earticle

영어

This study has performed a questionnaire based on the watching motive of cable TV soap operas against university students which show characteristics of active media viewer and verified the influence and effect relationship about satisfaction based on the analysis result. Also, based on the practical analysis result, this study has searched for the development direction about production and organization of soap operas along with the discussion about utilization scheme which can satisfy the watching motive of the viewer of soap operas of TV. To see the analysis result, first, according to the analysis result about watching motive factors of cable TV soap operas by university students, the factors were analyzed to be four which are factor 1, tension relieving factor, factor 2, lesson and information motive, factor 3, recreational motive and factor 4, social usefulness factor etc. Second, the recreational motive was significantly meaningful and affected the most in the influence analysis which affects the viewing satisfaction level among the 4 main viewing motive factors of cable TV soap operas. In order to improve and maintain the viewer’s satisfaction level of cable TV soap operas continuously, change and development in the production and organization phases such as production of well-made soap operas evading the typicality, variation of organization and evolution of soap opera production system etc will be needed.

한국어

본 연구는 능동적인 미디어 수용자 특성을 보이는 대학생들을 대상으로 케이블 TV드라마의 시청동기를 중심으로 한 설문조사를 실시하고, 분석결과를 바탕으로 만족도에 대한 영향력 및 영향관계를 확인하였다. 그리고 실증적 분석결과를 바탕으로 텔레비전 드라마 수용자의 시청동기를 충족시킬 수 있는 활성화 방안에 대한 논의와 함께 드라마 제작과 편성에 관한 발전방향을 모색하였다. 분석결과를 보면, 첫째, 대학생들의 케이블 TV드라마 시청동기 요인에 관한 분석 결과, ‘긴장해소동기(요인1)’, ‘학습․정보동기(요인2)’, ‘오락성동기(요인3)’, ‘사회적 유용성동기(요인4)’ 등 4개의 요인유형으로 분석되었다. 둘째, 케이블 TV드라마 시청동기의 4가지 요인들 중에서 시청만족도에 미치는 영향력 분석에서는 ‘오락성동기’가 통계학적으로 유의미하면서 가장 큰 영향력을 미치는 것으로 나타났다.