디지털 시대 타문화 콘텐츠 소비에 대한 수용자 인식 유형 연구 : 일본드라마를 중심으로

Abstract

The purpose of this study is to reify the types of audience`s subjectivity on the media contents of other culture and to seek the change of the audience`s figure in digital age. In order to achieve the purpose of this study, general audience`s subjective attitudes toward the distribution condition and consumption behaviors on Japanese drama were analyzed through Q methodology, the subjective research method for seeking hypothesis. First, a pretest was conducted with the target of 220 people consisting of adults in 20s to 60s. After, 42 Q samples were selected based on the self-statements done by pretested targets and the results of previous audience studies on Japanese drama. And Q sorting was performed with 30 P samples who have various and different opinions about the subject in the pretest 220 members and the interviews were supplemented. As the result of Quanl Analysis, it was discovered that consumers can be categorized into 4 types; ‘The Global World Type’ who have foreign policy opinions, ‘The Japanese Drama World Type’ who have unique individuality and seek after differentiated pleasures, 'The TV World Type' who are ordinary people laughing and crying with mass media, and finally 'The Me World Type' who are living in their own world. However, all types of consumers presented common features regarding the consumption of other culture’s contents; they present strong aversion toward political, social control of government, argue the private rights of media consumption, agree the gap in emotions between cultures, have curiosities about other cultures, recognize the powerless effects of contents, and consider the consumption of contents 'easy, trivial'. This describes well about the common consciousness of audience these days beyond personal differences, such as age, educational backgrounds, preference toward Japan and Japanese drama, major consumption media, and the amount of exposure to media. In terms of politics, not only it means that the limited broadcasts of Japanese drama are meaningless to consumers, but also it can cause negative feelings toward the government due to the control and old-fashioned ideas. And in terms of audience study, it can be considered that a part of Cultural Imperialism and the point of cultural proximity were slightly neglected. Through the interviews, it was verified that the sense of the times, so called the “Global era and Digital era”, made audience have such a higher common consciousness than the previous age.