영상클립의 인기요인에 대한 실증 연구: 네이버 TV를 중심으로

양기문(Gimun Yang),정선형(Sun Hyung Chung),이상우(Sang Woo Lee) 한국콘텐츠학회 2018 한국콘텐츠학회논문지 Vol.18 No.6

본 연구는 네이버TV의 이용자들이 네이버TV에서 제공하는 영상클립을 어떻게 이용하는지 살펴보고, 영상클립의 인기도에 영향을 미치는 요인들을 실증적으로 분석했다. 이를 위해 2017년 9월 10일부터 9월 24일까지 2주간 네이버TV의 영상클립 상위50위에 올랐던 영상클립 572개를 선정해 분석대상으로 삼았다. 분석대상 영상의 성격은 장르, 유형, 스타출연 여부로 나눴고, 성격에 따른 인기 정도를 알아보기 위해 개별 영상클립 인기도를 지수화했다. 연구결과, 이용자 반응특성 중에서는 개별 영상클립의 좋아요수, 프로그램 채널 구독자수가 영상클립 인기정도와 정적 관련성이 있는 것으로 나타났다. 영상클립 특성 중에서는 좋아요수, 프로그램 채널 구독자수, 장르, 유형, 스타출연 여부가 영상클립 인기에 영향을 미치는 요인이었다. 장르 중 기타장르의 영향력 정도가 가장 낮았으며, 미세한 차이지만 드라마, 음악, 예능장르 순으로 영향력 정도가 높았다. 유형 중 웹 전용, 미방송분 유형이 하이라이트 유형의 영상클립에 비해 통계적으로 유의한 수준으로 영상클립의 인기정도에 영향을 미치는 것으로 나타났다. 마지막으로 영상클립 내에 스타가 등장 할 경우 영상클립의 인기정도가 더 높았다. This study analyzed Naver TV users’ pattern of video clip watching, and analyzed the factors affecting the popularity of Naver TV’s video clip. We selected 572 individual video clips that were ranked 50th in Naver TV rankings from September 10th to September 24th in 2017. We classified video clip’s characteristics into several factors, including the number of likes, the number of subscriber, genre, video clip’s types, and star appearances. We indexed the popularity of video clip, which implies the degree of popularity for each video clip. The results showed that the number of likes for video clips and the number of subscribers for each video clip were positively related to the popularity of video clip. Video clip’s genre, video clip’s type and star power positively affected the popularity of video clip. The effect of extras genre on the popularity of video clip was the lowest, followed by entertainment, music, and drama genre, but the difference among entertainment, music and drama genre was not statistically significant. Web-only video and non-broadcast video positively affected the popularity of video clip. Finally, the popularity of video clip was higher when stars appeared in the video clip.

The effectiveness of multimedia teaching with video clips in bakery classroom

( Saruda Nitiworakarn ) 한국교육공학회 2014 한국교육공학회 학술대회발표자료집 Vol.2014 No.2

The potential of video technology in the classroom is promising, especially in light of the 21st century learning framework. Studies show positive gains in student outcomes as a result of the integration of video technology in instruction. This study preliminary explores potential uses of multimedia teaching and presents students`` feedback on the video clips as a supplementary material in bakery lessons. A total 29 students participated in a study came from bakery class at Phranakhon Rajabhat University in first-semester of year 2014. The results indicated that video clips were useful to learn bakery. In addition, students`` feedback on the learning impact of video clips showed that students were motivated to learn bakery using internet video clips. The last section of the paper discusses the potential challenges of using video clips in the classroom and offers suggestions for overcoming those challenges.

Using Internet Video Clips for University Students` Vocabulary Development in Blended Learning

( Ro Sa Jung ),( Chung Hyun Lee ) 한국멀티미디어언어교육학회 2013 멀티미디어 언어교육 Vol.16 No.4

The purposes of the study are to investigate the impact of using video clips on university students` vocabulary development via listening in blended learning and to suggest a vocabulary instructional model for the use of video clips in blended learning. Twenty one students participated in L2 listening classes at A university in Seoul. A combination of qualitative data from students` reflective journals, classroom observations, and interviews and quantitative data from pre- and post- vocabulary tests, performance assessment, and a questionnaire was collected. The major findings of the study are as follows. First, about 55% of the students guessed the meaning of the words with visual, contextual, and verbal clues from video clips. Second, the students` overall perspectives on using video clips for learning vocabulary in blended learning were very positive. Third, the students had generally positive perspectives on online and offline activities. Guessing the meaning of the words and filling out the summary were the most preferred offline and online activities, respectively. Finally, the students` vocabulary test scores increased indicating that using video clips in blended learning had positive effects on students` vocabulary development. Based on the findings, a vocabulary instructional model as well as implications are provided.

온라인 비디오를 이용한 웜업활동 설계

성지희(Sung Jee hee) 영상영어교육학회 2010 영상영어교육 (STEM journal) Vol.11 No.1

The aim of this paper is to investigate the effectiveness of the use of the online video clips as the warm up activity for EFL college freshmen to enhance their listening and speaking competence. Online video clips offer the authentic material that is so important in the EFL learning environment. In particular, online video clips are a dynamic language learning tool which offers contextual and visual clues to EFL students. Good EFL pedagogy requires that "warm-ups" be used to grab the students' attention at the beginning of a class period. It is proposed that warm up activities that use effective online video clips can promote a student-centered way of learning and generate language learner motivation in EFL setting. To validate this claim, twenty eight college students were asked to participate in warm up activities that involve watching a selected online video clip. Based on the given online video clip, they were told to ask and answer various questions, and have a conversation with their group members or partner. A survey questionnaire was developed and administered to analyze students' responses toward the use of online video clips in the beginning of each class over a period of 14 weeks. The findings of the study are discussed and can be helpful for English teachers in designing their own effective warm up activities by using the online video clips. Pedagogical implications based on the findings are also suggested.

Using Internet Video Clips for University Students’Vocabulary Development in Blended Learning

정로사,이충현 한국멀티미디어언어교육학회 2013 멀티미디어 언어교육 Vol.16 No.4

The purposes of the study are to investigate the impact of using video clips on university students’ vocabulary development via listening in blended learning and to suggest a vocabulary instructional model for the use of video clips in blended learning. Twenty one students participated in L2 listening classes at A university in Seoul. A combination of qualitative data from students’ reflective journals, classroom observations, and interviews and quantitative data from pre- and post- vocabulary tests, performance assessment, and a questionnaire was collected. The major findings of the study are as follows. First, about 55% of the students guessed the meaning of the words with visual, contextual, and verbal clues from video clips. Second, the students’overall perspectives on using video clips for learning vocabulary in blended learning were very positive. Third, the students had generally positive perspectives on online and offline activities. Guessing the meaning of the words and filling out the summary were the most preferred offline and online activities, respectively. Finally, the students’vocabulary test scores increased indicating that using video clips in blended learning had positive effects on students’ vocabulary development. Based on the findings, a vocabulary instructional model as well as implications are provided.

대학 수업에서의 유튜브 동영상 활용: 영어신문기사의 배경지식을 중심으로

박영란 영상영어교육학회 2017 영상영어교육 (STEM journal) Vol.18 No.1

This paper focuses on how YouTube video clips are used to equip students with background knowledge when reading English newspaper articles about various global issues. It is assumed that the students could understand the articles adequately by building background knowledge about them before reading. With this assumption, this paper raises four key questions. First, are students more responsive to visual than to text-based materials? Second, do students perceive that background knowledge to an article is essential to understanding the content? Third, do YouTube video clips offer appropriate background knowledge about the articles? Fourth, how do students evaluate each YouTube video clip? 34 university students majoring in English participated in this research. Based on t-test, ANOVA, and multiple regression analyses of their questionnaires, four distinctive findings have been identified. First, visual materials provided better cues than verbal explanations when the students attempted to understand difficult vocabulary items. Second, the students recognized the importance of background knowledge for understanding the content. Third, the students’ evaluation was that the YouTube video clips played a significant role in providing background knowledge for the topics chosen. Fourth, the students understood the articles more comprehensively after watching selected YouTube video clips.

시청각 동영상을 활용한 재실자의 실내 온열쾌적 유도 가능성 탐색

김보성,민윤기 한국자료분석학회 2015 Journal of the Korean Data Analysis Society Vol.17 No.4

The purpose of this study is to explore the applicability of indoor thermal comfort induction using video clips. Experiments were conducted in indoor air-conditioning environments which sustained 26 centigrade degrees in summer. Four YouTube video clips that cause coolness and warmth were used for experimental videos (coolness: wave, valley, warmth: hot spring, bonfire). In addition, occupants’ thermal comfort was measured by comfort sensation vote (CSV), and their thermal level was measured by perceived thermal sensitivity (PTS). As a result, compared to the control condition which was not present a video, participants reported more comfort on the coolness inducing condition by ‘wave’ and ‘valley’ videos. This result suggested that there was some applicability of indoor thermal comfort induction using video clips without consuming energy directly such as heating or cooling. It suggests the applicability of psychological factors as energy-saving elements in the realization of green energy. 본 연구는 실내 온열환경에 대한 재실자의 온열쾌적 변화에 있어 물리적인 온열환경요소를 조절하지 않고 시청각 동영상을 제시함으로써 그 변화를 유도할 수 있는지를 살펴보고자 하였다. 이를 위해 실내 공조 시스템이 갖추어진 공간에서 여름철 실내 적정온도로 알려진 26℃를 유지하는 가운데 실험을 진행하였으며, 실험에 사용된 시청각 동영상으로는 ‘시원함’과 ‘따뜻함’을 유발할 수 있는 YouTube 영상이 각각 2개씩 활용되었다(시원함: 파도, 계곡, 따뜻함: 온천, 모닥불). 또한 온열쾌적 상태를 측정하기 위해 주관적 온열 쾌적감을 반영하는 CSV(comfort sensation vote)를 사용하였으며, 이와 더불어 PTS(perceived thermal sensitivity)를 활용하여 주관적 온열상태도 측정하였다. 그 결과, 시청각 동영상이 제시되지 않은 통제조건에 비해 ‘시원함’을 유발하는 시청각 동영상을 시청한 조건에서는 쾌적방향으로 재실자들의 실내 온열쾌적 변동이 나타났다. 이러한 결과는 실제 냉방 또는 난방 공조와 같은 물리적 에너지를 직접적으로 소비하지 않고 시청각 동영상 시청을 통해서 재실자의 온열쾌적 유도가 부분적으로 가능함을 보여주는 결과이다. 이는 그린 에너지 실현에 있어서 에너지 저감 요소로서 심리적 특성의 활용 가능성을 시사하는 것이다.

중국 틱톡의 아동 애니메이션 숏폼 동영상 콘텐츠 분석 -<아기 호랑이(BabyTiger)>를 중심으로

완쥔,박종래 (사)한국만화웹툰학회 2023 만화웹툰연구 Vol.3 No.1

As a world-renowned social media platform, Tiktok has become a significant carrier for children animation video clips. The study on the content of popular children animation clips on Tiktok is conducive to analyzing the recognized direction for children cultivation. The author first analyzed the uploaders of children animation video clips on Tiktok, focusing on the verified business accounts and their number of works, likes, and followers. Then, the author selected Baby Tiger(with over 24 million likes) as the research case, and classified the clips according to the topics and analyzed their contents. Finally, an in-depth interpretation was made from three aspects: content, form and communication through Tiktok. The study shows that the children animation video clips on Tiktok, represented by Baby Tiger, aims to set up an idealized child image, a well-behaved child who puts safety first and is fond to exploring the unknown world. Since the choice of animation video clips is in the hands of parents, mainly mothers, so the clips tend to build a well-behaved child image to meet the expectations of adults through creating interesting contents, attracting the audience with IP animation images, and targeted pushing by the unique algorithm of Tiktok.

중국 왕홍(网红) 짧은 동영상(短视频) 콘텐츠에 관한 고찰

이동배(DONGBEI, LI) 한국아시아학회 2021 아시아연구 Vol.24 No.2

중국에서 왕홍의 영향력과 파급력은 상당하다. 소비자 수요가 갈수록 다양해지고 세분화되는 상황 속에서 왕홍들은 그 자체로 소비자의 요구를 충족시킬 수 있는 하나의 명품 브랜드로 포지셔닝 되고 있다. 왕홍들은 자신의 영향력을 확장시키기 위해 ‘짧은 동영상+SNS’라는 형식을 활용해 적극적으로 자신의 특기나 일상생활을 팬들에게 보여주고 쌍방향 소통을 한다. 본 연구는 이러한 왕홍 짧은 동영상을 주목하였다. 콘텐츠 사례분석을 통해서 본 왕홍 짧은 동영상의 주제는 뷰티, 패션, 음악, 게임, 육아, 미식, 건강 등 다양한 영역이 있다. 또한 이러한 내용을 짧은 동영상으로 재현해나가는 스타일에 따라 현실기록 동영상, 상황극, 토크쇼, 전문지식공유, 코믹오락 등으로 분류해볼 수 있다. 더불어 왕홍 짧은 동영상에서 가장 중요한 핵심요소는 바로 왕홍 자신이며 왕홍을 따르는 이들의 소비 욕구를 충족시키기 위해 명확하고 효과적인 정보 전달과 다양한 재미 추구 그리고 유통 플랫폼을 활용한 쌍방향 소통을 할 수 있는 콘텐츠를 공급하도록 요구된다. 왕홍 짧은 동영상의 문제점은 왕홍의 인기에 과도하게 의존한다는 점이다. 또한 기술적으로 복제가 쉬워지자 다른 사람의 콘텐츠를 그대로 복제해서 사용하는 사례도 많다. 무엇보다 단 시간에 보여주는 영상을 만들다보니 전문성 있는 콘텐츠를 제작하거나 논리적으로 내용을 구성하여 완전하게 재현하기가 어렵다. 영상의 대부분은 주로 일반 생활과 관련된 코믹한 콘텐츠에 집중되어 있는 반면 다른 영역의 콘텐츠는 아직 미미하 다. 그 외에 플랫폼 측면에서는 각 플랫폼별로 다른 기능을 익히면서 별도의 계정을 열어 각각 운영해야 하는 번거로움이 있다. 여러 문제를 안고 있지만 왕홍 짧은 동영상은 여전히 대중에게 각광받고 있다. 이를 감안해서 짧은 동영상 시장은 지속적으로 증가되는 소비 욕구와 더불어 각종 인프라 환경의 개선을 통해 시장을 더욱 확장해 갈 것이다. 이에 왕홍 콘텐츠의 창작은 더 치열해지고 MCN도 빠른 성장을 보여준다. 그리고 콘텐츠 시장의 안정적이고 지속적인 성장을 보장해주기 위해 규제기관의 감독도 더 엄격해질 것으로 예측할 수 있다. Wang Hong"s influence and impact in China are enormous. In a situation where consumer demand is increasingly diversified and subdivided, Wanghongs are positioning itself as a luxury brand that can satisfy consumers" needs. To expand their influence, Wanghong actively shows their skills and daily life to fans and communicates in two ways using the format of short video + SNS". This study focus on these short videos of Wang Hong. The subject of Wang Hong"s short video seen through content case analysis includes various areas such as beauty, fashion, music, games, parenting, food, and health. Depending on the style that reproduces these contents, there are VLOG, situational play, talk shows, professional knowledge sharing, and comic entertainment. As a feature of this, Wang Hong is the key element of the short video. Besides. they demand clear and effective information delivery, various fun pursuits, and interactive communication through various distribution platforms to satisfy consumer needs. Wang Hong"s short video problem depends excessively on Wang Hong"s popularity. Also, there are many cases where other people"s content is copied and used as it is. And the depth of the content is difficult to pursue, the video is mainly focused on general life and comic content, while the content in other areas is still insignificant. In addition, in terms of platforms, Wanghong has to open and operate separate accounts while learning the functions of each platform to expand its popularity. Despite this problem, Wang Hong"s short video is in the spotlight. Because of this, it can be seen that the short video market will further expand the market through the ever-increasing consumption desire of short videos and the improvement of various infrastructure environments. And as the creation of Wanghong content becomes more intense, MCN also shows rapid growth accordingly. To ensure stable and continuous growth of this content market, it can be predicted that the oversight of the regulatory body will be more stringent.

THE EFFECT OF YOUTUBE VIDEO CLIPS ON WATHCING OTT : THE MODERATING ROLE OF GENRE AND GENERATION

Nayeon Kim,Taehyung Kim 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

Due to the development of the internet and communications technology, the media market has undergone significant changes in the 2000s. In the past, when the types of media were not diverse, media content was mainly consumed through TV, radio, newspapers, etc., but as varied, it allowed users to watch the content anytime and anywhere. ‘Snack Video’ which is produced in a short length and consumed in commuting time and leisure time, and ‘Snack Culture’ which is a popular lifestyle trend of consuming short-form cultural content, is now widespread. The representative content of snack content is video clips. Various of media provide video clips, such as portal sites, SNS, and TV programs. YouTube is effective in increasing purchases than the other channels. Over-The-Top (OTT) is another pillar of the new media market, which has emerged with the development of the internet and communications technologies.