여성 후보자의 부정적 정치광고 효과에 관한 연구 = Effectiveness of Negative Political Advertising for Female Candidates

국문 초록 (Abstract)

본 연구는 최근 증가하고 있는 여성 후보자의 부정적 정치광고에 대한 효과를 알아보기 위한 것이다. 지금까지 부정적 정치광고의 효과에 대한 연구는 수없이 이루어져 왔지만 후보자의 성별을 주요 요인으로 고려한 연구는 거의 이루어지지 않았다. 본 연구는 후보자 성별(남성/여성), 정책(남성 중심/여성 중심), 메시지 유형(긍정/부정)에 따라 2×2×2의 피험자 간 요인실험설계를 하여 실험처치물을 만들고 국내 대학생 610명을 대상으로 온라인 실험을 실시했다. 분석결과 여성 후보자의 경우는 긍정적 정치광고가 효과적이고, 남성 후보자의 경우는 부정적 정치광고가 더 효과적인 것으로 나타났다. 여성 후보자가 부정적 정치광고를 사용할 경우 여성 중심 정책보다 남성 중심 정책에 대한 의견을 피력하는 것이 유권자들로부터 높은 투표의지를 얻은 것으로 분석되었다. 반대로 여성후보자가 긍정적 정치광고를 사용할 경우, 남성 중심 정책보다는 여성 중심 정책에 대해 논의하는 것이 유권자들로부터 높은 투표의지를 얻은 것으로 나타났다. 또한 여성 후보자에 대한 투표의지는 여성 유권자가 남성 유권자에 비해 더 높은 것으로 분석되었다.

다국어 초록 (Multilingual Abstract)

This study examined the effectiveness of negative political advertising for female candidates in election campaigns. A 2(candidates` gender)x2(message valence)x2(issue) factorial design was employed and 610 college students participated in the study nationwide. The results indicated that for female candidates, advertisements using positive strategy were more effective in gaining more positive attitude toward the ads, attitude toward the sponsoring candidate, and higher voting intention for the sponsor; whereas, for male candidates, advertisements that used negative strategy worked better in increasing attitude toward the ads, attitude toward the sponsor and voting intention for the sponsoring candidate. Furthermore, for female candidates, negative ads with male issue induced higher voting intention for the sponsoring candidates than negative ads with female issue. In contrast, positive ads with female issue generated higher voting intention for the female sponsors than positive ads with male issue. We also found that female voters are more likely to vote for the female sponsoring candidate than male voters are.

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