광고정보센터 논문

기후변화를 향한 한국 청년들의 목소리 : 기후변화로 인한 감정과 대화 시도를 중심으로 | 2024.12.09

기타 | 한국언론학보 (한국언론학회)

기후변화 문제 속 한국의 청년들을 논의하는 과정에서 당사자인 한국 청년들이 기후변화에 대해 어떻게 생각하고 느끼는지 살펴본 연구는 찾기 어려웠다. 이에 따라, 이 연구는 기후변화를 향한 한국 청년들의 감정과 인식을 살펴봄으로써 기후변화와 한국 청년 간의 관계를 다뤄왔던 기존 논의를 확장해보고자 했 다. 이를 위해, 정량적 자료 수집 방법인 설문조사와 정성적 자료 수집 방법인 초점 집단 토론을 함께 적 용하는 혼합방법연구를 진행하였다. 설문조사에서는 전국 17개 시·도 거주 만 19세~만 34세에 해당하 는 청년 500명 대상으로 기후변화에 관한 감정과 인식을 질문하였다. 개방형 문항 답변 분석 결과, ‘심 각’, ‘걱정’, ‘체감’, ‘불안’, ‘두려움’ 등이 주요 단어로 등장하였고, 폐쇄형 문항 답변에서도 ‘불안’이나 ‘두려 움’에 동의하는 비율이 상대적으로 더 높았다. 반면, 기후변화로 인한 감정 가운데 비동의 비율이 가장 높 은 감정은 ‘낙관(긍정)’이었다. 또한, 기후변화에 관한 대화 시도 경험을 질문하였을 때 ‘기후변화에 대하 여 다른 사람에게 이야기하지 않는다’에 동의하는 비율 역시 상대적으로 높게 나타났다. 초점 집단 토론에 서는 세 가지 결과의 맥락을 살펴보았는데, 참여자들은 기후변화 이야기가 ‘심각’과 ‘체감’에 머물러있고 낙관 가능성을 찾기 어렵다고 지적하였다. 또한, 기후변화를 주제로 하는 대화에 관한 오해가 발견되기도 했 다. 주요 결과를 토대로, 공포, 위협, 압박 등을 벗어난 환경 커뮤니케이션의 필요성을 논의하였다.

Habermas, J. (2023). A New Structural Transformation of the Public Sphere and Deliberative Politics (C. Cronin. Trans) | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

Issues and Challenges of Qualitative Research Methods Education in Communication | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

The current research undertook in-depth interviews with 13 undergraduates majoring in communication to explore how they understood qualitative research methods and how they perceive the value of the methods after taking a qualitative research methods course. Thematic analysis of the data showed that students identified in-depth interviews as valuable tools that provided honest answers from the people of interest. Students came to understand the strengths and uniqueness of each data-gathering method with their perception changed after taking the course. However, they still found qualitative research methods to be difficult and challenging. The findings suggest that contextual factors negatively influenced the students’ evaluation of qualitative methods; nonetheless, participants still wanted to learn qualitative methods well to boost their skills for the job market. Interviews also revealed that the knowledge and skills in quantitative research methods influenced students’ understanding and evaluation of the methods. Based on these findings, the current study suggests ways in which instructors could strengthen qualitative methods courses to gain more leverage in undergraduate programs. Topics for follow-up studies are suggested and their implications are discussed.

Understanding the Internet Water Army: Domain, Characteristics, Purposes, Messages and Affordances, and Consequences | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

The Internet and social media bring many benefits to individuals, groups, organizations, and society. However, some users, groups, agents, businesses, institutions, and governments also manipulate and deceive the online environment, fostering negative consequences. This article describes one specific manifestation of this phenomenon: the Internet Water Army, a growing Internet/social media phenomenon, especially in China. There has been no robust framework for referring to the Internet Water Army, nor an integrated social science review of this type of Internet/social media user, thus creating gaps and contradictions in discussions and research about it. First, the article defines, with examples, first the general domain of organized multiple online postings or contributions, second thecontributions, the more specific domain of paid posters or influencers promoting misinformation, and third the particular case of the Internet Water Army. Then, the explanation identifies four central dimensions of the Internet Water Army?characteristics (user demographics and activities, organization and process), purposes (at individual, organizational, and political levels), messages (content and valence) and an affordance (visibility), and consequences (desirable/(desirable/undesirable, direct/indirect, and anticipated/unanticipated)?with a wide variety of examples. The article ends with a discussion of several theoretical perspectives that could increase our understanding of phenomena such as the Internet Water Army.

Can Chinese Pastoral Videos be Effective for Promoting Foreign Viewers’ Travel and Word-of-Mouth Intention? Exploring Characteristics of Chinese Influencer, Attributes of Content, and the Mediating Role of Parasocial Interaction | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

This study investigates how the attributes of Chinese Pastoral Videos (CPVs) content and the characteristics of CPVs influencer affect viewers through parasocial interaction (PSI) on intention to visit China and intention of Word of Mouth (WoM) about CPVs. Results from an online survey with a US sample (NN = 405) revealed that physical attractiveness and familiarity of CPVs influencer, along with informativeness of CPVs content, were positively associated with travel intention. Only trustworthiness of CPVs influencer was positively associated with WoM intention. Second, physical attractiveness, trustworthiness, and familiarity of CPVs influencer, along with technicality of CPVs content, were positively associated with behavioral PSI. Informativeness, technicality, and entertainment of CPVs content, along with physical attractiveness and familiarity of CPVs influencer, were positively associated with cognitive PSI. Third, cognitive and behavioral PSI were positively related to travel intention and WoM intention. Finally, cognitive PSI significantly mediated the relationships among characteristics of CPVs influencer, attributes of CPVs content, travel intention and WoM intention. Meanwhile, behavioral PSI significantly mediated the relationships among characteristics of CPVs influencer, technicality of CPVs content, travel intention and WoM intention. This study highlights the potential effectiveness of Chinese pastoral videos in promoting cultural export, including cultural diffusion and visits to China.

Over-the-Counter Medicine Advertising and Behavioral Responses in the South Korean Context: Roles of Health Consciousness, Attention, Attitude, and Subjective Health Knowledge | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

In South Korea, the market for over-the-counter drug advertising (OTCA) has been increasing in recent years; however, research on OTCA has received scant attention from a psychological perspective. Identifying the antecedents and underlying mechanisms of behavioral responses to OTCA helps us understand how consumers engage in health-related decisions. This study focused on a notable theoretical framework that determines behavioral responses to OTCA. Specifically, this study examined the sequential relationship between health consciousness, attention to OTCA, attitude toward OTCA, and behavioral responses to OTCA. It also tested the boundary conditions of the effect of attitude toward OTCA on behavioral responses by examining the moderating role of subjective health knowledge. A nationwide online survey was conducted. The results showed signifificant dual mediating effffects of attitude and attention on behavioral responses. However, subjective health knowledge did not signifificantly moderate the sequential relationship between attitude toward OTCA and behavioral responses. These fifindings have implications for strategy, policy, and practice in both public health fifields and the advertising industry. Advertising practitioners and healthcare professionals can gain valuable insights into how to enhance consumers’ health-related decision-making for sustainable health promotion.

Unveiling Secrets to AI Agents: Exploring the Interplay of Conversation Type, Self-Disclosure, and Privacy Insensitivity | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

This study investigated the dynamics of user interactions with AI agents, specififically delving into the impact of conversation types that users hold with an AI agent on self-disclosure and privacy insensitivity toward AI agents. The present study also examined the interplay of conversation types with attitudes toward the machine (i.e., perceived humanness and intimacy perception). Results exhibited that both functional and emotional conversations with AI agents were signifificantly associated with self-disclosure to AI agents. The more functional or emotional conversation a user made with AI agents, the more likely the user was to disclose his/her information to the devices. And, the impact of emotional conversation was found to be significantly greater than that of functional conversation. Yet, only emotional conversation was associated with AI privacy insensitivity. The more a user made emotional conversations with AI agents, the more likely the user was insensitive to privacy issues related to AI agents. Moreover, perceived humanness played a role in strengthening the relationship between functional conversation and self-disclosure, whereas emotional conversations with AI agents were more positively related to AI privacy insensitivity when users perceived the agents as human-like. Discussion and limitations were further addressed.

Reconsidering Prospect Theory in Health Communication: Interplay of Certainty with Different Types of Framing | 2024.10.08

기타 | Asian Communication Research (한국언론학회)

While framing studies in health communication research are grounded in prospect theory, there are deviations from the original prospect theory in three major areas: (1) the conceptualization of risk as susceptibility/severity rather than certainty, (2) the presentation of outcomes of difffferent events in gain- and loss-framed messages rather than difffferent aspects of the same outcome, and (3) the use of participants’ ratings as outcome variables instead of participants’ choice of one option over the other. To understand the implications of these discrepancies, two randomized experiments were conducted within the context of obesity policy support. In experiment 1, participants were asked to rate their support for policies. With a framing approach consistent with prospect theory (called prospect-theory framing in this study), participants’ ratings were marginally signifificant but in a consistent pattern with prospect theory; however, no effffect was found with the framing approach described in health communication literature (called persuasion framing in this study). In Study 2, participants were asked to choose one policy for obesity over the other, revealing a result aligning with the prospect theory predictions. These fifindings underscore the inflfluence of both framing conceptualization and outcome measurement on observed framing effffects.

소통학에서 영역지식과 자료집합의 형성 : 한국 커뮤니케이션 과학의 발전을 위한 제언 | 2024.09.25

기타 | 커뮤니케이션 이론 (한국언론학회)

이 글의 목적은 한국언론학회가 제기한 우리 학문에 대한 ‘성찰과 전망’이란 주제에 대해 고민해 본 결과를 ‘지금-여기-우리’ 소통학 연구의 기여가능성이라는 관점에서 일련의 관찰과 제언의 형식으로 제시하는 데 있다. 이 글은 소통학 편람이 수행해야 할 역할을 대신하겠다고 나서기보다 내가 처한 우리 학문 내 위치에서 우리 학문이 과학에 기여할 가능성을 중심으로 생각한 바를 제시한다. 핵심 주장은 우리 스스로는 물론 주변 학문의 연구자들의 존중을 받기 위해서 소통학이 제공할 수 있는 고유한 영역지식을 산출함으로써 우리 사회의 문제를 해결하는 데 기여해야 한다는 것이다. 이를 달성하기 위한 소통학의 과제로서 이 글은 첫째, 사회과학을 휩쓸고 있는 재현의 위기를 극복하기 위해 함께 노력하되, 내용의 개념화와 범주화를 위한 소통학의 심각한 임무가 별도로 있음을 상기할 것을 주문한다. 둘째, 비실험적인 자료를 이용해서도 인과추론을 할 수 있도록 새롭게 발전한 인과추론 패러다임을 전면적으로 도입해야 하며, 셋째, 사회문화적 맥락과 역사적 조건을 변수화해서 탐구할 것도 함께 제언한다.

하버마스, J. (2023). 공적 영역과 심의 정치의 새로운 구조적 변화 (C. 크로닌. 트랜스) | 2024.09.09

| Asian Communication Research (한국언론학회)