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미디어메시지 리터러시 역량에 영향을 미치는 요인에 관한 연구
심미선 한국언론정보학회 2022 한국언론정보학보 Vol.116 No.-
This study paid attention to what level of media-message literacy competency of Koreans and what factors influence the literacy competency. Especially, the purpose of this study is to examine the relationship between demographic variables, various media-use, self-esteem, and active cognitive disposition and an individual’s media-message literacy competency. For this purpose, media panel data conducted in 2020 were used. In addition, in this study, media-message literacy was measured in four dimensions: content classification, critical information understanding, message understanding and media image evaluation capability. As a result, people’s media-message literacy competency was low with an average of 2.97 out of 5. Also, as expected, men showed higher media literacy competency than women and younger people than older people. By generation, it is worth noting that the media message literacy competency was higher in the second-generation households(a couple+ children) than in single-person households. The regional differences were also interesting, and the media-message literacy competency of Gangwon region was lower than that of other regions. Also, looking at the sub-dimensions, the content classification capability had the highest M = 3.28, and other critical information comprehension capabilities, message understanding capabilities, and media image evaluation capabilities ranged from M = 2.76 to 2.88, which did not reach 3.00. Meanwhile, in the state of controlling for age, the explanatory power of self-esteem was the largest, and in the 60s and older, active cognitive disposition showed higher explanatory power than demographic background factors. In addition, the influence of various media use did not have a significant effect on young people. However, older people showed relatively high explanatory power for media-message literacy competency.
방송수용자의 프로그램 품질에 대한 이해와 평가 초점집단토론(FGD)을 이용한 프로그램 품질평가 차원의 재구성
심미선,이준웅,김은미 한국방송학회 2003 한국방송학보 Vol.17 No.2
This study explores the ways in which the audience members understand and evaluate the constructs of television program quality. Based on a critical overview of previous studies on program quality, this study raises two research questions: (1) What dimensions do the audience use to evaluate the program quality? (2) How do the audience evaluate the items used in measuring the program quality in Korea? Focus Group Discussion was employed to examine the qualitative dimensions of the audience’s understanding of television programs. Two major findings were obtained. First, two dimension of quality evaluation were detected in the audience’s discourse on television programs: the cognitive-and-affective response dimension and the importance-and-expression evaluation dimension. Second, when asked in a normal setting, the audience members were not likely to discriminate the major constructs among the quality indices used in evaluation of television program quality. Especially the audience members displayed confusions in discriminating the information and entertainment elements from the overall quality and the public service element. The findings were discussed in terms of the utility of the dimensions of program quality in the process of the construction of a program quality index.
프라임타임대 지상파 텔레비전 프로그램 선택에 영향을 미치는 요인에 관한 연구
심미선,한진만 한국언론학회 2002 한국언론학보 Vol.46 No.5
This study focused on the factors which had made viewers choose the television programs in multi-channel situation. The viewing data of TNS panel were used in analyzing the program choice behavior of viewers. Independent variables were the amount of TV viewing, programming factors, channel loyalty, genre loyalty, program loyalty and dependent variable was the possibility of program choice. The results found that the program loyalty was the key factor determining the television program choice. Especially, in case of stripped programmes and serials, the program loyalty was the strong factor predicting the television program choice. However in entertainment genres and non-serial programs, the effect of the program loyalty was reduced. In the mean time, the factors which influenced on the program loyalty were differentiated by genres and channels. In explaining the program loyalty, channel loyalty was determinant in MBC, the amount of TV viewing in KBS2 and genres in SBS. KBS1 was excluded in this analysis. This implies that viewers have differentiated images on the terrestrial channels. This study considered comprehensively the variables influencing on the television program choice of viewers, and then the results will be able to apply to the programming strategies of broadcasting company. 본 연구는 다채널 상황하에서 시청자로 하여금 프로그램을 선택하게 하는 요인은 무엇인지를 파악하는데 초점을 두었다. 분석자료로는 시청률 전문조사기관인 TNS 패널가구의 한달간 시청행위 자료가 사용되었다. 프로그램 선택에 영향을 미치는 독립변인으로는 시청가능성, 편성요인, 채널충성도, 장르충성도, 프로그램 충성도를 상정하고 이러한 변인들이 프로그램 선택가능성을 얼마나 잘 설명하는지를 상관관계 분석과 회귀분석을 통해 살펴보았다. 분석결과, 프로그램 선택가능성을 가장 잘 예측할 수 있게 해 주는 변인은 프로그램 충성도로 나타났다. 특히 줄띠편성되어 있거나 연속적인 줄거리 흐름을 갖는 프로그램의 경우 프로그램 충성도의 설명력이 높게 나왔고, 반대로 오락 장르나 단막극의 경우에는 프로그램 충성도의 영향력이 상대적으로 약하게 나왔다. 한편 프로그램 충성도에 영향을 미치는 변인은 장르별, 채널별로 차이를 보였다. MBC의 경우에는 채널충성도의 설명력이 높게 나왔고, KBS2의 경우에는 시청량의 설명력이 높게 나왔다. 또 SBS는 장르충성도의 설명력이 높게 나와 채널별로 시청자들에게 각인되어 있는 이미지가 다름을 알 수 있었다. 본 연구는 시청자의 프로그램 선택에 영향을 미치는 다양한 변인들의 영향력을 통합적으로 고려했고, 이러한 연구결과는 방송사의 편성전략 수립시 중요한 기초자료로 활용될 수 있을 것이다.