KPI personality, the girl reveals high significance (p<0.05) in terms of 'Sociability', 'Responsibility', 'Synchronism' and 'Self-feminity' (or Feminization) while the boy reveals high significance in 'Goal-driven' (p<0.05). 3. In Independent T-test regarding the multidimensional encounter scaling, the girl reveals high significance (p<0.05) in D (expression of emotion). 4. In case of the boy, the Soeumin shows low significance (p<0.05) in 'Leadership' and 'Sociability' compared to the Taeumin or the Soyangin. On the other hand, the Soeumin reveals high significance (p<0.05) in 'Responsibility' and 'Self-control' compared to the Soyangin and additionally, shows high significance (p<0.05) in 'Self-feminity' (or Feminization) compared to the Taeumin or the Soyangin. Furthermore, the Soyangin shows high significance (p<0.05) in 'Self-confidence' compared to the Soeumin or the Taeumin. 5. In case of the girl, the Soyangin reveals high significance in 'Sociability' and 'Self-confidence' compared to the Soeumin or the Taeumin while the Soeumin has high significance in 'Synchronism' compared to the Taeumin or Soyangin. On the other hand, the Soeumin has high significance in terms of 'Responsibility', 'Self-control', and 'Self-feminity' (or Feminization) while showing low significance in 'Flexibility' compared to the Soyangin. 6. For boys, the Soeumin has low significance in 'Sociability' in comparison with both the Soyangin and the Taeumin, whereas for girls, the Soyangin reveals high significance in 'Sociability' in comparison with both the Soeumin and the Taeumin. As per the 'Self-confidence' and 'Responsibility', it has been proved that there is no notable difference between the boy and the girl, but to the contrary, as per the 'Self-confidence', both for the girl and the boy, the Soyangin has high significance (p<0.05) in comparison with the Soeumin and the Taeumin. In addition, in 'Responsibility' side, it is recognized that the Soeumin shows high significance (p<0.05) in comparison with the Soyangin both for boys and girls. Only the difference between genders, as to the 'Self-confidence', is that the Soeumin shows low distribution compared to the Taeumin in the case of boys, while the Taeumin shows low distribution compared to the Soeumin in the case of girls. In 'Self-feminity' (or Feminization), for boys the Soeumin shows high significance in comparison with both the Soeumin and the Taeumin, but to the contrary, for girls the Soeumin shows high significance (p<0.05) only against the Soyangin. 7. In case of boys, as to 'Conformability (compromise)', the Taeumin compared to the Soeumin reveals high significance (p<0.05), while for girls, the Soeumin compared to the Soyangin or the Taeumin reveals high significance (p<0.05). Consequently, it presents that the Soyangin has a tendency not to confirm (compromise) relatively in comparison with other constitutions regardless of the genders. Conclusions : In general, except that it shows some constitutional deviation by genders, the statistical findings of this report agree and comply with the personal characteristics of Sasangin presented by Je-Ma Lee.

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Designing an Intelligent Advertising Business Model in Seoul's Metro Network (서울지하철의 지능형 광고 비즈니스모델 설계)

  • Musyoka, Kavoya Job;Lim, Gyoo Gun
    • Journal of Intelligence and Information Systems
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    • v.23 no.4
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    • pp.1-31
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    • 2017
  • Modern businesses are adopting new technologies to serve their markets better as well as to improve efficiency and productivity. The advertising industry has continuously experienced disruptions from the traditional channels (radio, television and print media) to new complex ones including internet, social media and mobile-based advertising. This case study focuses on proposing intelligent advertising business model in Seoul's metro network. Seoul has one of the world's busiest metro network and transports a huge number of travelers on a daily basis. The high number of travelers coupled with a well-planned metro network creates a platform where marketers can initiate engagement and interact with both customers and potential customers. In the current advertising model, advertising is on illuminated and framed posters in the stations and in-car, non-illuminated posters, and digital screens that show scheduled arrivals and departures of metros. Some stations have digital screens that show adverts but they do not have location capability. Most of the current advertising media have one key limitation: space. For posters whether illuminated or not, one space can host only one advert at a time. Empirical literatures show that there is room for improving this advertising model and eliminate the space limitation by replacing the poster adverts with digital advertising platform. This new model will not only be digital, but will also provide intelligent advertising platform that is driven by data. The digital platform will incorporate location sensing, e-commerce, and mobile platform to create new value to all stakeholders. Travel cards used in the metro will be registered and the card scanners will have a capability to capture traveler's data when travelers tap their cards. This data once analyzed will make it possible to identify different customer groups. Advertisers and marketers will then be able to target specific customer groups, customize adverts based on the targeted consumer group, and offer a wide variety of advertising formats. Format includes video, cinemagraphs, moving pictures, and animation. Different advert formats create different emotions in the customer's mind and the goal should be to use format or combination of formats that arouse the expected emotion and lead to an engagement. Combination of different formats will be more effective and this can only work in a digital platform. Adverts will be location based, ensuring that adverts will show more frequently when the metro is near the premises of an advertiser. The advertising platform will automatically detect the next station and screens inside the metro will prioritize adverts in the station where the metro will be stopping. In the mobile platform, customers who opt to receive notifications will receive them when they approach the business premises of advertiser. The mobile platform will have indoor navigation for the underground shopping malls that will allow customers to search for facilities within the mall, products they may want to buy as well as deals going on in the underground mall. To create an end-to-end solution, the mobile solution will have a capability to allow customers purchase products through their phones, get coupons for deals, and review products and shops where they have bought a product. The indoor navigation will host intelligent mobile-based advertisement and a recommendation system. The indoor navigation will have adverts such that when a customer is searching for information, the recommendation system shows adverts that are near the place traveler is searching or in the direction that the traveler is moving. These adverts will be linked to the e-commerce platform such that if a customer clicks on an advert, it leads them to the product description page. The whole system will have multi-language as well as text-to-speech capability such that both locals and tourists have no language barrier. The implications of implementing this model are varied including support for small and medium businesses operating in the underground malls, improved customer experience, new job opportunities, additional revenue to business model operator, and flexibility in advertising. The new value created will benefit all the stakeholders.