영화의 기대감정과 관객행동
Anticipated Emotions for Films and Spectators’ Behaviors
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이 연구는 영화의 특성을 고려하여 영화의 소비목적 유형을 경험소비, 유희소비, 분리소비, 통합소비 등의 4가지로 구분하고, 영화의 소비목적 유형에 따라 관객이 기대하는 감정의 유형을 살펴보았다. 연구 결과, 첫째, 영화소비를 통해 관객이 추구하는 감정유형은 기쁨감정(기쁨, 통쾌), 놀람감정(놀람, 흥분), 사랑감정(감동, 행복, 애틋)등의 3가지로 분류될 수 있으며, 영화의 소비목적 유형에 따라 추구하는 기대감정 유형이 다른 것으로 나타났다. 둘째, 영화소비를 통해 경험하고 싶은 기대감정은 영화의 ‘장르’ 선택에도 영향을 주고, 더 나아가 구체적인 개별영화의 선택에도 영향을 준다. 마지막으로 장르와 함께 제시되는 개별영화의 실행정보는 actor(배우적 요소), show(재현요소), story(이야기 요소)로 구분될 수 있으며, 이중 actor의 적합성이 선택한 개별 영화의 기대감정에 긍정적인 영향을 주는 것으로 나타났다.
Abstract
Cinema is a hedonic goods and, at the same time, experience goods which is left widely open to selection. This is why spectators used to foster anticipatory emotions toward certain movies thanks to the information carried on various media and come to their final choice to watch any of them. This study is aimed at investigating in what way movie goers select and decide a movie to watch in an attempt to provide suggestions for film marketing from the academic viewpoint with attention paid to the anticipated emotions for films. For this aim, the purpose of watching movie was classified into 4 categories by types of consumption, and types of emotions were further divided by purpose of watching movie. As a result of the analysis, it was possible to roughly classify the types of emotions sought after for a movie into lovely, cheerful, and surprising. The type of emotion ‘lovely’ embraces such sentiment as being impressed, happy and pathetic while ‘cheer’ entails pleasure and extreme delight and ‘surprise’ conveys sense of amazement and excitement. The types of anticipated emotions turned out to differ depending on the purpose of watching movie. Emotion of ‘cheer’ type is pursued in case of movie going for purpose of pleasure seeking and united consumption while emotion of surprising type is sought after in case of movie going for purpose of divided consumption. Selection of genre was found to depend on the type of emotions sought after. When one pursued cheerful type of emotion, genres of action, SF/phantasy/chivalry and comedy were favored, but when surprising type of emotion was pursued, genres of action, SF/phantasy/ chivalry and crime/investigation/mystery/thriller were preferred. In case of pursuing lovely emotion, romantic comedy and soap opera were more attracted as a genre spectators rather chose to watch. Information of actors provided before watching movies was found to exert effects upon the anticipated emotion for films, but the type of ‘surprise’ emotion as final anticipated feeling of individual movie was found to be correlated negatively with ‘lovely’ emotion.
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