News Exposure through Behavioral and Self-Report Measures

JungAe Yang(양정애) 사이버커뮤니케이션학회 2009 사이버 커뮤니케이션 학보 Vol.26 No.2

실험방법을 이용한 본 연구는 교육수준이 다른 피험자들이 온라인신문과 인쇄신문을 어떻게 다르게 이용하는지를 행위관찰이라는 객관적 방법을 이용해 살펴보았다. 아울러 행위관찰을 통한 뉴스노출과의 비교를 목적으로 자가응답 방식의 뉴스노출 또한 측정하였다. 총 123명의 피험자들이 참여한 실험연구의 결과를 요약하면 다음과 같다. 첫째, 교육수준에 관계없이 인쇄신문 집단이 온라인신문 집단에 비해 공공사안 뉴스에 대한 노출시간이 더 길었다. 둘째, 피험자들의 뉴스노출 자가응답 결과를 보면 행위관찰결과에 비해 공공사안 뉴스에 대한 노출을 낮게 파악하고 동시에 오락적 뉴스에 대한 노출을 높게 파악하는 것으로 나타났다. 이러한 경향은 특히 온라인신문 집단에 배치된 교육수준이 낮은 피험자들 사이에서 두드러졌다. 본 연구의 결과들이 가진 함의로는 첫째, 미디어 이용자들, 특히 교육수준이 낮은 사람들은 온라인신문에 비해 인쇄 신문을 이용할 때 본인들이 의식하는 것보다 공공사안 기사를 더 많이 읽는다는 것이다. 둘째는 방법론적 함의로서, 미디어이용 연구에 일반적으로 널리 이용되어 온 자가응답을 통한 뉴스노출 측정방법이 측정의 신뢰도 면에서 그다지 신뢰할 만한 방법이 아니라는 것이다. The primary purpose of this study is to investigate how people with different levels of education choose news stories to read from two different news media (newspaper vs. online news), using data from controlled experimental procedures. Behavioral measures were used to examine news exposure in a relatively unobtrusive way and self-reported news exposure was also measured for comparisons. One hundred twenty three volunteers participated in the experiment. The findings were as follows. First, newspaper readers spent more time with public affairs news than online news users, regardless of their education levels. Second, comparisons of the two news exposure measures reveal considerable differences. Specifically, participants under-reported public affairs news exposure and over-reported entertainment news exposure. This tendency was particularly prominent in the newspaper group, among participants with lower education levels. Thus, it can be inferred that newspaper readers, particularly less educated ones, might be exposed to public affairs news more than they are aware of, compared to online news users. All these findings seem to support the conclusion that traditional print media are more effective than new media in facilitating the process of learning public affairs. In addition, the findings of this study reveal that self-report measures are not reliable, despite being used widely in empirical research.

피설득자의 기분이 설득에 미치는 간접적 영향

양정애(JungAe Yang) 한국언론학회 2010 한국언론학보 Vol.54 No.1

This study investigated the mechanisms of indirect effects of mood on persuasion processes by testing two competing hypotheses, or cognitive versus motivational hypotheses. In order to exclude potential confounding effects from other motivational factors except mood, a neutral and unfamiliar topic to participants was selected for the persuasive messages. As previous empirical research typically did, the current study tested the mediation processes by examining interaction effect between mood condition and argument strength on attitude and thought favorability. Data from 188 undergraduate students were analyzed to test predictions. As expected, there were no direct effects of mood states on attitude and thought favorability. This implies that people’s mood states might affect the persuasion processes indirectly rather than directly, different from the predictions of direct effect theories such as classical conditioning or misattribution theory. Consistent with motivational mediation hypotheses, for those in the neutral and the negative moods, reading strong arguments produced more positive attitudes and more favorable thoughts than reading weak arguments. On the other hand, those in the positive mood showed reduced processing, compared to those in the other two conditions; as predicted, their attitudes and thought favorability were not different across strong and weak argument groups.

소비자의 인터넷 접근성 및 활용능력이 상품구매 성향에 미치는 영향

양정애(JungAe Yang),장현미(Hyun-Mi Jang) 한국언론학회 2014 한국언론학보 Vol.58 No.2

This study aims at investigating how the advent and diffusion of the Internet influence consumers’ overall shopping behavior. More specifically, the current study tried to identify several types of shopping orientations based on consumers’ behavior and then examined the effects of Internet access and Internet skills on each type of the derived shopping orientations. For more rigorous investigation, respondents’ personality traits and demographics, which have received a great deal of attention in shopping orientation research, were included as predictors in addition to the two Internet variables. Major findings from the analyses of the 2012 Korean Media Panel Survey data(N = 8664) were as follows. First, four different shopping orientations, or conspicious, informed, convinced, and economical, were identified from an exploratory factor analysis. Second, both Internet access and Internet skills turned out to affect positively informed shopping, while neither of them were related with conspicious shopping. Third, convinced shopping was not influenced by the former but in the positive relationship with the latter. Last, economical shopping was proportional to Internet skills but in the inversed correlation with Internet access.

태도 양가성과 이슈 관여도가 뉴스기사 노출 및 태도 변화에 미치는 영향

양정애(JungAe Yang),이종혁(Jong Hyuk Lee),정일권(Irkwon Jeong),최윤정(Yun Jung Choi) 한국언론학회 2015 한국언론학보 Vol.59 No.3

This study aims at investigating the differences in news exposure and subsequent attitude change between the undecided and the mild partisan, both of who have moderate (neither extreme nor neutral) attitudes but diverge in the degree of ambivalence. Issue involvement was employed as a moderator, which made it possible to test its interaction effects with the IV as well as its main effects on the DVs. The major findings from an experiment (N= 147) were as follows. First, the attitude of the undecided was more depolarized after news exposure than the mild partisan, despite similar exposure patterns between the two groups. Second, the more involved the participants were with the focal issue, the more assured they were with their attitudes, after news exposure. Third, the proportion of attitude-congruent message exposure did not directly affect attitude change. Last, the interaction effect between the IV and the moderator was significant on every DV: The higher proportion of selective exposure of the mild partisan than the undecided was found only among the low involvement group; attitude polarization and reinforcement was more prominent in the mild partisan group, which was observed only among the highly involved.

크로스플랫폼 뉴스소비 유형에 따른 커뮤니케이션 효과 격차

양정애(JungAe Yang),이현우(Hyunwoo Lee) 한국방송학회 2013 한국방송학보 Vol.27 No.5

뉴스 기사의 현저성과 이용자의 선택적 노출

양정애(JungAe Yang) 한국방송학회 2011 한국방송학보 Vol.25 No.2

일반인들의 온라인 뉴스게시물 제목붙이기와 내용구성

양정애(JungAe Yang) 한국언론학회 2012 한국언론학보 Vol.56 No.5

The primary purpose of this study is to empirically investigate how user-generated news posts differ in headline and story organization, compared to online news reports written by journalists. To this end, four distinct news topics were carefully selected for case analysis based on their news attributes (hard vs. soft news, and figure-centric vs. issue-centric), and every related post(news report, blog posts, etc.) was collected and analyzed in terms of the type of headlines and the way of story organization. Major findings from a content analysis were as follows. User-generated news posts were significantly longer than the articles of online news sites, but heavily featured with sensation-seeking headlines, personal opinions, and emotional expressions, rather than in-depth analysis of given issues. Posts on the two soft news topics showed similar results with user-generated posts, which might be due to the fact that user participation in news production concentrated on soft news topics. In conclusion, it is a typical pattern that users create news posts on relatively light topics by adding their opinions and emotions to brief introductions of issues, and titling them with sensational headlines to draw potential readers’ attention.

온라인 환경에서의 뉴스프레임 형성

양정애(JungAe Yang),김은미(Eun-mee Kim),임영호(Yung-Ho Im) 한국언론학회 2012 한국언론학보 Vol.56 No.1

This study aims at empirically investigating how writing news stories differs, depending on who wrote them, in the online news ecosystem. For thorough comparisons, four distinct news topics were carefully selected based on their news attributes (hard vs. soft news, and figure-centered vs. issue-centered), and all the related online posts (news reports, blog posts, etc.) were collected and analyzed in terms of five typical generic news frames. Major findings from a content analysis with 1998 posts were as follows. First, news websites, of traditional press, broadcasting, and news agency in particular, mainly reported hard news, whereas blogs and online communities focused on soft news. It is also remarkable that Internet-based news outlets posted hard and soft news in similar proportions. Second, hard news stories were heavily featured with attribution of responsibility and conflict frames, but soft news stories were more frequently framed in human interest and morality. Lastly, traditional news organizations preferred attribution of responsibility and conflict frames; human interest and morality frames had a slight edge in blog and online community posts; none of the five generic frames were dominant in the news reports of online news sites.

상대적 정보선호도에 따른 정치뉴스 추구행동 및 시민참여

양정애(JungAe Yang),송인덕(Indeok Song) 한국방송학회 2014 한국방송학보 Vol.28 No.2

온라인 관여가 디지털 유료 콘텐츠 이용에 미치는 영향

양정애(JungAe Yang),송인덕(Indeok Song) 한국콘텐츠학회 2018 한국콘텐츠학회논문지 Vol.18 No.9

연구는 콘텐츠 유료 이용에 대한 주요 예측변인으로 온라인상에서 이용자의 관여 행동에 주목하고, 이 요인이 실제 유료 콘텐츠 이용에 미치는 영향을 경험적 데이터를 통해 확인하기 위해 수행되었다. 이러한 연구목적을 위해 정보통신정책연구원이 매년 시행하는 한국미디어패널조사의 2016년 데이터를 분석하였다. 만 20세 이상 성인남녀 8,313명의 응답을 분석한 결과, 온라인 관여, 그 중에서도 적극적 관여(게시물, 댓글 작성 등 콘텐츠 생산에 대한 직접 기여)는 모든 예측변인들 가운데 종속변인을 설명하는 데 있어 기여도가 가장 큰 요인인 것으로 확인됐다. 그에 비해 소극적 관여(공유, 평점주기, 투표 등의 간접적 콘텐츠 생산 기여)는 개인의 성격특성, 온라인 프라이버시 염려와 함께 유의미한 영향이 없는 변인인 것으로 나타났다. 이러한 연구결과는 유료 콘텐츠 판매를 통해 수익을 올리고자 하는 서비스 내지 플랫폼 사업자들의 수익 향상을 위해서는 이용자의 온라인 행동 데이터 수집이 필요하며, 이를 정교하게 분석해 목표를 명확히한 마케팅 전략을 펼치는 것이 필요하다는 것을 시사한다. This study aims to empirically investigate how users’ online engagement behaviors predict their uses of paid contents. To this end, the data from the 2016 Korean Media Panel Survey, which has been conducted annually by the Korea Information Society Development Institute(KISDI), were analyzed. Major findings(N=8.313) were as follows. First, the active type of online engagement(e.g., posting, commenting), which contributes to direct creation of online contents, was the most powerful predictor to explain the DV. On the other hand, relatively passive actions of user engagement(e.g., sharing, endorsing, voting) turned out to have no significant effects on the uses of paid contents, just as personality traits and online privacy concerns did. Based on these results, it is recommended that online contents or platform service providers should try to establish clearly-targeted marketing strategies, after thoroughly collecting and analyzing the data of users’ various online behaviors.