• The Journal of Industrial Distribution & Business
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• v.10 no.9
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• pp.25-36
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• 2019

Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

• The Journal of the Korea Contents Association
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• v.22 no.4
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• pp.47-57
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• 2022

Newtro is gaining popularity recently as one of the media content genres. Newtro contents are not just a restoration, but are the creations that create new values by adapting to the current situation and appealing to the nostalgia for the past. A total of 254 people participated the online survey. Result showed that users prefer Newtro content that is in the 'moderate incongruity' state with moderate novelty, rather than content that is very new or too familiar. In addition, both 'personal nostalgia' from direct past experiences and 'vicarious nostalgia' from indirect experiences were found to have a positive effect on preference for Newtro content. Finally, it was confirmed that the image of Newtro contents affected the purchase intention of Newtro contents positively. But the attitude toward Newtro contents did not. Based on these results, this study suggested the implications for the differentiation strategy of Newtro contents.

• Journal of English Language & Literature
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• v.58 no.1
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• pp.163-183
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• 2012

This paper is one of those attempts to explore some possibility of agreement between feminist discourse and postcolonial discourses through the approach of postcolonial feminism in the reading of the controversial novel, So Far from the Bamboo Grove and Year of Impossible Goodbyes. So Far from the Bamboo Grove, when read from the perspective of postcolonial feminism, reveals 'domestic nationalism' of imperial narratives in which the violence of imperial history in Korea is hidden behind the picture of every day lives of an ordinary Japanese family and Japanese women. Furthermore, postcolonial feminist's perspective interprets Yoko family's nostalgia for their 'home,' Nanam in Korea, as 'imperialist nostalgia' working as a mask to hide the violent history of colonization of Empire. In this way, postcolonial feminist reading of the story detects the ways the narrative of Empire appropriates women, family image and even nostalgia for childhood. At the same time, this perspective explains the readers' empathy for Yoko family's suffering and the concerning women issues caused by wartime rape and sexual violence by defining Yoko as a woman of Japanese Empire, whose life of interstice between imperial men and colonial men cannot be free from violence of rape during anti colonial wars. Year of Impossible Goodbyes as a counter discourse does not overcome the traditional binary opposition of nationalism which quietens gender and class issues. As an attempt to fill in the interstice between the two perspectives of feminism and postcolonialism. postcolonial feminist reading turns out to be a valid tool for the reading of the two novels chosen here.

• English & American cultural studies
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• v.18 no.3
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• pp.93-113
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• 2018

This paper examines C. S. Lewis's view of myth and religion in the mid-twentieth century England. Lewis provided his social and cultural criticisms for materialistic contemporary culture and a decline in religiosity in Till We Have Faces (1956). Under the agitated influence of the time period and social movements in which he had lived, Lewis's writing uncovers dynamic interactions with the traumatized world aroused by two World Wars and the apocalyptic aura of an upcoming new world. The narrative of Lewis's novel Till We Have Faces, in a larger perspective, presents the mixtures of mythic motifs and nostalgia. On the plot basis, the novel depicts contemporary spiritual blindness and national dissociations. Many criticisms of Lewis have not been exploring the author's keen knowledge of the modern society because of his conspicuous depictions of evil and grace involving religious and medievalist views. Nonetheless, the paper explores how Lewis's apocalyptical views, related to turmoil and nostalgia, uncover complexities of his religious dilemmas between restoring the deteriorated status of the privileged. Ultimately, it analyzes Lewis's consciousness of the social changes related to the larger, more often than not psychological, context of redefining the national empire.

• Korean Architects
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• s.595
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• pp.162-167
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• 2018

• English & American cultural studies
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• v.9 no.1
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• pp.323-348
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• 2009

Kazuo Ishiguro's fifth novel When We Were Orphans (2000) tells the story of Christopher Banks, a private detective, who embarks on the ultimate case of his career, the puzzle of his own life. The novel consists of two overall parts, one taking place in London, the other in Shanghai-a division which reveals one of the novel's major themes, the relation between home and abroad. Set in the 1930s, Ishiguro's novel on the one hand contains all the classic ingredients of the so called golden age detective genre-an archetypal English private detective, equipped with fierce deductive skills and a magnifying glass, as well as suspects, criminals, and victims-and yet on the other hand it also deviates in significant ways. In this article, I will attempt to make some links between When We Were Orphans and the genre paradigm of the golden age detective story, arguing that Ishiguro's novel offers an exploration of the genre's ideological connections to a larger historical discourse of imperial nostalgia and decline.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.572-587
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• 2021

Recently, cultural urban regeneration is emerging as a topic of cultural tourism. This study aims to understand the effect of brand experience on integrity, re-visit intention focus on the case of culture-led urban regeneration visitor. Therefore, in this study, we selected GuCheng, which is a representative successful case of cultural tourism in China, and we surveyed people who had visited ancient China's foetus. The results of path coefficient analysis and hypothesis testing determined that sensory experience, affective experience, intellectual experience positively impacted integrity. And the significant effect of affective experience, intellectual experience has been found on re-visit intention. The moderation effect of nostalgia has been investigated and the results revealed that nostalgia has significant moderation effect among brand experience, integrity and re-visit intention. Our research findings offer insights for GuCheng culture-led urban regeneration. And this study investigated Chinese visitor, which could offer theoretical implication for future study.

• Journal of Korean Classical Literature and Education
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• no.32
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• pp.261-285
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• 2016

Saseol-sijo, a form of sijo with longer verses, still affords pleasure to modern readers, even when it is read without the original performance context. In this study, I focused on Saseol-sijo that induces laughter through exaggeration and caricature while singing about eagerly waiting for a lover who has left. These texts describe concurrently the emotions that are contradictory to each other, such as nostalgia and laughter. In addition, this feature reflects human's inner emotions that are not unified but rather change dynamically. Craving creates a sense of nostalgia, and also produces a comical element in nostalgia, so that nostalgia and laughter can be co-exist without conflict. In this study, 'semiotic square' was applied as the framework for interpreting the Saseol-sijo, which demonstrates the coexistence of inconsistent meanings. As a result, a Saseol-sijo which sings about waiting for a lover can be interpreted through contraires such as prohibition and authorization, craving and concerns, exposure and concealment and concentration and dispersion. The nostalgic laughter in Saseol-sijo is generally based on the conflict between the craving self and the restrictive world. A character consumed by craving may seem ridiculous and pathetic in the view of others. However, people in general would find sympathetic humor and identify with characters who portray their weaknesses or repeat their mistakes. After all, this is the laughter of compassion and reflection which Saseol-sijo evoke.

• The Journal of the Korea Contents Association
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• v.21 no.11
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• pp.375-388
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• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• Proceedings of the Korea Society of Design Studies Conference
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• 2001.10a
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• pp.13.2-13
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• 2001