Reward and Sense of Belonging, A study of Transmedia Contents by Expectancy Theory of Motivation - Focused on the Movie ‘Along with the Gods’

Abstract

‘Along with the Gods’ can be said to be Korea’s representative transmedia franchise. This paper aims to study the statistical significance between ‘Along with God’ and Bloom’s Expectancy Theory and derive meaningful implications. For this purpose, a survey was conducted on 300 people in their teens to 30s and analysis was performed based on this. Audiences who use transmedia are considered not only participatory users but also producers or members of transmedia. Assuming that the audience is a member of transmedia, they gain expectations about the world view through the film ‘Along with God’. Additionally, they believe that they can sustain their worldview desires through secondary creative content. Furthermore, they gain a sense of belonging as a reward through user-created content.