ScholarWorks@숙명여자대학교

초록

Existing researches on movie genre have been focusing on the relationship between a specific genre and performance of a movie. However, most of films cross into multiple genres and new approach is needed for analyzing a genre network. In this study social network analysis was used to analyze the genre centrality and its relationship with movie performance by developing a genre network, i.e. network among multiple genres constructed via genre co-occurrence pattern in a specific movie. Three index of genre centrality, eigenvector centrality, degree centrality, and bonacich power centrality, were tested for the valued genre network. Results showed that the relationship between genre centrality and movie performance appeared to be inverted U-shaped. This empirical finding is in line with the theory of ambidexterity which emphasizes the balance of exploration and exploitation. In addition, this study can provide practical implications for movie producers, distributors, and theaters that need to develop genre strategies.

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