• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.109-118
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• 2020

In this study, the selection attributes of contemporary dance audience were constructed based on prior study and the selection attributes of contemporary dance performance were identified through EFA(Exploratory Factor Analysis). Therefore, Six attributes were derived: physical evidence, tickets, people, information, product, and reputation. Based on these attributes, the selected attributes were identified through 'ETPB(Extended Theory of Planned Behavior)' to see if they affect ticket purchase behavior. In result, Among the selection attributes of contemporary dance performances, three attributes of reputation, people and product influenced the audience's attitude, while only product and human attributes influenced the purchase intention of tickets. Among the variables of ETPB to enhance the ability to purchase intention of tickets, audience attitude, perceive behavior control, and prior knowledge have had a positive effect on purchase intention of tickets, except for subjective norm. Therefore, it is meaningful that this study presented and verified empirically the attributes of select centered on visitors, which can improve the intention of purchasing tickets for contemporary dance performances.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.87-100
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• 2014

The objective of this study is to explore audience perceptions of and responses to broadcasting deliberation and analyze their characteristics. The study employed factor and cluster analyses to categorize audience perceptions of broadcasting deliberation, resulting in the identification of six types of preferences: strict standards applied to positive deliberation etc. The results indicate that audiences, which can be categorized into three types, are more likely to prefer positive deliberation over broadcasting codes. The ratio of civil compliance to a minimum standard of positive deliberation is higher than ratios involving the other standards that were included in the study. The study applied a range of theories, such as cognitive dissonance, inconsistency of perception and response, and psychological reactance, to examine and distinguish audience perceptions and responses. The study's findings provide valuable information for researchers and interested organizations and can help to lay a cornerstone for systematically classifying audience perceptions and needs in the future.

• The Journal of the Korea Contents Association
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• v.12 no.5
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• pp.91-102
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• 2012

Virtual Advertising and Product Placement which had been brought up to strengthen the competitiveness of the contents and vitalize the Advertising Industry, especially broadcasting advertising were finally adopted. This is a study to review what the background and the current condition of the virtual advertising and product placement are, identify what their current and potential problems are, and discuss how to settle the issues and make improvements. It also presents an empirical study on audience awareness. As a result of the study, audience tends to show high awareness of virtual advertising and product placement, to accept them more positively and show higher reliability of them than any other advertising. Moreover, it appears that they pay more attention to them, express their favor on them, and regard them convincing. This is an important point to both academic field and industry, which is likely to give suggestions to establish policy for virtual advertising and product placement and to develop broadcasting advertising in the future.

• Information Systems Review
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• v.22 no.4
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• pp.115-134
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• 2020

Previous studies on willingness to pay for digital content have mainly focused on audience factors and individual level. To complement the limitation of previous research, this study conducts a multilevel analysis to find the factors influence digital content purchases considering two axes: audience/media factors and individual/household levels. Using a sample of 10,172 individuals within 4,313 households, the analysis results show individual media factors including theater-going, experience with cloud services, and multi-screen service usage have the greatest effects on digital content purchases. At the household level, the media ownership factors that the number of laptops, wireless routers, and tablets have a greater influence than audience factors such as household size or household income. Our findings help scholars to enhance the understanding of individuals' media use considering household environmental factors and shed light on the importance of multi-screen service usage, and content providers to improve their digital content sales using multi-screen environment.

• The Journal of the Korea Contents Association
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• v.9 no.6
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• pp.62-71
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• 2009

This paper is a study on the elected korean leading actors & directors who have stable mobility power for audience and social networking. We elected 153 most reliable Korea actors and directors of stardom" (50 directors, 103 actors); they have to put on the name in the 20 high ranks, and more than twice from the total amount of Korean audience about showing 700 movies by 1998-2007. And then we analyze out 'who might be centre in social networking and social networking between actor and director," through 'Centrality Analysis' using the "UCINET" social networking analysis program Finally, we know 'Kim sang-jin director' is 'key men' and 'star' who reduced uncertainty definitely: For a long time, he combines most stable audience power with broad network successfully.

• Journal of Digital Contents Society
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• v.15 no.5
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• pp.613-620
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• 2014

Gender Representation of animation character that is discussed in this essay is a semantic discourse that is related to communication with contemporary audience. For gender Representation of animation character, as it can be thought that linguistic elements for signification with audience are materialized, it has a significant value when it comes to communication with audience. Commercial success of Disney's feature length animation Frozen is from excellent aesthetic principles and techniques and global marketing capabilities of Disney studio. However, independent and active gender representation of Elsa and Anna in Frozen are more important commercial successful elements. Especially, Gender representation of these two characters reflects myth of women who live in this modern society so their linguistic meaning can appear affluently. That also means that those two characters have advantages, in terms of communication, that can have effective signification with contemporary audience as linguistic sign. And those advantages are signification foundation that Frozen can be commercially successful by communicating with audience all around the world.

• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.511-519
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• 2015

We present an in-depth analysis on the factors that influence viewing satisfaction and behavior of visitors in the exhibition. The proposed method consists of two steps including, i) classification of factors into demographic and social, psychological, cultural through surveys and ii) analysis the impact of viewing satisfaction and behavior on the characteristics of visitors. The proposed method can find the characteristics of each factor from the general audience, and can be used in planning and the exhibition in the form of an organized database in the future.

• International Journal of Contents
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• v.9 no.4
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• pp.52-59
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• 2013

The present study explored the reception and consumption processes of a Korean audience's viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience's motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity.

• Bulletin of the Korean Space Science Society
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• 2008.10a
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• pp.22.1-22.1
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• 2008

Media company is not a business which sells news and information but a company sells audience's attention. Advertisers estimate audience's quantity and quality which pay attention to media and pay the cost. Thus drawing audience's attention is a natural and instinctive behavior for survival of media company. News doesn't deliver the fact just as it. That's impossible. News is a commodity made by processing and selection of the media company and journalist. On the process, judge of values is involved and limitation of time and place of media is considered. If scientists understand media's character truly, their misunderstanding about media company and journalist may be cleared up. In this society, media is not a being to ignore, particularly for big science like space science which spends huge public capital. Nowadays, space science meets the time to take the leap in Korea. However that can be crisis cause of uncertainty of science activity. When the crisis which no one desires happens, preparation needs for new opportunity. We can take the crisis as a chance. Understanding about media and public will be the first step for this preparation.

• Proceedings of the Korea Contents Association Conference
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• 2008.05a
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• pp.800-804
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• 2008

This study starts with the assumption that prosumers use the various media in individual ways stemming from a active audience. The purpose of this study is to decipher prosumer behavior in view of a theory of active audiences, dealt with in cultural theory but not from the perspective of traditional media effects theory. Consumers are not simply consuming products anymore. In brief, though a new concept of examining the behavior of active audience in UCC, features of such an active audience were identified and the significance of those features were pursued in this study.