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The Korean Society for Journalism & Communication Studies - Vol. 65 , No. 5

[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 65, No. 5, pp.286-327
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 31 Oct 2021
Received 07 Jun 2021 Revised 28 Sep 2021 Accepted 07 Oct 2021
https://doi.org/10.20879/kjjcs.2021.65.5.008

여론으로서의 소셜미디어 : 이념 극단성과 SNS 유형, 이용자 관여의 관계에 대한 분석
유효선*** ; 이재국****
***성균관대학교 미디어커뮤니케이션학과 석박통합과정 (hsryu0123@gmail.com)
****성균관대학교 미디어커뮤니케이션학과 교수 (jklee0714@g.skku.edu)

Social Media as Public Opinion : Relationship between Ideological Extremity, SNS Types, and User Engagement
Hyo-sun Ryu*** ; Jae Kook Lee****
***Graduate student, Department of Media and Communication, Sungkyunkwan University (hsryu0123@gmail.com)
****Professor, Department of Media and Communication, Sungkyunkwan University, corresponding author (jklee0714@g.skku.edu)
Funding Information ▼

초록

오늘날 언론은 소셜미디어 이용자 지표를 통해 여론을 해석하는 경향이 있다. 소셜미디어 데이터는 대표성이 부족하고 양극화된 목소리를 반영한다는 우려가 있기 때문에, 소셜미디어에서 누가 어떤 상황에 의견을 표현하는지 이해하는 것은 매우 중요하다. 소셜네트워크서비스(SNS) 이용자는 공감 및 추천, 댓글, 공유 등 관여 행동을 통해 자신의 의견을 표현한다. 본 연구는 SNS 관여가 청중의 존재를 염두에 둔 이용자의 의견 표현 행위라는 점에 주목해 이념 극단성과 SNS 유형이 SNS 관여도에 미치는 영향을 확인하고자 했다. 이를 위해 SNS 유형을 폐쇄형과 개방형으로 나누고 각 유형에 대한 이용자 선호가 SNS 관여도와 어떤 관련성을 갖는지 분석했다. 2016년 한국미디어패널조사 자료를 활용한 연구결과, 이념 극단성과 SNS 관여도 사이의 정적인 관련성이 확인되었다. SNS 유형과 관련, 개방형 SNS 선호도와 SNS 관여도 간의 정적인 상관관계가 발견됐지만 폐쇄형 SNS 선호도와 SNS 관여도의 관계는 통계적으로 유의미하지 않았다. 또, 이념 극단성과 각 SNS 유형에 대한 선호도의 상호작용 효과가 확인되었다. 폐쇄형 SNS 선호도와 SNS 관여도의 정적인 관계는 이념 극단성이 높은 조건에서, 개방형 SNS 선호도와 SNS 관여도의 정적인 관계는 이념 극단성이 낮은 조건에서 선명하게 나타났다. 이상의 결과는 이념 극단성이 높은 이용자들이 소셜미디어 대화를 주도하고 있을 가능성을 보여주며, 소셜미디어 이용자 지표를 여론 해석에 활용하는 데에 특별한 주의가 필요함을 시사한다.

Abstract

Journalists often use social media data to understand public opinion. However, it is likely that social media data reflect unrepresentative and polarized opinions. In this sense, it is important to understand who express their opinions on social media and in which context they do. SNS users can express their opinions by engagement (e.g., ‘liking’, recommending, commenting, and sharing), assuming the presence of an audience. Using the data from the 2016 Korean Media Panel Survey (N = 630), this study examines whether and how the user engagement was associated with ideological extremity and SNS types. For that, we categorized SNS platforms into two types (closed and open) and tested how user preference for each type was related to engagement on SNSs. The results showed that ideological extremity could positively predict user engagement. We also found a positive correlation between preference for open SNSs and engagement, while the relationship between preference for closed SNSs and engagement was not statistically significant. In addition, it was found that ideological extremity and SNS type interactively influenced user engagement. Specifically, the positive correlation between preference for closed [open] SNSs and engagement was strengthened when the ideological extremity was of a high [low] than low [high] condition. Implications of the findings are discussed.


Keywords: Public Opinion, User Engagement, Ideological Extremity, Closed SNSs, Open SNSs
키워드: 여론, 이용자 관여, 이념 극단성, 폐쇄형 SNS, 개방형 SNS

Acknowledgments

This study is based on the data of 2016 Korean Media Panel Survey conducted by the Korea Information Society Development Institute (본 연구는 정보통신정책연구원이 2016년 실시한 미디어패널조사의 자료를 활용하였음).

This research was supported by the SungKyunKwan University and the BK21 FOUR(Graduate School Innovation) funded by the Ministry of Education(MOE, Korea) and National Research Foundation of Korea (NRF) (본 논문은 성균관대학교 및 교육부, 한국연구재단의 4단계 두뇌한국21 사업 대학원혁신으로 지원된 연구임).


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