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Life-Style and Television Viewing Pattern : A One Source Data Analysis
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라이프 스타일에 따른 텔레비전 시청패턴 연구 : 일원 자료를 근거로

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Type
Academic journal
Author
Journal
Korean Society For Journalism And Communication Studies Korean Journal of Journalism & Communication Studies Vol.48 No.2 KCI Excellent Accredited Journal
Published
2004.4
Pages
189 - 217 (31page)

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Method
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Life-Style and Television Viewing Pattern : A One Source Data Analysis
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Abstract· Keywords

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This research aims at explaining patterns of television viewing by the type of the audience's lifestyle. Configuring lifestyle patterns and applying such typology to various consumer segmentations have been a popular research topic in the marketing field, but not so much in television audience studies. As television viewing becomes less and less homogeneous experiences for the audiences and as home entertainment and media options multiply, lifestyle segmentation emerges as a very useful tool to explain media consumption patterns.
Using an one source data which combines metered audience ratings and audience survey on lifestyle questions along with various socio-economic backgrounds, we conducted factor analysis and cluster analysis to reach at five types of lifestyle patterns of the Korean television audience. The lifestyle questions were based on the LOV-approach. The five resulting lifestyles were "The New Family Values", "The Practical Health Orientations", "Weak life Foci", "The Traditional Family Values", and "The Trend Followers".
The typology of television viewing patterns was constructed based on the analysis of the actual ratings data. Television viewing consists of two different theoretical dimensions: Behaviors and content preference. The analyses of the rating data led us to four different viewing patterns: Heavy-Passive, Heavy-Active, Light-Passive, and Light-Active. On the content preference dimension, the audiences were grouped into four according to the preferred genres of TV programs actually watched: Entertainment, Drama, News, and Public Affairs and Realities.
The results showed that differences in lifestyle patterns were significant in accounting for television viewing patterns on both behavioral and content preference dimensions. It was also found that at least in explaining broadcast television viewing the tried-and-true SES variables were as much powerful as more sophisticated lifestyle variables.
#라이프스타일 #시청패턴 #중시청-수동 #중시청-능동 #경시청-수동 #경시청-능동 #오락추구 #드라마추구 #뉴스추구 #교양추구 #lifestyle #TV viewing #heavy viewing #light viewing #content preference #ratings analysis

Contents

1. 문제제기
2. 이론적 배경
3. 연구 모형과 연구 문제
4. 연구방법
5. 연구 결과
6. 요약 및 논의
참고문헌
〈부록〉
Abstract

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