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The Effect of Appearance of `the other` and `I` to Positive Attitude and Sense of Community on Social Video Platform - Based on Social Impact Theory and Self-Monitoring Theory
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 Title & Authors
The Effect of Appearance of `the other` and `I` to Positive Attitude and Sense of Community on Social Video Platform - Based on Social Impact Theory and Self-Monitoring Theory
Kim, Bomyeong; Kim, HyunYoung; Kim, Jinwook; Shin, Hyunsik; Kim, Jinwoo;
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Recently, the method of social interaction is transforming into a method that utilizes videos. We are suggesting a new social video platform that contains a video of `I` and `the other`. We studied how the appearance of `the other` and `I` affected the user. So we applied the Social Impact Theory and Self-Monitoring Theory. The platforms were then used to investigate how the user`s positive attitude and sense of community were affected by having the user view his/her and `the other`s appearance watching the same video. As the result, users felt more positive attitude when their own appearance was shown on the screen. However, the positive attitude decreased when there were more femininity in the surrounding videos along with their own appearance. Also, when there were more masculinity in the surrounding video, the users felt a stronger sense of community. We believe this research will provide implications for developing the structure and organization of a new social video platform.
Social Video Platform;Social Impact theory;Self-Monitoring Theory;Sense of Community;Positive Attitude;
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