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WHDL - 00009934

An audience survey of college students and young adults in the selected churches of the Nazarene of South Korea for developing Korean Nazarene Internet Broadcasting programs

Dong Hwan (Bill) Kwon

Resource Types

Academic (Thesis, Dissertation, Etc.)

Resource Languages

English

Institutional Repository

Description / Abstract

Internet broadcasting is one of the fast growing industries in Korea with high-speed internet connection. Internet broadcasting is considered as a convergence between telecommunication and broadcasting. It is predicted to be a new form of mass media. Christian churches, including Korean district of the Church of Nazarene, tried to develop the internet broadcasting to be a tool to communicate the message of the gospel. The purpose of the study was to know the conception of the audience of the "Nazarene internet TV" especially the program "MY STORY" which the researcher produced. Since the target audience of the program was the groups of college students and young adults in the Church of the Nazarene, the research limited the research to those two groups. The research results provided a cornerstone to produce relevant internet broadcasting programs for the audience. The researcher employed uses and gratification theory to test the present conception of the audience. The preferences of the audience, for music, religion, and movie, were also defined toward internet broadcasting stations and programs. In the test, the demographic and environmental data of the respondents were collected as a part of the media planning data. Summarizing the research findings, the gratifications sought before media use of the respondents had generally positive and high expectations on the information, and praise and worship music. The factor analysis was tested based on the data. Five factors resulted, diverse programs, fun, helps complication problems, relaxing, and academic factors. Therefore, the producers targeting the audience needed to consider those factors as their expectations internet broadcasting. In contrast to the expectations, the gratifications obtained were negative. Most of attributes being asked were negatively gratified. It was interesting that all religious attributes were not gratified. That means the present internet broadcasting including religious stations did not meet the needs and expectations of the audience. Based on the findings, the thesis suggested to those producers of internet broadcasting the audience preferred music, especially praise and worship, and information. The audience expected religious internet broadcasting to have positive gratifications, but the present internet broadcasting, including religious stations, have not yet fulfilled their needs and gratifications. It indicated that the religious media producers in internet broadcasting need to evaluate the present internet programs and sites and develop future programs relevant to the audiences.