영화 관객의 온라인 평가 분석 - <박쥐>를 중심으로
Online reviews and Word-of-Mouth Effect on the movie, The Thrist
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전문적 영화평론가들의 평가는 영화의 흥행성과에 직접적인 영향을 미친다. 그러나 인터넷이 활성화되면서 영화평론가의 비평뿐만 아니라 일반인들이 온라인상에서 작성한 평가들의 중요성이 점차 증대되고 있다. 전문가 비평과 더불어 네티즌들의 영화평 또한 평가의 주요 요소로 등장하게 된 것이다. 이에 따라 최근 전통적인 요인들에 더해서 온라인 영화평이 영화의 흥행성과에 미치는 영향에 대한 연구들도 늘어나고 있다. 하지만 이러한 연구들은 가시적인 수치인 평점에만 주목하고 있을 뿐, 실제 네티즌 영화평이 포함하고 있는 내용이나 영화평의 전반적인 품질에 대해서는 등한시하고 있는 실정이다. 이 연구는 네티즌 영화평의 영향력이 점증하고 있는 상황에서, 탐색적 수준에서나마 네티즌 영화평의 내용과 품질을 분석하고 평가해 보고자 했다. 이를 위해 찬반 혹은 긍정/부정으로 양극화되어 활발하게 논의되었을 뿐만 아니라, 그 과정에서 감독과 배우의 스타 파워, 전문가 평가나 영화제 수상 경력이라는 요인이 영화의 흥행성과에 미칠 수 있는 영향을 상쇄했던 것으로 추정되는 영화 <박쥐>에 대한 네티즌 영화평을 분석대상으로 선정했다. 한 포털 사이트의 영화 게시판에 등록된 영화평 중에서 추천수와 영화평의 분량 등을 고려하여 총 191건을 표집한 후, 감독과 배우 평가, 감독의 전작 평가, 영화의 세부적 내용 평가 등을 분석 유목으로 삼아 내용 분석을 실시했고, 이후 영화평의 ‘주장 목록’, 즉 얼마나 많은 주장이나 주장의 근거를 포함하고 있는가를 평가의 강도에 따라 비교 검토하여 하나의 의견으로서 영화평의 품질을 탐색적 차원에서 분석했다. 분석 결과 평가의 강도가 강했던 집단은 영화의 세부적 내용 평가나 영화에 대한 전체적 평가 모두에서 영화평의 주장 목록이 풍부했던 반면, 평가의 강도가 약했던 집단의 영화평의 주장 목록은 상대적으로 빈약한 것으로 나타났다. 결론에서는 영화평의 내용분석과 품질 평가가 영화 흥행성과 연구나 네티즌 영화평 연구에 대해 지니는 함의를 논의했다.
Abstract
Film critics, who provide the audience with basic information about a certain movie such as the genre, actors, the director, the plot, and the visual, create their own personal evaluations with positive or negative judgement 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 the cast, 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. As revealed in Dragon Wars: D-War, released in 2007, netizens had quite a confrontation with critics who aroused negative opinions. It was considered a remarkable event, recognizing that online reviews by ordinary audiences became another significant factor which played a crucial role in people's decision on film selection and furthermore in the evaluation of a film. The Dragon War event was followed by The Thirst in 2009, directed by Chan-Wook Park. The Thirst opened an itinerary away from the world in which critics are viewed as the unique influencer. This paper investigates online reviews on The Thirst 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 the director, the cast, the plot, the genre, and the visual, whose data were collected from the Naver Movies Web site. The valence of online reviews were mostly negative, even though there were opposing views between audiences. The results show that they were the most active in the opening week and became critical in that week, even though most critics were reluctant to present their negative perspectives. Content analysis also shows that online reviews were similar in discussion concerning the evaluation points with which critics usually dealt in their criticism. Online reviews are more critical of the story of film and the expressive qualities of violent cruelty. But they are very positive to the supporting actors. According to argument repertoire, there is a significant difference between a group of positive opinions and that of neutral opinions.
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