The Effect of Genre-structured Themes of Film Scenario as Cultural Contents on Determinants of Viewing Intention

Abstract

This study aims to focus on Cultural Content as a Cultural Industry and derive Genre-Specific Themes from Film, an essential field of cultural content. Based on the importance of Language as an element that constitutes culture, this study set Scenarios as the analysis target to understand the cultural industry. The reason is that Movies are the cultural content that best reflects Language. In particular, this study conducted an Integrated Research Method that derives Genre-Specific Themes through Big Data Analysis and analyzes the Causal Relationship between Genre-Specific Themes and Viewing Intentions. In addition, to identify the influence of Marketing Activities, an important Box Office Strategy of the cultural industry, the Moderating Effect of marketing activities on the relationship between Genre-Specific Themes and Viewing Intentions was analyzed. The five Film Genres analyzed in this study are Drama, Comedy, Action/Adventure, Crime, and Mystery. Textom was used to refine the data for big data analysis, and Keywords were derived through Frequency Analysis. Network Analysis, Centrality Analysis, and Structural Equivalence Analysis were performed using Ucinet 6.0 and NetDraw. The Genre-Specific Themes derived from the structural equivalence analysis were again Factor-analyzed using the Questionnaire. As a result of this factor analysis, the Drama Genre included the themes of Airport/Court, Criminal Organization/Politics, Routine Human Relationships/Conflict, and War/Politics. The Comedy Genre included the themes of Drinking Violence Court Disturbance, Auditory·Behavioral Directing, and Corruption/Crime Satire. The Action/Adventure Genre included the themes of Diplomatic Situation/Conflict, Fantasy/Auditory·Behavioral Directing, High Tension Chase, and War/Military Strategy. The Crime Genre was classified into the themes of International Drug Cartel, Cyber Financial Crime, and Criminal Organization/Investigation. Finally, the Mystery Genre was divided into the themes of Folk Beliefs/Witchcraft Culture, Criminal Case/Auditory·Behavioral Directing, and Dramatic Suspense/Auditory·Behavioral Directing. The results of the relationship between the Themes of each Genre and Viewing Intentions are as follows. In the Drama Genre, Airport/Court and Routine Human Relationships/Conflict themes had a positive effect on Viewing Intentions. On the other hand, the themes of Criminal Organization/Politics and War/Politics had a negative impact on Viewing Intentions. In the Comedy Genre, the themes of Drinking Violence Court Disturbance, Auditory·Behavioral Directing, and Action had a positive impact on Viewing Intentions. On the other hand, the themes of Corruption/Crime Satire had a negative impact. In the Action/Adventure Genre, the themes of High Tension Chase and War/Military Strategy positively affected Viewing Intentions. On the other hand, the themes of Diplomatic Situation/Conflict and Fantasy/Auditory·Behavioral Directing had a negative impact on Viewing Intentions. In the Crime Genre, Cyber Financial Crime positively affected Viewing Intentions. On the other hand, the themes of Criminal Organization/Investigation had a negative effect on Viewing Intentions. In the Mystery Genre, the themes of Dramatic Suspense and Criminal Case had a positive effect on Viewing Intentions. On the other hand, the themes of Folk Beliefs/Witchcraft Culture had a negative effect on Viewing Intentions. The results of analyzing the Moderating Effect of Marketing Activities on the relationship between Themes by Genre and Viewing Intentions are as follows. In the Drama Genre, Marketing Activities had a positive (+) effect on the relationship between Routine Human Relationships/Conflict and Viewing Intentions and War/Politics and Viewing Intentions. On the other hand, Marketing Activities had a negative (-) moderating effect on the relationship between Airport/Court and Viewing Intentions and Criminal Organization/Politics and Viewing Intentions. In the Comedy Genre, Marketing Activities had a positive (+) moderating effect on the relationship between Auditory·Behavioral Directing and Viewing Intentions and Corruption/Crime Satire and Viewing Intentions. In the Action/Adventure Genre, Marketing Activities had a negative (-) moderating effect on the relationship between all Genre-Specific Themes and Viewing Intentions. In the Crime Genre, Marketing Activities had a positive (+) moderating impact on the relationship between Cyber Financial Crime and Viewing Intentions, as well as Criminal Organization/Investigation and Viewing Intentions. On the other hand, in the relationship between the International Drug Cartel and Viewing Intentions, Marketing Activities showed a negative moderating effect. In the Mystery Genre, Marketing Activities had a positive (+) moderating impact on the relationship between Dramatic Suspense and Viewing Intentions. On the other hand, Marketing Activities had a negative (-) moderating impact on the relationship between Folk Beliefs/Witchcraft Culture and Viewing Intentions, and Criminal Case. This study suggests the following Academic Implications. First, previous studies on the Cultural Industry focused on Qualitative Research Methods. However, this study focuses on Language, the most essential element of culture. It utilizes Movie Scenarios to analyze Big Data and conduct Surveys, which is academically significant as it applies an Integrated Research Method. In addition, it presents Practical Implications for industry professionals, such as Screenplay Producers, Distributors, and Marketers. Furthermore, this study proposes Policy Implications for the Ministry of Culture, Sports and Tourism, the Korean Film Council, and the Korea Creative Content Agency. Keywords: Film, Scenario, Big Data Analysis, Network Analysis, Structural Equivalence Analysis, Film Themes, Viewing Intention, Marketing Activities, Causal Model, Mixed Research Method