EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, customer-media participation did not indicate the same results. In order to build trust through participation, brands need to provide an inviting environment for customers to post comments and share information. Furthermore, marketing strategies, such as offering events and coupons to stimulate E-WOM activities of customers as well as creating a space for open communication are vital to building trust. Sixth, customer-media participation was positively associated with customer equity. Unlike customer-customer and customer-brand participation which requires constant physical effort of the customer, customer-media participation demands considerably less time and effort apart from the initial stages during which customization process is undergone to receive tailored information with just one click. Therefore, establishing convenient and practical system that targets the Y-generation in their 20s and 30s is emphasized in order to maintain a long-term relationship. Seventh, trust is positively associated with customer equity. Building trust is based on interactivity among people. This study found that customer-customer participation and customer-brand participation influence customer equity through trust, while customer-media participation leads to customer equity without being mediated by trust. Therefore, all three types of participation are equally important to customer equity. Eighth, brand type was a meaningful moderator to the relationship between SNS service shopping context, SNS service user orientation, participation motivation, customer social participation, trust, and customer equity. To summarize, the type of participation to encourage is based on the brand type, and as customers may have different expectations according to the brand, it is important to understand their orientations and provide customized information or an open space for communication. In addition, participation behavior has a strong potential to influence customer equity, but depending on the type of participation, trust may not necessarily positively influence customer equity. Therefore, it is recommended that brands offer credible and sincere information that customers can trust and follow. The significance of this study is that it is one of the first studies to examine customer participation in a social media environment. At a point in time where customers’ value creation is attracting increased attention, this study empirically revealed that customer-media relationship, which enables customer-customer and customer-brand participation on SNS, is also within the bounds of participation. Furthermore, this study identified the importance of relational marketing approach to brand and customer through customer social participation. By applying the concept of customer equity, which is in its fledgling stage in the area of consumer fashion marketing, it offers a basis for future research on long-term relationship building with firms The limitations of the study and suggestions for future research are discussed below. The sample of the study consisted of Koreans between the ages of 20 to 30. The limitation in the sample is inadequate to generalize the findings, and therefore, a comparative study with broader sample across culture and age is necessary. Moreover, this study observed customer participation on SNS environment. However, as there was a lack of preceding literature in this area, the measurement scales were revised and supplemented to fit the purpose of this study. The measurement instrument, therefore, needs to be further applied with different antecedents and consequences in subsequent research. Finally, due to the lack of previous literature on customer participation in SNS environment, the theoretical basis of the relationship between the variables lacked solidity. This study adapted a part of a theoretical framework to fit the context of the study to come up with the hypothesized relationship between the variables. Therefore, it is suggested that future research works toward developing and strengthening the theoretical framework of customer social participation.

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, cu

어머니의 양육 참여가 유아의 미디어 이용에 미치는 영향에서 아버지 양육 참여의 조절 효과

이소현,김윤희 한국어린이미디어학회 2020 어린이미디어연구 Vol.19 No.2

This study aims to learn the effect of mother’s parenting participation on the children’s media use, and to verify the moderating effect of father’s parenting participation by utilizing the data from the 7th year of the Korean Children’s Panel. As a result of the study, the degree of mother’s parenting participation was higher than that of father’s, and the degree of media use was moderate, but the degree of TV use was high. In terms of the correlation analysis regarding the parents’ parenting participation and the children’s media use, there was a positive correlation in the parenting participation of the mother and the TV use of the children, but a negative correlation in the parenting participation of the father and the TV use of the children. In conclusion of the regulation effect analysis, this study found that father’s parenting participation had a statistically significant effect on the children’s TV use. And It indicates that the mother’s parenting participation on the TV use of the children was the controlling variable. Through these results, the higher the mother’s parenting participation, the higher the children’s TV use, but the father’s participation in parenting could lower the TV use by the children. This study suggests the need for the development and implementation of parent education, for both father’s participation on parenting to reduce the TV use of children, and parent education regarding children’s right use of media. 본 연구의 목적은 한국아동패널 7차년도 자료를 활용하여 어머니의 양육 참여가 유아의 미디어 이용에 미치는 영향을 알아보고 아버지 양육 참여의 조절 효과를 검증하는 것이다. 연구결과, 어머니의 양육 참여가 아버지의 양육 참여보다 높게 나타났고, 유아 미디어는 중간 수준의 이용 정도로 나타났으나, TV 이용 정도는 높은 수준으로 나타났다. 상관관계 분석결과, 어머니의 양육 참여와 TV 이용에서는 정적 상관이 나타났으며, 아버지의 양육 참여와 TV 이용에서는 부적 상관이 나타났다. 조절 효과 분석결과, 아버지의 양육 참여가 유아의 미디어 이용에 통계적으로 유의하게 영향을 미치는 것으로 나타나 어머니의 양육 참여가 유아의 TV 이용에 미치는 영향에서 아버지의 양육 참여가 조절 변인임이 밝혀졌다. 이러한 결과를 통해 어머니의 양육 참여가 높을수록 유아의 TV 이용도 높아지고 있으나, 아버지의 양육 참여로 유아의 TV 이용은 낮아질 수 있음을 확인할 수 있었다. 본 연구는 유아의 TV 이용을 줄이기 위한 아버지의 양육 참여를 높일 수 있는 부모교육 및 자녀의 올바른 미디어 이용에 관한 부모교육의 개발 및 실행의 필요성을 시사한다.

소셜미디어의 정치참여 효과에 관한 연구 - 조절변인의 탐색 -

최영재 한국정치커뮤니케이션학회 2018 정치커뮤니케이션 연구 Vol.0 No.49

소셜미디어가 정치참여 증진에 영향을 주는가에 관한 국내외 선행연구들은 긍정과 부정 상반된 결과를 내놓고 있는 가운데, 이 연구는 소셜미디어 이용이 투표참여, 후보 선택 등 정치참여에 직접 영향을 미치는지를 분석하고, 그 과정에서 정치적 효능감, 정치 관심과 참여도, 집권층에 대한 분노정서 등이 유권자의 정치참여를 실질적으로 추동하는 조절변인(moderating variable) 역할을 하는지 탐구했다. 2011년 서울시장 재보궐 선거 관련 서베이 데이터를 활용, 분석한 연구 결과는 첫째, 젊은층 소셜미디어 이용자들은 진보적인 정치성향과 정치 관심과 참여도, 정치적 효능감, 그리고 집권층 에 대한 분노 정서가 높은 특성을 지닌 것으로 나타났다. 둘째, 소셜미디어 이용 변인 은 투표참여와 후보선택 변인과 통계적인 상관관계를 형성했다. 그러나 유권자의 이념 성향, 정치적 효능감, 집권층에 분노 등을 통제한 결과 소셜미디어 이용의 정치 참여 효과가 사라져 소셜미디어와 정치참여 변인간의 의사관계(spurious relationship) 존 재에 관한 의문을 가지게 했다. 셋째, 소셜미디어 이용과 투표 참여 변인이 상관관계를 형성하고 있는 과정에서 투표참여에 영향을 미치는 여러 정치적 변인 가운데, 집권층 에 대한 분노 정서 변인이 소셜미디어 이용과 상호작용하면서 젊은층의 투표참여 더 큰 영향을 미치는 조절변인의 역할을 하고 있음을 발견했다. 넷째, 소셜미디어 이용과 후보자 선택 또한 상관관계를 형성하고 있는 과정에서, 정치적 효능감 변인이 소셜미 디어와 상호작용하면서 후보자 선택에 더 큰 영향을 미치는 조절변인 역할을 수행하고 있음을 발견했다. 결론에서는 소셜미디어 이용과 정치참여 변인간의 실질적인 인과관 계를 규명하기 위해서는 이용자들의 정치참여적 특성과 소셜미디어 이용행위 변인 등 을 동시에 고려할 필요가 있음을 논의했다. While previous studies vary in their views on whether SNS effects political participation or not, this paper analyzed whether or not SNS usage directly influences political participation such as voting participation and candidate decision, and further researched whether political efficacy, political interest and participation, and a culture of anger toward the ruling elite class were the de facto moderating variables that drove the voters’ political participation. Analysis of the survey data for the 2011 Seoul Mayor by-election suggests that first, 20-40s SNS users tend to have liberal political orientation, high political interest and participation, and a high political efficacy, and a high level of anger towards the ruling elite class. Second, such SNS usage variable characterized by the above political features statistically correlated with voting participation and candidate decision. However, when voters’ political orientation, political efficacy, and anger towards the ruling elite class were controlled, SNS usage did not effect political participation, thus questioning a spurious relationship between SNS usage and political participation variables. Third, while there was a correlation between SNS usage and voting participation, the anger towards the ruling elite class variable was discovered as a moderating variable having a large impact on the voting participation, along with interfactional relation with SNS usage. Fourth, SNS usage and candidate decision in vote also showed a correlation, but it was found that political efficacy variable, played a moderating variable, along with SNS usage interacted, having a larger effect on candidate decision. In conclusion, to further clarify the an actual causality between SNS usage and political participation, the importance of considering the SNS users’ political participation orientation and SNS usage variables was discussed.

이주의 시대, 미디어 참여와 참여적 시민권

정의철(Euichul(Charles) Jung) 한국언론학회 2018 커뮤니케이션 이론 Vol.14 No.2

이주의 시대에 이주민이 미디어에 참여하는 사례들이 늘어나고 있고, 이러한 미디어 참여를 통해 이주민은 그들의 정체성과 이슈를 표현하면서 능동적인 행위자가 될 수 있다. 반면, 주류미디어에서는 백인이 인종적 위계의 최상위층에 있는 것처럼 묘사되고, 동남아 출신이나 유색인종은 불쌍하거나 연약한 존재 또는 잠재적 위협으로 고정관념화되는 현상이 지속되고 있다. 주류미디어의 인종주의적 재현은 미디어가 집착하는 상업성과 제작자들의 소수자에 대한 무관심과 인종적 편견이 결합된 결과이며, 이주민 스스로 미디어를 통해 목소리 내기에 참여하게 되는 배경이 되기도 한다. 이주민의 라디오 등 미디어 참여는 주류-소수문화 간 소통과 선주민-이주민 간 이해와 연대를 촉진하면서 이주의 시대에 필요한 대안적 시민권 논의와도 연결된다. 이주민은 국적취득 여부와 관련 없이 출신국, 인종, 언어, 문화차이로 인한 편견과 차별의 대상이 된다는 점에서 국적이 아닌 공동체에서의 실질적인 참여 중심의 시민권 논의가 필요하다. 이 연구는 이주민의 미디어 참여와 시민권 논의에 대한 선행연구를 바탕으로 이주민의 미디어 참여가 소통권과 참여적 시민권으로 연결되는 과정, 이를 통해 다문화사회 상호소통과 연대에 기여하는 방안에 대해 논의했다. ‘객관적 연구자’ 신화를 뛰어넘어 분석에 따라 올바른 방향이라고 판단되는 담론을 적극 제기하는 연구와 현장의 상황에 귀 기울이는 ‘아래로부터’ 접근의 필요성도 제안했으며, 이주민 등 소수자가 연구의 장을 통해 목소리를 내면서 구성원으로의 권리를 획득해야 함을 강조했다. In the age of migration, more migrants participate in media activities, and they become active performers by expressing their identities and issues through media participation. On the other hand, mainstream media keep representing white people as the highest class and positive image while continuing to stereotype migrants from South East Asia and Africa as poor and weak subjects or even potentially risky people. Mainstream media’s racism based representation is an outcome of media producers’ indifference to minorities and their racial prejudice, and make migrants raise their voice through media participation. Migrants’ radio and pod cast broadcasting promotes mainstream and minority cultures’ mutual communication as well as native Koreans and migrants’ intercultural understanding and solidarity formation. Since migrants, regardless of their achieving Korean nationality, can be targets of prejudice and discrimination based on their origin, race, cultural difference, etc, it is a necessity to discuss citizenship not based on their nationality but based on their actual community participation. This research, based on literature review of diverse research on migrants’ media participation and citizenship, analyzed how migrants’ media participation leads to strengthening their right to communicate as well as achieving their participatory citizenship and how these media activities contribute to mutual communication and solidarity consolidation. Based on the ‘bottom up’ approach and beyond the myth of ‘objective/neutral researcher’, this research adopted a research perspective which actively presents correct discourses and then argued that migrants should obtain their rights as community members by raising their voices and participate in media activities. Moreover, this research suggested that research should be based on understanding and participation regarding vivid multicultural situations and focus on founding and reinterpreting theories, which are appropriate for Korean circumstances rather than adhering to Western theories.

미디어 리터러시가 청소년의 온라인 정치 참여에 미치는 영향

황미영 한국청소년학회 2022 청소년학연구 Vol.29 No.9

This study aims to (1) diagnose the level of youth’s media literacy and (2) analyze the influence of media literacy on youth’s online political participation. To this end, data of a total of 834 people aged 13-19 were analyzed using the ‘2020 Korean Media Panel Survey’. Descriptive statistics such as mean and standard deviation were performed for each sub-capacity of media literacy, and logistic regression analysis was performed to understand the relationship between media literacy and youth's online political participation experience. As a result of the analysis, first, it was found that the media literacy level of adolescents was different for each sub-competence. Specifically, adolescents' ability to use media was found to be very high, but their ability to evaluate media images and their ability to understand the media industry and regulations were found to be low. Second, it was found that there was a statistically significant relationship between media literacy and youth's online political participation. The ability to use media, ability to understand media and media messages, and ability to understand the media industry and regulation had a statistically significant positive relationship with youth's online political participation. However, there was a statistically significant negative relationship between the ability to evaluate media images and youth's online political participation. The results of this study provide implications for setting the direction and content composition of media literacy education, and show that careful attention is required in cultivating critical understanding of the media. 이 연구는 청소년의 미디어 리터러시 수준을 진단하고, 미디어 리터러시가 청소년의 온라인 정치 참여에 미치는 영향력을 분석하는 것을 목적으로 한다. 이를 위해 ‘2020 한국 미디어 패널 조사’를 활용하여 13-19세 총 834명의 자료를 분석하였다. 미디어 리터러시 하위 능력별로 평균과 표준편차 등 기술통계를 실시하고, 미디어 리터러시와 청소년의 온라인 정치 참여 경험의 관계를 파악하기 위해 로지스틱 회귀 분석을 실시하였다. 분석 결과 첫째, 청소년의 미디어 리터러시 수준은 하위 능력별로 차이가 큰 것으로 나타났다. 구체적으로, 청소년의 미디어 활용 능력은 높은 것으로 나타났으나 미디어 이미지 평가 능력과 미디어 산업 및 규제에 대한 이해 능력은 낮은 것으로 나타났다. 둘째, 미디어 리터러시와 청소년의 온라인 정치 참여 간에 통계적으로 유의미한 관계가 있는 것으로 나타났다. 미디어 활용 능력, 미디어 및 미디어 메시지 이해 능력, 미디어 산업 및 규제에 대한 이해 능력은 청소년의 온라인 정치 참여와 통계적으로 유의한 정(+)적인 관계가 있었다. 그러나 미디어 이미지 평가 능력과 청소년의 온라인 정치 참여간의 관계는 통계적으로 유의한 부(-)적인 관계가 나타났다. 이러한 연구 결과는 미디어 리터러시 교육의 방향 설정과 내용 구성에 관한 시사점을 제공하며, 미디어에 대한 비판적 이해 능력을 함양하는 데 있어 세심한 주의가 필요함을 보여준다.

온ㆍ오프라인 공간에서의 ‘저항적(대안적) 정치참여’에 관한 연구

이정기(Jeong-Ki Lee) 한국여성커뮤니케이션학회 2011 미디어, 젠더 & 문화 Vol.18 No.-

본 연구는 온ㆍ오프라인 공간에서 발생하고 있는 이른바 ‘저항적(대안적) 정치참여’가 전통 미디어와 기성 정치에 대한 신뢰상실, 1인 미디어의 등의 등장 및 활용에 의해 의한 것이라고 가정하였다. 이러한 가정을 규명하기 위해 서울과 부산지역에 거주하고 있는 20대에서 50대 성인 356명을 대상으로 미디어 이용량, 미디어 신뢰도, 정치신뢰도, 정치효능감 변인이 온ㆍ오프라인 공간에서의 저항적(대안적) 정치참여 경험 및 의도에 어떠한 기여를 하는지 조사하였다. 그 중 미디어 변인은 신문(진보, 보수), 방송, 온라인(인터넷 신문, 포털, 1인 미디어로 세분화하였고, 정치효능감은 내재적ㆍ외재적 효능감으로 세분화하였다. 연구결과 오프라인 정치참여 경험과 의도는 연령이 많을수록, 온라인 정치참여 경험과 의도는 연령이 낮을수록 높아진다는 사실을 규명하였고, 1인 미디어와 신문 이용량이 많을수록 오프라인 정치참여 경험과 온라인 정치참여 의도가 높아짐을 규명하였다. 또한 대체로 진보신문과 1인 미디어의 신뢰도는 정적으로, 보수신문과 포털의 신뢰도는 부적으로 온ㆍ오프라인 정치참여 경험과 의도에 기여하는 것으로 나타났다. 정치신뢰도는 부적으로 오프라인 정치참여 경험과 의도에 기여했고, 외재적 정치효능감은 온라인 정치참여 경험과 의도에 기여했다. This study was based on the assumption that so-called “resistant(alternative) political participation” taking place off-line and on-line was attributed to lost trust in the conventional media and the old politics and the appearance and utilization of one-person media. In an attempt to test the assumption, the study surveyed 356 adults in their twenties, thirties, forties, and fifties in Seoul and Busan to investigate the contributions made by such variables as media usage, media credibility, political trust, and political efficacy to the experiences and intentions of resistant(alternative) political participation both on-and off-line. The media variables were divided into newspapers(progressive and conservative), broadcasting, on-line media (Internet newspapers, portals, one-person media), while political efficacy was divided into internal and external political efficacy. The research findings indicate that the experiences and intentions of off-line political participation increased among older generations, whereas those of on-line political participation increased among younger generations. The experiences with off-line political participation and the intentions of on-line political participation increased with the increasing usage of one-person media and newspapers. The credibility of progressive newspapers and one-person media made positive contributions to the experiences and intentions of on-and off-line political participation, whereas the credibility of conservative newspapers and portals made negative contributions to them. Political trust made a negative contribution to the experiences and intentions of off-line political participation with external political efficacy contributing to the experiences and intentions of on-line political participation.

디지털 담론이 매개하는 영화 민주주의에 대한 비판적 고찰❙<라이프 인 어 데이>(2011)와 <지구에서의 하루>(2012)에 나타난 참여 메커니즘의 비교를 중심으로

김지현 영상예술학회 2012 영상예술연구 Vol.0 No.20

It is being said that anybody can make a movie today. The rhetoric of media democratization often goes along with the rapid growth of market share by digital media devices around the world. And we have this image of ‘people’ where they have become much more powerful and smarter than yesterday‘s audiences of the mass communication system. But is it true that the expanded access to digital production and distribution channels of audiovisual media enhance the democratic potential of these media? This paper takes a critical look at the claims of the dominant narrative of digital technology regarding the filmmaking environment for the so-called “lay people.”Looking back the history of cinema, we find that the arrival of every new filmmaking machinery brought with it an endlessly renewed promises of enhanced access and user empowerment that seldom really does follow. This means that its history has also been a history of these failed promises, showing how the radical potentials of these devices that could have (according to the rhetoric of media democracy attached to them) revolutionized the filmmaking opportunities for everybody’s sake, were sutured into the rules of dominant media formations. The historical perspective provides that digital technologies’ rhetoric of media democratization is not new but has a deep root, asking us to realize its repetition of unfulfilled dreaming. Thus, what is important is the context in which these discourses arise against the background of ever- increasing phenomenon of media concentration. Why are there so many digital devices that encourage us not only to consume but also to produce?In spite of the general technological determinism found in both utopian and dystopian discourses of the digital, the desire for equal participation in media that they foreground has a positive implication for driving new filmmaking practice. Life in a Day(2011) and One Day on Earth(2012) are two among the many that experiment themselves with participatory filmmaking practice based on digital network. (Media) Participation has become one of the most abused terms in the digital age. However, when its meaning refers not to an autonomous contribution or commitment of the self, but the presence of equal power relation in decision-making process, it becomes a critical site to reflect on the way participation is organized and/or limited in the filmmaking process. This paper compares the participation mechanisms of these two global media projects in order to think about their different cultural imaginations concerning the relationship between cinema and democracy. The purpose of this paper is to take a critical look at the framework of cinematic democracy in the context of abundant digital devices that are surrounding us today. Digital technology is not a neutral means by which we can enhance or jeopardies democracy depending on how we use it, but a set of cultural frameworks to think about and illuminate a new relationship between cinema and democracy. The paper is also an attempt to find an appropriate way to approach amateur filmmaking, which has been marginalized for so long, but suddenly finding itself being foregrounded by the digital discourse. 누구나 의지만 있으면 영화를 만들고 보여줄 수 있는 시대가 되었다고들 한다. 이러한 수사학은 종종 디지털 카메라와 스마트폰, 태블릿 PC 등과 같은 전자제품이나, 소셜네트워크서비스들이 보여주는 놀라운 속도의 전 세계적 시장 점유율과 함께 제시되곤 한다. 그리고 일방향적 소통구조로 특징지어지는 아날로그 대중매체 시대의 영화 관객이나 TV 시청자와는 달리, 훨씬 더 강력하고 현명해진 대중이라는 이미지로 이어진다. 그러나 영상 제작 수단의 대중화와, 디지털 네트워크란 새로운 의사소통 공간의 등장이 정말로 영상 매체의 민주적 가능성을 실현시켜주고 있는가? 본고는 디지털 기술의 발전이 일반인들의 영화 제작 및 배포에 관한 진입 장벽을 제거하고 따라서 영화 매체를 민주화시킨다는 오늘날의 지배적 담론을 비판적으로 고찰하기 위해, 영상 문화를 둘러싼 다양한 조건들의 변화 속에서 특히 ‘일반인’들의 영상/영화 제작 문화를 둘러싸고 벌어지는 사회적 담론들의 작동 방식과 그 한계에 대해 고찰해보고자 한다. 영화사(史)를 돌아보면 새로운 영상 매체 기술이 등장할 때마다 제작 수단의 민주화와 수용자들의 권한 강화에 대한 유토피아적 기대들이 반복하여 등장한다. 이 과정은 누구나 영화를 만들 수 있는 저렴하면서도 혁신적인 방법으로서, 가장 민주적인 미디어 제작 실천이 될 수도 있었던 새로운 영상 매체의 해방적 잠재력이 지배적 미디어 구조 속으로 계속해서 봉합돼온 역사이기도 하다. 지배적 미디어 구성체는 다양한 사회, 경제, 미학, 이데올로기적 규범화(normalization)를 통해 경쟁자들의 미디어를 통제하려 하기 때문이다. 이러한 역사적 시각은 오늘날의 디지털 기기들이 구사하는 민주주의의 수사학이 새로운 것이 아니라 오래전부터 되풀이되어 온 것이며, 이미 기술적으로 실현 가능했으나 무산된 꿈꾸기의 반복임을 깨닫게 해준다. 따라서 중요한 것은 디지털 기술 도입 이후 미디어의 상업화와 소유 집중화가 더욱 강화되고 있는 추세 속에서, 일반인들에 의한 영상 제작 문화가 전경화 되는 맥락에 대한 분석이다. 왜 이토록 많은 디지털 기기들이 넘쳐나고 있으며, 사람들은 이미지를 단순히 ‘소비’할 뿐 아니라 직접 ‘생산’도 하도록 장려되고 있는가?그럼에도 불구하고 낙관론이든 비관론이든 디지털 담론에서 일반적으로 발견되는 기술 결정주의적 시각들의 한계에도 불구하고 그것이 전경화 하는 평등한 미디어 참여에 대한 열망은 새로운 영화 제작 방식에 대한 실험을 추동하는 원동력이 되고 있다는 점에서 긍정적인 함의를 지닌다. 디지털 네트워크에 기반 한 참여적 제작 방식을 영화의 주요 컨셉으로 내거는 두 가지 글로벌 미디어 프로젝트, <라이프 인 어 데이>(2011)와 <지구에서의 하루>(2012) 등은 이러한 흐름을 보여주는 대표적 사례들이다. 디지털 시대에 들어오면서 ‘(미디어) 참여’라는 단어는 가장 널리 남용되는 단어 중에 하나라고 할 수 있다. 하지만 ‘참여’가 단순히 자발적 기여나 헌신을 의미하는 것이 아니라, 의사 결정 과정에서 관련 주체들의 평등한 권력 관계의 위치에 관한 문제라고 할 때, 영화 제작 과정에서 참여가 조직되고 제약되는 방식은 영화와 민주주의의 관계를 살펴보는 중요한 지점이 된다. 본고에서는 이 두 프로젝트의 제작 과정에 나타나는 참여의 메커니즘을 비교하면서 이들이 각각 영화를 통한 민주 ...

이주민의 정치참여와 임파워먼트 : 미디어의 역할과 시민됨을 중심으로

정의철,조수진 한국정치커뮤니케이션학회 2019 정치커뮤니케이션 연구 Vol.0 No.55

이 연구는 이주여성리더들과의 인터뷰와 이들이 참여하는 활동에 대한 관찰을 바탕으로 전개했다. 연구결과 이주여성들은 정치참여 의식이 높았고, 미디어를 통한 이주민 간 소통과 연대에도 관심이 컸으며, 실제 미디어교육을받았거나 이주민에 대한 미디어 재현을 비판하는 모니터링에 참여하기도 했다. 이들은 이주민공동체에서 의견지도자 역할을 하고 있었고, 정부나 선주민들과의 소통에도 적극적이었다. 이주여성들이 더욱 능동적으로 미디어를 활용해 선거 등 정치과정에 참여할 수 있어야 하며, 이를 위해 지역의 시청자미디어센터 등을 통해 미디어교육과 제작에 참여하도록 지원하는 정책이 강화되어야 한다. 이러한 이주여성의 미디어 참여 과정에서 이주여성 리더가 성장할 수 있고, 이주여성의 정치적 임파워먼트와 이주민과 선주민 모두의 ‘시민됨’ 강화가 실천될 수 있겠다. This research, based on the concepts of empowerment, citizenship and opinion leader, analyzed immigrant women’s political participation as well as the role of immigrant women leader and media participation. According to interview with immigrant women leaders and observation on their activities, immigrant women tend to have a high level of political participation awareness, are interested in communication and solidarity construction through media channels, and have experience of taking media education courses and participating in media monitoring/criticism regarding media represention of immigrants. Immigrant women leaders acted as opinion leaders within immigrant communities and are active in terms of communicating with governments and majority Korean ethnics. There is a necessity for immigrants to be more active in terms of participating in elections and other political processes and also for them to participate in media education and media production through local media centers. As a result of these immigrant women’s media participation, more immigrant women leaders continue to rise in number and their political empowerment and citizenships of immigrants and majority ethnic Koreans can come true.

렌즈기반 미디어 수업이 수업참여도와 수업만족도에 미치는 영향요인 분석

유기상 현대사진영상학회 2020 현대사진영상학회논문집 Vol.23 No.1

This study is to analyze the influencing factor of lens based media classes on on level of class participation and level of class satisfaction, and analyze the mediated effect of level of class participation in the relationship between lens based media classes and level of class satisfaction. Through this, this study is to analyze the relationship effect on the level of class participation from theory class, participation class and interest class, and find the way how to induce the students class participation on their own initiative and suggest an alternative to improve the level of class satisfaction. For this study, it was done based on the Chungnam and Incheon province where the is the work place of researchers and university students who have experience in taking lens based media classes were participated as a face to face and online survey. SPSS 23.0 was used and frequency analysis, correlation analysis, regression analysis and etc were conducted with 180 available questionnaires of total 220 questionnaires. The result of study, First, it shows that the lens based media classes are giving an effect on level of class satisfaction. In particular, participation class and interest class are in high level of class satisfaction. The theory class is most lowest level of class satisfaction. Second, it shows that the lens based media classes are giving an effect on the level of class participation. A practical training and experience are inducing students class participation on their own initiative and make students feel satisfied and an active response. Third, the level of class participation is a mediated effect in related between lens based class and level of class satisfaction. Based on the result of this study, we provide the basic information to plan and make the education program which can improve the level of class participation and satisfaction of student.