개인미디어에서의 자기표현전략 및 미디어 운영 특성: 대학생의 블로그 이용동기와 성별을 중심으로 = The Self-Presentation Strategy and the Media Management Characteristics on Online Personal Media

다국어 초록 (Multilingual Abstract)

The purpose of this study is to classify of self-presentation strategy and to analyze the characteristics of media management on blog by university students. The questionnaire for data cold toion of this study consisted of measurement items for the self-presentation, characteristics of media management, the motive in using the blog, therefore the 223 data were collected and analyzed. The results of the first research question identifying the motivation of using blog are comprised of 7 categories: information seeking, social interaction, creativity, self identify, entertainment, new trend, personal record, habitual use. The result of the study show five strategies of self-presentation(ingratiation, competence, emotion, exemplification, supplication), eight four major cluster by the motivation of the use of blog(passive follower, progressive user, habitual user, informational use). The self-presentation strategy and the characteristics of media management have influence on the motivation of using blog and bloger`s gender, and significant statistical differences were found. In result, blogs are expected to function a social interaction media that help effectively realize the self-presentation as well as a personal media that mediates a variety of impression management.

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