지역축제 MC의 유머스타일이 관객몰입과 프로그램태도에 미치는 영향

The Effects of Local Festival MC’ Humor Style upon Audience Commitment and Program Attitude

The purpose of this study was to identify the effects of humor styles as MC choice features for effective planning of local festival performance programs upon audience commitment and program attitude, and to explore the meaning of audience commitment and program attitude as a result of real competitiveness assurance for local festivals with humor competences that local festival MCs should prepare in the future. From the results, this study verified that there were significant effect relations in local festival MCs’ humor style, audience commitment, and program attitude. From the results above, following are the suggestions of this study. First, local festival MC humors released the tension of audience and increased their commitment. It was confirmed that MCs’ energy and humor senses calling in audience responses could be mediators that could positively and actively pull the audience. Second, this study confirmed that the higher the audience program commitment was the more positive attitudes they showed towards the same program or MC behavior intention. In particular, whatever it was emotional commitment or calculative commitment, as the commitment itself had great influence, it is expected that audience commitment could valuably function as a strategy to increase the rate of revisiting those future local festivals.