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

다국어 초록 (Multilingual Abstract)

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.

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