농·어촌 지역 주민들의 미디어 장르별 이용에 따른 신뢰 형성의 문화계발 효과

이강형(Lee, Gang Heong),신동호(Shin, Dong Ho) 동국대학교 사회과학연구원 2016 사회과학연구 Vol.23 No.1

이 논문은 농·어촌 지역민들의 장르별 미디어 이용이 지역민들의 일반 및 대인 신뢰 형성에 미치는 영향을 문화계발 효과의 이론적 관점에서 실증적으로 검증하고자 했다. 논문은 우선 이론적으로 미디어 이용이 문화계발 효과를 일으키는 인지적 메커니즘에 대해 논의하고, 미디어 이용이 신뢰 형성에 미치는 효과를 메시지에 대한 실시간 정보처리(online process)결과로 나타나는 제2차 문화계발 효과로 규정했다. 장르별 미디어 이용의 효과를 검증하기 위해, 다단층화집락추출을 통해 농어촌 지역민 3,939명을 대상으로 설문조사를 실시했으며, 분석 결과는 다음과 같다. 먼저, 텔레비전 시청 총량이 일반 신뢰와 대인 신뢰에 미치는 영향은 미미했으며, 오히려 개별 미디어 장르별로 차별적인 효과가 나타났다. 예를 들어, 텔레비전 오락 프로그램, 저녁 일일연속극, 아침 드라마, 뉴스 등이 전반적으로 대인과 일반신뢰 형성에 긍정적인 영향을 미친 것으로 확인되었다. 다음으로, 개별 장르별 효과는 지상파 방송사 별로 효과의 크기나 방향에 있어서 약간씩 차이가 나는 것으로 나타났다. MBC의 경우 뉴스, SBS는 드라마, KBS는 다큐멘터리가 일반 또는 대인 신뢰에 대한 긍정적 또는 부정적인 영향력이 높았다. 또한 방송사별 장르의 영향력의 경우 KBS와 MBC/SBS 사이에서는 일부 장르에서 차이가 뚜렷하게 드러났지만, MBC와 SBS 사이에서는 아무런 차이가 나타나지 않았다. This study tried to investigate the effect of rural residents’ use of media genres on social or interpersonal trust from the perspective of cultivation theory. The paper, first, discussed the cognitive mechanism to explain how people’s media use has cultivation effects. Most of all, we defined the media uses’ effect on trust as the second-oder cultivation effect as a result of people’s online processing of media message. To investigate the effect of using specific media genres on social and interpersonal trust, the large-scale survey was conducted toward 3,933 samples in rural area. As a result, the total amount television use, which is assumed to be a main element of the decline in trust in cultivation theory, had a trivial effect on trust. Instead, the study found that a specific genres had significant impacts on trust. For example, the genres of entertainment, evening-time soap opera, morning-time drama, and news had a positive effect on interpersonal and social trust. Next, the effect of each genre varied according to television channels. For example, MBC news, SBS drama, KBS documentary had a relative stronger effect on trust as compared to other channels. It also was found that KBS showed different impacts as compared to MBC and SBS in some genres, but MBC and SBS had no difference in either genre.

인지 일관성 이론에 근거한 텔레비전 후보 토론회의 효과

이강형(Gang-Heong Lee) 한국언론학회 2007 한국언론학보 Vol.51 No.1

This study tries to test three research hypotheses about the effects of televised presidential debates on voters' attitude change which are derived from the theory of cognitive consistency. Three cognitive and attitudinal elements are considered to test the hypotheses; (1) voters' prior attitude toward a presidential candidate, (2) voters' position about policy issues, (3) voter's perception of the candidate's position about policy issues. Based on the theory of cognitive consistency, three research hypotheses were derived as explaining a response of experiencing the cognitive dissonance after watching the televised debates. The 'rational voting' hypothesis indicates that voters change their preference toward a political candidate who is realized to support their policy positions after the debates. The 'persuasion' hypothesis means that voters change their policy positions along with their preferred candidate's policy positions after the debates. The 'selective perception' hypothesis implies that voters change their perception of the preferred candidate's policy positions as similar to their positions. Two contingent variables were considered as testing three research hypotheses; (1) voters' political interest, (2) voters' affective tie to political candidates. A panel survey data were used to test the hypotheses, which were collected during the 2002 presidential campaign in Korea. As a result of data analyses, the 'rational voting' hypothesis was confirmed among voters whose political interest is high or affective tie to their prior preferred candidate is weak. The 'selective perception' hypothesis was also confirmed among voters whose political interest is low or affective tie to their prior preferred candidate is strong.

정치후보에 대한 유권자 감정 유발 요인 및 미디어 캠페인 활동의 효과에 관한 연구

이강형(Gang-Heong Lee) 한국언론학회 2006 한국언론학보 Vol.50 No.3

This study explores how voters' cognitive appraisals of presidential candidates would produce discrete emotions toward them such as hope, pride, anger, fear and what impacts diverse campaign communication channels would have on those cognitive appraisals and directly voters' emotions in the 2002 Korean presidential campaign. Based on the cognitive appraisal theory of discrete emotions, the study first found six cognitive appraisal elements such as goal congruency, goal relevance, certainty, moral evaluation, attribution, and coping potential which are presumed to produce four emotions. From these elements derived were five political appraisal elements such as issue proximity, campaign interest, leadership and moral evaluation of presidential candidates, and internal political efficacy. The campaign communication channels included TV political ads, televised presidential debates, newspaper political ads, political news in newspaper and TV, political information on Internet, and political talks. As a result of the two-wave panel survey during the presidential campaigns, the study found that among political appraisal elements campaign interest and voters' evaluation of the candidate's morality and leadership had a strong and consistent impact on four emotions toward the candidates. The study also found that a variety of the campaign communication channels have indirect impacts on the discrete emotions through effecting voters' political appraisals such as moral and leadership evaluation of the candidates. There was no direct effect on voters' emotions except televised presidential debates.

대통령 후보의 텔레비전 토론이 후보 이미지 변화에 미치는 효과

이강형(Gang-Heong Lee) 한국언론학회 2004 한국언론학보 Vol.48 No.2

This study examines the effects of televised presidential debates, which are important momentums in the electoral campaign process, on voters' change in candidate image perception. Data came from a series of two surveys during the 2002 Korean presidential campaign periods from October 29 to December 15, 2002. Sample was an random telephone sample of the population in Daegu and GwangJu. Based on a review of the results in previous studies, the study first explored the determinants of voters' candidates image perception so as to detect the independent effect of the televised debates on their change in the candidate image perception. Results shows that the voters' candidate images are explained by various factors such as the issue proximity between a candidate's policy position and a voter's perception of it, and a voter's discrete emotions toward presidential candidates in addition to political party identification and political ideology. After controlling those determining factors of voters' candidate image perception, the study tests three research hypotheses as regards the effects of televised debates on voters' change in candidate image perception: 1) the effects of televised presidential debates will be stronger in the less salient candidate image than the more salient; 2) the change will be stronger in a candidate's image of 'personal character' rather than 'performance perception'; 3) the effects of televised presidential debates will be stronger among the less attentive than the more attentive to the campaigns. The results show that the debates did affect the viewers' change in the 'personal character' image perception of the less salient candidate.

정치적 사건에 대한 유권자의 감정적 반응과 정치참여의 관계: 2004년 대통령 탄핵사건을 중심으로

이강형 ( Gang Heong Lee ) 대한정치학회 2007 대한정치학회보 Vol.15 No.2

지역민들의 지역 정체성이 지역뉴스 시청 및 평가에 미치는 영향에 관한 연구

이강형 ( Gang Heong Lee ),문종대 ( Jong Dae Moon ) 한국지역언론학회 2006 언론과학연구 Vol.6 No.3

This study is to explore the effect of ``regional identity`` of local television viewers on local television news viewing and evaluation. To do this, the study analyzes critically the ambiguity around ``ji-uk-sung`` and distinguishes the concepts of ``localism`` and ``regional identity``. The ``regional identity`` is defined as regional consciousness of people living in a geographic place or outside of it. Based on a survey of 500 respondents in Daegu and Pusan, the study tries to answer to three research questions; (1) what dimensions is the ``regional identity`` consist of? (2) what impacts of ``regional identity`` are on local television news viewing? (3) what impacts of ``regional identity`` are on the evaluation of local television news? As a result, we found that ``regional identity`` is consist of four dimensions such as ``ties to place``, ``affective ties to community``, ``active involvement in community`` and ``cognitive ties to community``. We also found that ``active involvement in community``, defined as deep concern in community and activities for it, had an impact of how much people living in the region views local television news in addition to national television news. There was no influence of other three ties to community on local television news. The ``active involvement in community`` also was positively related to respondents` evaluation of lengthening the local television news time. On the other hand, ``cognitive ties to community`` had an positive impact on the perception that local television news should speak for the region`s interests on conflicting agenda against anther region even at a considerable sacrifice of new objectivity.

농촌지역민들의 커뮤니케이션 채널 이용이 범죄위험지각에 미치는 영향

이강형 ( Gang Heong Lee ) 한국지역언론학회 2013 언론과학연구 Vol.13 No.3

This study tries to test the competitive hypotheses to explain the relationship between television and interpersonal communication, and the perception of crime risk: cultivation effect hypothesis vs. impersonal impact hypothesis; mainstreaming hypothesis vs. resonance hypothesis. Using the survey data of the 2,000 rural residents sample, the results showed that the impersonal impact hypothesis, expecting the impact of interpersonal communication on the personal perception of crime risk, was confirmed instead of the cultivation effect hypothesis which tells the impact of television on the personal and social perception of crime risk. On the other hand, not confirmed was either of mainstreaming or resonance hypothesis which competitively explains the different relationship between television viewing and crime risk perception depending on the possibility of everyday exposure to real crime. Rather, interpersonal communication had an important impact on the personal perception of crime risk as the population size of the rural residence increases.

네거티브 선거 캠페인의 효과: 2007년 대통령선거 투표참여를 중심으로

이강형 ( Gang Heong Lee ) 한국지역언론학회 2009 언론과학연구 Vol.9 No.2

This study tried to confirm two competing hypotheses involving the effect of negative campaigns on vote turnout: mobilization vs. demobilization. Considered in the study were the effects of several forms of negative campaigns by political ads, news, internet and interpersonal communication. For this, an internet panel survey was conducted before and after the 2007 presidential campaign periods in Korea. As a result, the study demonstrated that a mobilization effect had the upper hand. Most of all, the negative campaigns through internet had a consistent mobilization effect. The result indicated that exposure to negative information about presidential candidates through internet increased candidate threat and perceived closeness of the election and thereby motivated vote turnout. The study also found that individuals varied in their sensitivity to negative campaigns through internet. In particular, negative information was more consequential for independents and for those with less knowledge about politics. There were also some significant mobilization effects of exposure to negative information in newspaper and television news but no effect of political advertisement.

정치 후보에 대한 유권자 감정의 미디어 점화효과에 관한 연구: Rush Limbaugh 라디오 정치 토크쇼 주목효과(Dosage Effect)

이강형 ( Gang Heong Lee ) 한국커뮤니케이션학회 2005 커뮤니케이션학연구 Vol.13 No.5

해외 선진국의 방송 공정성 평가체계 연구미국, 영국, 일본 사례를 중심으로

이강형(Lee Gang-Heong),최현주(Choi Hyun-Ju) 경북대학교 사회과학연구원 2012 사회과학 담론과 정책 Vol.5 No.1

이 논문은 선진국의 방송 공정성 평가 시스템을 고찰함으로써 현재 논란이 되고 있는 우리나라 방송 공정성 평가체계의 바람직한 방향을 설정하기 위한 시사점을 얻고자 했다. 이를 위해 미국, 영국, 일본에서 수행되고 있는 공정성 평가 시스템을 고찰한 결과, 가장 두드러진 특징 중의 하나가 각 나라별로 평가 기구의 성격이나 운영체계는 다르지만 모두 정치적 영향력으로부터 자유로운 자율심의 체계에 중점을 두고 있다는 것이었다. 이러한 해외 선진국의 사례들을 고찰해 볼 때, 현재 우리나라의 방송 공정성 평가체계는 상대적으로 방송사의 자율규제보다는 행정적인 타율규제의 성격이 더 강하다고 볼 수 있다. 방송의 공정성을 평가하는 방송통신심의위원회는 민간독립위원회의 형식을 띠고 있지만 구성방법과 심의 절차 등을 고려해 볼 때 국가 행정권으로서의 성격이 상당히 강하기 때문에 기구 자체의 공정성이 담보되지 못하고 있는 것이 사실이다. 따라서 방송통신심의 위원회의 공정성이 확보될 수 있는 제도적 장치를 마련하는 것이 시급하고, 더 나아가 해외 선진국처럼 방송사의 자율규제를 확립하는 방향으로 개선되어야 할 필요가 있다. This study reviewed the advanced foreign countries’ evaluation systems of broadcasting ‘fairness’ in journalistic practice, including USA, UK, and Japan. The review was aimed at getting an insight of how we can remodel our country"s current controversial evaluation system of broadcasting ‘fairness’. Reviewing three countries’ evaluative system of broadcasting reveals that all of the countries allowed for a television industry’s self-regulatory evaluative system, which means prevent government from wielding an administrative power of intervening the evaluation of broadcasting station"s journalistic performance. The basic principle of a self-regulation in three countries contrasts with our current evaluation system of broadcasting ‘fairness’, in which an virtually administrative agency, Korea Communications Standards Commission, regulates a television industry"s journalistic practice of ‘fairness’. There is a severe criticism that this agency itself is politically biased toward a ruling party and presidential power. The decision of whether certain journalistic practice violates ‘fairness’ doctrine also is criticized to be unfair. Thus, our country should reconsider our current evaluative system of broadcasting ‘fairness’ toward the television industry"s self-regulatory evaluation system.