노인 유튜버 콘텐츠 시청이 노인에 대한 부정적 인식에 미치는 영향 : 능동적 채널 이용과 시청 빈도를 중심으로 = The Effects of Viewing Senior YouTuber Content on Negative Perceptions of Older Adults - The Roles of Viewing Frequency and Active Channel Engagement -

다국어 초록 (Multilingual Abstract)

As Korean society undergoes rapid population aging, intergenerational conflict and negative perceptions of older adults have emerged as salient social issues. Since around 2017, however, a notable change has occurred with the rise of senior YouTubers. Through diverse forms of content, senior YouTubers have attracted substantial attention from younger audiences, particularly those aged 18 to 34, functioning as a new channel for intergenerational communication. This phenomenon has opened up new possibilities for reducing social distance and fostering understanding between generations.
Grounded in the contact hypothesis and media effects theory, this study focuses on how the frequency of viewing senior YouTuber content and the degree of active channel engagement are related to changes in perceptions of older adults. The research model conceptualizes viewing frequency of senior YouTuber content as the independent variable, negative perceptions of older adults as the dependent variable, and active channel engagement as a mediating variable.
Accordingly, four research questions were posed: (1) Does the frequency of viewing senior YouTuber content influence negative perceptions of older adults? (2) Does viewing frequency affect the level of active engagement with senior YouTuber channels? (3) Does active channel engagement influence negative perceptions of older adults? (4) Does viewing frequency indirectly affect negative perceptions of older adults through active channel engagement?
The results indicate that viewing frequency significantly increased active channel engagement (β=.61, p<.001). Although the direct effect of viewing frequency on negative perceptions was not statistically significant, the effect became significant when active engagement was included in the model (β=−.27, p<.001). Bootstrap analyses further confirmed a significant indirect effect of viewing frequency through active channel engagement (95% CI excluding zero), suggesting that active engagement serves as a key mechanism linking media exposure to perceptual change.
Overall, the findings suggest that media-based indirect contact via senior YouTuber content holds potential for enhancing intergenerational understanding, while the magnitude and direction of its effects may vary depending on the nature and quality of users’ active engagement.

목차 (Table of Contents)

• Ⅰ. 서론 1
• Ⅱ. 이론적 배경 6
• 1. 접촉가설 6
• 1) 초기의 접촉 가설 6
• 2) 접촉 가설의 확장 9
• 3) 현대의 접촉 가설 11
• 2. 미디어 효과 이론 13
• 1) 미디어 효과 이론의 배경 13
• 2) 미디어 효과 이론의 특징 14
• 3) 미디어 효과 이론의 적용 16
• 3. 연령주의 18
• 1) 연령주의의 개념 18
• 2) 연령주의의 유형 20
• 3) 미디어와 연령주의 22
• Ⅲ. 연구 방법 24
• 1. 연구모형 및 연구질문 24
• 2. 연구대상 및 연구자료 28
• 3. 변수 및 측정도구 29
• 1) 노인에 대한 부정적 인식 29
• 2) 노인 유튜버 콘텐츠 시청 빈도 30
• 3) 능동적 채널 이용 30
• 4) 통제변수 31
• Ⅳ. 연구 결과 33
• 1. 연구대상자의 일반적 특성 33
• 2. 주요 변수의 기술통계 35
• 3. 주요 변수 간 상관관계 36
• 4. 회귀분석 및 매개효과 검증 결과 38
• Ⅴ. 결론 및 논의 42
• 1. 연구 결과 요약 및 논의 42
• 2. 연구의 함의 45
• 3. 연구의 한계 및 후속 연구 제언 48
• 참고문헌 50
• [표 1] 연구 대상자의 인구사회학적 특성 34
• [표 2] 주요 변수의 기술통계 35
• [표 3] 주요 변수 간 상관관계 37
• [표 4] 회귀분석 결과 40
• [표 5] 매개효과 분석 결과 41
• [그림 1] 연구모형 24
• [그림 2] 연구모형의 검증 결과(유의 경로 표시) 41