Ralston의 Crossvergence 이론 검증을 위한 추가연구: 2007년과 2017년 한국 미국 TV광고에 투영된 문화적 가치 중심으로

손창규,윤각 한국광고학회 2020 광고학연구 Vol.31 No.6

Ralston(2008) claimed that the socio-cultural dimensions of a country’s cultural values tend to remain unchanged over time (divergence) while the business ideology dimensions can change in a short period of time (convergence). This study has been executed to supplement the limitations of the precedent study which examined the plausibility of this ‘crossvergence’ theory. We conducted a content analysis by comparing the cultural values reflected in Korean and US TV ads from 2007 and 2017, using a coding scheme consisting of 8 socio-cultural and 5 business ideology dimensions on a total of 400 samples. In addition, this study examined the advertising executional elements in the ads of the two countries. All the 8 socio-cultural dimensions of both countries except only one (the collectivism of Korea) showed no significant changes in the ten year period, supporting ‘divergence’. The fact that 5 business ideologies of both countries, however, has increased in ten years but showed no decrease in difference between both countries in ten years was not entirely consistent with the ‘convergence’. These mixed findings call for a close examination of Ralston’s ‘crossvergence’ argument. None of the dimensions and sub-dimensions in terms of the ad executional elements showed significant changes in both countries between 2007 and 2017, thus supporting ‘divergence’ because ad executional elements also reflect the nature of socio-cultural dimensions. Finally, the Korean ads showed a significantly higher use of rational appeals, which are typical characteristics of low-context culture value, and the US ads employed a higher use of emotional appeal, which are those of high-context culture value. We believe this finding let us acknowledge that it is not always for ad to reflect its culture background and that ad occasionally reflects other influences such as the characteristics of client and media. Theoretical and practical implications of the findings are offered. Ralston(2008)은 한 국가나 사회의 사회문화적 가치는 시간이 흘러도 변하기 쉽지않는 반면(divergence), 비즈니스 이데올로기 가치는 비교적 짧은 시간에도변할 수 있다(convergence)는 크로스버전스(crossvergence) 이론을 주장했다. 이러한 크로스버전스 이론을 광고차원에서 검증하고자 선행연구(2019)가 진행되었고, 해당 연구의 한계점을 보완하기 위해서 본 연구는 추가로 실시되었다. 문화적 가치가 다른 한국과 미국을 대상으로 2007 년도와 2017년도 TV광고를 분석한 본 연구는 8개의 사회문화적 가치 차원들과 5개의 비즈니스이데올로기 관련 가치 차원들로 구성된 유목을 활용해 총 400개의 샘플에 대한 내용분석을 실행했다. 또한 본 연구는 양국의 광고 실행 요소들에 대한 비교분석을 실시했다. 분석 결과, 한국과 미국의 8개의 사회문화적 가치 차원들 중 오직 한 개(한국의 집단주의)를 제외한 나머지 가치들이 10년 사이에 유의미한 변화를 보이지 않아 비수렴(divergence) 이론을 지지한 것으로 나타났다. 반면에 5개의 비즈니스 이데올로기 차원의 가치들을 분석한 결과 10년사이에 양국에서 공히 비즈니스 이데올로기 가치들이 증가하였지만, 07년 대비 17년에 보다 유사해진 결과를 나타내지 않아 수렴(convergence)이론을 부분 지지하는 것으로 나타나 결과적으로 크로스버전스를 부분 지지하는 결과를 얻었다. 한편 대유목인 광고 실행요인을 분석한 결과, 07년과 17년 모두 한국과 미국 공히 광고실행요인은 유의미한 차이가 없었고, 중유목 차원에서도 유의미한 차이가 발견되지 않았다. 광고실행요인 또한 사회문화적 가치를 반영한다는 점에서이 또한 비수렴이 지지되는 방증이라 하겠다. 광고실행요인 차원에서 예상과는 달리, 한국은 저맥락 문화의 광고 특성 중 하나인 이성소구를 많이 사용하고 미국은 고맥락 문화 특성인 감성소구를 많이 사용하는 것으로 나타났다. 이를 통해 광고가 항상 문화가치를 반영한다는 생각은위험하며, 문화가치 이외에도 광고주 특성, 매체 특성 등 다양한 요인이 작용할 수 있다고 판단된다. 그리고 연구의 의의 및 한계와 후속연구에 대한 제언 등이 제시되었다.

경북지역에서 분리된 Salmonella enterica Serovar Typhimurium의 Class I Integron Gene Cassette 특성과 PEGE 유형분석

손창규,이정아,이도영,허완,정중교,Sohn, Chang-Kyu,Lee, Jung-A,Lee, Do-Young,Hun, Wan,Jung, Jung-Kyo 한국미생물학회 2006 미생물학회지 Vol.42 No.1

2003년부터 2004년까지 정북지역에서 발생한 설사환자로부터 17주, 돼지로부터 18주 등 총 35주의 Salmonella enterica serovar Typhimurium이 분리되었고, 분리된 균주를 대상으로 항균제 내성양상, class I integron 특성 및 pulse-field gel electrophoresis유형(PFGE 유형; pulsotype)이 조사되었다. 35주 모두가 한가지 이상의 항균제에 내성을 나타내었고, 돼지로부터 분리된 대부분의 균주는 ampicillin, chloramphenicol, streptomycin, sulfamethoxazole/trimethoprime, tetracyclin, nalidixic acid에 내성을 나타내었다. 35주를 대상으로 class I, II 및 III integron gene cassette를 검색한 결과, 설사환자로부터 분리된 17주 중 3주가 dhfrX-orfF-aadA2 integron gene cassette을 보유하였고, 돼지로부터 분리된 18주중 11주가 dhfrX-orfF-aadA2 integron gene cassette를, 1주가 aadA2 integron을 보유하였다. 그러나 35주 모두가 class 2 integron gene cassette와 class 3 integron gene cassette는 보유하지 않은 것으로 나타났다. 35주의 PEGE 유형은 5가지로 분류되었으며, 31주가 pulsotype A로 나머지 4주는 pulsotype B, C, D, E형으로 각각 나뉘어졌다. 이러한 결과로 볼 때 경북지역에서 사람과 돼지에서의 S. enterica serovar Typhimurium에 의한 살모넬라중은 몇 종류 유행주의 전파에 의한 것임을 보여줄다. dhfrX-orfF-aadA2 integron gene cassette를 보유한 13주가 pulsotype A, dhfrX-orfF-aadA2 integron gene cassette을 보유한 1주가 pulsotype B, aadA2 integron을 보유한 1주가 pulsotype E, integron을 보유하고 있지 않은 15주가 pulsotype A로 나타났다. Thirty five Salmonella enterica serovar Typhimurium strains were isolated from diarrheic patients and pigs in Gyeongbuk area from 2003 to 2004. All 35 strains (17 strains from diarrheic patients and 18 from pigs) were resistant to more than one drug and most of strains isolated from pigs were resistant to ampicillin, ohloram-phenicol, streptomycin, sulfamethoxazole-trimethoprime, tetracyclin and nalidixic acid. Each isolate was also screened or the presence of class I, II and III integron gene cassettes. Among 35 strains,3 out of 17 strains isolated from diarrheic patients, carried dhfrX-orfF-aadA2 integron gene cassette and among 18 strains isolated from diseased pigs, 11 strains carried dhfrX-orfF-aadA2 integron gene cassette and 1 strain carried aadA2 integron only. But any class II and class II integron gene cassette were not detected in 35 strains. Thirty five strains were divided by five pulsotypes. Thirty one strains out of thirty five were pulsotype A. Among the remaining 4 strains, one each strain belonged to pulsotype B, C, D and pulsotype E. This data of pulsotypes showed that the widespread of pulsotype A, Salmonella enterica serovar Typhimurium in human and pigs in Gyeongbuk area may have been caused by the dissemination of a few epidemic strains in this area. Thirteen strains contain dhfrX-orfF-aadA2 integron gene cassette showed pulsotype A and one strain contains dhfrX-orfF-aadA2 integron gene cassette showed pulsotype B. One strain contains aadA2 integron showed pulsotype E. But fifteen strains do not contain any integron showed pulsotype A.

Treatment of an Elderly Patient with Acute Abdominal Pain with Traditional Korean Medicine

손창규 사단법인약침학회 2014 Journal of Acupuncture & Meridian Studies Vol.7 No.5

Abdominal pain in elderly patients leads to challenge due to diagnostic difficulty and high incidence of complications. This case report presents an elderly patient with acute and severe abdominal pain, who did not respond to Western treatments. The patient was diagnosed to have abdominal pain by Yang deficiency of spleen (脾陽虛). Acupuncture (mainly at LI4 and LR3), indirect moxibustion (CV4 and CV8), and a herbal drug [Daeh- wangBuja-Tang (大黃附子湯)] were given to the patient; the abdominal pain and related symptoms disappeared completely within 3 days. This study proved the potential use of traditional Korean medicine for treating abdominal pain in elderly patients.

Demand Survey for Application of Environmental Therapy for Atopic Dermatitis

손창규 대한한의학회 2014 대한한의학회지 Vol.35 No.2

Objective: This study aimed to investigate the demand for natural environment therapy among parents of patients with atopic dermatitis. Methods: The questionnaire-based survey was conducted on the parents of 310 patients with atopic dermatitis (158 male and 152 female, median age 8 years, ranging from 2 to 21 years). The questionnaire consisted of 10 questions including demographic information, preference of environmental therapy and related choices. Results: Regardless of illness severity or gender, parents agreed with the importance of environmental therapy in treatment for atopic dermatitis. 55.2% of parents had considered moving to the countryside for their children with atopic dermatitis. 74.5% of parents answered positively to the possibility of movement to an atopy-free village, and this rate was significantly higher in parents of patients with severe symptoms (p < 0.05). Educational facilities and eco-environment were considered to be the most important factors in their decision. In addition, parents opted for organic food cooperatives, which was also felt necessary for their children suffering from atopic dermatitis. Conclusions: This study is the first report suggesting the extent of demand for environmental therapies among patients with atopic dermatitis. This information will be helpful in developing therapeutics using the natural environment in Korean medicine.

아토피 환자의 치료선택 경향에 대한 설문연구

손창규,Son, Chang-Gue 대한한방안이비인후피부과학회 2014 한방안이비인후피부과학회지 Vol.27 No.1

Objective : This study aimed to survey the pattern of the treatment choice for atopic dermatitis. Methods : The questionnaire-based survey was conducted from the parents of 310 patients (median age 9 years, range 2 to 21 year, 158 male and 152 female) with atopic dermatitis. The questionnaire was consisted of 11 questions for the demographic information including treatment choice for atopic dermatitis. Results : The most agonizing factor of atopic dermatitis was pruritus, while the most frequent regions were arms and legs. Conventional therapy (60.3%), folk-remedy (23.9%) and treatment of Korean medicine (15.8%) were the preference of treatment by patients. Over half answers (58.4%) were negative for the current treatments, and the main complains was the absence of radical therapy (26.5%), insufficient information (20.6%), and expensive cost of treatments (19.0%), respectively. Conclusion : This study may provide the important information for the general prospective of parents of patients with atopic dermatitis, which is helpful to develop the Korean medicine-derived therapeutics for atopic dermatitis.

A Drug-Induced Liver Injury by Western Medication

손창규,Son, Chang-gue The Society of Internal Korean Medicine 2015 大韓韓方內科學會誌 Vol.36 No.1

본 증례보고는 퇴행성 관절염으로 양방병원에서 치료를 받던 중에 발생한 약인성 간손상으로 한방병원에서 진단 및 치료 받은 73세의 여성 환자의 증례를 소개하고자 한다. 환자는 약 3개월 동안 양방병원에서 비스테로이드성 소염제와 근육이완제 등을 처방 받아 오던 중 점차적으로 피로감과 오심 구역감 등의 위장장애를 호소하였다. 양방 의원에서 수 차례 약물치료를 하였으나 호전되지 않고 점차 극심한 피로감과 무기력감 및 위장증상으로 한방병원을 찾게 되었다. 한방병원에서 혈액검사상에 급성감염(AST 90 IU/L, ALT 100 IU/L, ALP 191 IU/L, GGT 614 IU/L) 소견을 보였다. 초음파 검사상 정상적 소견과 다른 기저질환의 배제 및 RUCAM score가 9로서 약인성 간손상으로 진단이 되었다. 15일간의 뜸치료와 침치료 및 한약물 (청간플러스시럽)의 복용으로 주관적 증상은 완전히 소실되었으며 GGT를 제외한 간기능 검사도 정상으로 회복되었다. 그동안 한약물과 관련된 약인성 간손상에 대한 연구가 주로 양의학계에서 이루어지다보니 한약물의 안전성에 대한 부정적 평가가 많았었다. 그러한 의미에서 본 증례보고는 양약에 의한 약인성 간손상에 대한 전형적인 증상의 특성을 보여주고 약인성 간손상에 대한 한의학적 관리 및 치료의 향후 연구에 대한 의미있는 증례를 제시한다고 하겠다. Objectives : To investigate the clinical features of drug-induced liver injury (DILI) and traditional Korean medicine (TKM) -based management. Methods : A female patient diagnosed with DILI caused by Western drugs had been treated with Oriental therapies, then the subjective clinical outcome and biochemical parameters were monitored. Results : A 73-year-old female had taken Western drugs (nonsteroidal anti-inflammatory and skeletal muscle relaxants) for about 3 months, and complained of severe abdominal discomfort and tiredness. Her RUCAM score was 9, which met the criteria for DILI (AST 90 IU/L, ALT 100 IU/L, ALP 191 IU/L, and GGT 614 IU/L). She was treated with herbal drugs, moxibustion, and acupuncture, and her symptoms completely resolved, with normalized hepatic enzymes within two weeks. Conclusions : This case report provides a clinical characteristic for a typical DILI caused by Western medicine, and shows an example of a TKM-based application.

자본시장 육성방안

손창규 중앙대학교 정경대학 학생회 1969 政經論集 Vol.1 No.1

Functional abdominal pain syndrome treated with Korean medication

손창규 한국한의학연구원 2014 Integrative Medicine Research Vol.3 No.2

A 37-year-old female patient with chronic and stubborn abdominal pain had been hospitalized five times in three Western hospitals, but no effects were observed. No abnormalities were found in blood tests, gastrointestinal endoscopy, sonogram, and computed tomography of the abdomen, except mild paralytic ileus. The patient decided to rely on Korean medicine as an inpatient. She was diagnosed with functional abdominal pain syndrome, and her symptom differentiation was the “Yang deficiency of spleen and kidney.” A herbal drug, Hwangikyeji-tang, along with moxibustion and acupuncture, was given to the patient. Abdominal pain and related symptoms were reduced radically within 16 days of treatment. This report shows a therapeutic potential of Korean medicine-based treatment for functional abdominal pain syndrome.

정천탕의 알러지에 대한 실험적 연구

손창규,설인찬 대한한의학회 2003 대한한의학회지 Vol.24 No.3

This report describes an inhibitory effect of Jungchuntang(JCT) on immediate hypersensitivity through IgE/mast cell/mediator pathaway. JCT is an Oriental herbal medication, which has been used for the treatment of allergic patients with espatially asthma in Korea. JCT significantly inhibited the IgE production in mice and IL-4 + anti CD40-mediated IgE production in vitro. JCT promoted IFN-expression but inhibited IL-4 and IL-6 mRNA expression. JCT dose-dependently inhibited the compound 48/80-induced histamine release from mast cell line, IC-2 cell. Thease results indicated that JCT has treatmentary effect on atopic disorder, such as asthma. 목적 : 정천탕(定喘湯, JCT)이 IgE/mast cell로 유도되는 천식(喘息)등의 알러지성 질환에 대한 효과를 실험적으로 검증하고자 하였다.

Case Report for a Refractory Levator Ani Syndrome Treated with Traditional Korean Medication

손창규 대한한의학회 2017 대한한의학회지 Vol.38 No.2

Objectives: To inform a clinical case of a refractory levator ani syndrome, that was improved by treatments of traditional Korean medicine (TKM). Methods: A 55-years old female had complained severe anorectal pain which didn’t respond to Western medicine therapeutics during 5 months including 45-day hospitalization. Whereas the symptom was rapidly resolved by the treatment in a Korean medicine hospital, and the clinical outcome was monitored. Result: There was no abnormality explaining the anorectal pain from blood tests, gastrointestinal endoscopy, sonogram and computed tomography for abdomen and pelvis. The patient was diagnosed with a levator ani syndrome. Based on the typical feature of tenderness of lower abdomen as well as beating sign around belly, an herbal drug, Shihogayonggolmoryo-tang (柴胡加龍骨牡蠣湯) was prescribed. In addition, the warm acupuncture at BL 31 to BL 33 and moxibustion on lower abdomen were given to the patient. The anorectal pain was radically reduced from treatment 7-day, and it almost disappeared within treatment 25-day. Conclusion: This case report would provide information for the potential of TKM therapies focused on the refractory levator ani syndrome which no satisfactory therapy exist.