Byoungkwan Lee

The Portrayal of Older People in Television Advertisements: A Cross-Cultural Content Analysis of the United States and South Korea

A cross-cultural content analysis of 2,295 prime-time television ads-859 ads from the United States and 1,436 ads from South Korea–was conducted to examine the differences in the portrayal of older people between U.S. and Korean ads. In two countries, the underrepresentation of older people in ads was found in terms of proportions of the actual population. The findings also showed that older people are more likely to play major roles in Korean television ads than in U.S. ads. In terms of the attributes of older people depicted in ads, differences between U.S. and Korean ads were also found. The results showed that Korean television ads are likely to more positively depict older people than American television ads are. These findings supported the basic assumption of cross-cultural advertising, in which the differences in cultural values between the two cultures are related to the differences in the contents of their advertisements. However, the problems of underrepresentation and stereotypes in the portrayal of older people were still identified both in Korean and U.S. prime-time television ads.

Audience involvement and its antecedents: An analysis of the electronic bulletin board messages about an entertainment-education drama on divorce in Korea

This study, analysing an entertainment-education dramas episodes and bulletin board messages about the episodes, explored the relationship between audience involvement and its antecedents. Episode topic and issue controversy were associated with parasocial interaction and reflection as well as behavioural responses (poll participation and message contribution). This study also found the possibility that entertainment-education interventions could be effectively executed by combining old medias entertainment and education function and cyber medias information and discussion forum providing function.

Attention cycles and the H1N1 pandemic: a cross-national study of US and Korean newspaper coverage

This study analyzes US and South Korean news coverage of the H1N1 pandemic to examine cross-cultural variations in attention cycle patterns, cited sources, and news frames. A content analysis was conducted on 630 articles from US and Korean newspapers during the period of April to October 2009. It found that attention cycle patterns, news frames, and sources varied across the two countries according to professional norms, cultural values, social ideologies, and occurrences of relevant events. While US news coverage showed two phases of waxing and waning attention, Korean news coverage showed five phases. The frames used in US news stories placed more emphasis on attribution of responsibility, action, and reassurance. Other framing variations were found as news attention in each country rose and fell. Regarding sources used, Korean news stories relied more on governmental sources, while US news stories used a greater diversity of sources. This study advances research on variations in the attention cycle for transnational issues by specifying how journalists’ framing of social problems can differ according to the following: cultural factors, the shape of the news attention cycle, and the occurrence of events related to the issue at hand.

Who Influences Whom? The Agenda-Building Relationship Between Political Candidates and the Media in the 2002 Michigan Governor's Race

Building on previous research in the field of agenda-building by examining the relationships between candidates and the media, this study used content analysis to examine how the 2002 Michigan candidates for governor presented election issues in press releases, and the subsequent media coverage of the issues in Michigan newspapers. The analysis revealed positive cross-lagged correlations between candidate and media issue agendas at certain times of the campaign. While the current study suggests that certain news sources can have an influence on the subsequent media agenda, results indicated a reciprocal effect, indicating that candidates also run the risk of being influenced by the same media they are attempting to influence.

Exploring Assorted Beliefs, Doubts, and Legends regarding Quantitative Teaching Evaluations

In spite of fairly universal condemnation, quantitative teaching evaluations are commonly used to assess teaching effectiveness and, by extension, as a basis for administrative decisions regarding promotion, tenure, and annual raises. Nevertheless, considerable anecdotal evidence suggests that structural factors—often beyond the control of the instructor—influence student ratings of professors and classes. In an attempt to determine the relative influence of structural factors on teaching evaluations in the field of communications, this paper reports the analysis of more than 6,000 student ratings across three mass communication-related departments at a “large Midwestern university.” Using confirmatory factor analysis, this study finds that structural factors account for approximately 10% of the variance, and that three factors in particular are consistent predictors of student ratings across five subscales assessing the overall quality of the classroom experience for students.

The Effect of Acquiring HIV/AIDS Information through Different Television Programs on AIDS Knowledge and AIDS Stigma : The Moderating Role of AIDS Education

본 연구는 텔레비전을 통한 정보 습득 혹은 정보를 습득한 텔레비전 프로그램 장르(설득/캠페인 vs. 시사/뉴스 vs. 교양/오락)에 따라 에이즈 지식, 감염인에 대한 태도, 감염에 대한 두려움, 낙인 규범 인식, 낙인 행동 의도가 달라지는가를 확인하고, 그 효과가 에이즈 교육에 의해 조절되는가를 분석하였다. 질병관리본부 주관으로 실시한 2015년 ‘대국민 에이즈 행태 조사’에서 수집된 자료를 분석한 결과, 텔레비전을 통한 에이즈 정보 습득에 따른 에이즈 지식과 감염인 태도의 차이가 나타났으며, 감염에 대한 두려움, 낙인 규범 인식, 낙인 행동 의도가 다르게 나타났다. 에이즈 교육은 에이즈 관련 태도 및 행동에 유의미한 영향을 주었으나, 에이즈 지식에는 유의미한 영향을 주지 못했다. 텔레비전 프로그램 장르에 따라서도 부분적으로 유의미한 결과가 나타났는데, 오락/교양 프로그램을 통한 정보 습득이 설득/캠페인이나 시사/뉴스 프로그램을 통한 정보 습득보다 에이즈 관련 부정적 신념이나 낙인 행동 의도를 낮추는 데 더 효과적인 것으로 나타났다. 또한 텔레비전 프로그램 장르가 감염인에 대한 태도에 미치는 영향은 에이즈 교육 경험에 의해 부분적으로 조절되는 것으로 나타났다.