정책 관련 내러티브가 공중의 SNS 상 정보확산 행동에 미치는 영향 : 지각된 정책효능성을 중심으로
자료요약
본 연구는 최근 우리 사회를 둘러싼 위험요소를 예방하는 데 있어 내러티브를 사용한 정책 PR 메시지가 공중의 지각된 정책효능성을 중심으로 SNS 메시지 공유와 같은 커뮤니케이션 행동에 미치는 영향에 주목했다. 구체적으로, 정책 관련 내러티브가 몰입, 지각된 유사성의 수용자 관여를 거쳐 정책효능성 지각에 영향을 미치고, 지각된 정책효능성이 정책지지를 통해 공중의 SNS 상 정보확산 행동 의도에 영향을 미칠 수 있음을 제안했다. 이를 위해 페이스북 이용자 총 313명을 대상으로 내러티브와 비(非) 내러티브 메시지의 집단 간 요인 설계로 실험을 실시하고, 소셜 미디어 상에서 정책 관련 내러티브 메시지의 효과 과정을 검증했다. 분석결과, 비(非) 내러티브 메시지보다 내러티브 메시지에 대하여 지각된 정책효능성이 더 높게 나타났고, 수용자 관여가 지각된 정책효능성에 대한 내러티브 메시지의 영향을 매개하고 있음을 확인했다. 나아가 SNS 상 정보확산 행동 의도에 대하여 지각된 정책효능성의 직접 효과는 나타나지 않았으나, 해당 정책에 대한 지지 태도를 통한 간접 효과가 있는 것으로 드러났다. 본 연구는 소셜 미디어 환경에서 정책PR을 위한 내러티브 메시지의 활용이 유효함을 밝히는 동시에, 지각된 정책효능성을 중심으로 정책에 대한 공중의 긍정적인 커뮤니케이션 행동을 제고하는 선행변인들의 통합적인 효과 과정을 규명했다는 데 의의가 있다.
This study focused on the effect of policy PR messages, specially using narratives concentrated on public"s perceived policy efficacy on communication behavior such as SNS message sharing in preventing risk factors surrounding our society. Specifically, this study suggested two main things as follows. First, policy-related narrative can affect perception of policy efficacy through audience involvement of transportation and perceived similarity. Second, the perceived policy efficacy can affect the intention of information distribution behavior on SNS through policy support. To do this, a total number of 313 Facebook users were experimented by Between-Group Factorial Design divided into narrative and non-narrative groups. Also, the effect process of policy-related narrative message on social media was verified. Three main outcomes were founded. First, the perceived policy efficacy exposed to the narrative message was higher than that of the non-narrative message. Second, audience involvement mediates the influence of the narrative message on the perceived policy efficacy. Last, there was no direct effect of perceived policy efficacy on the intention of information distribution behavior on SNS, except for an indirect effect through the attitude of support for the policy. As seen from the result, this study revealed the use of narrative messages for policy PR in a social media environment is effective. In addition, it revealed that the integrated effect process of the preceding variables enhancing public"s positive communication behavior on policy mainly focusing on perceived policy efficacy.
This study focused on the effect of policy PR messages, specially using narratives concentrated on public"s perceived policy efficacy on communication behavior such as SNS message sharing in preventing risk factors surrounding our society. Specifically, this study suggested two main things as follows. First, policy-related narrative can affect perception of policy efficacy through audience involvement of transportation and perceived similarity. Second, the perceived policy efficacy can affect the intention of information distribution behavior on SNS through policy support. To do this, a total number of 313 Facebook users were experimented by Between-Group Factorial Design divided into narrative and non-narrative groups. Also, the effect process of policy-related narrative message on social media was verified. Three main outcomes were founded. First, the perceived policy efficacy exposed to the narrative message was higher than that of the non-narrative message. Second, audience involvement mediates the influence of the narrative message on the perceived policy efficacy. Last, there was no direct effect of perceived policy efficacy on the intention of information distribution behavior on SNS, except for an indirect effect through the attitude of support for the policy. As seen from the result, this study revealed the use of narrative messages for policy PR in a social media environment is effective. In addition, it revealed that the integrated effect process of the preceding variables enhancing public"s positive communication behavior on policy mainly focusing on perceived policy efficacy.
목차
1. 서론
2. 이론적 논의
3. 연구방법
4. 연구결과
5. 결론 및 논의
참고문헌
Abstract
2. 이론적 논의
3. 연구방법
4. 연구결과
5. 결론 및 논의
참고문헌
Abstract
#내러티브
#몰입
#지각된 유사성
#정책효능성
#정책지지
#SNS 상 정보 확산 행동
#Narrative
#Transportation
#Perceived Similarity
#PoliCy Efficacy
#Policy Support
#Information Distribution Behavior on SNS