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International Audience's Timed Comment Use on Viki: Talking about a K-Drama while Still Watching It

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Authors
Liche Ellian Eunjae
Advisor
홍석경
Major
사회과학대학 언론정보학과
Issue Date
2016-02
Publisher
서울대학교 대학원
Keywords
Timed Comment한류 드라마사회적 시청인터페이스참여 문화
Description
학위논문 (석사)-- 서울대학교 대학원 : 언론정보학과, 2016. 2. 홍석경.
Abstract
This research explores new ways of consuming digital culture by international K-Drama audiences. For this, the research methodology of social viewing and the traditions of audience studies, especially on international reception of K-Drama, have been integrated. Social viewing is a new and technology-savvy way of watching television: the traditional media is enjoyed while viewers simultaneously participate in a conversation about the television program they are watching. The research object, Viki, is a social viewing platform that provides online streaming of K-Drama as well as a service called Timed Comment that enables viewers to comment on the specific moments of the drama while they are still watching it. Through this service, viewers contribute to co-production of meaning for the drama text as active consumers
thus, timed comment can be seen as a form of participatory culture.
For this research, 3 episodes have been randomly selected from each of the two K-Dramas, Pinocchio and Fated to Love You, and all timed comments on the selected episodes have been collected. 12,540 timed comments were then coded into the three main categories: meta-communication, narrative-related communication, and production-related communication. The frequency of timed comment in each category has been accessed based on the sequence of drama. The results demonstrate dominantly high frequency for narrative-related communication
this indicates that the timed comment is a reaction to a drama that is written in a fluctuating state between immersion and distancing.
Though not unique to timed comment community, the construction of K-Drama metatext has been observed in this research. In a short comment that is comprised of only few sentences, viewers draw references and exhibit vast background knowledge from a plethora of other media products of East Asia and their own locality. Viewers actively employ K-Dramaland as a horizon of expectation for interpretation of K-Drama as well. These findings reinforce previous researches by demonstrating that international audience of K-Drama is a group of cultural omnivores who consume a variety of cultural products and create a new digital play culture. In Viki community, entry-level viewers who just started to watch their first K-Drama co-exist with heavy-viewers who watch almost everything that comes out regardless of the genre. These diverse group of audience interact on a special social viewing interface called timed comment. Therefore, Vikis timed comment should be interpreted as a audiences space for practicing participatory culture.

Keyword: Viki, Timed Comment, K-Drama, Social Viewing, Interface, Participatory Culture, Cultural Omnivore, International Audience
Student Number: 2013-23778
Language
English
URI
https://hdl.handle.net/10371/134308
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College of Social Sciences (사회과학대학)Dept. of Communication (언론정보학과)Theses (Master's Degree_언론정보학과)
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