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Communication Research in a Transcultural Era as Words like Mukbang Enter the English Dictionary | 2025.05.12

기타 | Asian Communication Research (한국언론학회)

This editorial reflects on the dynamic media landscape and communication practices in a transcultural era. As the new Editor-in-Chief of Asian Communication Research, this piece introduces, mukbang?a Korean-born, globally embraced phenomenon?as an example of how new forms of digital media content develop through transcultural flows while remaining embedded in locally situated cultural norms and interpretive frameworks. Asian Communication Research covers a wide and diverse range of topics, spanning from the implications of AI-generated content and platform algorithms to research on traditional media and enduring communication practices. In a transcultural era marked by rapid media convergence and cultural hybridity, the journal encourages scholarship that is both globally relevant and culturally grounded. It aims to foster insightful research that advances our understanding of communication in a world where cultural borders are increasingly fluid and media practices are constantly evolving.

대규모 언어 모델은 분석 도구가 될 수 있는가? : GPT를 활용한 내용 분석의 신뢰도와 타당도를 중심으로 | 2025.05.12

기타 | 한국언론학보 (한국언론학회)

본 연구는 커뮤니케이션 연구 영역에서 대규모 언어 모델(LLMs)을 컴퓨터 기반 텍스트 분석 방법 (CTAM)에 적용할 수 있는가의 여부를 탐색한다. LLM 기술 발전에 따른 텍스트 분석 도구로서의 가능성 이 높아지고 있음에도 불구하고 측정 도구로서의 LLMs의 한계라고 할 수 있는 내적 신뢰도와 외적 타당 도에 대한 문제를 해결할 필요가 있다. 기존의 전통적인 코딩 방식이나 규칙 기반 텍스트 분류 시스템과 달리 LLMs의 경우 항상 일관되거나 재현 가능한 출력이 보장되지 않기 때문이다. 이는 LLMs이 학술 연 구에서 적절한 텍스트 분석 도구로 기능할 수 있는지에 대한 커다란 의문을 제기한다. 본 연구에서는 LLMs이 CTAM에 적용될 수 있는 그 가능성을 평가하기 위해 내적 신뢰도와 외적 타당도 의 관점에서 LLMs의 텍스트 분석 결과물을 평가한다. 특히 LLMs의 결과물이 반복된 동일 프롬프트에 대해 일관된 결과를 출력하는지(내적 신뢰도), 인간 코딩 결과와 비교하여 동일한 결과를 출력하는지(외 적 타당도)를 평가한다. 다수의 팩트체크 뉴스 기사에 대해 인간 코더들이 정보 추출(information extraction)을 수행한 데이터를 동일하게 LLMs으로 분석하게 하였다. 이를 통해 반복 분석을 통한 내적 신뢰도 평가, 인간 코더의 결과와의 비교를 통한 외적 타당도 평가라는 다단계 검증 절차를 수행했다. 연구 결과, LLMs을 통한 텍스트 분석의 결과물은 신뢰할만한 수준의 내적 신뢰도와 외적 타당도를 확보 하고 있음을 보여주고 있다. 반복 분석을 통해 LLMs이 일정한 분석 결과를 제공할 수 있으며, 인간 코더 와의 비교를 통해 충분한 외적 타당도를 확보할 수 있음을 보였다. 그러나 뉴스 기사의 장르나 정보의 종 류에 따라 신뢰도와 타당도가 크게 하락하는 현상이 확인되었다. 수치 데이터를 주로 사용하거나, 경제 뉴스의 경우 신뢰도와 타당도가 낮게 나타났으며, 이는 LLMs의 텍스트 분석 결과가 조건에 따라 사용 가능 성이 달라질 수 있음을 의미한다. 따라서 LLMs을 연구의 측정 도구로 사용하기 위해서는 절차와 분석 대상에 대해 주의가 필요하다. 정교 한 프롬프트의 제작, 동일 프롬프트의 반복 측정을 통한 내적 신뢰도 확인, 그리고 인간 코딩과의 비교를 통한 외적 타당도 확보라는 절차가 제안된다. 또한 다양한 조건과 맥락에 대한 테스트를 통해 LLMs이 어 떤 조건에서 어느 정도 수준의 성능이 나타나는지 검증할 필요가 있다. 이 과정을 통해 확인된 본 연구의 결과는 LLMs이 커뮤니케이션 연구 분야에서 의미 있는 분석 도구로서 활용될 수 있는 기반을 마련하고 미래의 텍스트 분석 방법론에 기여할 것으로 기대한다. LLMs의 한계점 을 연구 수행 절차를 통해 극복할 가능성을 확인할 수 있었다. 본 연구에서 제안된 분석 절차의 경우 앞으 로 지속적인 논의를 통해 표준화된 절차로 발전해야 할 필요가 있다.

Habermas, J. (2023). A New Structural Transformation of the Public Sphere and Deliberative Politics (C. Cronin. Trans) | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

Issues and Challenges of Qualitative Research Methods Education in Communication | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

The current research undertook in-depth interviews with 13 undergraduates majoring in communication to explore how they understood qualitative research methods and how they perceive the value of the methods after taking a qualitative research methods course. Thematic analysis of the data showed that students identified in-depth interviews as valuable tools that provided honest answers from the people of interest. Students came to understand the strengths and uniqueness of each data-gathering method with their perception changed after taking the course. However, they still found qualitative research methods to be difficult and challenging. The findings suggest that contextual factors negatively influenced the students’ evaluation of qualitative methods; nonetheless, participants still wanted to learn qualitative methods well to boost their skills for the job market. Interviews also revealed that the knowledge and skills in quantitative research methods influenced students’ understanding and evaluation of the methods. Based on these findings, the current study suggests ways in which instructors could strengthen qualitative methods courses to gain more leverage in undergraduate programs. Topics for follow-up studies are suggested and their implications are discussed.

Understanding the Internet Water Army: Domain, Characteristics, Purposes, Messages and Affordances, and Consequences | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

The Internet and social media bring many benefits to individuals, groups, organizations, and society. However, some users, groups, agents, businesses, institutions, and governments also manipulate and deceive the online environment, fostering negative consequences. This article describes one specific manifestation of this phenomenon: the Internet Water Army, a growing Internet/social media phenomenon, especially in China. There has been no robust framework for referring to the Internet Water Army, nor an integrated social science review of this type of Internet/social media user, thus creating gaps and contradictions in discussions and research about it. First, the article defines, with examples, first the general domain of organized multiple online postings or contributions, second thecontributions, the more specific domain of paid posters or influencers promoting misinformation, and third the particular case of the Internet Water Army. Then, the explanation identifies four central dimensions of the Internet Water Army?characteristics (user demographics and activities, organization and process), purposes (at individual, organizational, and political levels), messages (content and valence) and an affordance (visibility), and consequences (desirable/(desirable/undesirable, direct/indirect, and anticipated/unanticipated)?with a wide variety of examples. The article ends with a discussion of several theoretical perspectives that could increase our understanding of phenomena such as the Internet Water Army.

Can Chinese Pastoral Videos be Effective for Promoting Foreign Viewers’ Travel and Word-of-Mouth Intention? Exploring Characteristics of Chinese Influencer, Attributes of Content, and the Mediating Role of Parasocial Interaction | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

This study investigates how the attributes of Chinese Pastoral Videos (CPVs) content and the characteristics of CPVs influencer affect viewers through parasocial interaction (PSI) on intention to visit China and intention of Word of Mouth (WoM) about CPVs. Results from an online survey with a US sample (NN = 405) revealed that physical attractiveness and familiarity of CPVs influencer, along with informativeness of CPVs content, were positively associated with travel intention. Only trustworthiness of CPVs influencer was positively associated with WoM intention. Second, physical attractiveness, trustworthiness, and familiarity of CPVs influencer, along with technicality of CPVs content, were positively associated with behavioral PSI. Informativeness, technicality, and entertainment of CPVs content, along with physical attractiveness and familiarity of CPVs influencer, were positively associated with cognitive PSI. Third, cognitive and behavioral PSI were positively related to travel intention and WoM intention. Finally, cognitive PSI significantly mediated the relationships among characteristics of CPVs influencer, attributes of CPVs content, travel intention and WoM intention. Meanwhile, behavioral PSI significantly mediated the relationships among characteristics of CPVs influencer, technicality of CPVs content, travel intention and WoM intention. This study highlights the potential effectiveness of Chinese pastoral videos in promoting cultural export, including cultural diffusion and visits to China.

Over-the-Counter Medicine Advertising and Behavioral Responses in the South Korean Context: Roles of Health Consciousness, Attention, Attitude, and Subjective Health Knowledge | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

In South Korea, the market for over-the-counter drug advertising (OTCA) has been increasing in recent years; however, research on OTCA has received scant attention from a psychological perspective. Identifying the antecedents and underlying mechanisms of behavioral responses to OTCA helps us understand how consumers engage in health-related decisions. This study focused on a notable theoretical framework that determines behavioral responses to OTCA. Specifically, this study examined the sequential relationship between health consciousness, attention to OTCA, attitude toward OTCA, and behavioral responses to OTCA. It also tested the boundary conditions of the effect of attitude toward OTCA on behavioral responses by examining the moderating role of subjective health knowledge. A nationwide online survey was conducted. The results showed signifificant dual mediating effffects of attitude and attention on behavioral responses. However, subjective health knowledge did not signifificantly moderate the sequential relationship between attitude toward OTCA and behavioral responses. These fifindings have implications for strategy, policy, and practice in both public health fifields and the advertising industry. Advertising practitioners and healthcare professionals can gain valuable insights into how to enhance consumers’ health-related decision-making for sustainable health promotion.

Unveiling Secrets to AI Agents: Exploring the Interplay of Conversation Type, Self-Disclosure, and Privacy Insensitivity | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

This study investigated the dynamics of user interactions with AI agents, specififically delving into the impact of conversation types that users hold with an AI agent on self-disclosure and privacy insensitivity toward AI agents. The present study also examined the interplay of conversation types with attitudes toward the machine (i.e., perceived humanness and intimacy perception). Results exhibited that both functional and emotional conversations with AI agents were signifificantly associated with self-disclosure to AI agents. The more functional or emotional conversation a user made with AI agents, the more likely the user was to disclose his/her information to the devices. And, the impact of emotional conversation was found to be significantly greater than that of functional conversation. Yet, only emotional conversation was associated with AI privacy insensitivity. The more a user made emotional conversations with AI agents, the more likely the user was insensitive to privacy issues related to AI agents. Moreover, perceived humanness played a role in strengthening the relationship between functional conversation and self-disclosure, whereas emotional conversations with AI agents were more positively related to AI privacy insensitivity when users perceived the agents as human-like. Discussion and limitations were further addressed.

Reconsidering Prospect Theory in Health Communication: Interplay of Certainty with Different Types of Framing | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

While framing studies in health communication research are grounded in prospect theory, there are deviations from the original prospect theory in three major areas: (1) the conceptualization of risk as susceptibility/severity rather than certainty, (2) the presentation of outcomes of difffferent events in gain- and loss-framed messages rather than difffferent aspects of the same outcome, and (3) the use of participants’ ratings as outcome variables instead of participants’ choice of one option over the other. To understand the implications of these discrepancies, two randomized experiments were conducted within the context of obesity policy support. In experiment 1, participants were asked to rate their support for policies. With a framing approach consistent with prospect theory (called prospect-theory framing in this study), participants’ ratings were marginally signifificant but in a consistent pattern with prospect theory; however, no effffect was found with the framing approach described in health communication literature (called persuasion framing in this study). In Study 2, participants were asked to choose one policy for obesity over the other, revealing a result aligning with the prospect theory predictions. These fifindings underscore the inflfluence of both framing conceptualization and outcome measurement on observed framing effffects.

소통학에서 영역지식과 자료집합의 형성 : 한국 커뮤니케이션 과학의 발전을 위한 제언 | 2024.09.25

기타 | 커뮤니케이션 이론 (한국언론학회)

이 글의 목적은 한국언론학회가 제기한 우리 학문에 대한 ‘성찰과 전망’이란 주제에 대해 고민해 본 결과를 ‘지금-여기-우리’ 소통학 연구의 기여가능성이라는 관점에서 일련의 관찰과 제언의 형식으로 제시하는 데 있다. 이 글은 소통학 편람이 수행해야 할 역할을 대신하겠다고 나서기보다 내가 처한 우리 학문 내 위치에서 우리 학문이 과학에 기여할 가능성을 중심으로 생각한 바를 제시한다. 핵심 주장은 우리 스스로는 물론 주변 학문의 연구자들의 존중을 받기 위해서 소통학이 제공할 수 있는 고유한 영역지식을 산출함으로써 우리 사회의 문제를 해결하는 데 기여해야 한다는 것이다. 이를 달성하기 위한 소통학의 과제로서 이 글은 첫째, 사회과학을 휩쓸고 있는 재현의 위기를 극복하기 위해 함께 노력하되, 내용의 개념화와 범주화를 위한 소통학의 심각한 임무가 별도로 있음을 상기할 것을 주문한다. 둘째, 비실험적인 자료를 이용해서도 인과추론을 할 수 있도록 새롭게 발전한 인과추론 패러다임을 전면적으로 도입해야 하며, 셋째, 사회문화적 맥락과 역사적 조건을 변수화해서 탐구할 것도 함께 제언한다.