모바일 미디어(mobile media)의 이용 태도와 콘텐츠 방향에 관한 연구 = A Study on the Attitude of Use and the Content Strategy of Mobile Media

다국어 초록 (Multilingual Abstract)

Nowadays, convergence media or personal media has newly emerged in the wake of transforming broadcasts and telecommunications into a digital convergence, so media user`s motive has become significant. Under these circumstances it mainly depends upon a variety of programs and contents that media audiences are likely to choose. In the light of this, having mainly focused upon audiences` motive of use, satisfaction, attitude of use and content qualities, I have come to the conclusion as follows. First, it is often argued that mobile media as a convergence has successfully obtained awide range of media through a single terminal. In contrast, audience generally tends to search contents in a positive way so as to meet his/her needs. A swift change of lifestyle makes an increased audience`s demand for personal media. In this regard, mobile environments are closely related to the supply of tailored contents toward any particular individual user. The trend of the futuristic mobile network will be gradually expanded over time, and its successful strategy of being projected to become commercially available will certainly rely upon a wide and pinpointed array of contents. Second, each group has its own propensity for capitalizing on any particular content rather than for being interested in the contents as a whole. Therefore, it needs to provide as many contents and service as possible at a reasonable price, which are tailored to the needs of each group. Third, even though the formula like ``entertainment or habit = mobility`` and ``information and knowledge = instant access`` is not necessarily correct, we need to consider it carefully how the scheme can be correlated each other. In particular, ``inaccessible`` contents are of no use no matter how good these are; mobility-oriented media should merit its prompt access. Yet what matters is how to provide various contents having a defining characteristic of easy and speedy access based on enjoyable [entertainment-like] elements. Fourth and finally, it is highly necessary to develop a variety of contents allowing users to access freely while moving on, as long as mobile-specific media is to be literally ``movable``. It would be meaningful to provide a more wide and popular choice of mobile-specific media contents in the future in that music, sports, entertainment, games, TV dramas, films and news-these being currently based on mobile-specific media-are getting favor with a great number of users, respectively.

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