College Students’ Self-Concepts and Attitude toward Advertising;The Relationships among the Body-Esteem, Social Comparison, and the Perception about Diet Advertising

Hyunjae Yu 한국헬스커뮤니케이션학회 2014 헬스커뮤니케이션연구 Vol.11 No.-

There have been many studies dealing with the relationships between self-perceptions and the perceptions of advertising. However, research that focused specifically on diet advertising, which has recently seen a dramatic increase in our society, has been scarce. One can assume that people’s perceptions of diet advertising may be influenced by how they think about their own bodies or by the extent to which they compare their own bodies with those of others. For a more comprehensive understanding of the aforementioned relationships, this study analyzes the possible moderating role of body-esteem in predicting social comparison’s influence on the perceptions of diet advertising. The results of this study showed that people’s body-esteem level not only influences their attitude toward diet advertising, but also moderates the relationship between the attitude toward diet advertising and individuals’ social comparison orientation.

An Exploratory Study for Establishing More Realistic Media Guidelines for Reporting on Suicides: A Case Study of S. Korea, Which Has Had the Highest Suicide Rate among OECD Countries for 13 Consecutive Years

Yu Hyunjae 한국보건사회연구원 2016 保健社會硏究 Vol.36 No.3

This exploratory study attempted to develop more practical and realistic guidelines for media reports on suicides in Korea, which as of 2015 had the highest suicide rate among OECD countries for 13 consecutive years. An online survey was conducted in which 634 Korean citizens participated. This survey inquired as to the degree to which the respondents believed each specific item exposed in media reports covering suicides (e.g., “providing information on the method used to commit suicide,” “reporting on a celebrity suicide”) encouraged people to have positive or less negative perceptions of suicide. The specific items used in the survey were collected from several media guidelines used in 16 different countries as provided through the IASP (International Association for Suicide Prevention) website. The participants were presented with 43 different items (issues) and asked whether these items would lead people to have positive or negative perceptions of suicide. The author was able to identify some items that were considered by the 634 Korean participants to be more important than others with regard to preventing suicide. Participants were asked to disclose few personal details. Information such as the level of depression they were experiencing at that time could be considered important variables in studies regarding suicide. Based upon the results, this exploratory study suggested more practical and (or) realistic guidelines for the media professionals to use when covering suicides in Korea, a society that has experienced a serious suicide rate for many years.

A Cross-Cultural Comparison of Perceptions toward Personalized E-mail Advertising : Korea and the United States

Yu, Hyunjae 한국광고학회 2011 광고학연구 Vol.22 No.1

The Usage and Credibility of Information Sources for Cancer Prevention

Jay (Hyunjae) Yu,Kyoo-Hoon Han 한국언론학회 2018 Asian Communication Research Vol.15 No.2

This study investigated the types of information sources related to women’s cancer that have been used and perceived as credible by women in two culturally different countries: South Korea and the U.S. For this purpose, an online survey was conducted with 330 American and 317 South Korean women. Results revealed significant differences between South Korean and American women not only in popular and major information sources for women’s cancers, but also in the levels of credibility that the respondents placed on each information source. It was also found that cancer information via human channels was perceived as more credible than that of media channels in both countries. Based on the findings, several implications for planning and executing effective communication strategies to deliver cancer-related information to target women were discussed.

자살 예방 홍보 메시지의 효과에 영향을 주는 요인에 대한 연구 촉진/예방 초점 적용과 참여자들의 자기 감시 수준을 중심으로

유현재 ( Hyunjae Yu ),김인기 ( Inki Kim ),임재성 ( Jaesung Lim ) 한국PR학회 2016 PR연구 Vol.20 No.4

Under the situation where Korea has been at the top among 34 OECD countries in terms of the suicide rate 7 straight years, diverse efforts have been carried out by many parties in this society. Late teens including high school and college students are known as one of the groups discussed frequently regarding suicide-related issues since the top reason for their death has been suicide for many years. Motivated by the fact above, this study investigated if what types of suicide prevention messages could be more effective among late-teens. Especially, possible factors affecting people’s intention to spread the PR messages to the people around were pursued through experiments. As an independent variable, this study applied the concept ‘orientation’ which can be divided into 1) prevention orientation and 2) promotion orientation to produce suicide prevention messages. An individual’s level of self-monitoring has been used as another independent variable for carrying out 2*2 structure experiment in this study. As results, it was found that the late- teens with higher level of self-monitoring showed higher intentions to spread suicide prevention messages to the people around, an interaction effect by the two independent variables was found as well. People who had high level of self-monitoring were more impressed by the messages using prevention orientation rather than the messages with promotion orientation. On the other hand, the people with low self-monitoring showed more positive attitude toward the messages applying promotion orientation rather than prevention orientation.

가상의 자살예방 앱에 희망하는 기능들에 대한 연구

유현재(Hyunjae Yu),임재성(Jaesung Lim),김인기(Inki Kim) 한국정보사회학회 2012 정보사회와 미디어 Vol.- No.24

최근, 다양한 방면에서 스마트폰으로 편리하게 접속할 수 있는 각종 애플리케이션 (앱: Applications)을 활용한 대 공중 커뮤니케이션이 유행하고 있다. 적용되고 있는 분야도 갈수록 다양해져 일선 기업들의 제품 및 서비스를 소비자들에게 직접 홍보하는 활동, 개별 상점이나 각 영업 주체들이 진행하는 목표고객 유치 마케팅, 그리고 다양한 공익 목적을 위해 사용되고 있는 앱에 이르기까지 활용범위의 폭은 갈수록 넓어지고 있는 상황이다. 본 탐사적 (Exploratory) 연구는 특히 앱의 공익적 커뮤니케이션 효과에 초점을 맞추어, 최근 전체 32개 OECD 회원국 가운데 최고를 기록하고 있는 우리나라의 자살률을 감소시키려는 일환으로 기획되는 자살예방 앱이 보유해야 할 것으로 여겨지는 가상의 기능들과 특성들을 최근 주요 자살 취약 계층으로 분류되는 20대 참여자들에게 질문, 다양한 의견들을 수집, 분석하였다. 연구 결과, 응답자들의 성별, 현재 스마트폰의 사용여부, 평균 스마트 폰 사용시간 및 사용 스타일 등의 변수들에 따라 자살예방 앱을 다운로드 받기 위해 앱이 보유해야 한다고 생각하는 기능 및 특성들에 대한 견해 차이가 있음을 확인할 수 있었다. 현재 자살률이 지속적 증가세를 보이고 있지만, 자살예방 관련 앱은 거의 찾아볼 수 없는 현실에서 향후 자살예방 및 방지를 위한 새로운 커뮤니케이션 방법을 논의하기 위한 시사점들이 제공되었다. Currently, many types of applications (apps, here and after) which can be accessed by smart phones are used for public communication. The fields where apps are used have increased such as PR activities by regular corporations, target marketing by individual stores, and diverse activities for public goods. This exploratory study investigated the opinions of 20’s regarding an artificial apps promoting suicide prevention which could be designed to reduce the rate of suicide among young people in Korea. In the results, it was found that some variables influenced the participants’ intentions to download the apps. The variables include having smart phones, gender, and the average hours of smart phone usage. Under the situation where we don’t see many apps promoting suicide prevention movement, the results from this study provide several insights regarding the effective media strategies for preventing suicide campaign among young people who have higher rate of suicide compared to other groups in Korean society.

미디어에 대한 이미지/인식이 메시지 수용에 미치는 영향

유현재(Yu, Hyunjae),조은선(Cho, Eunsun),안선희(Ahn, Sunhee) 한국정보사회학회 2011 정보사회와 미디어 Vol.- No.19

한국문화의 심층적 고찰을 통한 한국광고와 미국광고의 차이 이해

유현재 ( Hyunjae Yu ) 서강대학교 미디어융합연구소 2013 미디어융합연구 Vol.20 No.0

In marketing their products in Korea, many American companies, must decide: in a world interdependent and interconnected in unprecedented ways, is it possible to use the same approach used in other nations in Korea as well? Or, is Korea sufficiently distinctive as to require a special strategic effort? To date, there have been many cross-cultural studies comparing the U.S. and Korea in terms of advertising. Many have used Hofstede’s individualism-collectivism typology, or Hall’s high-low context typology, to explain the differences between the two countries. However, recently, several studies have indicated a need for more explanations beyond the two dominant typologies. This study discusses the three major differences in advertising between the two countries (comparative advertising, usage of celebrities, and utilizing sex appeals), in an attempt to figure out the further explanations using cultural characteristics of Korea. The discussion of this paper will not only provide new perspective to U.S.-Korean cross-cultural studies, but also give valuable insights to develop more effective advertising in the Korean market with a better understanding of indigenous culture.

한국문화의 심층적 고찰을 통한 한국광고와 미국광고의 차이 이해

유현재 ( Hyunjae Yu ) 서강대학교 언론문화연구소 2013 언론문화연구 Vol.20 No.-

많은 미국계 다국적 기업들이 한국시장에 진출할 때 반드시 내려야 하는 결정이 있다. 미국 내는 물론 전 세계 다른 시장에서 활용했던 전략과 크리 에이티브를 한국 소비자들을 대상으로 그대로 사용할 것인지, 아니면 한국시장을 완전한 독립적 단위로 판단하고 아예 처음부터 다른 접근을 시도해야 하는지에 대한 판단인 것이다. 실로 다양한 관련 연구들이 광고의 측면에서 한국과 미국의 실제적 특성을 비교해서 논의해 온 바 있다. 이 가운데 상당수의 연구는 홉스티디(Hofstede)의 개인주의-집단주의(individualismcollectivism typology), 혹은 홀(Hall)의 고-저 맥락(high-low context typology)을 동원하여 한국과 미국이 견지하고 있는 광고적 특성들에 대한 차이점을 비교하고 설명하려 하였다. 그러나 최근 들어 몇몇 연구들에서 기존에 사용되던 지배적인 이론들로는 한국과 미국의 광고가 가진 차이점, 그리고 차이점이 주는 시사점들을 충분히 설명하기 어렵다는 지적이 제기되고 있다. 이 같은 상황을 동기로 삼아, 본 연구는 한국의 광고가 미국의 그것과 비교해서 대단히 상이한 특징을 가지고 있는 세 가지 영역(합법적비교광고를 꺼려하는 경향, 상품과 특성을 불문하고 무조건 유명 모델을 기용하려는 행태, 성적 표현의 자발적 자제)에 대해 토의하고, 외국인이 이해하기 힘든 한국의 독특한 문화적 배경을 기본으로 그 같은 광고적인 특성을 설명해 보고자 한다. 본 연구는 개념적 접근(Conceptual Approach)을 시도하였으며, 한국-미국 양국의 광고를 다루는 문화 간 연구에 중요한 시사점을 제공함은 물론, 한국 시장에 진출하고자 하는 다국적 기업의 향후 광고 전략 수립에도 일정 부분 도움을 줄 수 있으리라 믿는다. In marketing their products in Korea, many American companies, must decide: in a world interdependent and interconnected in unprecedented ways, is it possible to use the same approach used in other nations in Korea as well? Or, is Korea sufficiently distinctive as to require a special strategic effort? To date, there have been many cross-cultural studies comparing the U.S. and Korea in terms of advertising. Many have used Hofstede’s individualism-collectivism typology, or Hall’s high-low context typology, to explain the differences between the two countries. However, recently, several studies have indicated a need for more explanations beyond the two dominant typologies. This study discusses the three major differences in advertising between the two countries (comparative advertising, usage of celebrities, and utilizing sex appeals), in an attempt to figure out the further explanations using cultural characteristics of Korea. The discussion of this paper will not only provide new perspective to U.S.-Korean cross-cultural studies, but also give valuable insights to develop more effective advertising in the Korean market with a better understanding of indigenous culture.

미디어의 성격별, 자살관련 보도의 스타일에 대한 분석: 인터넷 신문(대안지)과 전통적 신문(연장지)의 차이 비교

유현재 ( Yu Hyunjae ),송지은 ( Song Jieun ) 한국보건사회연구원 2012 保健社會硏究 Vol.32 No.2

This study is about news articles dealing with suicides which are thought to be one of the critical reasons behind increasing suicide rates in Korea. The researchers investigated how news articles are different from each other in styles depending on the types of news media. As a sample of this study, five traditional newspapers and five Internet news services were chosen along with actual news articles on suicides from January 1, 2011 to May 31, 2011. All articles that appeared in the media during the time period were collected through keyword search in major portal web sites. This study found that there were more articles that provide very detailed information about what methods people used in committing suicide and specific information about the victims, and that use direct expressions in headlines in Internet news media compared to traditional news media. It was also found that the suggestions from the Korea Suicide Prevention Association and the Ministry of Health & Welfare on limiting specific expressions and information which could cause people to commit suicide were not strictly observed both in Internet news services and traditional newspapers.