공격적 정치메시지에 대한 대응전략으로서의 접종 전략- 후보자의 공신력이 접종 효용에 미치는 영향을 중심으로 = Inoculation Strategy as a Defense Option against Political Attack Messages: Influence of Candidates' Credibility on the Efficacy of Inoculation

국문 초록 (Abstract)

공격적 정치광고가 점차 증가함에 따라 그 효과와 영향에 대한 관심이 고조되고 있다. 특히 공격적 정치광고가 정치과정에 부정적인 영향을 초래할 수 있다는 우려가 나오면서 공격적 정치광고에 대응할 수 있는 여러 방안들이 제시되고 있다. 본 연구는 공격적 정치광고에 대한 대응방법으로서 접종전략의 효용성을 살펴보고 나아가 후보자의 공신력이 접종효과에 미치는 영향을 실험연구를 통해 고찰하였다. 연구결과 접종처치집단은 통제집단에 비해 공격 메시지에 더욱 강한 저항성을 보임으로서 접종 효과를 확인하였으며 아울러 후보자의 높은 공신력은 접종효과를 부가시킨다는 사실이 발견되었다. 또한 상대후보의 공신력을 떨어뜨림으로써 접종을 통한 상대후보의 공격에 효율적으로 대응할 수 저항성이 발생하는 것으로 나타났다. 연구결과와 관련하여 실제 선거상황에서의 시사점들이 논의되었고 마지막으로 연구의 한계와 개선방안이 제시되었다.

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