earticle

영어

Since the launching of four general programming channels on Dec. 1st of 2011, there is a rising need to approach them as an actual fact in broadcasting industry. This study is about the motivation, use and satisfaction type of these 4 new channels audience, based on the Uses and Gratification Approach and Expectancy-Value Theory. The study was conducted from an audience pool of 207 undergraduate students located in metropolitan area. For the purpose of this study four research questions were asked. Research Question 1. How did the audience view the channels? 1-1. How long did the viewers watch the channels? ‘1∼2. hours/day’ on weekdays was the most dominant followed by ‘less than 1 hour’, ‘between 2∼3 hours’, ‘almost none’, and ‘between 3∼4 hours’. ‘1∼3 hours/day’ on weekend was more than half of answers, followed by ‘between 3∼5 hours’ ‘less than 1 hour’, ‘between 5∼7hours’, and ‘almost none’. 1-2. What was the most preferred genre ? News/report/current events’ was the most preferred one, followed successively by ‘variety/music’, ‘entertainment show/infotainment’, ‘sports’, ‘comedy’, ‘drama’, ‘foreign movie and drama’, ‘sitcom’, ‘documentary’, ‘lifestyle’, ‘culture/art/education’, ‘animation’. 1-3. What platform did the viewers use to watch the channels? ‘Cable TV’ obtained more than half of the answers, followed by ‘computer’, ‘IPTV’, ‘mobile phone’, ‘DMB’, ‘iPad’, ‘Satellite TV’. Research question 2. What are the Gratification Sought and Gratification Obtained factors for the channels? The Gratification Sought factors turned out to be ‘involvement to the current trends’, ‘information/current affairs’, ‘entertainment’, ‘spare time/second-hand satisfaction’, ‘sexuality’, ‘interest of minority’. The Gratification Obtained factors were similar to the Sought factors and were as follows, ‘involvement to the current trends’, ‘entertainment’, ‘spare time’, ‘information/current affairs’, ‘sexuality’ and ‘interest of minority’. Research question 3. What is the difference between the Gratification Sought and Gratification Obtained factors? The viewers mostly showed a tendency toward ‘spare time’ for the Gratification Sought phase but overall didn't show much satisfaction, and this could be explained by the lack of programming that specifically targets this type of audience. There are some factors that need to be taken in account for this study, and are as follows. First, this study was only conducted among undergraduate student and thus doesn’t show the differences that could be seen if applied to a formal demography. Second, the study didn’t approach the GNO(gratification not obtained) factor for the differences between the Gratification Sought and Gratification Obtained. Lastly, the variables that could affect the Gratification Sought and Gratification Obtained wasn’t taken in account in this study.

한국어

종합편성채널이 등장함에 따라 이전과 다른 방송환경이 조성되었다. 종합편성채널을 둘러싼 수많은 갈등과 논의들이 이러한 평가를 방증하고 있으나 정책적, 사업적 논의와 연구가 주로 행해졌다. 이들 선행연구들은 콘텐트나 수용자에 초점을 맞추지 못함으로써 실제로 종합편성채널을 수용자가 어떻게 이용하는지 밝혀내지 못했다. 본 연구에서는 종합편성채널의 수용에 초점을 두어 종합편성채널 수용자들의 충족을 탐색했다. 수용자들의 이용동기와 충족을 유형화하기 위해 많은 연구자들이 각종 미디어, 채널, 또는 프로그램 연구에 적용한 이용과 충족 접근(Uses and gratifications Approach), 기대-가치 이론(Expectancy-Value Theory)을 바탕으로 대학생 수용자의 충족을 살펴보고자 했다. 연구 결과 첫째, 종합편성채널의 대학생 수용자는 ‘PC’, ‘IPTV’, 모바일, DMB 등 다양한 미디어를 활용하여 방송을 시청하며 선호 장르는 ‘뉴스/보도/시사’에 대한 선호가 가장 높았다. 이어 ‘버라이어티/음악’, ‘오락성 인포테인먼트’, '스포츠‘, '코미디’, '드라마‘, '외국영화/외국드라마’, ‘시트콤’, '다큐멘터리‘, '다큐멘터리’, '교양/생활정보‘, '교육/문화예술’, '애니메이션‘ 순으로 나타났다. 둘째, 추구충족 요인은 ‘일상참여/트렌드’, ‘정보/시사성’, ‘오락성’, ‘시간보내기/대리만족’, ‘성적흥미’, ‘소수자 다양성’ 등 여섯 개 요인으로 나타났으며 획득 충족 요인은 추구충족 요인과 유사하게, ‘일상참여/트렌드’, ‘오락성’, ‘시간보내기’, ‘정보/시사성’, ‘성적흥미’, ‘소수자 다양성’ 등 여섯 개 요인으로 나타났다. 셋째, 종합편성채널이 대학생 수용자의 기대에 전반적으로 못 미치고 있었다. ‘시간보내기(/대리만족)’ 요인은 추구충족보다 획득 충족이 높게 나타났으며 그 외의 모든 요인에서 획득 충족이 기대에 미치지 못하는 것으로 나타났다. 이는 종합편성채널 수용자들이 느끼는 획득 충족이 대체로 ‘시간보내기’ 외에 모든 요인에서 기대에 미치지 못하고 있다는 것을 말해주고 있다. 이상의 연구에서 종합편성채널이 수용자의 선호 장르와 그들의 특성을 고려하여 보다 세분화하여 편성전략을 수립할 필요가 있다는 것으로 볼 수 있다.