본문 바로가기
KERD
논문KCI 등재

대 흥행(block-buster) 드라마의 조건: 드라마의 친숙성, 주연배우 지명도, 인터넷 기사(記事) 등이 시청률에 미치는 영향

In Search of Blockbuster Drama: The Effects of Genre Familarity, Star Power, and Internet Accounts on Rating Performance

0

조회

0

다운로드

43

인용

0

참고문헌

키워드

주제분류경영학

초록

본 연구에서 저자는 의사결정이론에 터 잡아 장르 친숙성, 주연배우 지명도, 인터넷 기사 등이 드라마 시청률에 미치는 영향을 분석했다. 우리나라 지상파 방송사에서 방영한 드라마 225개를 대상으로 하여 실증 분석한 결과, 장르 친숙성, 주연배우 지명도, 인터넷 기사 등은 드라마 시청률에 긍정적인 영향을 미치는 것으로 나타났다. 또한, 장르 친숙성과 인터넷 기사, 주연배우 지명도와 인터넷 기사 등의 상호작용 효과를 분석한 결과, 주연배우 지명도와 인터넷 기사 상호작용 항(項)만 드라마 시청률에 유의한 영향이 있는 것으로 나타났다. 구체적으로, 주연배우 지명도가 드라마 시청률에 미치는 긍정적인 영향은 인터넷 기사 수가 많을수록 강화되는 것으로 나타났다. 마지막으로, 주연배우 지명도, 그리고 인터넷 기사는 대 흥행(blockbuster) 드라마에 대하여 독립 및 상호작용 효과를 모두 지니고 있는 것으로 나타났다. 본 연구의 이러한 연구 결과는, 시청자들에게 친숙할 뿐만 아니라 시청자들이 빠르게 의사결정을 내리는 데 도움을 줄 수 있는, 신뢰성이 큰 단서는 드라마 시청률을 높이는 데 있어서 중요한 역할을 한다는 것을 시사한다.

Abstract

This cross-level study of 225 samples from Korean terrestrial television drama examined the impact of genre familiarity, star power, and internet accounts on rating performance. The findings showed that genre familiarity, star power, and internet accounts were positively related to rating performance respectively. Further, the findings demonstrated that star power moderated the relationship between internet accounts and rating performance. Implications for theory and practice, along with limitations of the study and directions for future research, are suggested.

참고문헌 (74)

  1. 김휴종, "한국 영화 스타의 스타파워 분석", 문화경제연구, 1(1), pp.165~200 (1998)
  2. 배진아, "드라마 시청률 영향 요인 분석드라마 속성 및 수용자 요인을 중심으로", 한국방송학보, 19(2), pp.270~309 (2005), 한국방송학회
  3. 배진아, "방송 드라마의 체계적 제작 시스템에 관한 연구", 게임 & 엔터테인먼트 논문지, 6(2), pp.75~84 (2006)
  4. 유현석, "한국영화의 흥행 요인에 관한 연구제작 관련 변수를 중심으로", 한국언론학보, 46(3), pp.6~213 (2002), 한국언론학회
  5. 이문행, "국내 지상파 드라마의 특성에 따른 해외 판매 성과 분석", 언론과학연구, 6(1), pp.292~330 (2006), 한국지역언론학회
  6. 이문행, "아시아 8개국에 수출된 한국 드라마 특성에 대한 연구 -2002년부터 2005년까지의 수출 실적을 중심으로-", 한국콘텐츠학회 논문지, 7(9), pp.34~43 (2007), 한국콘텐츠학회
  7. 이장우, "한류드라마 콘텐츠의 국제경쟁력과 해외진출 전략", 경영학연구, 36(6), pp.1419~1447 (2007), 한국경영학회
  8. 이화진, "TV드라마 시청률에 영향을 미치는 요인내용변인을 중심으로", 한국방송학보, 21(6), pp.492~535 (2007), 한국방송학회
  9. 정진욱, "한국의 TV 시청 유형 분석 및 시청자유형별 시청률 예측 모형", 연세경제연구, 10(1), pp.37~52 (2003)
  10. 최세경, "방송프로그램의 성과에 영향을 미치는 요인 분석 : 프로그램의 질, 수용자, 경제적 성과를 중심으로", 방송통신연구, 17(62), pp.171~199 (2006), 한국방송학회
  11. 한국방송광고공사, "시청률 예측에 관한 연구: 시청 채널 및 채널 전환에 미치는 요인" (2005), 한국방송광고공사
  12. 한국방송영상진흥원, "TV 프로그램 시청률 백서", 한국방송영상진흥원
  13. Barnes, J. H. Jr, "Cognitive biases and their impact on strategic planning", Strategic Management Journal, 5(2), pp.129~137 (1984)
  14. Basuroy, S, "How critical are critical reviews? The box office effects of film critics, star-power and budgets", Journal of Marketing, 67, pp.103~117 (2003)
  15. Brinja, M, "We don't need another hero: implications from network structure and resource commitment for movie performance", Schmalenback Business Review, 60, pp.74~98 (2008)
  16. Brockner, J, "Layoffs, job insecurity, and survivors' work effort: Evidence of an inverted-U relationship", Academy of Management Journal, 35, pp.526~541 (1992)
  17. Casio, W, "Downsizing: What do we know? What have we learned?", Academy of Management Executive, 7(1), pp.95~104 (1993)
  18. Chang, B, "Devising a practical model for predicting theatrical movie success: Focusing on the experience good property", Journal of Media Economics, 18(4), pp.247~269 (2005)
  19. Christopher, L, "Why 'idol' is golden?", Television Week, 25(7), pp.1~22 (2006)
  20. Cohen, J, "Television viewing preferences:Programs, schedules, and the structure of viewing choices made by Israeli adults", Journal of Broadcasting & Electronic Media, 46(2), pp.204~221 (2002)
  21. Collins, A, "What makes a blockbuster? Economic analysis of film success in the United Kingdom", Managerial and Decision Economics, 23, pp.343~354 (2002)
  22. Cook, T.D, "The impact assumptions of television research: An analysis of the 1982 NIMH report on television and behavior", Public Opinion Quarterly, 47, pp.161~201 (1983)
  23. Dawn, R, "Soaps by numbers: When networks look ratings, it's not how many people are watching that's important- it's who's watching", Soap Opera Digest, 24(36), pp.36~39 (1999)
  24. De Silva, I, "Consumer selection of motion pictures, in The Motion Picture Mega Industry", pp.144~171 (1998), Allyn Bacon
  25. De Vany, A, "Uncertainty in the movie industry: Can star power reduce the terror of the box office?", Journal of Cultural Economics, 23, pp.285~318 (1999)
  26. De Vany, A, "Motion picture,profit, the stable Paretian hypothesis, and the curse of the superstar", Journal of Economic Dynamics & Control, 28, pp.1035~1057 (2004)
  27. Dearborn, D. C, "Selective perception: A note on the departmental identification of executives", Sociometry, 14(6), pp.140~144 (1958)
  28. Dellarocas, C, "Exploring the value of online product reviews: The case of motion picture", Journal of Interactive Marketing, 21(4), pp.23~45 (2007)
  29. Desai, K.K, "Interactive influence of genre familiarity, star power, and critics' reviews in the cultural goods industry: The case of motion pictures", Psychology & Marketing, 22(3), pp.203~223 (2005)
  30. Dwyer, P, "Measuring the value of electronic word of mouth and its impact in consumer communities", Journal of Interactive Marketing, 21(2), pp.63~79 (2007)
  31. Earl, J, "The new site of activism: On-line organizations, movement entrepreneurs, and the changing location of social movement decision-making", Research in Social Movements, Conflicts and Change, 2, pp.155~187 (2003)
  32. Ehrenberg, A, "On measuring television audience", Journal of the Royal Statistical Society, 130(1), pp.1~60 (1966)
  33. Eliahsberg, J, "Film critics:Influencers or predictors?", Journal of Marketing, 61, pp.68~78 (1997)
  34. Faber, R.J, "Effect of media advertising and other sources on movie selection", Journalism Quarterly, 61(2), pp.371~377 (1984)
  35. Fisher, S.R, "Downsizing in a learning organization: Are there hidden cost?", Academy of Management Review, 25(1), pp.244~251 (2000)
  36. Godes, D, "Using online conversations to study word of mouth communication", Marketing Science, 23, pp.545~560 (2004)
  37. Harrington, C.L, "Soap Fns: Pursuing Pleasure and Making Meaning in Everyday Life" (1995), Temple University Press
  38. Hitt, M.A, "Strategic decision models: integrating different perspectives", Strategic Management Journal, 12(5), pp.327~351 (1991)
  39. Johnson, T.J, "In blog we trust? Deciphering credibility of components of the internet among politically interested internet users", Computers in Human Behavior, 25, pp.175~182 (2009)
  40. Kim, S.S, "Effects of Korean television dramas on the flow of Japanese tourist", Tourism Management, 28, pp.1340~1353 (2007)
  41. Ladhari, R, "The effect of consumption emotions on satisfaction and word-of-mouth communications", Psychology & Marketing, 24(12), pp.1085~1108 (2007)
  42. Lavie, N, "Load to theory of selective attention and cognitive control", Journal of Experimental Psychology, 133(3), pp.339~354 (2004)
  43. Lee, K.J, "Bayesian belief network for box-office performance: A case study on Korean movies" (2007), Expert Systems with Applications
  44. Liladhar, J, "From the soap queen to the Aga-Saga: Different discursive frameworks of familial feminity in contemporary women's genres", Journal of Gender Studies, 9(1), pp.5~12 (2000)
  45. Litman, B.R, "Predicting success of motion pictures: The 80's experience", Journal of Media Economics, 2(2), pp.35~50 (1983)
  46. Liu, Y, "Word-of-mouth for movies: Its dynamics and impact on box office receipts", Journal of Marketing, 70, pp.74~89 (2006)
  47. Matelski, J.M, "Soap Opera Worldwide: Cultural and Serial Reality" (1999), McFarland
  48. Mayer, R.C, "An integrative model of organizational trust", Academy of Management Review, 20(3), pp.709~734 (1995)
  49. McCaughey, M, "Cyberactivism: Online activism in theory and practice" (2003), Routledge
  50. Murray, S, "Celebrating the story the way it is: Cultural studies, corporate media and the contested utility of fandom", Journal of Media & Cultural Studies, 18(1), pp.7~25 (2004)
  51. Norton, M.I, "Bias in jury selection: justifying prohibited peremptory challenges", Journal of Behavioral Decision Making, 20, pp.467~479 (2007)
  52. Podsakoff, P.M, "Common method bias in behavior research: A critical review of the literature and recommended remedies", Journal of Applied Psychology, 88, pp.879~903 (2003)
  53. Potts, R, "Sensation seeking, television viewing motives, and home television viewing patterns", Personality & Individual Differences, 21(6), pp.1081~1084 (1996)
  54. Ravid, S.A, "Information, blockbusters, and stars: A study of the film industry", Journal of Business, 72, pp.463~492 (1999)
  55. Reeve, D.K, "On the specificity of expert knowledge about a soap opera: An everyday story of farming folk", Applied Cognitive Psychology, 12, pp.35~42 (1998)
  56. Reinstein, D.A, "The influence of expert reviews on consumer demand for experience goods: A case study of movie critics", Journal of Industrial Economics, 53, pp.27~51 (2005)
  57. Riegel, H, "Soap operas and gossip", Journal of Popular Culture, 29(4), pp.201~209 (1996)
  58. Russell, J.A, "Affect grid: a single-item scale of pleasure and arousal", Journal of Personality and Social Psychology, 57, pp.493~502 (1989)
  59. Rust, R.T, "An audience flow model of television viewing choice", Marketing Science, 3(2), pp.113~124 (1984)
  60. Rust, R.T, "The availability and quality of television viewing data: A response", Journal of Advertising, 15(4), pp.64~65 (1986)
  61. Scardaville, M.C, "Accidental activists: Fan activism in the soap opera community", The American Behavioral Scientist, 48(7), pp.881~901 (2005)
  62. Schwenk, C.R, "Cognitive simplification processes in strategic decision-making", Strategic Management Journal, 5(2), pp.111~128 (1984)
  63. Schwenk, C.R, "Information, cognitive biases, and commitment to a course of action", Academy of Management Review, 11, pp.298~310 (1986)
  64. Scodari, C, "No politics Here: Age and gender in soap opera cyberfandom", Women's Studies in Communications, 21(2), pp.168~187 (1998)
  65. Seiter, E, "Television and New Media Audiences" (2001), Oxford University Press
  66. Shankar, V, "Online trust: a stakeholder perspective, concepts, implications, and future directions", Journal of Strategic Information Systems, 11(3), pp.325~344 (2002)
  67. Smith, D, "Online peer and editorial recommendations 'trust' and choice in virtual markets", Journal of Interactive Marketing, 19(3), pp.15~37 (2005)
  68. Vermigli, P, "Attachment and field dependence: individual differences in information processing", European Psychologist, 9(1), pp.43~55 (2004)
  69. Waller, M.J, "Functional background as a determinant of executives' selective perception", Academy of Management Journal, pp.943~974 (1995)
  70. Walsh, J, "Selectivity and selective perception:An investigation of managers' belief structures and information processing", Academy of Management Journal, 87, pp.873~896 (1988)
  71. Webster, J.G, "Rating Analysis: Theory and Practice" (1991), Lawrence Erlbaum
  72. West, P.M, "Integrating multiple opinions: the role of aspiration level on comsumer response to critic consensus", Journal of Consumer Research, 25, pp.38~51 (1998)
  73. Wittebols, J.H, "The Soap Opera Paradigm: Television Programming and Corporate Priorities" (2004), Rowman & Littlefield Publishers
  74. Youn, S, "Program type preference and program choice in multichannel situation", Journal of Broadcasting & Electronic Media, 38(4), pp.465~475 (1994)

관련 논문AI추천

이 간행물의 다른 논문 (4건)