소셜 미디어가 정치적 소비자운동에 미친 영향에 관한 연구

국문 초록 (Abstract)

본 연구는 소셜 미디어의 정치적 이용이 새로운 형태의 정치참여로 주목받고 있는 정치적 소비자운동에 미치는 영향을 실증분석해 보고자 한다. 이를 위해 Nielsen KoreanClick社의 자체 패널들을 대상으로 2015년도 9월에 실시되었던 ‘공적 영역에 관한 네티즌들의 행태 조사’라는 온라인 설문조사 자료를 이용하여 다중회귀분석을 실시하였다.
분석결과 소셜 미디어의 정치적 이용은 비공식적이고 개인화된 참여 형태인 정치적 소비자운동에 유의미한 정의 영향을 미치는 것으로 나타났다. 이는 대의민주제하에서 소외되었던 시민들이 정보통신기술의 발달에 힘입어 정치적 소비자운동과 같이 비공식적이고 개인화된 행태이지만 사회 연결망을 통한 상호작용이 가능한 보다 직접적이고 일상적인 참여를 선호하는 것으로 해석된다. 그밖에 여성, 공공봉사동기, 정치적 관심도, 진보정당 지지, 디지털 리터러시와 같은 변수들이 정치적 소비자운동 참여에 유의미한 정의 영향을 미치는 반면, 외적 정치효능감과 보수정당 지지는 부정적 영향을 유의미하게 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

This study empirically examined whether the use of social media use for political purposes would encourage political consumerim which is a personalized and informal mode of participation.
Multiple regression analysis was applied to data collected from a nationwide online survey conducted among Nielson Korean Click panel members in September 2015.
The study found that social media use for political purposes and digital literacy strengthened individualized and informal forms of citizen participation such as a offline boycotting or buycotting.
This finding suggests that the development of information and communication technology has helped citizens, especially those who feel alienated in a representative democracy but have a high-level digital literacy skills, to participate in a more direct and individualized political actions, like political consumerism through informal and everyday communication channels, such as social media.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 연구방법
• Ⅳ. 실증분석 결과와 해석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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