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음악 오디션 프로그램에서의 시청자 참여에 관한 탐색적 연구 : 시청자 참여방식에 영향을 미치는 변인을 중심으로
은혜정,이수영,김동우 청운대학교 방송·예술연구소 2014 미디어와 공연예술연구 Vol.9 No.2
For the past several years reality television has dominated mainstream televisionprogramming and it is even more true in Korea nowadays. This study has focusedon the music audition reality programmes, since this particular format introduced thesimultaneous vote-in by audience. This vote-in system is the main drive for itspopularity and it open up the new possibility to participate to the program and its contentby audience. A survey administered reveal that there are three distinctive motives forwatching music audition programmes: interest for evaluation, listening to good musicand interest in judging. Searching information activity, recommendation activity andvote-in activity are three activity factors and all related to the motivation of 'interestfor evaluation'. Understandably, motivation of 'listening to good music' positively relatesto searching information and recommendation activities but negatively relates to votingactivity. For the recommendation activity, not only 'interest for evaluation' and 'listeningto good music' factors affect but also innovative characteristic of audience and SNS usagetime play the important roles. Apart from all three motive factors, SNS usage time and itsfrequency, as well as audition programme watching duration affect to the vote-in activity. 본 연구는 최근 몇 년 동안 전 세계 방송환경에서 강력한 인기를 모았던 리얼리티 오디션프로그램, 그 중에서도 특히 음악 오디션 프로그램에 관한 관심에서 출발하였다. 리얼리티 프로그램중 오디션 포맷은 특히 시청자들의 투표를 통한 직접적인 참여가 인기의 커다란 동인으로 작용하고 있다고 연구되었으나, 본 연구에서는 보다 실질적으로 먼저 음악오디션 프로그램만이 갖는 시청동기를 알아보고, 음악오디션 프로그램에서 활용되고 있는 시청자들의 참여에있어, 검색, 추천, 투표 등 각각의 행위 유형이 시청 동기 및 시청자들의 성향과 어떠한 관계를갖는지 알아보고자 진행되었다. 연구결과는 다음과 같다. 첫째, 음악오디션 프로그램 시청의 이용 동기로 평가참여의 즐거움, 음악감상, 오디션심사관심의 세 개의 요인이 도출되었다. 둘째 음악오디션 프로그램 이용 행위 중 검색행위에 가장많이 영향을 미치는 변인은 이용 동기 중에서 평가참여의 즐거움, 음악감상 그리고 오디션 시청 플랫폼 수의 순이었으며, 추천행위에는 평가참여의 즐거움, 음악감상, 혁신성, 그리고 SNS이용시간 순이었다. 또한 투표행위에는 평가참여의 즐거움, 음악감상, 오디션심사관심, SNS이용시간, 오디션프로그램 시청시간, SNS 이용 빈도 순이었다.
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라틴 아메리칸 텔레노벨라의 드라마 브랜드 특성화 전략 사례연구
은혜정 한국방송공사 2010 방송 문화 연구 Vol.22 No.2
‘Telenovela’ is a collective term to call Latin American soap operas which has been run in every corner of global villages for more than 30 years and has become one of the ‘most successful exports’ from Latin America. This study tried to examine its key to success and name it as a ‘branding strategy’. The study analyses telenovela from four aspects: genre, programming strategy, production side and reception. Each element is important to compose ‘brand’ as brand awareness, brand image, product quality and brand reputation. As a genre, telenovela is very versatile and constantly keep adapting to changes. For the programming strategy, telenovela is famous for its striping but again, it can be sold as a format, too. For the production side, its in-house production and exclusive vertical integration of production can be effective but again, it may hinder to creative diversity. For the reception, telenovelas have fulfilled fantasy contrary to harsh reality of latin america and that was why so many people have watched them. These findings have following implications for branding strategy of Korean dramas: genre flexibility, expanding the format of mini series to establish audience habit as well as help effective programming and making a distinctive korean model for drama production.
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은혜정(Hyechung Eun),장은영(Eun-Young Jang) 한국방송학회 2000 한국방송학보 Vol.14 No.1
Nowadays the audio-visual communication has become so popular and laid in the central place of all and the university is not the safe ivory tower to ignore this trend. However chasing the rapid technological shift is not the always the answer for the university education and sometimes the university feels lost how to teach students and how to set the goals. The paper tries to discuss this bewildering matter openly and show the plausible direction where the university education should head to. The answer lies in flexible, integrated, and innovative media courses and curricula; it means a movement away from the narrowly conceived media-specific sequences based on industrial configurations towards broad-based, cross-media, integrative models; “de-massifying” the concept of communication to incorporate the study of intrapersonal and interpersonal communication and their relationship to “mass” forms of communication distribution; and finally, rethinking with the use of technologies. This paper examined two groups: universities and broadcasting professionals about university situation, their educational philosophy towards technology, what should students prepare before enter the job world, etc. Among the universities, some of reasons where the difference results from can be categorised in groups; the level of finance, facilities for the broadcasting technology and of course, the philosophy of the department towards its developmental direction. And still the difference was found between the universities and broadcasting professionals in their perspectives. The result shows that university educators are more likely to be aware of the necessity of technological education while the professionals tend to focus on the importance of liberal arts education. It is understandable since for a long time universities were criticised not to respond to the technological change of broadcasting and once students graduate and enter the job world, creativity becomes the most important factor to succeed. Therefore the further study should include how to improve students’ creativity and what is appropriate environment for this purpose. To get the working experience for students the paper suggests to offer more chances of internship. Comparing the American universities which most of students are obliged to get internship as part of course work, Korean equivalents have developed a quite different path. Only a few universities from medium-sized cities have active internship system but generally speaking, internship has not been included in the Korean broadcasting education. The paper strongly suggests that internship should be actively participated for both sides; university students as well as newspaper, broadcasting and other audio-visual or information companies. Students can get precious experience which they hardly find under the university environment. Moreover, they can have clear idea what would be like if students enter the job world after they graduates. If they don’t like it or if it has a big gap from what they expect, still students can have time to pursue a different career. For the companies, they can find their potential employees and train them early and during the internship, the companies may take advantage to use cheap labour.
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