본 연구는 타문화 콘텐츠의 소비에 대한 디지털 시대 수용자의 인식 유형을 구체화함으로써 수용자상의 변화를 발견하는데 목적을 두었다. 이를 위해 일본드라마를 대상으로 유통 상황과 소비행위에 대해 일반 수용자가 가지는 주관적 태도를, 가설발견을 위한 연구방법인 Q 방법론으로 분석하였다. 20대~60대 성인남녀로 구성된 220명의 사전조사 대상자로부터 받은 자가진술 의견과 선행연구 결과로부터 42개의 Q 표본을 도출해 30명의 P 표본에게 Q 분류를 실시했고, 인터뷰를 부가했다. 분석 결과, 대외정책적 의견을 가진 ‘글로벌 형’, 차별화된 즐거움을 추구하는 ‘일드 형’, TV와 함께 울고 웃는 ‘TV 형’, 자기 세계에 빠진 ‘나 형’ 등 독립적인 네 유형이 일본드라마 수용자시장에 존재함을 발견했다. 그럼에도 불구하고 네 유형의 수용자는 국가의 정책적 통제에 대해 강한 거부감을 드러내고, 매체 소비가 개인의 몫임을 주장하고, 정서의 차이를 인정하고, 타문화에 호기심을 가지며, 콘텐츠 영향력의 힘없음을 인정하며, 콘텐츠의 소비를 가볍게 여기는 등 일치점을 나타냈다. 이것은 연령, 학력, 일본․일본 드라마 호감도, 주 소비 매체, 시청량 등의 개인적 차이를 넘는, 이 시대 수용자들의 공통된 의식을 말해주는 것으로, 정책적으로는 일본드라마의 제한 방영이 수용자에게 무의미할 뿐 아니라 통제와 구시대적 발상으로 인식되어 국가에 대한 부정적 감정으로 작용함을 의미하고, 수용자 연구 측면에서는 문화제국주의나 문화 근접성 시각이 부분적으로 부정되고 있음을 의미한다고 말할 수 있다. 인터뷰를 통해서는 글로벌 시대, 디지털 시대라는 시대감각이 수용자로 하여금 세대를 초월한 위와 같은 공통된 인식을 갖게 하였음을 알 수 있었다.

The purpose of this study is to reify the types of audience`s subjectivity on the media contents of other culture and to seek the change of the audience`s figure in digital age. In order to achieve the purpose of this study, general audience`s subjective attitudes toward the distribution condition and consumption behaviors on Japanese drama were analyzed through Q methodology, the subjective research method for seeking hypothesis. First, a pretest was conducted with the target of 220 people consisting of adults in 20s to 60s. After, 42 Q samples were selected based on the self-statements done by pretested targets and the results of previous audience studies on Japanese drama. And Q sorting was performed with 30 P samples who have various and different opinions about the subject in the pretest 220 members and the interviews were supplemented. As the result of Quanl Analysis, it was discovered that consumers can be categorized into 4 types; ‘The Global World Type’ who have foreign policy opinions, ‘The Japanese Drama World Type’ who have unique individuality and seek after differentiated pleasures, 'The TV World Type' who are ordinary people laughing and crying with mass media, and finally 'The Me World Type' who are living in their own world. However, all types of consumers presented common features regarding the consumption of other culture’s contents; they present strong aversion toward political, social control of government, argue the private rights of media consumption, agree the gap in emotions between cultures, have curiosities about other cultures, recognize the powerless effects of contents, and consider the consumption of contents 'easy, trivial'. This describes well about the common consciousness of audience these days beyond personal differences, such as age, educational backgrounds, preference toward Japan and Japanese drama, major consumption media, and the amount of exposure to media. In terms of politics, not only it means that the limited broadcasts of Japanese drama are meaningless to consumers, but also it can cause negative feelings toward the government due to the control and old-fashioned ideas. And in terms of audience study, it can be considered that a part of Cultural Imperialism and the point of cultural proximity were slightly neglected. Through the interviews, it was verified that the sense of the times, so called the “Global era and Digital era”, made audience have such a higher common consciousness than the previous age.

The purpose of this study is to reify the types of audience`s subjectivity on the media contents of other culture and to seek the change of the audience`s figure in digital age. In order to achieve the purpose of this study, general audience`s subjective attitudes toward the distribution condition and consumption behaviors on Japanese drama were analyzed through Q methodology, the subjective research method for seeking hypothesis. First, a pretest was conducted with the target of 220 people consisting of adults in 20s to 60s. After, 42 Q samples were selected based on the self-statements done by pretested targets and the results of previous audience studies on Japanese drama. And Q sorting was performed with 30 P samples who have various and different opinions about the subject in the pretest 220 members and the interviews were supplemented. As the result of Quanl Analysis, it was discovered that consumers can be categorized into 4 types; ‘The Global World Type’ who have foreign policy opinions, ‘The Japanese Drama World Type’ who have unique individuality and seek after differentiated pleasures, 'The TV World Type' who are ordinary people laughing and crying with mass media, and finally 'The Me World Type' who are living in their own world. However, all types of consumers presented common features regarding the consumption of other culture’s contents; they present strong aversion toward political, social control of government, argue the private rights of media consumption, agree the gap in emotions between cultures, have curiosities about other cultures, recognize the powerless effects of contents, and consider the consumption of contents 'easy, trivial'. This describes well about the common consciousness of audience these days beyond personal differences, such as age, educational backgrounds, preference toward Japan and Japanese drama, major consumption media, and the amount of exposure to media. In terms of politics, not only it means that the limited broadcasts of Japanese drama are meaningless to consumers, but also it can cause negative feelings toward the government due to the control and old-fashioned ideas. And in terms of audience study, it can be considered that a part of Cultural Imperialism and the point of cultural proximity were slightly neglected. Through the interviews, it was verified that the sense of the times, so called the “Global era and Digital era”, made audience have such a higher common consciousness than the previous age.

Audience Study, Japanese Drama, Q Methodology, Subjectivity Research