미디어 이용, 사회자본, 사회정치적 참여의도의 관계 공동체 의식의 매개효과를 중심으로 = The Relationships Among Media Usage, Social Capital, and Socio-political Participation Intentions Focusing on the Mediating Effect of Sense of Community

다국어 초록 (Multilingual Abstract)

This research aimed to explore public relations` role in building communities. It introduced the concepts of social capital and sense of community to examine the route of how publics are encouraged to actively participate in community activities. In particular, this research proposed a mechanism in which social capital built through media usage contributed to forming sense of community and, in turn, sense of community facilitated publics` intention to participate in social and political issues. To test this proposed mechanism of community building, the researcher conducted a survey. The results of the study revealed that human communication was the most effective tool in building social capital and social network service also partially contributed to building social capital. On the other hand, the impact of mass media on social capital was not statistically significant. Also, it was shown that sense of community mediated the relationship between social capital and participation intention. The findings of the study provided the following implications. First, it showed that face-to-face communication was still the most useful tool in building social capital despite of the development of many new types of media platforms. Also, this study contributed to the body of knowledge in PR by showing that PR`s role in community building should first be concentrated on forming sense of community because publics start to participate in social and political events only after sense of community is established in a society.

참고문헌 (Reference)

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