Abstract
The popular culture and arts industry is the driving force that gave birth to the Korean Wave, and has since significantly contributed to Korea’s social and economic growth. However, the industry has a dark side as well. The unscrupulous activities of the operators in this industry negatively affect pop culture artists and create an iniquitous structure. These activities include unfair contracts, non-fulfillment of contract terms, and involvement in shady practices (S.H. Lee, 2009; W.S. Lee, 2010; J.M. Lee, 2010; Korea Creative Content Agency, 2016). Research examining the differences between contractual terms as perceived by different parties is urgently required to help parties in the popular culture and arts industry execute contract terms in a reasonable manner, thus facilitating a healthier business culture. Therefore, this study was conducted by scrutinizing the psychological contract factors to determine the fundamental areas of conflict for popular culture artists and their agents during the process of signing and executing contracts. Using in-depth interviews with experts, I adapted the standard psychological contract terms derived from previous studies to fit the popular culture and arts industry. As a result, two higher-level factors, six intermediate factors, and 28 subordinate factors were ultimately determined. Subsequently, I conducted a pairwise comparison survey with 16 popular culture artists and 15 agents and analyzed their responses. The results confirmed that, while the agents regarded transactional and relational contracts similarly, the artists overwhelmingly considered relational contracts more important.
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