An electronic device, a method of operating an electronic device, and a non-transitory computer readable recording medium are provided. The electronic device includes a memory configured to store at least one piece of content, and a processor configured to recognize an attribute corresponding to the at least one piece of content and to control an operation of the electronic device based on a basis of attribute information while the at least one piece of content is reproduced. The method includes recognizing an attribute corresponding to content to be reproduced; acquiring effect information corresponding to the attribute corresponding to the content; and applying the acquired effect information to a reproducing screen of the content. The non-transitory computer readable recording medium includes recognizing an attribute corresponding to content to be reproduced; acquiring effect information corresponding to the attribute corresponding to the content; and applying the acquired effect information to a reproducing screen of the content.