온라인 영화 리뷰의 내용과 품질에 관한 탐색적 연구: <마당을 나온 암탉>을 중심으로
Exploring the contents and opinion quality of online movie reviews: The case study of Leafie
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이 연구는 <마당을 나온 암탉>의 전문가 평가와 온라인 평가를 비교 평가하여 각각의 영화평의 특성이 무엇인 지를 살펴보고, 각각의 영화평을 하나의 의견으로 간주하여 그 내용이나 품질을 분석하였다. 구체적인 분석은 영화에 대한 평가자의 최종 의견인 평점과 관련이 있는 세부 평가 항목에 주목하였으며, 리뷰의 품질에 대한 탐색적 접근을 위하여 주장 목록이 평가자의 전문성, 리뷰의 길이, 의견의 강도에 따라 어떻게 차이가 나는지를 비교 분석하였다. 분석 결과 전문가 평가와 일반인 평가에서는 차이가 나타났다. 전문가 리뷰는 작품성과 세부 항목인 감독의 연출, 성우, 스토리, 그리고 영상스타일에서 개봉 후 온라인 평가보다 긍정적이었고, 그 결과는 통계적으로 유의미한 것이었다. 그러나 개봉 전 온라인 평가와도 유의미한 차이가 두드러지게 나타나지 않았다. 비록 성우에 대한 평가에서는 유의미한 차이가 있었지만, 나머지 평가 항목인 작품성, 스토리 평가, 영상 스타일 평가 등의 평가 측면에서는 차이가 없는 것으로 나타났다. 같은 온라인 평가 간에도 개봉 전 리뷰가 개봉 후 리뷰보다 감독평가를 제외한 작품성, 성우평가, 스토리 평가, 영상스타일 평가 면에서 긍정적이었고, 그 결과는 통계적으로 유의미 하였다. 개봉 시기에 따라서 온라인 평가 또한 차별성을 보인 것은 온라인 영화 평가는 개봉 전에 가장 긍정적으로 나타나다가 이후 비판적으로 변화하는 경향이 있음을 보여준 것이다. 주장 목록과 관련된 부분에서 영화평이 하나의 의견으로 간주하고 일반적인 품질의 평가 기준을 적용할 가능성이 나타났다. 분석 결과 전문가의 영화평이 온라인 평가보다 주장 목록이 더 풍성했으며, 스토리 평가, 영상 스타일 평가, 감독 평가, 한국 애니메이션 산업에 대한 평가 등의 사용은 통계적으로 유의미한 차이가 있었다.
Abstract
Film critics create their own personal evaluations on the quality of the film in question. Since those activities play a crucial role in audience's decision on film selection, film critics are regarded as a significant factor to the box office performance. In these days, however, online reviews written by ordinary audiences are viewed as another important factor to the box office performance. Like critics, online reviewers discuss such aspects of the film as directing, acting, story, and visual images. They also make personal judgements with positive or negative evaluations on the film. As online reviews become meaningful either for the audience or for the box office result, we can sometimes witness critical difference of evaluation between audiences and critics. This paper investigates critics' reviews and online reviews on Leafie in order to analyze the way how they discussed and evaluated it. By using a method of content analysis, this study analyzed the opinion quality of online reviews with such evaluation points as film's overall quality, directing, acting, story, and the visual. Data of online reviews were collected from the Naver Movies Web site. Those of critics' reviews were gained from search from the Naver and Google Web site. The valence of both reviews were generally positive, even though there were differences in each evaluation items. Critics discussed more evaluation items than online audience reviewers. Both mostly talked about story among four specialized evaluation items. Regarding a question of how the total number of statements in a review might affect the review’s argument repertoire, the results show that there are more argument repertoires in reviews that contain more statements. According to argument repertoire, there is a significant difference between critics and online audience reviews. It also shows there significant difference between a group of positive opinions and that of neutral opinions.
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