기부 캠페인의 제3자 효과 : 여론 지각과 미디어 이용량이 미치는 영향

조윤용 ( Yoon Y. Cho ),임영호 ( Yung-ho Im ),허윤철 ( Yun-cheol Heo ) 한국PR학회 2017 PR연구 Vol.21 No.5

Despite the increasing ramification of crowdfunding charity projects through online platforms, research on charitable campaigns has paid limited attention beyond traditional emphasis on message-related characteristics and personal traits. Based on the assumption that perceptions of opinion climate may affect individual participation in charity campaigns, this study aims to apply notions of third-person effect to campaign research. More specifically, this study examines the impact of fundraising rate as a clue to opinion climate, on individual willingness to donate. Also, given that knowledge of charity beneficiaries depends on mediated experience, this study has also analyzed the impact of level of media usage, including both television and Internet, on TPP. The results show that, when exposed to socially desirable messages, consumers tend to estimate greater influence on themselves than others. The results also suggest that the third-person perception of crowdfunding for charitable causes is strengthened (positive belief about others’ participation) when the fundraising rate is presented as high and among groups with low level of Internet usage. Theoretical and practical implications of these results are also discussed.

한ㆍ일 대학생의 국가 호감도에 미치는 영향 요인 탐색

조윤용(Yoon Y. Cho) 한국콘텐츠학회 2016 한국콘텐츠학회논문지 Vol.16 No.9

이 연구의 목적은 한국과 일본의 국가 호감도에 미치는 영향 요인을 탐색하는 것이다. 이를 위해 한국대학생 206명과 일본 대학생 164명, 총 370명을 대상으로 설문조사를 실시하였다. 양 국의 대학생들에게 동일한 설문을 제시하여 상대국에 대한 호감도에 미치는 영향 요인을 탐색하였다. 구체적으로, 한국과 일본대학생들의 해외 거주 여부와 외국인 친구의 유무와 같은 일반적인 해외 경험과 다문화수용성, 그리고 상대국 방문이나 상대국 출신의 친구의 유무와 같은 직접적인 경험, 그리고 미디어를 통한 상대국의 문화 콘텐츠 접촉과 같은 간접 경험 등의 설문과 국가 호감도에 영향을 미칠 것으로 예상되는 상대 국가의 문화 콘텐츠에 대한 인식 등의 개방형 설문 응답의 질적 분석을 통해 국가 호감도에 영향을 미치는 요인을 한국과 일본의 응답을 비교분석하였다. 분석 결과, 한국과 일본 대학생 모두 상대국의 문화 콘텐츠 접촉 빈도가 영향 요인으로 작용하였는데, 한국 대학생은 일본의 문화 콘텐츠 중에서 노래와 출판물의 접촉 빈도가, 일본 대학생은 한국 드라마의 접촉 빈도가 국가 호감도에 긍정적인 영향 요인으로 작용하였다. 이러한 결과를 바탕으로 연구 결과의 학술 및 실무적 함의를 모색하였다. National preference enables a nation to achieve more advantageous position regarding international relations. Considering this benefit, the purpose of this study is to explore determinants of national preference between Korean and Japanese college students. To pursue this aim, two versions (translated to Korean and Japanese) of survey were conducted in Korea and Japan in 2015. A total of 370 (206 of Koreans and 164 of Japanese) college students were participated in the survey. Specifically, participants were asked to respond perceptions toward multiculturalism, international experiences, and consumption of media contents. Further, participants were asked to describe their knowledge and perception toward cultural contents of partnered country via open-ended questions. The results implies that Japanese music and books are significant determinants among Korean students in developing national preference toward Japan whereas Koran drama is more an effective factor among Japanese students to build national preference toward Korea. Based on the result, theoretical and practical implications were discussed.

기업의 포용적 활동의 효과는 어떻게 측정할 수 있을까? : 기업의 포용적 활동 구성 요소에 대한 연구

조윤용 ( Yoon Y. Cho ),황성욱 ( Sungwook Hwang ),이종혁 ( Jonghyuk Lee ) 한국PR학회 2020 PR연구 Vol.24 No.2

Objectives As globalization, technological innovation and neoliberalism are exacerbating inequality in society, there has been the need for inclusive growth. Inclusive growth is a fair opportunity for all stakeholders in the enterprise at all stages of value chains: employment, production and distribution. The main purpose of the study is to develop conceptual framework that explains corporate inclusive businesses and to propose a unidimensional measurement scales that gauge the effectiveness of corporates’ inclusive business. Methods This study examines the concept of ‘inclusiveness’ in a multidisciplinary way to derive constituent factors and subsequent measurement scales of each factor. Afterward, written interviews with experts were conducted to confirm the content validity of the measurement items. Through exploratory factor analysis and confirmatory factor analysis, the validity was confirmed, and finally, the second determinant factor analysis was performed to develop a unidimensional measurement index that explains the factors evaluating the effectiveness of inclusive businesses. Results There were three factors in evaluating the inclusive business of a company. The first factor is “Willingness to Share Growth” which includes items such as responsibility for social problems, returning profits to society, and inducing socially underprivileged and minorities to participate in society. The second factor was ‘Willingness to Communicate’ with stakeholders, which included items such as flexible and active communication with the public, respect for various opinions, and reflection of various opinions. The last factor is “Tolerance,” which consists of questions such as generosity, concessions, and giving. Conclusions This study is significant in that it has conceptualized the meaning of inclusive business, which was a rather comprehensive and abstract in previous literature, and developed a unidimensional scale to evaluate the inclusive business of a company. This study contributes to verify the effectiveness of inclusive businesses, and can also serve as the basis for subsequent research that examines the factors that influence the effectiveness of a company’s inclusive business.

일반인의 평판, 어떻게 측정할 수 있는가?

황성욱(Hwang, Sungwook),조윤용(Cho, Yoon Y.) 한국광고홍보학회 2017 한국광고홍보학보 Vol.19 No.4

문화를 활용한 정부의 공공 캠페인 확산 전략 2004∼2013 공익광고 내용분석 및 전문가 인터뷰를 중심으로

황성욱 ( Sung Wook Hwang ),조윤용 ( Yoon Y Cho ) 한국PR학회 2014 PR연구 Vol.18 No.3

Based on a content analysis of public service advertisements for the past 10 years and a seriesof in-depth interviews with advertising and PR professionals, the study conducted comprehensive research to establish a strategic direction for developing public campaign with cultural contents. The results of the study have theoretical and practical implications. First, assuming cultural contents as innovation, Rogers`` innovation-decision process (2003) is alternatively applicable to explain a diffusion process of public campaigns depending on campaigns`` themes and target audience. Second, although a media mix for public campaigns ought to comply with a traditional ATL to BTL strategy, messages in public campaigns should be consistent across ATL and BTL media to attain a synergy effect as the integrated marketing communication suggested. Last, the study suggests what the government should consider for successful and strategic public campaigns with cultural contents.

다문화 범죄 보도에서 기사 구성 방식과 출신국에 대한 태도가 댓글에 미치는 영향

김은미(Eun-Mee Kim),조윤용(Yoon Y. Cho),임영호(Yung-Ho Im),송보영(Bo-Young Song) 한국언론학회 2015 한국언론학보 Vol.59 No.6

This study aims to investigate the influence of content-related attributes and the country of origin on online comments in the coverage of crime by foreign residents in Korea. As content-related attributes, the impacts of frames and narrative structure of crime stories are also examined in terms of its relation to attributes of online comment, such as its frequency, contents and emotions revealed in the comments. Social distance, as a predispositional variable in the study, is defined as psychological distance which users perceive between themselves and foreigners from certain country. A total of 324 crime stories, involving foreign residents, and 7,183 samples of online comments from 2011 to 2015 were content analyzed. Among content-related attributes, stories with narrative structure are more likely to evoke emotional comments, as well as negative emotional response. Results Also show that social distance toward foreign nationals is closely correlated with the frequency, contents, and emotional reactions in comments.

다문화수용성, 어떻게 평가할 것인가?

황성욱 ( Sung Wook Hwang ),조윤용 ( Yoon Y Cho ),이철한 ( Cheol Han Lee ) 단국대학교 분쟁해결연구소 2014 분쟁해결연구 Vol.12 No.3

엔터테인먼트 스타들의 자선적 기부 캠페인, 어떻게 공중의 참여를 독려할 수 있는가? : 해석수준 이론을 중심으로

박재진 ( Jaejin Park ),황성욱 ( Sungwook Hwang ),조윤용 ( Yoon Y. Cho ) 한국PR학회 2018 PR연구 Vol.22 No.3

Objectives Based on the construal level theory (CLT), three experimental studies were conducted to assess the effectiveness of celebrities’ voluntary service campaigns. Methods Consistent with the idea of CLT, campaign messages in a series of experiments were framed with phrases evoking either high- or low-level construals to measure which message strategies are effective in terms of enhancing the public’s intent to participate in volunteer service campaigns. Results Experiment 1, with 128 participants, manipulated the temporal distance in the near and distant future to demonstrate that respondents preferred specific and feasibility-related messages for near-future events. Experiment 2, with 140 participants, manipulated the spatial distance in the near and distant future in terms of place to demonstrate that the interaction effects of spatial distance and message framing did not impact the respondents’ intention to participate in campaigns. Experiment 3, with 124 participants, measured the social distance of individuals’ dispositional traits to prove that the respondents preferred specific, detailed, and contextualized messages when their social distance toward the cause was positive. Conclusions The present study makes a significant contribution to the current stream of research that uses CLT to better understand audiences’ behaviors, especially responses to celebrities’ philanthropic activities.

텔레비전 다문화 프로그램 시청이 다문화수용성과 차별적 수용성에 미치는 효과

허윤철(Yun Cheol Heo),임영호(Yung Ho Im),조윤용(Yoon Y. Cho) SBS 2018 미디어경제와 문화 Vol.16 No.3

최근 한국사회에서는 다문화주의에 대한 사회적 관심 증가와 함께 이주민과 외국인이 출연하는 방송 프로그램이 크게 늘어났다. 하지만 개별 방송 프로그램이나 장르 유형이 다문화 수용성에 미치는 영향에 관한 선행연구는 있었던 데에 비해 전반적 다문화 방송 프로그램의 정기적 시청의 영향력을 체계적으로 분석한 연구는 미흡한 실정이다. 이와 같은 문제의식을 바탕으로 이 연구는 다문화 방송 프로그램의 정기적 시청 효과를 실증적으로 분석하였다. 구체적으로 다문화 방송 프로그램 시청의 간헐적 시청과 정기적 시청이 다문화수용성에 미치는 영향을 살폈다. 분석 결과 다문화 방송 프로그램의 간헐적 시청과 정기적 시청은 모두 다문화수용성을 높이는 효과를 발생시키지 않았으며 오히려 다문화 방송 프로그램의 정기적 시청이 대상 집단에 따른 차별적 수용성을 높이는 것으로 나타났다. 이러한 연구 결과가 갖는 학술적 함의를 논의하고 다문화 관련 콘텐츠 제작에서 차별적 수용성을 극복하기 위한 정책적 함의도 제안하였다. With an increasing public attention to multiculturalism in South Korea, television programs featuring foreigners or migrants with multicultural backgrounds become staple. There has been sporadic research on the impact of watching such programs on multicultural acceptance. Yet, a systematic inquiry into over-all and cumulative effect of viewing such contents is still rarely on the agenda among Korean scholars. To fill in the research gap, this papers deals with relatively long-term effects of viewing television programs on public attitude to multiculturalism. Specifically, this article analyses how ’sporadic’ or ‘periodic’ viewing of multicultural television programs influences discriminatory acceptance, as well as multicultural acceptance. The results reveal that, while both sporadic and periodic viewing yields no significant effect on multicultural acceptance, periodic viewing tends to induce discriminatory acceptance. Theoretical and policy implications of the results are also discussed.

정치적 이슈에 관한 TV 시청이 사적/공적 의견 표명에 미치는 영향

허윤철 ( Yun Cheol Heo ),임영호 ( Yung Ho Im ),조윤용 ( Yoon Y. Cho ) 방송문화진흥회 2019 방송과 커뮤니케이션 Vol.20 No.2

이 연구는 2016년 사드 배치 이슈와 관련한 정보추구적 TV 시청이 수용자들의 주관적 정치지식에 어떠한 영향을 미치며, 나아가 정치적 이슈에 관한 사적 의견 표명과 공적의견 표명에 대한 태도에 어떠한 영향을 미치는지 탐구하였다. 분석 결과, 이슈와 관련된 정보추구적 TV 시청은 주관적 정치지식에 긍정적 영향을 미쳤으며, 주관적 정치지식은 사적 의견 표명과 공적 의견 표명에 대한 태도에 모두 긍정적 효과를 미쳤다. 또한 주관적 정치지식이 높아질수록 사적 의견 표명과 공적 의견 표명에 대한 태도의 격차가 커지는 것을 발견하였다. 이는 수용자의 주관적 정치지식이 공적 의견 표명보다 사적 의견표명에 대한 태도에 더 큰 영향을 미친다는 것을 의미한다. 이러한 연구 결과를 바탕으로 이론적, 실천적 함의를 논의하였다. This paper aims to explore how information-seeking television viewing, regarding the issue of the US deployment of THAAD missiles in Korean territory, affects citizens’ level of subjective knowledge, and then influences their attitudes toward opinion expression both on the private and public levels. The results demonstrate that information-seeking television viewing exerts positive impact on the subjective knowledge. Also, the level of subjective knowledge has positive impact on the opinion expression both on the private and public levels. The attitudes of audience tend to be relatively more positive to the private opinion expression than public one. As the level of subjective knowledge increases, the discrepancy between the attitudes to the private and public expression strengthens accordingly. In other words, the level of subjective knowledge has stronger influences on the private expression than on the public one. Theoretical and practical implications of the results are also explored.