소셜미디어 캠페인 효과의 기제: 추정된 미디어 영향과 지각된 사회규범의 통합 모형 적용

백혜진(Hye-Jin Paek),고하은(Haeun Go) 한국광고홍보학회 2024 광고연구 Vol.- No.140

Implicit Health Information in Cigarette Advertisements for Youth- and Adult-Oriented Brands between the Pre-and Post-Master Settlement Agreement Eras

Hye-Jin Paek,Hye Jin Yoon,Mina Lee,HoYoung(Anthony) Ahn,Leonard N. Reid,백혜진,윤혜진,이미나,안호영,Leonard N. Reid 한국헬스커뮤니케이션학회 2013 헬스커뮤니케이션연구 Vol.9 No.-

본 연구는 청년과 성인 지향 담배 브랜드의 잡지 광고에 있어서 5 가지 종류의 내재적(implicit) 건강 정보의 변화에 대해 미국 담배 주요 협약(Master Settlement Agreement: MSA) 전과 후의 시대로 나누어서 살펴보았다. 1004 개 담배 광고의 내용분석을 통해 담배 광고에 있어서 내재적 건강 정보는 종종 사용되어 왔으며, MSA 전과 후에 관계 없이 그 정보의 양에 큰 변화가 없음이 밝혀졌다. 전반적으로 담배광고에 있어서 인상적(impressionistic) 건강 관련 단서가 사실적 건강 관련 주장보다 더 많이 사용되었다. 또한 청년 지향 브랜드의 광고에서는 성인 지향 브랜드 광고에 비해 자연 경관과 신체 활동이 더 많이 묘사되었고 라이트(light) 종류의 담배가 더 많이 광고되었다. 본 연구의 결과를 토대로 청년(특히 미성년자)을 주 타겟으로 하는 담배 광고에 있어서 내재적 건강 정보와 관련된 정책적 함의가 제시되었다. This study examined five types of implicit health information in magazine advertisements for youth- and adult-oriented cigarette brands across pre-and post-Master Settlement Agreement eras. Analysis of 1,004 advertisements revealed implicit health information was prevalent in the cigarette advertisements, and the level of such information did not change much between the two MSA eras. Impressionistic verbal health cues appeared more frequently than factual health claims, and youth-oriented brand ads portrayed nature scenes and physical activity more prominently and promoted light cigarettes more frequently than ads for adult-oriented brands. Policy implications focus on implicit information in cigarette advertisements that reach young people.

헬스-PR 헬스커뮤니케이션학의 발전에 있어 PR학의 역할 재정립을 위한 고찰

백혜진 ( Hye Jin Paek ),신경아 ( Kyung Ah Shin ) 한국PR학회 2014 PR연구 Vol.18 No.1

The purpose of this study is to redefine and highlight the role of public relations in the theoretical and strategic development of the health communication field in Korea, which is currently evolving and flourishing. First, we provide an overview of the health communication field`s development and its major theories. Next, we compare and contrast health communication studies published in PR-related journals with those published in a top communication journal, Korean Journal of Journalism & Communication Studies. This examination shows that PR-related journals published health communication studies slightly more frequently than the communication journal. Within the communication-model`s SMCRE (sender-message-channel- receiver- effect) components, most health communication studies focused on the receiver (audience) component and on individual/intrapersonal-level communication. Efforts to integrate relevant theories or to undertake a multi-level approach were lacking. For further theoretical development of the health communication field, we propose a theoretically integrative model, by introducing the work of Slater (1999). Slater`s integrative model combines multi-level and interdisciplinary theoretical concepts, such as Stage of Change, social norms and social support, interpersonal communication, media effects, Social Cognitive Theory, and Theory of Reasoned Action. Finally, we argue that PR concepts. such as the PR4 model, relationship manage-ment, audience segmentation, two-way communication, and situational theory. can play a critical role in theoretical integration and strategic refinement of the health communication field.

금연 캠페인 메시지에 대한 공포 반응과 지각된 효과성이 흡연자의 금연의도에 미치는 영향 -변화단계 모형의 적용

백혜진 ( Hye Jin Paek ) 한국PR학회 2016 PR연구 Vol.20 No.2

This study examines the roles that fear response and perceived effectiveness play in predicting smokers’ quitting intention. The stage of change model was applied to demonstrate how responses to antismoking campaign messages vary among smokers at different stages of action. An online survey was conducted with 811 smokers nationwide. Results were as follows: (1) fear response and perceived effectiveness were significant predictors of quitting intention; (2) perceived effectiveness had a larger predictive role than fear response, and it mediated the relationship between fear and quitting intention; (3) responses to antismoking campaign messages varied according to stage of change - specifically, smokers in the pre-contemplation stage reported a lower level of fear, perceived effectiveness, and quitting intention than smokers at other stages. A series of hierarchical multiple regression analyses indicated that fear, but not perceived effectiveness, was a significant predictor of quitting intention among smokers in the pre-contemplation stage, whereas the opposite was the case for those in the action stage. Results suggest that perceived effectiveness has equal or perhaps even more importance than fear response in predicting the effectiveness of threat appeal messages. An additional implication is that messages should be tailored according to target audiences’ different stages of action.

An Individual Difference Approach to Understanding Campaign Message Effects: Self-Monitoring, Perceived Message Effectiveness, and Presumed Media Influence

백혜진(Hye Jin Paek) 한국헬스커뮤니케이션학회 2010 헬스커뮤니케이션연구 Vol.2 No.1

본 연구는 자기감시 (self-monitoring) 성향이 커뮤니케이션 캠페인 메시지 효과에 미치는 영향을 검증하였다. 자선 캠페인 메시지를 평가하는 설문 조사 분석 결과, 자기감시 성향이 높은 사람은, 자기감시 성향이 낮은 사람에 비해, 자선 캠페인 메시지를 더욱 긍정적으로 평가하는 것으로 나타났다. 또한, 자기감시 성향이 높은 사람의 경우, 인지된 메시지 효과와 추정된 미디어 영향이 참가자 자신의 자선 행동 의도와 유의미하게 관련이 있는 것으로 나타났다. 본 연구의 결과는 더욱 효과적 캠페인메시지를 고안하고 그 효과를 예측하는데 개인성향을 고려해야 함을 강조한다. This study examines the self-monitoring tendency's role in communication campaign message effects. Analysis of survey data in a charity campaign context indicates that high self-monitors evaluate the charity campaign message more favorably than low self-monitors. In addition, perceived message effectiveness and presumed media influence are significantly associated with charitable behavior intention only among high self- monitors. The findings highlight the importance of understanding individual differences for designing campaign messages and predicting their effects more effectively.

지진 뉴스에 대한 제3자 효과

백혜진(Paek, Hye-Jin),이혜규(Lee, Hyegyu) 한국광고홍보학회 2019 한국광고홍보학보 Vol.21 No.2

제3자 효과는 대표적인 미디어 효과 이론으로 다양한 맥락에서 많은 실증 연구가 진행되었지만, 이론적으로 정제되지 못했다는 지적을 받아 왔다. 본 연구는 제3자 효과의 이론적 논의 가운데 논란이 되고 있는 세 가지 측면을 지진 위험 보도 맥락에서 다루었다. 1) 제3자 지각의 ‘제3자’ 유형에 따른 사회적 거리 대 타깃 결과 가설을 검증하였다. 2) 제3자 지각이라는 지각적 편향을 줄이는 요인으로서 언론 신뢰도와 위험 인식의 역할을 규명하였다. 3) 행동적 요소로서 지진 대비 행동 의도와 제3자 지각과의 관계를 규명하되, 예측 요인을 포괄적으로 검토하였다. 2017년 11월 포항 지진 직후 지진 지역 거주자와 비거주자를 대상으로 실시한 온라인 설문 자료를 분석한 결과는 다음과 같다. 1) 지진 위험 뉴스가 자신보다 타자에게 더 영향이 크다는 제3자 지각은 견고하게 나타났지만, 사회적 거리 결과보다 타깃 결과 가설이 더 지지되는 것으로 나타났다. 2) 언론 신뢰도와 위험 인식이 높아질수록 제3자 지각은 작게 나타났다. 3) 지진 위험 대비 의도는 제3자 지각(특히 지진 피해 지역 주민이 타자인 경우)과는 부정적 관계를, 언론 신뢰도 및 위험 인식과는 긍정적인 관계를 나타냈다. 본 연구 결과는 제3자 효과의 이론적 논의를 더욱 풍부하게 하며, 위험 이슈로서 새롭게 부상한 지진 위험에 대한 공중의 인식과 반응을 파악하는 데 기여할 수 있다. The third-person effect is one of the representative media effects theories producing a considerable amount of empirical studies. But it has been criticized due to lack of its theoretical refinement. In the context of earthquake risk news coverage, this study shed light on the following three aspects that still remain unanswered: It (1) tested social distance corollary versus target corollary, the competing hypotheses related to the type of “3rd person”; (2) investigated roles of media credibility and risk perceptions in reducing the third-person perception (TPP); and (3) examined comprehensively the relationships between TPP and intention to prepare for earthquake risks as a behavioral component. This study analyzed online survey data collected among residents and non-residents of the earthquake-striken areas right after Pohang earthquake on November, 2017. The results are the following: (1) The perception that earthquake risk news are more influenced by others than by self (TPP) was robust, but target corollary appears more supported than social distance corollary; (2) The higher media credibility and risk perceptions are, the lower TPP was; and (3) intention to prepare for earthquake risks was negatively related to TPP and positively related to media credibility and risk perceptions. The findings contribute to enriching theoretical discussions on TPE and understanding the public’s perceptions and responses regarding the newly emerging risk topic of earthquake.

뉴스프레임 유형과 정부 신뢰도가 금연정책 지지도와 금연의도에 미치는 영향 미디어 옹호 접근

백혜진 ( Hye Jin Paek ),차수연 ( Su Yeon Cha ),남유진 ( Eu Jin Nam ),김도훈 ( Do Hun Kim ) 한국PR학회 2015 PR연구 Vol.19 No.1

This study takes a media advocacy perspective to understand what types of news frames more effective on tobacco high-tax policy and quitting intention. In addition, it examines the main and moderating effects of trust in government on the public’s support for the policy and quitting intention. Data were collected online among 434 adult smokers nationwide with three news frame conditions (human interest, economy consequences, health consequences). Results indicate that the study participants who read news about the cigarette price increase with an economy frame had a significantly lower level of support for the policy. In addition, trust in government also had a significantly positive main effect on public support in that those who have a higher level of trust in government tended to support the policy more. Some moderating effects of trust in government were found on both policy support and quitting intention if the policy were enacted.

절대적 대 상대적 위험 제시 형식, 정보원 신뢰도, 수리 문해력이 공중의 위험 인식과 행동 의도에 미치는 영향

백혜진 ( Hye-jin Paek ),양지혜 ( Ji Hye Yang ) 한국PR학회 2017 PR연구 Vol.21 No.3

Communicators may present risks as either absolute or relative. The choice of these risk presentation formats, according to Gerd Gigerenzer, determines people`s risk perception and reactions. This study examined the effect of risk presentation format (absolute vs. relative numeric value) on the public`s risk perceptions (personal- and societal-level) and on their behavioral intentions (preventive action, willingness to comply to the government` recommendations). It also tested the main and interaction effects of source credibility and numeracy on the dependent variables, along with the risk presentation format. An experiment was conducted with a 2 risk presentation format x 2 source credibility (high vs. low) x 2 numeracy (high vs. low) between-subjects design among 275 college students from two universities. The tests of three-way Analysis of Variance showed the following results: (1) Societal-level risk perception was higher in (a) relative risk presentation format condition, (b) relative risk presentation format x low credibility condition, (c) relative risk presentation format x low numeracy condition; (2) Willingness to comply to the government` recommendations was higher in (a) high credibility condition, (b) absolute risk presentation format x high credibility condition, (c) high numeracy condition. The findings are discussed in relation to previous research. This study advances theoretical arguments in the risk communication field and offers practical implications for effective risk communication strategies and media and risk literacy training.

설득 윤리 스키마와 공중 유형이 금연 메시지의 설득 효과에 미치는 영향 : 조절된 조절 모형의 검증

백혜진 ( Hye-jin Paek ),토마스호비 ( Thomas Hove ) 한국PR학회 2018 PR연구 Vol.22 No.1

This study uses a moderated moderation model to examine how the persuasion ethics schema (PES) influences the persuasive effects of antismoking messages. Specifically, it examines how PES level, in conjunction with audience type (smoker vs. non-smoker), influences the persuasive effects of two antismoking message appeals (self-harm vs. other-harm). Message appeal was manipulated in an online experiment with 777 smoking and nonsmoking adult participants. Results of the moderated moderation model using the PROCESS macro for SPSS were as follows. (1) When PES is high, attitudes toward the antismoking ad (Aad) are less favorable. (2) Compared to nonsmokers, smokers had a lower level of Aad and behavioral intention (BI). (3) Among nonsmokers with average or above average PES, other-harm message had a more positive effect on Aad than did self-harm message. (4) Among smokers with above average PES, other-harm message had a more negative effect on BI than did self-harm message. Theoretical, methodological, and practical contributions are discussed.

Content Analysis and Audience Evaluation of Antismoking Advertisements in the US Youth Magazines

Paek, Hye-Jin(백혜진) 한국헬스커뮤니케이션학회 2015 헬스커뮤니케이션연구 Vol.12 No.-

이 논문은 내용분석과 수용자 평가 연구 방법을 결합하여 (1) 담배광고가 많이 노출된, 젊은 층을 타깃으로 하는 미국 잡지에 금연광고는 얼마나 게재되어 있는지 (2) 이 금연광고를 대학 생들은 어떻게 평가하는지 살펴보고자 하였다. 10-20대 구독자가 많은 롤링 스톤즈, 스핀, 바 이브 등 10개의 미국 잡지 브랜드 875편을 검토한 결과 금연광고는 불과 55개에 불과했다. 이 광고들은 대표적인 비영리 금연단체인 미국유산재단(American Legacy Foundation)의 트루스 캠페인 광고와 두 담배회사 필립 모리스와 로릴라드가 후원한 것들이었으며, 각각 다른 광고소구와 주제를 담고 있었다. 미국의 대학생 83명을 상대로 13편의 광고 효과를 평가한 결 과 트루스 광고가 담배회사의 금연 광고에 비해 높은 점수를 얻었고, 그 중에서도 유머소구 광 고가 가장 높은 점수를 얻었다. 두 담배회사가 후원한 금연광고의 효과는 상대적으로 낮게 평 가되었는데 이는 선행연구 결과와 일치한다. 담배광고가 젊은 층을 새로운 소비자로 끌어들이 기 위해 젊은 층 잡지에 광고를 집중적으로 게재해 영향력을 발휘해왔다는 연구결과가 있는데, 본 연구 결과는 금연광고가 이러한 담배광고의 영향력에 대응하는데 노출 빈도부터 충분하지 못함을 보여준다. 또한, 젊은 층은 유머소구 광고에 더 호의적인 반응을 보이는 것으로 보아 타깃 수용자별 차별화된 메시지 전략과 메시지의 사전 조사가 필요한 것으로 보인다. Through both content analysis and an audience evaluation of antismoking advertisements, this paper examines: (1) what kinds of antismoking advertisements are currently available in US youth magazines where cigarette advertisements are heavily placed; and (2) how young audiences evaluate the different types of advertisements. It finds that antismoking advertisements in youth magazines are virtually unnoticeable. Even among the small number of antismoking advertisements, campaigns sponsored by the American Legacy Foundation and two tobacco companies seemed to employ different themes and to have different level of advertising effectiveness. In particular, low rating by audiences toward Phillip Morris and Lorillard campaigns in terms of memorability, attention getting, likeability, and persuasiveness question whether their intention is to prevent smoking or to perform empty gestures of corporate responsibility. This multi-method study suggests that antismoking ads are not effectively executed in response to the tobacco industry's youth-targeting advertising strategy. To achieve intended results, campaigners should practice more exposure, more sophisticated media planning and creativity techniques, along with more rigorous pre-testing.