An Application of Sasangchejil(A Theory of Four Different Types of Persons) to the Study of Patterns of Media Use

Abstract

The main purpose of the present study is to develop of Korean theory of audience by applying Jae Ma Lees theory of Sasangchejil(a theory of four different types of persons depending on a persons 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.