Mukbang(internet based food eating shows) is an international cultural phenomenon being produced by 20s youths in Korea and China in a transformed media environment. While there are social concerns about the negative impact of watching mukbang shows can have on young users, such concerns may overlook the users' ability to manipulate media use in their daily lives. Therefore, the researchers studied 208 Korean and Chinese university students who watch mukbang shows and analyzed the variables that affect their perception, with research questions: (1) what are their motives for watching mukbang shows and watching pattern of mukbang shows, and (2) how negatively does mukbang shows affect their daily lives; studies, relationships with people around them, and living habits. According to the analysis for (1) above, the Korean university students expressed six motivational variables; replacement of offline communication, vicarious satisfaction, pursuit of online communication, information, habits, and entertainment as motivations accounting for watching of mukbang shows. While for Chinese university students, four motivational variables; utilization for online communication, informative vicarious satisfaction, entertainment and habit accounts for their watching of mukbang shows. For both Korean and Chinese university students, the extent of watching is small, and the use binge-watching and interaction was normal, however, the Chinese university students were more active in this than the Korean students. For (2) above, both Korean and Chinese university students thought that eating shows have a small negative effect on their daily lives. However, whereas for the Korean students if replacement of offline communication increases, they consider this a substantial negative effect of watching mukbang shows on their daily lives, while for the Chinese student if utilization for online communication increases, they consider this a substantial negative effect of watching mukbang shows on their daily lives. This suggests that the more college students consider mukbang shows as a substitute for real communication, the more negative effect it has on their capacity to deal with the challenges in daily life.
Ⅱ. 이론적 논의
제1장. 먹방 현상과 선행연구 검토
제2장. 일상생활에 미디어가 미치는 효과에 대한 이용자들의 인식
Ⅲ. 연구문제와 연구방법
제1장. 한국과 중국 20대 대학생들의 먹방 이용동기와 이용행태
제2장 먹방 이용이 일상생활에 미치는 부정적 효과의 인식에 관한 분석결과