94

Size: px

Start display at page:

Download "94"

しょうぶあさぶき
5 years ago
Views:

1 Korean Youth s Downloading and Viewing Behaviors of TV Program Files and Their Motives: Comparison with Video Viewing Behaviors through TV Devices by Uses and Gratifications Theory ABSTRACT The purpose of this study is to compare the viewing of downloaded files of TV programs and the viewing of videos through TV devices by youth in Korea, which is one of the most digitally advanced countries in the world, in order to understand the gratifications people feel in the two different types of viewing and the social and media factors which affect them. This study also examines whether the viewing of downloaded files of TV programs can replace the viewing of videos through TV devices. The results of the interview research showed that the motives of the viewing of downloaded files of TV programs includes the possession of files, the release from time, the release from places, the diversity of videos, the selective viewing, and the non-possession of TV devices. They were different from the motives that previous research on traditional media indicated. It was also found that the viewing of videos through TV devices was motivated by the viewing with others, the real time viewing, and the quality of the screens, which shows specific characteristics of the TV devices. The results showed that the motives were related with five factors, the diversity of ways for video viewing, the diversity of video contents, the non-possession of personal TV devices, popular TV programs non-terrestrial channels broadcast, and busy with everyday life. Korean young people use these two different types of viewing based on different motives taking properties of each media into account. These findings indicate that TV broadcasting should provide the video contents and the video viewing environment that make adequate use of the specific features of the TV device. It will lead to the maintaining and improving of the position of the TV device in the society. * Tomoko TAKEMURA Vol.31 No.2 (2013) 93

2 94

3 Vol.31 No.2 (2013) 95

4 96

5 Vol.31 No.2 (2013) 97

6 98

7 Vol.31 No.2 (2013) 99

8 100

9 Vol.31 No.2 (2013) 101

10 102

11 Vol.31 No.2 (2013) 103

12 104

13 Bondad-Brown, B. A., Rice,R. E., & Pearce, K. E. (2012). Influences on TV viewing and online user-shared video use: Demographics, generations, contextual age, media use, motivations, and audience activity. Journal of Broadcasting & Electronic Media, 56, Cha, J., & Chan-Olmsted, S. M. (2012). Substitutability between online video platforms and television. Journalism & Mass Communication Quarterly, 89, Cooper, R., & Tang, T. (2009). Predicting audience exposure to television in today s media environment: An empirical integration of active-audience and structural theories. Journal of Broadcasting & Electronic Media, 53, Ferguson, D. A., & Perse, E. M. (2000). The World Wide Web as a functional alternative to television. Journal of Broadcasting & Electronic Media, 44, Google. (2013). Our mobile planet. Retrieved from Haridakis, P. & Hanson, G. (2009). Social interaction and co-viewing with YouTube: Blending mass communication reception and social connection. Journal of Broadcasting & Electronic Media, 53, Katz, E., Blumler, J. G., & Gurevitch, M. (1974).Utilization of mass communication by the individual. In J. G. Blumler, & E. Katz (Eds.), The uses of mass commu- Vol.31 No.2 (2013) 105

14 nications: Current perspectives on gratifications research (pp.19-32). Beverly Hills, CA: SAGE. Kayany, J. M., & Yelsma, P. (2000). Displacement effects of online media in the socio-technical contexts of households. Journal of Broadcasting & Electronic Media, 44, Lin, C. A. (1993). Adolescent viewing and gratifications in a new media environment. Mass Comm Review, 20, OECD. (2012). OECD employment and labour market statistics. Retrieved from employment/average-annual-working-time_ table8 OECD. (2013). OECD broadband portal. Retrieved from Palmgreen, P., & Rayburn II, J.D. (1979). Uses and gratifications and exposure to public television: A discrepancy approach. Communication Research, 6, Papacharissi, Z, & Rubin, A. M. (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, 44, Perse, E. M., & Courtright, J. A. (1993). Normative images of communication media: Mass and interpersonal channels in the new media environment. Human Communication Research, 19, Perse, E. M., & Dunn, D. G. (1998). The utility of home computers and media use: Implications of multimedia and connectivity. Journal of Broadcasting & Electronic Media, 42, Rubin, A. M. (1981). An examination of television viewing motivations. Communication Research, 8, Rubin, A. M. (1983). Television uses and gratifications: The interactions of viewing patterns and motivations. Journal of Broadcasting, 27, Rubin, A. M. (1984). Ritualized and instrumental television viewing. Journal of Communication, 34(3), Zerba, A. (2011). Young adults reasons behind avoidances of daily print newspapers and their ideas for change. Journalism & Mass Communication Quarterly, 88,

59-1･2 鳥居昭夫・春日教測　.pwd

59-1･2 鳥居昭夫・春日教測　.pwd logit JEL Classifications: D10, M30, L82 Wilbur 2008 Shishikura et al. 2018 and de Gracia 2012 Bayraktaroglu et al. 2018 Carare and Zentner 2012 Carare and Zentner 2012 Train et al. 1987 Hendel 1999 Spence