Social Distance between Foreign Workers and Koreans

김석호(Kim Seokho),김상욱(Kim Sang-Wook),한지은(Han Ji-Eun) 한국인구학회 2009 한국인구학 Vol.32 No.2

이 연구는 외국인 노동자들의 한국문화에 대한 적응문제를 살펴보기 위하여 그들이 한국인들에 대하여 가지고 있는 사회적 거리감(social distance)을 분석하고 있다. 사회적 거리감은 인종 간 상호 관계 연구에서 중요한 개념으로 다루어져 왔으며, 특히 사회적응 수준을 드러내는 효과적인 척도로 각광받아왔다. 이 연구는 한국 내 외국인 노동자들의 한국인에 대한 사회적 거리감의 결정요인을 규명하려는 목적을 가지고 있다. 서울과 경기 지역에서 수집된 자료에 대한 다중회귀분석(OLS Regression)을 통하여, 이 연구는 서구사회에서 다수 인종의 사회적 거리감을 효과적으로 설명하는 것으로 판명된 요인들의 한국의 소수 인종인 외국인 노동자들에게도 적용될 수 있는 가를 살펴본다. 구체적으로는 연령, 성, 교육, 종교, 인종과 같은 사회인구학적 변수들과 한국인과의 접촉정도가 사회적 거리감에 유의미한 효과가 있는지 분석된다. 둘째, 이 연구는 외국인 노동자들의 가장 중요한 삶의 공간인 작업장에서의 경험과 관련된 변수들이 사회적 거리감에 대하여 가지는 효과를 탐구한다. 셋째, 구조방정식 모형(Structural Equation Model)의 적용을 통하여, 이 연구는 다중회귀에서 분석된 여러 설명 변수들 간의 복잡한 인과구조를 규명하고, 이들이 사회적 거리감에 미치는 영향을 직접효과, 간접효과, 전체효과로 나누어 살펴본다. 다중회귀분석 결과는 집단 간 사회적 거리감은 사회인구학적 변수들, 한국인들과의 접촉, 작업장 내 경험 등 다양한 요인들의 복합적인 결과물이라는 점을 확인해 준다. 특히 분석겨로가는 작업장에서의 경험과 느낌이 한국 내 외국인 노동자들의 한국인들에 대한 사회적 거리감 형성에 결정적이라는 사실을 보여주는 반면, 기존 연구에서 효과적인 것으로 판명된 전통적 요인들은 영향력이 미미하다는 점을 말해준다. 한편, 구조방정식 모형을 적용한 분석결과는 한국인 친구들과의 접촉과 이해하기 쉽고 구체적인 노동조건이 사회적 거리감에 직접적으로 영향을 주고 있다는 것을 보여준다. 한편 추상적인 노동조건은 사회적 거리감에 간접적으로 영향을 미친다. 상사에 대한 평가와 직무만족은 노동조건에 의해 유의미한 영향을 받지만, 한국인 친구와의 접촉과는 관련이 없다. 간단히 말해, 상사에 대한 평가와 직무만족은 노동조건이 사회적 거리감에 대하여 가지는 효과를 매개한다. 결론적으로, 구조방정식 모형의 분석결과는 작업장 관련 변수들 간에 복잡한 인과구조가 존재한다는 점과 작업장 내 경험이 한국인에 대한 사회적 거리감 형성에 가장 중요하다는 점을 확인해준다. The purpose of this paper is to investigate the adjustment of foreign workers to Korean culture. For this, we examine the social distance of foreign workers toward Koreans. Social distance was chosen as an indicative measure of social adjustment, which has been proved as the most fruitful indices of reciprocal ethnic group definitions. Especially, this paper aims at finding out the determinants of foreign workers' social distance toward Koreans. By analyzing the data collected in Seoul and Gyung-Gi area of Korea, this paper firstly attempts to clarify whether the traditional predictors of social distance proved significant in Western contexts can be applied to minorities in Korea as well. Several demographics and contact variable that have been considered to be the most important determinants of social distance are analyzed. Secondly, work-related variables are also explored, assuming that they reflect the reality of foreign workers in Korea. Thirdly, by constructing a structural equation model(SEM), this paper attempts to address complicated causal relationship among explanatory variables such as contact frequency and work-related factors affecting social distance. The results from OLS regressions indicate that inter-group social distance is a combined outcome of various factors such as socio-demographics, contact with Korean friends, and work-related variables. The importance of work-related variables for foreign workers in Korea are confirmed. In contrast, only few traditional predictors of social distance are proved to be important determinants. In addition, the resulting SEM reveals that contact with Korean and tangible working condition directly affect social distance while intangible working condition indirectly does so. Appraisal of supervisors and job satisfaction are significantly influenced by tangible and intangible working condition, but not by contact with Korean friends. In short, appraisal of supervisors and job satisfaction effectively mediate the effects of tangible and intangible working condition on social distance. The complicated causal relationship among four work-related variables and the importance of experiences at the workplace are confirmed by the results of SEM.

온라인 유통 채널에서 컨텐츠의 성과는 사회적 거리에 의해 항상 증가하는가? YouTube의 문화별컨텐츠를 중심으로

손정민,강성호 한국유통과학회 2015 유통과학연구 Vol.13 No.8

Purpose - This study examines the positive impact of the social distance between producers and users of online content, investigating and analyzing the most popular Web content. In addition, it tries to elicit the matching effect that appears when the individuals’cultural background is consistent with social distance. Research design, data, and methodology - We collected and analyzed actual data about 4,981 videos clips on YouTube, looking at six countries in order to verify the content of this study. Based on the results of the data analysis, the study conducted behavioral measurements on popularity, social distance, culture, and user engagement. The unit of analysis was the content and we collected information about the content producers and the content records. We controlled the views, comments, likes, calendar dates, and ages in the empirical models. The data was collected in 2011, with the records coming from South Korea, Japan, China, U.S., German, and France. A total of 4,980 elements were analyzed in the model. The empirical model estimated is the bivariate negative binomial distribution (NBD) model. Results - It turns out that there is a possibility that the matching effect can be diminished by variables that reflect the psychological involvement of user engagement. This study proposes academic and practical implications based on these research results. This research shows the positive effect of social distance between users and producers on the increased performance of the online content. We find the effect of social distance to be a stronger tendency in collectivism. The collectivists follow their sense of friendship and intimacy in their culture and, the social congruence effect can be found there as well. The effect, however, could erode in a social case where users are motivated by strong intrinsic and psychological factors. In addition, user engagement complicates the process of user decision making regarding the information. Conclusions - This study examines how the differential effects of social distance caused by culture could disappear through user commitment as a complicated user motivation. Some potential implications are as follows. First, a firm in the collectivism culture has to communicate based on the social distance. In fact, most online channels do not have a function that indicates the social distance as measured by favorites or subscribers. This function could help increase the performance of the content in online channels, but this increasing effect can only be found in a collectivist culture. Based on this, the firms have to communicate and announce to users the actual social distance between users and producers. Second, firms should develop a system that discovers the social distance and culture and shows these measures to users and producers, since the congruence effect between social distance and culture is found only for low user engagement. The firms can take the advantage of the congruence effect only for the development of the social distance and culture visualized system.

HOW TO IMPROVE P2P SHARING-SERVICE QUALITY: THE MODERATING ROLE OF THE FORM OF ADDRESS ON THE EFFECT OF INCONGRUENCE IN GENDER AND RACE ON PERCEIVED SOCIAL DISTANCE

Juyoung Kang,Sooyun Kim,Sunmee Choi,Heejin Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Recent years have witnessed a rapid growth in peer to peer (P2P) sharing-service businesses such as Uber and Airbnb. In P2P sharing-service businesses, goods or services are provided by customers (peers) rather than by service firms, who act simply as an intermediary between customers. One customer acts as a service-providing customer (SPC), and the other as a service-receiving customer (SRC). P2P sharing-service firms have no direct control over an SPC’s quality of service provided to an SRC. Further, both SPCs and SRCs are customers to the firm, and therefore firms are concerned with the quality of service provided not only to SRCs but also to SPCs. In the P2P sharing-service context, particularly in the case of services serving the needs of diverse travelers (e.g., Uber or Airbnb), SPCs and SRCs can be people of different genders and races, which can cause them to feel socially distant from each other. Since SPCs are not professional service employees, they may not know how to cope with the social distance, which can result in uncomfortable service experience for both SPCs and SRCs. The more similar to the SPC an SRC feels, the more comfortable the SRC is likely to feel, which can lead to higher service satisfaction. Yet, few studies examined how such social distance can be reduced. This study is intended to fill this gap in the research. Specifically, we propose that an SPC’s form of address for SRC can moderate the effect of the incongruence in gender and race on an SRC’s perceived social distance. Theoretical Development Social distance refers to the level of acceptance people have of others outside of their own social group or class (Bogardus, 1928). It is a measure of perceived difference (or distance) between groups. In the context of the P2P sharing service, SRCs and SPCs can be from diverse social groups. When an SRC encounters an SPC from a social group that is different from theirs, the SRC can feel socially distant from the SPC. Immediate differences an SRC can identify upon meeting an SPC is demographic such as gender, age and race. In this study, we first propose that the difference (incongruence) in gender, age and race makes an SRC feel socially distant from an SPC. Social distance is closely related with similarity (Osbeck & Moghaddam, 1997; Liviatan, Trope & Liberman, 2009). In the context of mentoring, the higher the perceived and actual similarity a portage feels with a mentor, the higher the level of the portage liking and satisfaction for the mentor and with the mentoring service (Ensher, 1997). Matching gender and race between a mentor and a portage positively influenced self-reported grade point average, efficacy and confidence of a portage (Blake-Beard et al. 2011). Race was well demonstrated to influence social distance (Triandis & Triandis, 1960). Taken together, we conjecture that the effect of the difference in gender and race on social distance will apply to the P2P sharing service context and propose the following hypothesis: H1: The incongruence in gender and race between an SRC and an SPC will make SRCs feel more socially distant from SPCs compared to the case of congruence. We propose in this study that the form of address for SRCs by SPCs can influence the level of social distance SRCs feel because of the incongruence in gender and race. The relationship between forms of address and social distance has been proposed (Brown, 1965). Intimate terms of address is associated with intimate relationship. Intimate terms of address is inversely proportional to social distance (Keshavarz, 2001). Calling someone by the first name is related with friendliness (Brown, 1961). The use of first name is positively associated with closeness in relationship (Brown, 1965). An empirical study in the healthcare context showed that most patients preferred to be addressed by the first name (as opposed to last name) (Gillette, Filak & Thorne, 1984). Taken together, we propose the following: H2: Intimate forms of address by the SPC for the SRC will reduce the level of social distance caused by the incongruence in gender and race. We propose that the level of perceived social distance influences the level of comfort SRCs feel with the SPC during the service delivery. The negative effect of social distance on the level of interaction comfort has been shown (Paswan & Ganesh, 2005). In the context of service encounters where customers feel cultural differences, psychological distance was shown to influence comfort negatively (Weiermair, 2000). Since social distance is a dimension of psychological distance (Trope & Liberman, 2011), we propose the effect of social distance on comfort as following: H3: Reduced social distance will lead to a higher level of comfort. The effect of social distance on comfort can vary by customers. In this study, we propose that the effect is moderated by the customer’s motive for the purchase of the P2P sharing service. There are largely four movies for customers who participate in collective consumptions (i.e., sharing service): economic motive, social motive, hedonic motive, and the motive to reduce risks and responsibilities (Benoit, Baker, Bolton, Gruner & Kandampully, 2017). Economic motives are associated with reducing expenses, and social motives are with meeting other people (e.g. more authentic travel) (Benoit et al., 2017). Hedonic motives are related with “accessing products that are exciting or normally out of reach” while motives to reduce risks and responsibilities are related with “no burdens of ownership, option to preview a product for potential purchase” (Benoit et al., 2017). According to a research in the context of P2P accommodations, cost saving, familiarity, trust, and utility are determinants of satisfaction with a sharing option. Thus, we propose that customer motives moderate the effect of social distance on comfort (M?hlmann, 2015). H4: The effect of social distance on comfort vary by customer motives for purchase. When feeling comfortable, people are more likely to trust, feel satisfied, and commit themselves, which can help improve relationship (Spake, Beatty, Brockman & Crutchfield. 2003). Comfort positively influences perceived service quality and satisfaction (Dabholkar, Shepherd & Thorpe, 2000). Comfort influences satisfaction positively (Paswan & Ganesh, 2005). In the P2P sharing-service context, SRCs’ evaluation of SPCs are carried out by reviews. Customer reviews of SPCs’ services are vitally important for both SRCs and SPCs. Reviews help other SRCs to identify desirable SPCs (Ert, Fleischer & Magen, 2016) and SPCs to receive feedback for their service quality improvement. Therefore, we propose the following: H5: Comfort leads to SRC’s intention to write good reviews. Data Collection Data will be collected from American consumers who have used Uber at least once in the past one year through an online scenario-based survey using a 2 (genders: male vs. female) x 3 (races: white vs. yellow vs. black) x 3 (forms of address: no address vs. first name vs. last name) between-subject experimental design. Hypotheses will be tested by an analysis of variance and a structural equation modeling analysis. In the analyses, the potential effects of trust, familiarity, community belonging, utility (M?hlmann, 2015) and age will be controlled. Implications Findings of this study will reveal the importance of reducing social distance that SRCs feel during encounters with SPCs. Of many possible ways to reduce social distance between SRCs and SPCs, the result of this study will show that SPCs’ use of appropriate form of address to SRCs is effective. Further, it will show that the effect of social distance on customer comfort can vary by the purpose of the use of the sharing service. These findings will offer P2P service firms insights on how to help SPCs offer more comfortable services to SRCs and as a result receive positive reviews from SRCs.

수혜대상자와의 공간적 거리와 사회적 거리에 따른 기부광고 메시지유형별 효과

어수하(Su-ha Eo),송정미(Jeong-Mee Song) 한국광고PR실학회 2021 광고PR실학연구 Vol.14 No.3

최근 기부문화의 확산과 함께 비영리 기부단체들의 광고경쟁이 치열하다. 하지만 대부분의 기부광고가 수혜대상자들의 열악한 환경을 제시하고 광고수용자들의 연민에 호소하는 내용을 담는 데 그치고 있다. 기부행동은 자신의 물적 자산을 타인을 위해 사용하는 특수한 소비상황이라는 점에서, 본 연구는 광고수용자-수혜대상자 간 관계에 주목했다. 특히, 기부활동 지역에 대한 공간적 거리 인식이 광고수용자와 수혜대상자 간의 사회적 거리에 영향을 미칠 것으로 보았다. 해석수준이론을 토대로, 광고수용자가 자신과 수혜대상자 간의 사회적 거리를 가깝게 느낄수록 구체적 메시지가, 멀게 느낄수록 추상적 메시지가 더 높은 광고효과를 가져올 것으로 예상하였다. 연구는 온라인 서베이로 진행되었으며 사회적 거리(먼 vs. 가까운) × 메시지 유형(구체적 vs. 추상적)의 2×2 집단 간 요인으로 설계했고, 광고태도, 기부태도, 기부의도를 종속변인으로 설정했다. 서울 및 수도권에 거주하는 20~30대 207명을 대상으로 4가지 광고 실험물을 무작위로 제시하였으며 가설검증을 위해 t-test와 이원변량분석을 실시하였다. 연구결과, 공간적 거리는 광고수용자가 느끼는 수혜대상자와의 사회적 거리감에 영향을 주는 것으로 확인되었다. 즉, 수혜대상자의 거주지역이 국내일 때 사회적 거리를 가깝게, 해외일 때는 사회적 거리를 멀게 지각하는 것으로 나타났다. 사회적 거리감과 메시지 유형 간 상호작용 효과는 광고태도를 제외하고 기부태도와 기부의도에서만 유의미한 영향이 확인되었다. 광고태도는 사회적 거리의 멀고 가까움과 무관하게 추상적 메시지보다 구체적 메시지에서 더 높게 나타났다. 반면 기부태도와 기부의도는 수혜대상자와의 사회적 거리를 가깝게 지각할 때는 구체적 메시지가, 멀게 지각할 때는 추상적 메시지가 더 높은 기부태도, 기부의도를 보였다. 이러한 연구결과는 광고수용자에게 있어서 기부광고 속 수혜대상자가 내집단인지 외집단인지에 따라 적절한 설득메시지를 제시하는 것이 기부행동을 이끌어 내는 데에 효과적인 전략이 될 수 있음을 시사한다. This study was conducted to suggest an effective message strategy for donation advertising. Because donation behavior is exceptional consumption situation in which one s physical assets are used for others, this study is focused on the relationship between advertising audiences and beneficiaries. Recently, there has been a surge in international non-profit organizations and the scope of beneficiaries has expanded from domestic to overseas. So it was expected that the perception of spatial distance in the donation area affects the social distance. Based on construal level theory, advertising audiences s preference for message types can make a difference depending on the perception of social distance. To examine the attitude towards advertisement, donation attitude, and donation intention depending on social distance and message type, the experiment was in 2 levels of social distance(close vs. far) by 2 levels of message type(concrete vs. abstract) between-subjects design. First, the spatial distance affects the perception of social distance from the beneficiaries felt by advertising audiences(study 1). Advertising audiences felt social distance close to(far from) domestic(overseas) beneficiaries. Second, there is no interaction effect of social distance and message type on attitude towards advertisement. attitude towards advertisement is higher in concrete message than in abstract message, regardless of social distance(study 2). In contrast, the interaction effect of social distance and message type was confirmed as statistically significant on donation attitude and donation intention(study 3, 4). To be specific, when social distance is close, donation attitude and donation intention of the advertisement using concrete message was higher than in case of far social distance. In case social distance is far, however, donation attitude and donation intention of the advertisement using abstract message tend to be higher than those of close social distance. These findings suggest practical implications for the message strategy of donation advertisement in order to enhance donation behavior. It is suggested that appropriate persuasion message is different depending on whether the donation area is domestic or overseas.

다문화가정자녀에 대한 일반 아동의 사회적 거리감에 영향을 미치는 요인 연구

윤인성,박선영 사단법인 인문사회과학기술융합학회 2016 예술인문사회융합멀티미디어논문지 Vol.6 No.3

Social distance can indicate cognitive and behavioral attitudes toward a social group, and is useful for investigating people situated in a socially vulnerable position. When the children from multicultural family aware negative attitudes from peer Korean children, self-confidence and social competence can be disturbed. This study intended to examine influential factors on children's social distance towards children from multicultural families including multicultural contact experience, stereotype, ethnically homogeneous nationalism, thereby providing empirical evidence on social distance regarding multicultural families and their children. The results of this study are as follows. First, when the Korean children felt closeness with a multicultural child, when the ethnicity of the foreigner resided in the neighbor is White or Black, when they contact multicultural children through the media and a multicultural education, the level of social distance was higher, while the neighbor’s ethnicity is Abrab, social distance was lower. Second, there was a significant association between the higher level of Korean children’s positive cognition and emotion and the lower level of social distance. Third, hierarchial regression analyses demonstrated that positive emotion and cognition decreased the level of social distance, while both closeness with a multicultural child and taking the multicultural education increased the level of social distance. Finally, based on these results, this study suggested implications for social work practice and research to better understand and reduce children's social distance towards children from multicultural families. 사회적 거리감(social distance)은 사회집단에 대한 태도를 측정할 수 있는 개념으로서 취약층의 사회행동 연구에 유용하다. 일반 아동들이 보이는 사회적 거리감이 두드러질수록 다문화가정자녀들의 자신감과 사회적 유능성이 저해될 수 있다. 이에 본 연구는 다문화가정자녀에 대한 일반아동들의 사회적 거리감에 영향을 미치는 요인을 다문화접촉경험, 긍정적 정서와 인지로 본 고정관념, 단일민족의식을 중심으로 고찰하여 일반아동의 사회적 거리감에 관한 경험적 근거를 제시하고자 하였다. 주요결과는 첫째, 다문화접촉경험 중 높은 친밀도, 외국인 이웃의 인종(특히 백인과 흑인), 미디어와 다문화교육을 받은 경우가 높은 수준의 사회적 거리감과 관련되었다. 둘째, 다문화가정자녀에 대해 긍정적으로 느끼고 인식할수록 사회적 거리감은 낮아졌다. 셋째, 위계적 회귀분석 결과, 다문화가정자녀에 대한 긍정적 정서, 긍정적 인지가 사회적 거리감을 유의하게 낮추는 효과가 나타났고. 친밀도와 다문화교육은 사회적 거리감을 오히려 높이는 결과를 보였다. 이러한 결과에 근거하여 다문화가정자녀를 대하는 일반아동의 행동에 관한 사회복지실천을 위한 함의를 제시하였다.

도덕적 상황에서 권력이 사회적 거리 지각에 미치는 영향

정은경 계명대학교 사회과학연구소 2020 한국사회과학연구 Vol.39 No.2

Based on the social distance theory of power, the current research examined whether power increases social distance in the context of a moral situation using a direct and intuitive method to measure social distance. It was hypothesized that power increases the social distance and that abstract thinking, considered as a high-level construal thinking, would mediate the relationship between power and social distance. In both study 1 and study 2, power conditions(high power, low power) and three psychological distance(social distance, temporal distance, spatial distance) were designed to test the effect of power on social distance, and abstract processing was measured only in study 2 to examine its mediation effect. The results showed that power increases the social distance in moral situations, which supports the social distance theory of power. However, the effects of power on the other psychological distances(temporal distance and spatial distance) were not consistent, and the mediation effect of abstract thinking was not significant. The implications of these results and the directions for future research are up for discussion. 본 연구는 권력이 사회적 거리를 증가시킨다는 권력의 사회적 거리 이론(Magee & Smith, 2013)이 도덕적 상황 맥락에서도 일관되게 나타나는지를 사회적 거리에 대한 직관적 측정방법을 이용하여 검증하였다. 선행연구에 근거하여 권력이 사회적 거리를 증가시키며 이를 해석수준 이론에서 말하는 추상적 정보처리 성향이 매개할 것으로 가정하였다. 연구 1에서는 권력조건(고권력과 저권력)에 따라 3개의 심리적 거리(사회적 거리, 시간적 거리, 공간적 거리)에서 차이가 있는지를 검증하였다. 연구 2에서는 범주과제로 측정한 추상적 정보처리 성향이 권력조건(고권력과 저권력)에 따라 달라지는지, 그리고 추상적 정보처리 성향이 권력과 사회적 거리간의 관계를 매개하는지 분석하였다. 연구결과 고권력조건 참가자가 도덕적 상황에 대해 사회적 거리를 멀게 느끼는 것은 연구 1, 2 모두에서 나타났으나 그 외의 심리적 거리에 대해서는 연구 1에서만 권력조건의 효과가 유의미하였다. 연구 2에서 측정된 범주과제에서는 선행연구와 반대로 고권력 집단이 저권력 집단에 비해 더 엄격한 판단을 내리는 것으로 나타나 고권력감이 추상적 사고와 관련되어 있다는 기존 연구는 지지되지 않았으며 매개효과도 유의미하지 않았다. 연구 결과의 함의점과 제한점이 논의되었다.

강원도 내 지역감정 양상과 그 관련 요인들에 관한 연구

이태원 지역사회학회 2013 지역사회학 Vol.14 No.2

이 글의 목적은 경험-과학적 접근방법을 통하여 강원도 내 지역감정의 존재여부를 확인하기 위한 것이다. 연구의 관심은 특히 영동과 영서지역 간에 그리고 춘천, 원주, 강릉시 간의 지역감정이 존재하는가 하는 것이었다. 지역감정이 존재한다면 지역감정을 느끼는 통로, 지역감정을 느끼는 계기 그리고 지역감정의 발생 원인들도 알아보고자 하였다. 이를 위해 강원도 전체 18개 시군을 대상으로 다단계 집락표집(multistage cluster sampling) 방법으로 1,088명을 표본으로 추출하였다. 연구에 의한 중요한 발견들을 요약하면 다음과 같다. 먼저 전체 응답자 중 지역감정이 있다고 느끼는 사람이 48.4%로, 강원도에 거주하는 사람들 중 약 과반수 정도가 강원도 내 지역감정이 존재하는 것으로 느끼고 있다. 둘째, 강원도 내 지역감정은 영동지역과 영서지역 간에 존재하며, 또한 춘천, 원주, 강릉 세 거점도시 간에도 존재하는 것으로 확인되었다. 이것은 지역에 대한 친밀성 분석은 물론, 지역 간 지역감정의 정도에 대한 분석에서도 확인되었다. 셋째, 지역감정이 존재한다고 인식하게 되는 통로를 보면 지역감정은 일상생활(지역사회, 직장, 선후배 교제 등)을 통해 의식·무의식적으로 인식되고 재생산되고 전승되며, 정치인들이나 언론매체들에 의하여 확인되고 고양됨을 알 수 있었다. 넷째, 거주지역은 거주 기간에 관계없이 다른 어떤 변수들보다도 지역감정 인식에 가장 중요한 효과를 가진 변수이다. 영동지역은 영서지역이나 기타지역의 사람들보다 지역감정을 더 느끼며, 영동지역의 거점도시인 강릉은 춘천이나 원주에 비하여 더 강한 지역감정을 갖고 있는 것으로 밝혀졌다. 다섯째, 지역감정은 궁극적으로 사회경제적 토대에 그 원인이 있음을 알 수 있었다. 지역감정 인식계기는 물론이고 발생 원인에 있어서도 지역의 경제적 요인들이 지역감정과 가장 밀접한 관계를 보였다. 지역경제발전과 민감한 이해관계를 갖고 있는 사람들이 지역감정을 강하게 느끼는 것이나, 지역감정이 정치가들이나 언론매체에 의해 확대재생산된다고 느끼는 것으로 응답한 사람들이 많다는 것도 이와 맥을 같이한다. The purposes of this study are to examine the consciousness of social distance among regional residents within Kangwon Province. Especially, the interests of this research are to know wether there is the existence of the consciousness of social distance among regional residents between Young-dong and Young-suh area and among three core cities(Chuncheon, Wonju, and Gangneung city) within Kangwon Province. At the same time, if there is the consciousness of social distance among residents of the regions, we try to find the reasons causing the consciousness of social distance among regional residents, to find the channel for residents to feel the consciousness of social distance, and to find the situations for residents to feel it. The data is collected by multistage cluster sampling through Kangwon Province-wide. Sample size is 1088. The important results of the analysis are following. Firstly, 48.4% of respondents of Kangwon Province residents feel the social distance. And feeling of social distance is stronger between Young-dong and Young-suh residents and among the residents of Chuncheon, Wonju, and Gangneung cities than residents among other areas. Resident area of respondents is, therefore, the most important factor of causing the consciousness of social distance. Secondly, residents of Young-dong area and Gangneung city feel the social distance more stronger than the residents in the counterpart areas. Thirdly, the causes of occurrence of consciousness of social distance are originated from the gap of economic development levels among the areas. And this consciousness is escalated by political propagandas of the regional leaders and the local mass media. Finally, the existence of consciousness of social distance is repeatedly confirmed in everyday life of residents directly and indirectly, is descended to the next generations, and is over-reproduced by family life, relationship with peer group and fellow workers in workplace.

사회적 배제, 자기해석, 사회적 거리가 기부 행동에 미치는 영향

조영혜,양윤 한국소비자·광고심리학회 2021 한국심리학회지 소비자·광고 Vol.22 No.2

The research verified how prosocial behaviors vary as social exclusion, social distance , and self-construal level using three-way ANOVA. As a result of the experiment, a main effect of social exclusion was significant. Donations were significantly higher for a case of those who experienced social exclusion than for those not. As a result of additional analysis on three-way interaction for hypothesis testing, there was significant difference in donations according to self-construal in case of experiencing social exclusion from someone with a short social distance. In other words, if one experiences social exclusion from someone with a short social distance, it was confirmed that those who conducted interdependent self-construal had higher average donations than those who conducted independent self-construal. Finally, all two-way interaction effects were significant. In particular, the noteworthy findings from verification showed that donations were significantly higher for persons who experienced social exclusion from someone with a shot social distance than from someone with a long social distance, persons of interdependent self-construal who experienced social exclusion than those not, and persons of interdependent self-construal than those of independent self-construal when there existed social exclusion. This research expanded the understanding of social exclusion which has been relatively less investigated in a consumer field by considering both self-construal level and social distance. 본 연구는 사회적 배제(유/무), 사회적 거리(가까움/멈), 자기해석(독립/상호의존)에 따라 친사회적 행동인 기부행동이 어떻게 달라지는가에 대해 삼원분산분석을 통해 검증하였다. 실험결과, 사회적 배제를 겪은 경우가 겪지 않은 경우보다 유의하게 기부금액이 높았다. 사회적 거리가 가까운 사람에게서 사회적 배제를 경험한 경우 자기해석에 따른 기부금액의 차이가 유의하였다. 즉, 사회적 거리가 가까운 사람에게서 사회적 배제를 경험한 경우 상호의존적 자기해석자가 독립적 자기해석자보다 평균 기부금액이 많은 것으로 확인되었다. 아울러 사회적 거리가 먼 상대보다 가까운 상대에게서 사회적 배제를 경험한 경우 그리고 상호의존적 자기해석자가 사회적 배제를 경험하지 않은 것보다 경험한 경우에 기부금액이 유의하게 많았다는 점이 확인되었다. 본 연구를 통해 사회적 배제에 따른 친사회적 행동을 이해하기 위해서는 자기해석과 사회적 거리를 함께 고려하는 것이 타당하다는 것을 확인하였다.

소셜네트워크(SNS)에서 제품 추천의 사회적 거리에 따른 설득력과 제품평가 분석

최자영,김용범 한국소비자·광고심리학회 2012 한국심리학회지 소비자·광고 Vol.13 No.4

Consumers share their opinions about products and sometimes show positive reactions to messages about products and brands by clicking “retweet” on Twitter or “like” and “share” on Facebook. In SNS, receivers feel a social distance because they are able to search for the senders' profile. Therefore, this study investigated the effects of social distance in SNS messages on message responses and the moderating role of regulatory focus and the need for uniqueness of products. In other words, this study was performed to examine how regulatory focus and the need for uniqueness of products affect persuasion and evaluation toward products presented with SNS messages showing either proximal or distal social distance. The results show that prevention focus oriented consumers think that the message is more persuasive and have a more favorable evaluation than promotion focus oriented consumers when the social distance of the message is proximal. On the contrary, promotion focus oriented consumers think that the message is more persuasive and have a more favorable evaluation than prevention focus consumers when the social distance of the message is distal. Furthermore, in case of distal social distance, there are no significant differences in the persuasion, product evaluation or purchase intention between the level of the need for uniqueness of products. However, in case of proximal social distance, consumers think that the recommendation of the lower level of the need for uniqueness of products is more persuasive and has a more favorable evaluation and higher purchase intention than the recommendation of the higher level of the need for uniqueness of products. Based on the findings, the theoretical and managerial implication has been discussed. SNS(Social Network Service)를 통해 소비자들은 제품에 대한 자신들의 의견을 게시하고 때로는 기업에서 제공하는 제품이나 이벤트에 관한 메시지에 대해 긍정적인 반응(트위터의 ‘리트윗’, 페이스북의 ‘좋아요’, ‘공유하기’)을 보이면서 구전을 확산시키고 있다. 이런 SNS에서 정보 수신자는 자연스럽게 정보 제공자의 프로필을 파악할 수 있기 때문에 정보 제공자에 대한 유사성이나 친밀함의 정도 즉, 사회적 거리를 느낄 수 있다. 이에 따라 본 연구에서는 SNS메시지에서의 사회적 거리에 따라 메시지에 대한 소비자의 반응이 어떻게 달라지며, 메시지 반응에 영향을 미칠 수 있는 조절변수로 조절초점과 제품의 독특성 수준을 고려하여 그 차이를 분석하고자 하였다. 이러한 목적을 가지고 두 개의 실험을 진행하였으며 그 결과는 다음과 같다. 첫째, 사회적 거리가 가까운 조건에서는 향상초점 참가자보다 예방초점 참가자가 SNS메시지를 더 설득력 있게 지각하였으며, 추천된 제품에 대해 더 호의적인 평가를 한 반면, 사회적 거리가 먼 조건에서는 예방초점 참가자보다 향상초점 참가자가 메시지를 더 설득력 있게 지각하였으며, 더 호의적으로 제품을 평가하였다. 둘째, SNS메시지의 사회적 거리가 먼 경우에는 추천되는 제품의 독특성 수준에 따라 메시지 설득력이나 제품 태도, 구매의도가 달라지지 않은 반면, 사회적 거리가 가까운 경우에는 독특성 욕구가 높은 제품을 추천한 메시지보다 독특성 욕구가 낮은 제품을 추천한 메시지를 더 설득력 있게 지각하였고, 더 호의적인 제품 태도와 높은 구매의도를 보였다. 본 연구에서는 이러한 결과를 바탕으로 이론적 및 실무적인 시사점과 향후의 연구 방향에 대하여 제언하였다.

정신질환에 대한 일반인의 사회적 거리감에 영향을 미치는 요인

문상준,이진석,박수경,이선영,김윤,김용익,신영수,Moon, Sang-Jun,Lee, Jin-Seok,Park, Sue-Kyung,Lee, Sun-Young,Kim, Yoon,Kim, Yong-Ik,Shin, Young-Soo 대한예방의학회 2008 예방의학회지 Vol.41 No.6

Objective: The purpose of this study was to investigate impact of knowledge familiarity, and prejudice about mental illness as well as demographic factors on the social distance from mentally ill people, which is a proxy measure of discrimination. Method: To assess the impact of knowledge and familiarity, prejudice about mental illness and demographic factors on the social distance from mental illness, we conducted a telephone survey in South Korea with the responders being nationally representative people who were 18 years old or over (n=1040). Independent samples T-tests, one way ANOVA and linear regression analysis were performed to analyze the results of the survey. Result: The social distance from mental illness decreased as the knowledge and familiarity increased, but the social distance was increased as prejudice was increased. Prejudice had a greater impact on social distance than familiarity and knowledge. Females showed greater social distance than did males. A higher education level had a negative effect on social distance. Conclusion: to reduce the social distance from mentally ill people, efforts to increase the familiarity about mental illness as well as efforts to educate people about mental illness are important.