영화 프로그램을 통한 케이블TV, 인터넷 방송, 지상파TV의 기대가치충족에 관한 연구

Basic Information

Title

영화 프로그램을 통한 케이블TV, 인터넷 방송, 지상파TV의 기대가치충족에 관한 연구

Subtitle

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Parallel Title

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Country

국내

Production Date

2002-**-**

Language

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Size (mm)

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Pages

137

ISBN/ISSN

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Edition

-

Master Files

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Producer

김승일 (경희대학교 대학원 신문방송학과 석사 논문 저자)

Description

(논문요약)[목적] 본 연구는 수용자의 매체이용과 관련된 심리적 요인을 측정하고 이러한 요인이 매체 이용행위와 어떠한 상관관계를 나타내는지 파악하고자 기대가치이론을 적용할 것이다. 기대가치이론을 적용하여 케이블TV, 인터넷방송, 지상파TV의 영화 프로그램 시청에 대해 수용자들이 '추구충족'과 '획득충족'을 구하고, 각 매체의 비교를 통하여 그 차이를 알아봄으로써 영화프로그램 시청에 있어서의 심리적 요인과 그 요인에 따른 이용 행위와의 상관관계를 보고자 한다. 또한 분석대상에서 기존의 영화관람 매체인 극장, 비디오 등을 제외하고 케이블TV, 인터넷방송, 지상파TV만을 분석대상으로 삼는 것은 기존의 영화라는 장르를 가지고 실시한 연구에서는 극장, 비디오 등의 매체에 대해서는 수용자연구가 이루어진 것이 있으나 나머지 세 매체에 대한 것은 아직 없었기 때문이다. 또한 본 연구는 케이블TV, 인터넷방송, 지상파TV 등 세 매체 각각에 대한 수용자들의 기대와 만족을 분석하고자 하는데 주목적이 있기 때문이다. (영문초록)[영문초록] The main purpose of the study is to explore differences in audience gratifications sought and gratifications obtained from movie programs in Cable Television, Webcasting, Television broadcasting. Using "Expectancy-Value theory", this study raised four research problems as follows: first, what are differences among gratifications sought from movie programs in Cable Television, Webcasting, Television broadcasting? second, what are differences among gratifications obtained from movie programs in Cable Television, Webcasting, Television broadcasting? third, what are differences among the relationships of gratifications sought and gratifications obtained from movie programs in Cable Television, Webcasting, Television broadcasting? fourth, what do variables of demographic and media utility affect gratifications sought and gratifications obtained from movie programs in Cable Television, Webcasting, Television broadcasting? This study collected data from 280 undergraduate students and 148 salaried man in seoul and analyzed them using factor-analysis, t-test and multiple regression. As a result, first, we found there would be significant differences in the types of gratifications sought among movie programs in three media. The factor of gratifications sought of movie programs in three media were 'diversion/relaxation', 'variety of choice', 'flight from reality'. That is the significant differences among factor of gratifications sought of movie programs in three media was 'variety of choice'. Webcasting had highest average among three media. variables of demographic and media utility were not significant differences in the types of gratifications sought among movie programs in three media. second, we found there would be significant differences in the types of gratifications obtained among movie programs in three media. Also, the factor of gratifications obtained of movie programs in three media were 'diversion/relaxation', 'variety of choice', 'flight from reality'. That is the significant differences among factor of gratifications obtained of movie programs in three media was 'variety of choice'. Webcasting had highest average among three media. And variables of demographic and media utility were not significant differences in the types of gratifications obtained among movie programs in three media. third, t-test was used to compare the differences between gratifications sought and gratifications obtained of each medium. As a result, all factors were discovered to be significant in Cable Television. In Webcasting, regardless of sample size 'variety of choice' was found only statistically significant in the differences between gratifications sought and gratifications obtained. All factors of Television broadcasting were statistically significant in the differences between gratifications sought and gratifications obtained. fourth, it were variables of media utility to affect gratifications sought and gratifications obtained of each medium. lastly, the limitation of this study is the results would be difficult to be generalized by the limitation of sampling.

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