Jongmin Park, Ph.D., Assistant Professor, School of Journalism & Mass Communication, Kyung Hee Univ., Seoul, Korea
Jongmin Park, Ph.D., Assistant
Professor, School of Journalism & Mass Communication, Kyung Hee Univ., Seoul, Korea
Advisory Committee
Dr. Won Ho Chang
School of Journalism
University of Missouri-Columbia
Dr. Edmund Lambeth
School of Journalism
University of Missouri-Columbia
Dr. Robert Logan
School of Journalism
University of Missouri-Columbia
Dr. Fritz Cropp
School of Journalism
University of Missouri-Columbia
Dr. Daryl Hobbs
Office of Social Economic Data Analysis
University of Missouri-Columbia
RESEARCH EXPERIENCE
This section
involves my study as a bachelor's and master's student at Korea University,
and master's and doctoral student at this university since 1995.
I received my
B.A. at Korea University in German Language and Literature with a minor in Mass
Communication. During my undergraduate years, I was interested in extracurricular
activities such as painting and working with the underprivileged. At that time,
painting club members and I held several exhibitions at galleries in Seoul.
Painting allowed me to cultivate an aesthetic appreciation of the world. Although
I enjoyed studying German language and literature, I became more attracted to
the social sciences. Therefore, after receiving my B.A., I entered the
Master's Program in Mass Communication at Korea University.
In my graduate
days, I had a very wide range of interests in social affairs. I had a strong
interest not only in mass communication but also in philosophy, economics, sociology,
and psychology. I believed that understanding these subjects would give me the
means to analyze the social and historical changes taking place around me. Due
to my earnest academic performance in graduate school, I received Sasagawa scholarships
from the Sasagawa Peace Foundation in Japan. In addition, I worked as vice-supervisor
in the Korea University Dormitories. Providing leadership for 1,500 undergraduates,
I learned how to cooperate with others. I earned a Master's Degree with my thesis
on "Audiencesí Attitudes to Censorship of Cable TV Programs"
and was awarded the Gold Prize (second place) in the Fourth Telecom Thesis Contest
sponsored by Korea Telecom and The Korea Economic Daily.
Following graduate
school, I worked from 1994 to 1995 as the Research Associate at the Mass Communication
Research Institute in Korea University. I had an interest in diverse topics,
including sociology and statistics. I also had a strong interest not only in
substantive courses in my field of study but also in computer-based statistics
software such as SPSS, SAS, RATS and CHAID. Working at the institute provided
me with the ability to analyze various aspects of mass communication using empirical
methods. It enabled me to participate in a number of research projects, including
"A Study on the Re-organization of the Ministry of Information in the Korean
Government (Feb. 1993 - Dec. 1993)," "Welfare Oriented Journalism
(Jun. 1993 - Dec. 1993)" published by Seoul Press Center and "A Study
on the Integration of Korean Broadcasting Commission and Korea Cable Communications
Commission (March, 1995 - August, 1995)," sponsored by Korean Broadcasting
Commission.
In Fall 1995,
I entered the M.A. program at MU Graduate School of Journalism to learn more
about advertising. The journalism and mass communication field is very attractive
because it encompasses so many areas of study. By pursuing a degree in this
field, I could expand my knowledge of subjects such as economics, sociology,
philosophy, psychology, and statistics. However, for practical and professional
purposes, I chose to narrow my field of study to advertising. Especially,
many journalism and advertising departments of Korean colleges have theoretical
and research oriented curriculums more than practical and technical oriented
curriculums. That's why I took the advertising sequence at MU. My aesthetic
interest in visual arts, my graduate training in journalism and mass communication,
and my mathematical skills in various statistical analyses put me in an unique
position. I believe that I could bring both a scientific as well as an artistic
edge to the field of advertising.
In my master's thesis
at MU, I focused on the consumers' attitude toward advertisements. How do consumers'
attitudes toward the brand, the brand ads, and the corporate image ads influence
their purchase intention? Are there any direct or indirect relationship among
these factors and purchase intention? These were the research questions of my
thesis. Two psychological theories are considered: the Elaboration Likelihood
Model (ELM), and the Combined-Effects Model (CEM).
The application
to ELM is not evaluated as perfectly appropriate in measuring the effects of
advertisement on purchase intention. Two hypotheses based on CEM, however, are
supported. Although the attitude toward the corporate image ads has no indirect
impact in mediating the attitude toward the brand and the attitude toward the
brand ads on purchase intention, it has a direct impact on purchase intention
under low rather than high involvement conditions.
Since becoming
a Ph. D. student at the University of Missouri last year, I have worked as a
research assistant of Prof. Won Ho Chang , director of the Stephenson
Research Center. He has been involved in publication and edition of two
journals -- Operant Subjectivity and Sungkok Journalism Review, and I
am supporting his work.
Currently, I
am trying to present or publish research papers. I submitted several papers
at the Association for Education in Journalism and Mass Communication in 1998.
Also, during
this semester, I'm working on a study of international studentsí attitude
toward the School of Journalism at the University of Missouri-Columbia. This
study, which was a class project of students in the J458 (Advanced Research
Methods), uses Q-Methodology to sample international journalism students about
their opinions and attitudes toward this Journalism School. If this study is
finished successfully, we would like to present it at the International Society
for the Scientific Study of Subjectivity annual conference, Seoul, Korea, October
1998.
DISSERTATION PLANS
The dissertation
will relate to the consumers' psychological effect of commercial Web searching.
The Web sites are emerging as one of the most popular mass media in the late
20th century. Regarding the marketing perspective, the World Wide Web is considered
to be a versatile vehicle not only to exchange general information but also
to deliver commercial advertisements. Unquestionably, Web sites present advertisers
with opportunities and challenges, including the need for more systematic research
advertising and marketing practitioners. Academics are also aware that more
systematic study is required to reveal the true nature of commerce on the Web.
To use commercial
Web sites efficiently, marketers will benefit from understanding how surfers
(Web users) perceive the Web as a source of advertising since perceptions of
the media affect individual attitudes toward advertisements.
While surfing
(searching) the World Wide Web, we are absorbed in its fascinating ability to
deliver the speed and convenience of purchases or inquiries. However, frequently,
we fail to get commercial information which we really want to contact. Moreover,
if we can not successfully reach the information of the desired products in
spite of consuming lots of time, we are very disappointed.
How will surfers
respond to their high or low performance in searching commercial web sites?
To which kinds of factors do Web surfers attribute the cause of Web searching
performance ? How would the cause of a performance affect subsequent expectancy
estimates such as their continuing consideration toward Web sites as a commercial
inquiry tool and purchase intention of products found from Web surfing.
Consumer behavior
researchers suggest that attribution theory provides a useful framework in the
study of consumer behavior.
My dissertation
will be executed by focusing on four major estimates. First, the Web surfers'
attribution factors toward their cause of Web searching performance will be
found. Second, these factors will be allocated by two causal dimensions (locus
and stability). For example, the interactiviy of the used computer at a given
time during the Activity/Survey will be allocated to the external unstable dimension
and the interactivity of overall computer at a general Computer-Mediated Environment
will belong to the external stable division. Third, the relationships between
the attribution dimensions (internal stable, internal unstable, external stable,
and external unstable) by surfers' performance level (high and low) and their
expectancy estimates toward the future Web surfing will be scrutinized. Finally,
the causal model in a Computer-Mediated Environment of surfers' attribution
toward their performance level will be driven.
PRACTICAL AND RESEARCH EXPERIENCE
Educational Degrees
BA in German Language & Literature included Mass
Communication as a Minor Field Korea University, Seoul, Korea, 1992.
MA in Journalism & Mass Communication Korea University,
Seoul, Korea, 1994.
MA in Advertising, School of Journalism University of Missouri
- Columbia, 1997.
Practical Experience
Research Assistant, William Stephenson Research Center,
University of Missouri, Columbia, Mo., 1997-present.
Research Associate, Mass Communication Research Institute,
Korea University, 1994-1995.
Dormitory Vice-Supervisor, Korea University, 1993-1994.
Research Experience
Research project on "A study on the Integration of Korean Broadcasting Commission and Korea Cable Communications Commission." Sponsored by Korean Broadcasting Commission, March, 1995 - August, 1995.
Research project on "A study on the re-organization of the Ministry of Information in the Korean Government." Sponsored by Seoul Press Center, February, 1993 - December, 1993.
Research project on "Welfare Oriented Journalism."
Sponsored by Seoul Press Center, June, 1993 - December, 1993.
CAREER GOALS
After completing my studies for the
Ph.D. program, I plan to return to Korea. My career interest in Journalism and
Mass Communications is strongly oriented towards policy research in advertising,
journalism, and mass communication. I hope to make a contribution to the advertising
industry and to teach the practical technique of advertising production and
campaign and advertising theory and research on campus in Korea. My career goal
is to become a college professor. I have also given some thought to becoming
a policy-maker for the Korean Government and a senior fellow at a research institute.
PUBLICATIONS AND PAPERS
Jongmin Park, "The Audiences' Attitudes to the Censorship of the Cable TV Programs in Korea." A paper published at the handbook of the 4th Korea Telecom Thesis Contest (second place), Seoul, Korea, August, 1995.
Jongmin Park and Fritz Cropp, "Journalistic Criteria for Ethical Reporting," A paper presented at the 14th Annual Conference of for the Scientific Study of Subjectivity, Seoul, Korea, November, 1998.
Jongmin Park, "The Elaboration Likelihood Model versus the Combined Effects Model: Central versus peripheral processing through attitude toward the brand, attitude toward the brand ad and attitude toward the corporate image ad." A M.A. thesis for the graduate school of journalism, the university of missouri-columbia.1997.
Jongmin Park, "Causual Attributions and Expectancy Estimates of Commercial Web Surfers." A paper presented at 1999 Conference of International Communication Association, Sanfrancisco, May, 1999.
Jaeyung Park and Jongmin Park, "Covering the Starr Report: Two Korean Newspapers made Opposite Ethical Choices--How and Why?" A paper presented at 1999 Conference of International Communication Association, Sanfrancisco, May, 1999.
Jongmin Park and Sungwook Shim, "The Presidential Candidates in Political Cartoons: A Reflection of Cultural Differences between the United States and Korea."
Jongmin Park, Lisa Lyon, and Glen Cameron, "Does Reputation Management Reap Rewards? A Path Analysis of Corporate Reputation Advertising’s Impacts on Brand Attitudes and Purchase Decisions."
Doyle Yoon and Jongmin Park, "Degree of Standardization of Product Web Pages."
Jongmin Park, "Speculating Pathos, Ethos, and Logos in Manipulative Advertising."
Hun Shik Kim and Jongmin Park, "The U.S. and Korean Media's Framing of the Korean Air Flight 801 Crash on Guam 1997: Pilot Error or Faulty Navigation Devices?"
Sungwook Shim, Jongmin Park, and Teresa Langsam, "Strategies
of Selectivity: A Visual Comparison of Gender-Oriented Magazines."
PROPOSED CALENDAR FOR COMPLETION OF
DOCTORAL WORK
Winter 1998: Completion of course work
Fall 1998: The literature review of dissertation
and comprehensive exams
Winter 1999: Comprehensive exams
Summer 1999: Defend dissertation
Summer 1999: Graduate
PREVIOUS GRADUATE STUDY
Master of Journalism - Advertising, University of Missouri-Columbia, Columbia, Mo., 1997.
J321 Advertising Copy, Layout and Production
J322 Psychology of Advertising
J324 Advertising & Public Relations Campaigns
J330 Media Strategy & Planning
J333 Research in Advertising
J334 International Advertising
J336 Graphics of Journalism
J401 Mass Media Seminar
J408 Research Methods in Journalism
J446 Media Ethics
J474 Thesis Seminar
J400 Problems in Journalism#
# Problems ( J400) was supervised by Won Ho Chang of the School
of Journalism. The course consisted of a comprehensive literature review
of psychological theories for the advertising and its application for research
methods.
Master of Journalism & Mass Communication, Korea University, Seoul, Korea, 1994.
JMC501: Communication Theory I
-- Analysis of theories pertaining to various effects of mass communication
JMC502: Communication Theory II
-- The micro and macro communication theories in the human interaction, organization,
society, international relation.
JMC503: Research Method in Communication I
-- Course for research methodology, methodology for the human science, qualitative
and quantitative methods.
JMC504: Research Method in Communication II
-- Course for advanced quantitative research methods, advanced statistical tools
and their application for the
social phenomenon.
JMC617: New Media
-- New media technologies, such as satellite, cable TV, internet and their social
effect.
JMC703: Communication and Politics
-- The relationship between nations, societies and mass media, critical studies
of the mass media.
JMC606: History of Mass Media
-- Korean mass media from the early 20th century to present in the context of
social, economic and political change.
JMC615: Press Policy
-- The introduction of press policies of the various countries, social and political
change and the changes of
the press policies.
JMC432: Mass Media and Society
-- Theories, concepts and main problems of mass media in modern society.
COURSE LISTING BY TOPIC AREA (* Korea University courses)
I. Theory of Mass Communication
JMC501 Communication Theory I*
JMC502 Communication Theory II*
J 474 Thesis Seminar
J 401 Mass Media Seminar
J 421 Doctoral Seminar
J490 Research
II. Research Methods/Statistics
R370 Educational Statistics I (Tool)
R435 Educational Statistics II (Tool)
S423 Experimental Design (Tool)
JMC503 Research Method in Communication I*
JMC504 Research Method in Communication II*
J 408 Research Methods in Journalism
J 458 Advanced Research Methods
III. Advertising , New Media and Ethics
J322 Psychology of Advertising
J333 Research in Advertising
J334 International Advertising
J400 Problem (Psychological Advertising)
JMC617 New Media*
J 400 Problem (Ethics)#
J 446 Media Ethics
IV. Society, Politics and History
JMC703 Communication and Politics*
JMC606 History of Mass Media*
JMC615 Press Policy*
JMC432 Mass Media and Society
S 335 Social Change and Trends
S 425 Communication and the Diffusion of Information
# Problem (J400): New technologies, Journalism and their ethical
issues
What are journalistic criteria for ethical reporting ? What are
the ethical issues of Internet Web sites ? The application of Q-Methodology
for ethical issues. Supervising Professor: Won Ho Chang
LANGUAGE REQUIREMENT AND RESEARCH TOOL
1. Korean language
2. Educational statistics I (R370)
Educational statistics II (R435)
Experimental design (S423)