: , , , , , , ,

SNS& [] , [] SNS [] , [] [] [] [] 1 [] 1) []

1 1 1 1 1 1 1 1 1

SNS & () / eStoryLAB Web&Social

1. 2000 2.0(Web2.0) . , , , , 5 (Tim Oreilly) 2.0 1) , .2) 2.0 , , . , , , . SNS(Social Network Service/ System) IT Web Life(Web (Life)) . (Digital Nomadism) . 3) 2.0 . , , Network4) . 80 (Alvin Toffler) 1) What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software Tim O'reilly. 2005.9 2) 2.0 : 2006.6 3) Nomadism() Gilles Deleuze) 1968 . - http://en.wikipedia.org/wiki/Nomadism 4) (Don Tapscott) 1997 N [Growing Up Digital] Network N-Generation .

1

3 () . (Social Media) N(N-Generation) .5) , , , , , . LBS (Location Based Service : ), AR(Augmented Reality : ), SNS(Social Network Service : ) . . 6)

2. SNS N Web Life( ) , , . 2.0 , . , , . , . . , , .

5) Ardagna et, al., 2010; Ghazinour et al., 2009 6) 2011 87.1% SNS . 2011.07

2

, , K-POP . , , (prosumer)7) . , . Network .

The N-Generation 1. 2. 3. 4. 5. 6. 7. 8. , , Horizontal Nomadizm

[] Net(N-Generation)

N . . , .8) N , 2.0 , IT Smart 3 . 1) , (Umberto Eco) 1995 (Soft Communication)7) Prosumer : Producer() + Consumer() , . 8) [Weekly Biz] N(:Net Generation> . . . 2009.2.21 http://news.chosun.com/site/data/html_dir/2009/02/20/2009022000801.html

3

. . . . N . . (Paul Gillin 2009) . 2) 2.0 2.0 . , , , , 5 2.0 . (Tim OReilly) 2007 Web2.0 Expo 2.0 2.0 . 9) 2.0 . 10) Web2.0 1. 2. 3. 4. 5. 6. 7. (collective intelligence) Next 1. (Easy Web) 2. 3. 4. 5. 6. 7. 8. 9. New Media 10. 11.

[] Web2.0 11)9) Tim OReilly Web2.0 , . http://www.web2expo.com/webexsf2011 10) Web2.0 2.0 , , . Ex)2.0, 2.0, 2.0, 2.0, HRD2.0 .

4

2.0 . . N , , , . 2.0 . 3) IT Smart SNS Mobile . N . N . 3 N . N . (Wikinomics) 12) , . , , , (Infodemics) (Digital Populism) .

11) : http://oreilly.com/pub/a/web2/archive/what-is-web-20.html 12) , - Wikinomics : How Mass Collarboration Changes Everything. (Don Tapscott) 2006

5

3. . (Weak Tie) , . 2 . . . OECD 1980.9 8 . , . , , , , , , , 13). .

Campisi et al. (2009)

Zhao et al. (2009)

Sorensen (2009) Haddadi & Hui

13) OECD Guidelines on the Protection of Privacy and Transborder Flows of Personal Data-OECD. 1980 http://www.oecd.org/document/18/0,2340,en_2649_34255_1815186_1_1_1_1,00.html

6

(2010)

,

Wondracek et al. (2010) De Zwart et al. (2010) Schneier (2010)

Yang & Kobsa (2009)

[] 14)

, , , , (LBS) .

3. 15) . . 14) : - 2011.5 15) Infodemics : Information() + Epidemic() , Digital Populizm : Poulus , 2008

7

. . (Weak Tie) . .16) . . N , 1 , 1 . . . . .17) . .

16) The Commitment-Trust Theory of Relationship Marketing (Rober M. Morgan)1994.4 17) Metcalfes Law : The value of a network is proportional to the square of the number of users of the system Here were talking about a telecom network. - (Robert Bob Metcalfe) 1980. http://en.wikipedia.org/wiki/Metcalfes_law

8

2010.11 (NASA) 2003 42 M . .

2010.07 2010.07.08 1

2010.05 (NDP) ( . .) , .

[] &

9

4. SNS& . . , , , .18) N . , .19) N .20) .21) .

( ) , , , Herding Effect .

[]

18) Self Control Theory() : A general theory of crime. Stanford, CA: Stanford University Press - (Michael Gottfredson). 1990 http://en.wikipedia.org/wiki/Self-control_theory_of_crime 19) Social Deregulation Theory( ) : The Division of Labour in Society 1893, Suicide - (E. Durkheim). 1897 . 20) (Jaron Lanier) .. 21) Differential Association Theory() - (Edwin H. Sutherland) http://criminology.wikia.com/wiki/Differential_Association_Theory

10

. . . N . . N . .

5. SNS& , N . , . SNS . Web Life . . ? . , . . N . . . . . , .

11

[ ] Social Nomics . 2009 . 2010 , . 2010 . 2009 WikiNocis . 2007 2.0 : 2006.6 2011 - 2011.07 - 2011.5 What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software Tim Oreilly. 2005.9 Ardagna et, al., 2010; Ghazinour et al., 2009 How Mass Collarboration Changes Everything. Don Tapscott. 2006 OECD Guidelines on the Protection of Privacy and Transborder Flows of Personal Data-OECD.1980 http://www.oecd.org/document/18/0,2340,en_2649_34255_1815186_1_1_1_1,00.html The Commitment-Trust Theory of Relationship Marketing Rober M. Morgan.1994.4 Metcalfes Law : The value of a network is proportional to the square of the number of users of the system Here were talking about a telecom network. - Robert Bob Metcalfe. 1980. - http://en.wikipedia.org/wiki/Metcalfes_law A general theory of crime. Stanford, CA: Stanford University Press - Michael Gottfredson. 1990 http://en.wikipedia.org/wiki/Self-control_theory_of_crime The Division of Labour in Society 1893, Suicide - E. Durkheim. 1897 [Weekly Biz] N(:Net Generation> . . . 2009.2.21 http://news.chosun.com/site/data/html_dir/2009/02/20/2009022000801.html http://en.wikipedia.org/wiki/Nomadism http://www.web2expo.com/webexsf2011 http://oreilly.com/pub/a/web2/archive/what-is-web-20.html http://criminology.wikia.com/wiki/Differential_Association_Theory

12

,

, , . . . . . , . , . 21 . (Digital Native) (Digital Immigrant) . 90 , 20 , . , , , , . (digital immigrants) . , 30 (Accent) . 21

13

. , . . , (cultural divide) . . , . , . . , , . . (Marc Prensky, 2011) . , . . (neuroplasticity) . . . . . , , . . , . . . . . , . . (linear) . . .

14

, . . . . , . . ( ) . . , , TV , 87% , 47% TV . , TV . TV , . . . , . . , . ( ) , . . . . (Don Tapscott) , . . , . . . , , . () , () . . .

15

4 . . 2008 2 ` (Yes, We can)` 4 . . 2 1700 , . . . (Social Media) (facebook) (twitter) . . , . , . . . . , . . , , , . , . . . () , . 2011 . () () ( ) , . . . . , GM, , , . (Rogers) . . (Local Motors), . . . (R&D) . 121 5,000

16

. . ? . BMW, . , . , . .

, , . : . http://www.local-motors.com/

, . . . , , , . . . . , . , ,

17

2.0 . , , 18~24 32% , 25~34 54% . , , . . , . , 64% , . . , , .

18-24 83%

25-34 53%

35-44 36%

60 15%

2008 2008 26% 20% 32% 5% 15% 65% 24% 15% 29% 51% 13% 56% 19% 16% 24% 30% 13% 41% 19% 11% 14% 17% 6% 36%

2008 (Pew Internet, 2009)

. . . 1999 (Goldcorp) . (Rob McEwen) 50 575,000

18

. . 2000 3 , , 110 . 80% . 1 90 . (mass collaboration) . , . , . , . , . . , . . (Hill & Knowlton Connect) (RI) . 20(56%) 50(43%) () (51%) . , () . . ( ) ( ) . . . , , , , . . . , . , . (, , , , , ) .

19

, . . . . (Michael Cobb) 800 2012 . . . , .

(George Timothy Clooney) (Angelina Jolie) . . () . , . . . . . , .

20

. . . IT . , . , (Googley) . . . , . , CEO . . 20% . , . . . . . IT . . , . . , 24 . . . . . , . . , , . IT , ( ) . . . , . . . , . .

21

. , . , . . (Apple) , . IT DNA . DNA . , , . , . . . . . . , , , . . . . . . . . , . . , . . , . , . . "Just do it"

22

SNS

[ ] 1. () 2. () 3. () 4. ()

1. ()(1) SNS(Social Network Service) , . SNS . SNS (Issue) , () () () . "SNS " , SNS "SNS " , () . , () . ()) . . . (2)

23

, () () . , () () .22) () , - - () . 11 1 . () (). () (). (3) SNS () . SNS () . SNS . (Zoom-out) , SNS . SNS (Tool) '' . () , "SNS " . SNS () . 11 1 . . () . . . (interactive) . SNS .23)

2. ()(1) SNS . SNS 22) , (2002), , 28 30 . 23) , SNS 11 1, 2010. 12. 23. .

24

. ' ' . 'PC ' '(Web) (App.)' . ' (The Shallows)' .24) , . . 25) '(Plasticity, )' '(Schema, )' . (2) " "( 62 ) '(Plasticity)' ( 43), 26) , " . "( 22 ) . , SNS , " , , , "( 23) . (3) , " (Schema) "( 185) , " "( 179) " (Cognitive load)"( 187) " (switching costs) "( 198) , " 24) , (The Shallows), . 25) ( SNS ). 26) 103, " . . . . , " .

25

"( 193) . . , ' ' ' ' . " "( 206) , " , "( 147) " "( 148) . (4) , SNS . () . (overlap). " " , '(buy)' (download) , ''(shallow) 'Various' . . (Foursquare) (LBS) , ' ' , (check-in) . " "( 208) . , . , . (know HOW) (know WHERE) . 236 1775 4 18 (Samuel Johnson) . " . , "( 213).

3. ()(1) . , SNS , . ,

26

(RT) . , " () . " , , . ' ' . () . SNS (Privacy) , . SNS (Tool) , . (2) , ' ' . . (Default) , . , . . , 27) , , , , , . SNS . (3) ( ) , . (Social Media) , SNS ,

27) , , , 46(2009. 4.) .

27

. (Twitter) , , (Facebook) . , () , . , . , SNS . (4) '()' '()' SNS . , , . '' , '' . , ' ' . 28) ( , . (Data Mining) ). . (5) ( ' ') . " " 29) , 2011. 5. 6. 5 . 27 3 56( ) , " " , 2011. 4. 15. " 27 3 ' '

28) , . 29) , , () 2011 3

28

27 '' (200710542) . , ' ' (20045724) , ( ) , 27 3 " . ( ) . (6) RFID (RadioFrequencyIDentification;) . 319 '' , '' , RFID tag , tag reader , tag , chip , tag , . , . 321 RFID , reader .30) , RFID reader . . .30) 2010 ' ' , . , , RFID/USN , 45(2009. 1.) .

29

(7) SNS , . , (Media) . , . , '(Infodemics)' ' (Big Data)' . '(Infodemics)' (Information) (Epidemics) 31). ' (Big Data)', , , , , , , . SNS (Mobile) , . ' ' 32).

4. () SNS . (benefit) (fashion), (trend) (culture) . SNS . . '' TV , '' . '' . TV (round) ( 33) 34) ). 31) IT 16(2011. 11. 22.) - 3 ( , , ) 6 ( , , , , , ) . 32) 2004 17 2011. 3. 11. , 9. 30. . 33) IPTV, DMB, VOD , , ,

30

. . () ' '() , . ' ()'. .

[]1. , (2002), 1. , SNS 11 1, 2010. 12. 23. 1. , (The Shallows), 1. , , 46(2009. 4.) 1. , , () 2011 3 1. , RFID/USN , 45(2009. 1.) 1. , , 33(2006. 11.) 1. , - , 49 2(2008. 6.). 1. IT 16(2011. 11. 22.) - . .

33(206. 11.) . 34) , - , 49 2(2008. 6.) . ( , ) ( , , ) 227 240 .

31

,

1. , , . . , . , . (coevolution) . 2011 10 2,000 . 2011 3 1,000 . PC . , (niche) , , . . , . , ( ).

32

: Reichenstein, 2007.

. ( SNS) . , . , .

33

2. (C. Darwin) 1859 (On the Origin of Species) . . . . . . , . . . , ().

: Baekdal, 2009, 4. 27.

34

. , . . . . TV , TV . . , . . , . .

3. . 2011 10 2,000 , 42.9% , 1 .35) 2010 4.9% 1 9 . 0.71, 1.64( , 2011. 11). . , . 97.5% 69.7% 27.8% . , (26.9%), SNS(17.7%), (16.5%), (16.3%), (12.6%) ( , 2011. 11)().

35) . (Mckinsey & Company) 9.2% . 18% , (9%) 2(, 2011. 6. 22).

35

: , 2011. 11.

OS . 2011 6 70.3% , 19.9%. OS 8%, 0.8%, 0.5% ( , 2011. 9. 21). , . ( ) . , . . 2008 7 (App Store) 2011 5 50 . 85,569 . 37% , 3.64(Scott, 2011. 5. 24)().

36

: Scott, 2011, 5. 24.

2011 12 4 336,961 . 2 20 (). . . 67% (AppBrain, 2011. 12. 4).

37

: AppBrain, 2011. 12. 4.

4. SNS SNS . SNS . . , , . SNS 98.7% SNS , SNS 31.5% ( 29.9% ) (, 2011. 11)(). SNS .

38

SNS ()

: , 2011. 11.

SNS . , 1 SNS 30~40 . SNS 2004 . SNS 70%, 15 . SNS 67% , 2 11% (, 2011. 6. 22). SNS . SNS 91.4% SNS , , (47.4%) , (42.6%) . SNS (85.8%), (67.6%), (55.0%) ( , 2011. 11)().

39

SNS ()

: , 2011. 11.

5. , (cyberactivism) , (networked individualism) . . . . . . . . . . , . , .

40

. , . . . . , . . . , , . . , . . . . . , . . SNS . . , . ().

41

[ ] (2011. 6. 22). SNS , . , E 2. (2011. 9. 21). 70%, 20% SKT. [On-line], Available: http://www.etnews.com/201109210041 (2011. 11). 2011 : . : . AppBrain (2011. 12. 4). Number of available Android applications [On-line], Available: http://www.appbrain.com/stats/number-of-android-apps Baekdal, T. (2009. 4. 27). Where is everyone? [On-line], Available: http://www.baekdal.com/analysis/market-of-information Reichenstein, O. (2007). The future of news: How to survive the new media shift. Tokyo: Information Architects. Scott, J. (2011. 5. 24). App Store milestone: 500,000 applications approved [On-line], Available: http://www.148apps.com/news/app-store-milestone500000-applications-approved/

42

1. 2 2000 . 40%, 80% . 2009 11 2 . PC , . (), (), (), () . () , , ,

43

(NFC), (LTE) , , . .36) , , , . . SNS , , . , . () . - -, - , - - TV . . . (SNS). 1 30, 10 ( 11 11 7) . , , () .

2. 2.1 . (Smart Phone) . , , () , 36) (2010). . CEO Information. 741.

44

. 37) PC (OS) (Mobile App.)38) PC . ? . . . (Wi-Fi, ) 3G(3) , .

PDA (Personal Digital Assistant) ? PDA(Personal Digital Assistant) . PDA . PDA(Personal Digital Assistant) . PDA . , PMP(Portable Multimedia Player), MP3 , , , TV .

,

: 2004 8 3

2.2

37) http://en.wikipedia.org/wiki/Smart_phone 38) (Application) , e-book, , (App Store) .

45

() (OS, Operating System) . , OS , . . 39) iOS, , . ( N8, C6 ), (RIM, Research In Motion. ), ( ) http://navercast.naver.com/contents.nhn?contents_id=4143

iOS

, LG, , , HTC , LG, HTC

, 3Gs, 4 (), (LG), (), (HTC) 7 (), 7(LG), HD7(HTC)

MS

iOS , , ( 7) .

3. (45 ) . , ( , 2011.7.14.) (Wi-Fi, ) 3G(3) , . . 39) / , .

46

(LBS), ( ), , , , () .

LBS

, , LBS (AR) , , . , , , , . , GPS WIFI, 3G(S) , , .( ) : KT

. 24 , , . 1,000 . 2 1 (ATM) .

47

: 2011 12 5

, .

, . . , (SNS)40) . . (Always on) , , , .

4. 4.1 2 2,000 42% . 10 5,200 , 10 4, 2,500 80% . 1 200912

40) , , .

48

1.7% . 1 12 8.4 14.2%. 3 1,000 7 10 2,000 .41) SK 1,000 , KT 680 , LG 330 . (: ) ( : )

2009 12 2010 12 2011 10

4,794 5,076 5,212

( ) 81(1.7%) 720(14.2%) 2,000(38.3%)

: ,

4.2 42)4.2.1 . (3,000) 49%(1,471) 17%(437) . 50% . , , 10% 38.8% . 20 82% , 30 63%, 40 40%, 20 36%, 50 20% .

41) 50% . 42.9% . 42) 6 ( 2,500 1,471) 11.10 ~ 11 , , , . () 1,611, 1,389; ()20 672, 20 559, 30 662, 40 626, 50 481 () 1,437, 1,287, // 276.

49

(%)

. 79.1, 82.1 . 20 , 20 (86.6) (108.8) . (%, /)

.

50

. 5.5 . , 6.0 4.8 1 . 20 7.2 20 6.4, 30 4.8 . (78.4%) , (50.3%) . (, ), SNS(, ), ( , , ), /, .( ) () (, %)(%) 78.41+2+3 1+2

69.9

50.3 27.6 37.0 16.4 17.6 6.5 , ,

1

52.5

18.4 14.0 5.6 , , SNS

24.1 12.2 5.1 , ,

22.0 11.8 3.3 , , TV

22.6 9.6 2.2 ,

11.1 6.5 2.2

8.2 4.0 1.4

13.5 6.3 1.4

6.9 3.1 1.0

2.4 /

,

, , /

4.2.2 ? 10 7 (78.2%) . (53.4%), /(34.4%), (28.8%), TV/ (26.2%) . , e-, , , ,

51

. () , , . (21.8%) (11.9%) , (64.4%) (48%) . 20 (16.1%), 20 (64.0%), 30 , , (2.6%), 50 , TV(12.1%) . (, %)(%)1+2+3

78.2 70.3 55.1 53.4 28.8 17.3 7.2

1+2 1

34.4 26.2 14.9 17.7 , , ,

40.7 17.5

16.0 8.2 ,

4.0

16.3 3.8 ,

8.0 3.3 ,

1.4

6.3 3.4 1.3

8.0 3.5 , , /

5.9 2.0 ,

0.3

4.2 /

1.2

0.7

/ , ,

/

TV

4.2.3 (86.5%), (75.7%), (48.6%), (31.4%), (29.2%) .

52

(, %)(%) 86.5 75.7 74.2 63.01+2+3 1+2 1

48.6 31.5 23.2

39.5

39.1

24.4 10.6

15.1 15.0 5.6,

11.4 2.7

6.3 1.6

0.4 0.3 0.1

0.6

0.2/

, .( ) 20 30 . (, %)

(64.1%), (56.0%), (50.4%), (39.9%)

53

. (, %)(%) 64.1 50.4 47.1 31.1 1+2+3 1+2

56.0 39.9 30.3

1

38.7 25.4

24.9 14.5 6.9

42.6 15.5

25.6 9.1 ,

17.7 8.6

0.7 0.5 0.3

3.0

0.2/

. (30.1%) (21.8%) , , (15.9%) . , , (44.9%) (32.0%) (28.2%) .

5. 5.1 , , SMS . 2010 4 (OS) 50 . 2,000 . (DDoS) , . .43) 2011 . 10 7 ~ 8 , , .

43) (2011). 1,000 , . . 2011.3.24

54

( , %)(%) 100 80 60 40 20 0 80.1 72.3 71.2 69.0 65.2

57.1

12.7% (187) . 10 4~5 (54.5%)44) (45.5%) . 2010 4 Network Box 1 .45) ( ) 31% . , , 3 . . .

5.2 , , , ..., (, 201010 22) .

44) Network Box 1 45) : Korea becomes world's biggest malware producer (http://www.net-security.org/malware_news.php?id=1280)

55

. 7 CNN 34 34 .

. 11% .46) , ( ) , . : , 2010. 10.30

1,000 47) 61.5% . 46.1%( 27%) , 10 6 (63.3%) . 48) , 48% , 37% . A(27) 1 . . . .

46) (2010.12). 2010 . 47) (2011.9.27). ... 46% 48) 1,896

56

( 2011 9 28) () . . IT (Nicholas Carr) (The Shallows 49) , . .

5.3 () Blog, Cyworld, Facebook SNS SNS . 40% SNS , Cyworld(2,600 ), (750), ( 400 ) . 50) SNS SNS . 10.26 , FTA , A , SNS . SNS . (R) (effort) (RT) 0(Zero) .

49) (2011). . . 50) , 2011 11 19, 11.12.1 ~ 5 24,504 . 43%(10,532) 18%(4,359), 14%(3,445), 4%(947) .

57

SNS :

: (2011.6) .

SNS

5.4 () (smart divide) . 2012 . 100 32.4% 500 61.4% .( )

58

( , %)

, , , . 2010 51) , 1.3% (15.6%) 14.3%p . 100 , 8.3% .( ) (%)

51) , 2010 , 2010.12.

59

, .

[ ]1. (2011.6). Social N . . 2. , 2011 11 7. 3. (2011). 1,000 , . 4. (2011). . . 5. , 2011.7.14.. 6. , 2011 11 19. 7. (2010). . CEO Information. 741. 8. , 201010 22. 9. 2004 8 3. 10. (2010.12). 2010 . 11. (2010.12). 2010 . 12. (2011.9.27). ... 46%. 13. http://en.wikipedia.org/wiki/Smart_phone 14. http://navercast.naver.com/contents.nhn?contents_id=4143 15. http://biz.heraldm.com/pop/NewsPrint.jsp 16. http://www.net-security.org/malware_news.php?id=1280

60

IT

, . , , . . , . , . , , . . , . , . , . . , , , .

, . . ,

61

, () . () ? . () . , . , . , . , . , . (Persona) . . , . , , . . . . . , , . , 9~5 , 1~2 . , . , . , .

62

, . . , . , , . , . . , . , .

, . ? . , . . , ? ? . , . , . ? . , . . . , . .

63

. ? . , , . . , . . . , ? , . , . , .

, . , , . , , . , . . , . , . , . . ,

64

. . ? , , , . , . , , . , . ? , . , . . Cemex . , . . 10~12 CD . . , .

65

. , . (crowdsourcing) . . . , . , ? . , . . , . (James Surowiecki) . (diversity). . (independence), . (decentralization), . / . . . (Irving Janis) (groupthink) . ,

66

. (conformity) . (Solomon Asch) . . 7~9 . , . , . . . 7~9 . , . , . . . (James March) 1991 , . . . . . , (following) . . , . , (follower) , . .

67

, , . . , , . , . . TV , . , . , , ? TV . , . (unfollow) (block) , (unfriend) . , , . . , , . , . . . , . , , , . . , / .

68

. . , , . , . , 30 , . , . , . . , . , 1980 (Bayh Dole) , . , , , . , . , " " . , 2.0 , . , . . . , ,

69

. , . . (Social Science Research Center) 225 2 DVD . , , . 1 , 42 39 1 . , , . , . 75% , 95% . , . UPI-Zogby 2007 85% , 91% . . , 200 . , , . . , . . , , . , ? G . , , ?

70

. . " " . , , 1,000 . GPS , . ? . 2007 1 2700 , . , . CEO , , , . . , ? . , , , GPS Wi-Fi . . , , , . , . , . . . , , . , OECD 1 1.3

71

. 2007 49% , 500 91% , 95 , , , . , . . , . , .

. , . , , , , , . , . . , . . , , . ,

72

. , . , , . , , . , ICT . . , . . . . , . , , . . , . . . , .

73

[ ](being digital) / , , 1995 , , , 2002 , , , 2011 , , , 2011 , , , 2011 , (The Wisdom of Crowds), , 2005 : Groupthink - http://en.wikipedia.org/wiki/Groupthink : Asch Conformity Experiment http://en.wikipedia.org/wiki/Asch_conformity_experiments James G. March, "Exploration and Exploitation in Organizational Learning", 1991 http://www.analytictech.com/mb874/Papers/march.pdf

74

1. , (Homo Ludens) . , . . , . . . . . ( ) . ( ) . . . . . (paly) . . () . 7 5% . 7 20% , 55% . (Asymco) 2011 1

75

. . 5% 55% . CEO . . (Digital Wonderland). 52) ( ). .

2007 . 60% , 1% . 2011 . 1% 56%, 11% 25% . 4 . 2007 2% 1% . . , . 1 . 4.2% 56% . 20% . . 52) .

76

. . , . (i pod) (i tunes) . ( ) , . , . (i phone) . 1993 (Simon) . LCD PDA . IBM , e , , , , , . 10 , . . . . . , . , CEO . . . KFC . , . ? . 8 13 . , .

77

. . . . , 10 . . . . . () ( ) . . mp3 , 1 . Sorry SONY. . Sorry Iriver" . 2005 CES , () ( ) , ( ) mp3 . 2008 . . TV . . . ( ) . . .

78

2. . , . 4.2% 56% , . . KT , SK T .

T 2009 9 2 920 , 32000 , 17 . SK 85%, 95% T . T . KT LG 30 . 10 . 2009 9

79

358 2011 8 70 . T IT , . , SK . T , . T . SK T . 6 PC (Shop-in-shop) T 5 T . SK 10 , 1 SK , SK . (T), (T), (11), (), () . KT , 65000 .

2011 12 21 KT 7

80

(Genie) . 3 'K 11 . 3 . K , . , 70 IT WAC (Wholesale Applications Community) , . K , . IT . .

81

. . , . , . . , 1020 50 , . , WAC . IT . K-pop IT . K-pop . K-pop , . '' . 11 'K(K-POP Tweet)' K . K , . K SNS (Social sourcing ) .

82

'(Viki)', '(TalkToMeInKorean)' . . SNS 830 . .

3. (Personal Cloud) . PC (Personal Computer) . IT . , , . . N . .

83

TV N . PC . PC , PC . PC . . , , . . . OS . . ' ' (FOET) () 2050 . ' ' . . . '(Zipcar)' . . . 2010 , . N (UX : User eXperience) . (Walled Garden) .

84

. N , , OSMU(One Source Multi Use) , ASMD(Adaptive Source Multi Device) . N OSMU ASMD . OSMU , , ASMD , . N, , . (TED). ( 15) ( ) . Idaes worth spreading( ). TED . , (Scribd) . 90 , , 40 . . . . '(Evangelist)' . . . . , . .

85

. . . .

86

53)

2 . . , , , . . 54) . ,

2 . 1 40% CEO .55) 55% .

1. SNS SNS

53) 2011 6 NIA . 54) http://www.briansolis.com/2010/01/defining-social-media-the-saga-continues/ 55) http://techcrunch.com/2011/09/08/twitter-has-100m-monthly-active-users-and-40-of-active-users-dont-tweet/

87

, , , SNS . 2 , 2010 11 3,000 63% 3 SNS .56) , . 2009 4 1 2011 7 31 301 7 .57) 10% 40% . 2011 12 545 9 5 .58) , , . 1 44 14.76% . 2011 1179 . NHN 2011 9 700 .59) 10~30 . 70 , 3 . SNS , , , . SNS UV 750 . , 47 .60) 61) 2011 11 450

56) 57) 58) 59) 60) 61)

http://www.betanews.net/article/518532 http://www.bloter.net/archives/74201 http://tki.oiko.cc/count http://economy.hankooki.com/lpage/it/201109/e20110919170331117720.htm . http://www.socialbakers.com/facebook-statistics/south-korea

88

32 , . . 450 9.22% 11.37% . 31% . 2011 4 82.8% SNS .62) (74.9%), (31.9%), (31.8%), (17.0%), (6.6%) . 25 34 34% 18-24

2. SNS . SNS . 2010 9 . 63) SNS . 2010 , 4 ( ) 22% .64) 2010 8 1 9 30 68% SNS .65) SNS SNS . 2011 7 270 . 126 119 , 182 413 . 2 85.1% . , 1.25% ( 1).66)62) http://www.koreaherald.com/business/Detail.jsp?newsMLId=20110421000447 63) http://www.readwriteweb.com/archives/twitter_is_not_a_social_network_says_twitter_exec.php 64) Kwak, H., Lee, C., Park, H., & Moon, S. (2010). What is Twitter, a social network or a news media? Proceedings of the 19th international conference on World Wide Web. April 2630, 2010, Raleigh, North Carolina. 65) , . . 48 1, 2011

13.6%

89

1. (: )

37 14.8% RT, 59% , 21.4% 67) RT 13%, 62%, 13.7% 77 . 2010 2 9 3 7 67%, 11.7%, 11% 89.7% . . 2011 2010 .

3. SNS . 2010 12 SNS 1 / 43.5% 2 11.3% . 2010 10 68)66) http://thenextweb.com/twitter/2011/06/02/whos-got-the-most-to-lose-from-twitters-new-image-sharing -service/ 67) , , 5 , 2010

90

(58.2%), (55.6%), (44.9%) . 2010 12 , . 2011 4 SNS (76.0%) (39.8%), , (27.2%), (26.4%), (24.8%) . . 2011 4 5 ( 2), .

2. SNS 68) http://isis.kisa.or.kr/board/index.jsp?pageId=060200&bbsId=3&itemId=787&pageIndex=1 , , , SNS ,

91

, . SNS .

4. , . . 69) 2010 50% 1 . 2010 37 50% 30 ( 3).

3.

7,745 13.22% 10,236,239 , 2.5 50% 8 . 8 8 69% 10 1 86% . 69) boyd, d., Golder, S., & Lotan, G. (2010). Tweet, tweet, retweet: Conversational aspects of retweeting on Twitter. HICSS-43, IEEE: Kauai, HI, January 6.

92

, 2 1 , 2 284 . 5 128 0.014% .

4. (: )

, 1 / 39% , / 52.74% . , / / . ? . . 2011 50% 0.05% 2 .70) 2 50% , . 1% 50% .70) http://research.yahoo.com/pub/3386

93

2010 , , 100 .

5. , . . , , , , . ' ' 2009 . 2010 71) . , . , . : ?' 72) . , . The Net Delusion . . 2 , 71) http://an.kaist.ac.kr/~mycha/docs/icwsm2010_cha.pdf 72) http://www.newyorker.com/reporting/2010/10/04/101004fa_fact_gladwell

2010 12

94

. 73) . 18% , 50% TV , . , . . 2011 4 27 8~12% .74) 10 26 . . 4.27 10 75) .

6. . , . (Klout) . . ,

73) http://www.guardian.co.uk/commentisfree/2011/jan/19/tunisia-revolution-twitter-facebook 74) http://weekly.khan.co.kr/khnm.html?mode=view&artid=201105311805351&code=113 75) http://kiku.delighit.net/110

95

. , .

. SNS . , , , . .

96

76)

I. , , , . TV , . , (WAP) . , . TV 3 , . , , , . (feature phone) 2 . . , 2010 9 7 . . () 77),

76) (2010) . 77)

97

. , . 19 39 , 2:1, 2:1 . . . , 2010 9 18 20 , , 3 , 15 . () , .

2. 78). . , , , (OS) (feature phone) . . PC , (PMP: Portable Multimedia Player), MP3 (MP3: MPEG Audio Layer-3), ([1], ). .

78) http://en.wikipedia.org/wiki/Smart_phone

98

[ 1]

PC O or O O O O O O O O O

(mobility) (connectivity) (personalization) (hybridity) (multi-purpose media)

. (mobility) . . . , (portability) (ubiquity) (, 2008). . , (Kakihara&Sorenson, 2002) (temporal mobility) .

99

'(monochronicity)' ' (polychronicity) . , ICT (Kakihara&Sorenson, 2002, (2008) ). (mobility of communications and information access) . , , SNS(social network software) , (, 2010). , , , . . (connectivity) , , , . . (2009) (social connectivity) (informational connectivity) . . , . . . (Richard, 2009). , , , . . (Richard, 2009). . (personalization)

100

. . ( ) . , 1 (), . . . , . TV (, 2008). . . , . . . (hybridity) . . , , (cyber space) (real space) . . (Silva, 2006) (hybrid space) . (social space as hybrid space) . (augmented reality) .

101

(, 2010). GPS(Global Positioning System). GPS . GPS (Google Maps) . . , , . , , . (Richard, 2009). . (multi-purpose media) (, 2006). . , . . TV, , , TV, , . . . . , . , . , . , , . 140 , , . .

3.

102

. . 50.0% 64.3% 14.3% .( ). 38.8% 32.0%, 11.2% 3.7% . . , PC, TV 2 TV . 2 3 , 2 3 . , Mo-PC-TV Mo . PC TV . PC .

Mo PC 28 38.8% 18.0% 8.8% 17 32.0% 5.2% 10 TV 25

Mo-PC 8.7% 17 18.0% 35 Mo-TV 11.7% 23 24.7% 48 PC-TV 23.0% 45 50.0% 7.2% 14 64.3%

Mo-PC-TV 6.6% 13 14.4% 28

None 11.2% 22 11.2% 3.7% 7 3.7%

100.0% 196 100.0% 100.0% 194 100.0%

11.7% 14.3% 12.8%

23

35

PC, TV , . , PC (synchronization) . , PC .

103

, , 79) . , . PC TV . , PC . , N- ( , 2010). . . . Mo-PC, Mo-TV, Mo-PC-TV 51.1% (