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An Application of Sasangchejil(A Theory of Four Different Types of Persons) to the Study of Patterns of Media Use
사상체질(四象體質)과 미디어 이용 행태 연구

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Authors
Choi, Hyeon Cheol
Issue Date
2010
Publisher
Institute of Communication Research, Seoul National University
Citation
Journal of Communication Research, vol.47, no. 1. pp.170~203(2010)
Keywords
Sasangchejil theorypatterns of media useaudience research
Abstract
The main purpose of the present study is to develop of Korean theory of
audience by applying Jae Ma Lee’s theory of Sasangchejil(a theory of four
different types of persons depending on a person’s relative strength of
internal organs-lung, stomach, liver, and kidney) to the study of patterns
of media use. The main findings of the study is the following. First, the
result of the relationship between Sasangchejil and information acquisition
shows that Soyangin acquires more information from television
and magazine than Taeeumin and Soeumin. Second, the result of the
relationship between Sasangchejil and media exposure indicates that
Soyangin reads magazine more than Taeeumin, and Soeumin goes to the
movies more than Taeeumin. Third, the result of the relationship between
Sasangchejil and preferred programs shows that Soyangin likes to watch
‘comedy,’ ‘education/information’ programs more than Soeumin whereas
Soyangin and Soeumin love to watch ‘advertising’. Fourth, the result of
the relationship between Sasangchejil and preferred news articles shows
that Soyangin wants to read ‘culture/art news’ more than Taeeumin. In
addition, Soyangin likes to read ‘entertainment news’ more than Taeeumin
and Soeumin. Fifth, the result of the relationship between Sasangchejil
and the patterns of media uses indicates that Soyangin prefers to
determine the channel when persons watch television.
ISSN
1738-6195
Language
Korean
URI
http://hdl.handle.net/10371/61480
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College of Social Sciences (사회과학대학)Institute of Communication Research (언론정보연구소)Journal of Communication Research (언론정보연구)Journal of Communication Research (언론정보연구) vol.47(1) (2010)
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