Global Tweets of Social Distancing in the Time of COVID-19: The Current Social Studies Reviews

( Abdullah Sumrahadi ),( Andika Priyandana ) 한국EU학회 2021 Asia-Pacific Journal of EU Studies Vol.19 No.1

An adjustment to social norms is needed to curb the spread of the COVID-19 pandemic. In the context of this study, the adjustment is social distancing. However, conducting a massive global public health campaign related to social distancing is not easy. Moreover, to craft messages yet simple to understand to various groups of audiences may put a heavier burden to disseminate the message of social distancing. Our initial research found that the world community has overcome the problem of crafting simple messages and the dissemination of social distancing campaigns on a global scale through the mediation of Twitter. This study aims to know how far the dissemination of social distancing campaigns and who were Twitter influencers involved in disseminating information about social distancing globally between March 2020 and May 2020. We used keywords social distancing and #socialdistancing with the aid of a social media monitoring tool. In total, we captured 6,343,816 total tweets from more than 40 countries along with the involvement of social media influencers from various backgrounds.

코로나19 2차 유행기 “사회적 거리두기” 보도 분석 : 딥러닝을 중심으로 한 언론사 선정 주요 뉴스 분석을 중심으로

이규호(Gyuho Lee),이준환(Joonhwan Lee) 한국언론학회 2021 한국언론학보 Vol.65 No.6

This study analyzed news articles on “social distancing” during the second wave of the COVID-19 pandemic in order to explain how the media sets the agenda on the pandemic crisis and the government’s response, focusing on the news articles featured in the news portals. This study first analyzed confirmed cases of COVID-19 infection and government announcements during the second wave of COVID-19 spread and divided the period into five phases. Then, news articles of 12 media companies were collected from online news portals and pre-processed into a 14,011 news corpus. The analysis methods were frequency analysis, keyword co-occurrence network, and Top2Vec modeling that uses deep learning embedding for time-series visualization. As a result, the articles related to “Social Distancing” showed a higher featured news ratio than “COVID-19.” The newspapers had a higher ratio of featured news preference than television. For featured news, the proportion of national, politics, economy sections and phase 1, 2 were higher than other sections and phases. However, the proportion of non-featured news showed more diverse section and increase in fifth phase as social distancing was mitigated to level 1. Regarding keyword network, featured and non-featured news shared many keywords related to the confirmed cases and social distancing policies. Still, keywords in non-featured news showed more diverse topic keywords. We found the keywords related to the confirmed cases and social distancing in whole phases. In terms of unique keywords, each phase reflected conflicts in social distancing and concerns about re-proliferation of COVID-19. For the news sections, information about confirmed cases and social distancing were found in whole sections. However, except for the national section, all sections showed unique keywords linked to conflicts and criticism about social distancing. The embedding topic model indicated an imbalance in the featured and non-featured news among some topics. For featured news topics, conflicts about social distancing and government announcements were found as major issues. For non-featured news, confirmed cases in the local community and various problems related to social distancing comprised major issues. In featured news topics, the social and political sections were influential in the first and second phases, and non-featured news provided more diverse sections and phases. For visualization, topics linked to conflict were concentrated in the first and second phases, and effects of policy changes were mostly found in the fourth and fifth phases. Topics that had lower correlation with social distancing showed irregular patterns. The results suggest that the news companies showed contradictory tendencies in their coverage of social distancing in the second wave of COVID-19, in the portal news environment and “featured news.”

Exploring Media Depiction of “Social Distancing” during COVID-19 using Topic Modeling and Word Correlation

여은호,박경우,Daniel Lee 사단법인 미래융합기술연구학회 2021 아시아태평양융합연구교류논문지 Vol.7 No.8

This study examined how English-language newspapers in South Korea depicted “social distancing” during the COVID-19 pandemic, using text mining techniques such as word-correlation analysis and topic modeling. The data consisted of 2,463 news articles published from January 20, 2020 to January 13, 2021 in the two major English-language newspapers in South Korea - The Korean Times and The Korea Herald. For analysis, the researchers extracted sentences that contained “social distancing” to make a corpus. The corpus contained 4,566 sentences. For topic modeling analysis, this study used Latent Dirichlet Allocation (LAD) which views each document as a mixture of topics, then considers each topic a mixture of words. The word-correlation was calculated at the sentence-level, not at the article-level. In other words, the correlation values between “social distancing” and other words were calculated based on how frequently “social distancing” and the words co-occurred in the same sentences. In the analysis, the data was grouped according to five time-periods that were proposed by the Korea Disease Control and Prevention Agency (KDCA) based on the major changes in COVID-19 situations. Results indicated that media coverage related to “social distancing” focused on two distinctive topics: “spread and prevention” and “social impact.” Also, the word-correlation analysis showed that “social distancing” was more associated with “spread and prevention” than with “social-impact” of the pandemic. The findings of the study suggest a couple of implications: (1) The paradoxical social meaning of “social distancing” is apparent in the media depictions of COVID-19 (2) The media depiction of “social distancing” needs to provide more in-depth interpretations of “social distancing” concerning its impact on society.

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.

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.

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.

코로나19 팬데믹의 장기화 속에서 사회적 거리두기의 효율성 재고를 위한 인식 전환 연구

김성일 ( Sungil Kim ) 사단법인 아시아문화학술원 2020 인문사회 21 Vol.11 No.6

코로나19 팬데믹은 전례 없는 감염과 사망자를 속출하며 우리의 생존을 위협하고 있다. 이에 대한 다양한 진단이 이뤄졌지만, 사회적 거리두기를 분석 대상의 중심에 놓고 깊이 있는 논의를 전개한 연구는 보기 힘들다. 이는 방역을 넘어 사회적 차원에서 사회적 거리두기의 규명이 필요함을 의미한다. 이에 본 연구는 코로나19 팬데믹의 장기화 속에서 사회적 거리두기의 실효성 재고를 위해 어떤 인식전환이 요구되는지를 다음과 같이 살펴보았다. 첫째, 사회적 거리두기는 사회에 담을 쌓아서 사회적 관계 자체를 단절하는 것이 아니다. 둘째, 사회적 거리두기를 개인의 몫으로 돌려서는 안 된다. 셋째, 사회적 거리두기로 나타난 언택트 상황을 섣불리 일반화해서는 안 된다. 넷째, 사회적 거리두기는 삶의 반경이 최소화된 현 상황에서 생활의 지속과 연동되어 전개돼야 한다. 이를 통해 본 연구는 사회적 거리두기를 한류의 새로운 브랜드로 부상한 K-방역의 핵심 질료로 새롭게 자리매김하고자 한다. The COVID-19 pandemic is threatening our lives with unprecedented infections and deaths. Various diagnoses have been made on this, yet it is hard to find a critical study that examines ‘social distancing’ as the center of the analysis and develops in-depth discussions. It means that there is a necessary to investigate social distancing at the social level beyond the scope of quarantine. This study examines what kind of perception change is required for the effectiveness of social distancing in the prolonged COVID-19 pandemic. First, social distancing do not cut off social relations itself by building walls in society. Second, social distancing should not be attributed to each individual. Third, we need to be cautious in prematurely generalizing the ‘untact’ situation that has emerged as a social distancing. Fourth, social distancing should be practiced in conjunction with the continuation of life in the current situation where the radius of life has been minimized. Through this, this study argues for establishing social distancing as a key material of K-quarantine that has emerged as a new brand of Korean Wave.

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.

팬데믹과 극장 지원 정책에 관한 메카니즘 설계

우석훈 ( Woo Suk-hoon ) 한국연극교육학회 2021 연극교육연구 Vol.38 No.-

The outbreak of Corona Virus Disease (COVID) 19 gives us a serious disaster globally. The optimism of the early days of the pandemic disappeared, and it is uncertain that it will be completely finished this year in Korea, even though vaccination has already begun. Pandemic, compared to the other disasters like typhoon or earthquake, has some special characteristics : high uncertainty of prediction and very long period of damage. Main damages of other disasters are concentrated in the early stage. In Korea, the social distancing is still maintained in control level 2. In France, third lockdown has just begun due to increasing corona cases, even though vaccination is going on. The policy to the corona pandemic, which has extremely high uncertainty not only about the scale but also the duration, as a disaster, can be divided into two parts: ths virus control to overcome the pandemic and the economic policy to reduce economic losses. There is still a lot of controversy to the effectiveness of Korean Government’s virus control. Any way, Korea is better than Japan in COVID 19 control. However, the economic expenditure of Korean government is only 22% compared to the Japan. The Korean government pandemic expenditure is not enough to absorb the damages caused by COVID 19. We do not have enough experiences about the pandemic policies. Moreover, the measurement of the economic impact can not be made in real time, and is inevitably incomplete due to many indirect effects such as global value chain and inter-industrial effects. Culture and arts are the fields that are directly affected by the physical impact of social distancing during the pandemic session, but their role in economic system is often under-estimated. It seems that many damaged sector by pandemic feel that the government supports are insufficient. There is not exact scheme or method to evaluate the economic damage in times of pandemic and the lack of experiences make solutions much difficult. However, it seems even more difficult in the field of culture. The government's subsidy through the supplementary government budget has already been executed four times in 2020, and the first supplementary budget plan in 2021 was passed by National Assembly in March. If the number of cases per day, which is currently about 500, augments more, the virus control authorities may raise the control level. Naturally, the level of social distancing will be higher than now, and the 6th supplementary government expenditure plan may be prepared. In that case, will the support policy for the culture sector be increased more to cope with the pandemic damage? In reality, it culture sector is not main field during pandemic period, even though social distancing touched severely theaters which is the core of culture economy. Support for the cultural sector by economic authorities was too passive and limited. In Korea, five pandemic supplementary budget plans have been made at the central government level so far, event though the total amount is largely inferior compared to that of the other OECD countries. Among them, support for culture was mainly focused on employment and freelance support, mainly actors, writers and staffs. In addition, there was subsidy for theater ticking and management support in the culture field, but it is insufficient compared to the size of the pandemic economic damage. We need to take more attention to develop the policy support scheme for the theaters, which is under-estimated in economic policy. Is it impossible to design a direct support mechanism for theaters that suffered significant economic losses due to social distancing? Estimated by 2020 ticket sales score, the amount of damage of theaters in the field of performing arts such as theater or dance is 258.9 billion won. If we do the same type of work for the movie market, the damage from movie theater sales in 2021 is about 1.4 trillion won. Based on this economic damage of theaters, we can design a theater support mechanism caused by the social distancing of pandemic. In the control level 2 of the pandemic, the social distancing of theater is to sit space by space. In this case, only 50% of the total audience can enter in the full level. In the case of performing arts such as theater, in general, 70% of audience is usually considered as the break-even point. The gap between the full seat level in social distancing 50% and the break-even point 70% is 20%. Subsidy to this gap is the simplest mechanism to help theaters during the pandemic social distancing. In control level 2.5, the seat distance is doubled. Only 30-40% of audiences can enter depending on the seats placement of each theater. We can design the theater support policy in a similar way. In control level 3, theaters will be closed. In this case, support mechanism could be designed based on production cost, such as labor and fixed costs, rather than ticket sales. In the same way, you can also design theater support for movie market, which becomes much more complicated than the theater performed in only one theater. In the case of independent films and artistic films, the support rate can be augmented in favor of artistic efforts. If one movie occupies too many theaters, the support rate may be lowered. Compared to the other OECD countries, Korea used relatively low govermental budget for pandemic economic support. We could say that there is still a room for the additional financial expenditure. And there is not meaningful policy in the cultural sector, especially in the theater support, because social consensus and discussions are not sufficient in this field. If we think the special characteristics of culture sector in national economy, more discussion will be needed to the theater support.