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The Korean Society for Journalism & Communication (KSJCS)
[ Journalism Communication ]
Korean Journal of Journalism & Communication Studies - Vol. 64, No. 2, pp.46-116
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2020
Received 7 Feb 2020 Revised 30 Mar 2020 Accepted 31 Mar 2020
DOI: https://doi.org/10.20879/kjjcs.2020.64.2.002

에너지전환 정책 홍보 메시지 프레이밍이 정책 지지도에 미치는 영향 연구 : 프레이밍과 해석수준의 상호 적합성 탐색을 중심으로

고태성** ; 강보영*** ; 권상희****
**성균관대학교 미디어문화융합대학원 강사 tsgo63@gmail.com
***성균관대학교 미디어문화융합대학원 겸임교수 smileboyoung@gmail.com
****성균관대학교 미디어커뮤니케이션 학과 교수 skweon@skku.edu
A Study of the Effects of Energy Transition Policy-Related PR Framings on the Policy Support : In Investigation into Mutual Fit between Framings and Construal Levels
Go, Tae Seong** ; Kang, Bo Young*** ; Kweon, Sang Hee****
**Adjunct Professor, Graduate School of Media Culture Management, Sungkyunkwan University tsgo63@gmail.com
***Adjunct Professor, Graduate School of Media Culture Management, Sungkyunkwan University smileboyoung@gmail.com
****Professor, Department of Media & Communication, Sungkyunkwan University, corresponding author skweon@skku.edu

초록

본 연구는 탈원전이 핵심인 에너지전환 정책의 홍보 메시지를 어떻게 구성하는 것이 한결 강한 수용자 효과를 불러오는지를 분석한 탐색적 시도이다. 메시지 구성의 요소로서 우선 전망이론(Prospect theory)에 따른 긍정 / 부정 프레이밍을 독립변인으로 설정하였다. 이와 함께 해석수준이론이 제시한 하위 / 상위 해석수준 특성 가운데 어떻게(how) / 왜(why) 요인, 가까운 / 먼 시간적 거리감 요인을 메시지 구성요소에 포함해 이 또한 각각 독립변인으로 설정하였다. 정책이 가져올 이득에 초점을 맞춘 이득위험인식과 정책에 대한 지지도를 종속 변인으로 제시했다. 수용자의 정치적인 보수 / 진보 성향을 조절 변인으로 설정했다. 3개 쌍의 독립변인들이 나타내는 주효과와 이원 및 삼원 상호작용 효과를 살펴보기 위해 연구가설 3개와 연구문제 5개를 제시하고 2 × 2 × 2 요인 실험설계를 하였다.실험결과를 살펴보면 긍정 / 부정 프레이밍, 어떻게(how) / 왜(why) 해석수준, 가까운 / 먼 시간적 거리감의 주효과가 모두 유의미했다. 구체적으로 긍정 프레이밍이 부정 프레이밍보다 더 강한 호의적 반응을 이끌 것이라는 가설은 뒷받침됐다. 전통적 전망이론은 불확실한 잠재적 위험과 관련된 선택에서는 부정 프레이밍이 더 효과적이라고 보았으나 이후 위험의 정도나 유형, 손실 개연성의 정도가 낮아지면 긍정 프레이밍의 영향력이 오히려 더 강해질 수 있다는 방향으로 이론적 발전을 이뤘다. 본 연구에서는 에너지전환 정책의 위험성이 원전 유지 정책보다 작다고 보고 제시한 가설이 뒷받침됐다. 해석수준 특성에서는 어떻게 요인이 왜 요인보다, 가까운 시간적 거리감이 먼 시간적 거리감보다 더 큰 영향력을 발휘했다. 독립변인들 사이의 이원 상호작용으로는 긍정 프레이밍과 어떻게(how) 요인, 긍정 프레이밍과 가까운 시간적 거리감이 각각 조합을 이룰 때 상대적으로 한층 강한 메시지 효과를 나타냈다. 특기할 것은 전통적인 해석수준이론에 근거해 설정한 가설에 어긋나게 해석수준 특성이 다른 어떻게(how) 요인과 먼 시간적 거리감 조합의 상호작용 효과가 가장 컸다는 점이다. 이는 에너지전환 정책의 기본적 속성, 즉 과학기술 영역에 속하고 미래지향적이며 미래 가치가 더 중시되는 특성 때문이라고 해석되며 보다 정교한 후속연구가 필요할 것으로 보인다. 삼원 상호작용에서는 긍정 프레이밍, 어떻게(how) 요인, 먼 시간적 거리감의 조합이 가장 호의적 반응을 불러왔다. 정치적 성향과 관련, 진보적일수록 에너지전환 정책에 대한 지지도가 높을 것이라는 가설은 제한적으로만 뒷받침돼 피상적인 느낌보다는 정치적 성향의 조절 효과가 크지 않았다.

Abstract

This experimental research explores how to formulate PR messages in the ways that will have stronger effect on audience for the energy transition policy, which, in essence, is the phasing out of nuclear power. An experiment was designed to reveal empirically what 'frame' and elements of PR messages for the policy induce the most favorable responses from the participants. Based on the prospect theory, positive/negative framing was set as an independent variable. As suggested by the construal level theory, the message components of how/why and the temporal distance factors of near/far were taken from the properties of the high/low construals and also set as independent variables. In order to measure the effect of messages on audience, benefit perception and policy support for energy transition were set as dependent variables. Participants' political orientation was moderated. A 2x2x2 factorial method was adopted for an multi-dimentional examination of the main effects and binary or ternary interactions among the three pairs of the independent variables. The results of the analyses of 1,112 cases show that the main effects of the three independent variables were found statistically significant. As anticipated, positive framing was confirmed to induce more favorable responses than negative framing. The prospect theory was further developed to acknowledge that, as the degree or type of uncertain potential risk and probability of loss lowers, the effect of positive framing becomes stronger, contrary to early theoretical prediction. As revealed by this result, the prospect theory could be made more practical in policy areas. As for the construal level characteristics from the construal level theory, the “how" factor had stronger influence than the ”why“ factor, while the “near temporal distance” factor had stronger influence than “far temporal distance”. Notably, in the binary interactions, the result showed that the strongest interaction effect was found between “how" and “far temporal distance,” contrary to the hypothesis that was based on the traditional construal level theory. It could be due to the nature of the energy transition policy. Energy policies lie within the realm of science and technology. By nature, science and technology policies tend to be future-oriented and place a higher value on the future. In this study, we attempted to explore how PR messages for the energy transition policy could be made more effective with the help of experimental methods. The empirical and practical implications of this study are the theoretical framework for analyzing message effects. By applying the prospective theory and the construal level theory, the positive/negative framing type and construal level theory based on the prospective theory and how / why dimension. The practical level in establishing an effective message composition strategy was verified because the how / why factor and the type of near / far temporal distance encompassed elements other than where in the specific message component 5W1H (underground principle). It is thought that the connection with the energy transition policy is not great because the message component is related to the spatial location, but it can be applied to the differential analysis of the message effect due to spatial variables such as geographical proximity to the nuclear power plant. From the ternary interactions, positive framing, the "how" factor and the "far" temporal distance were found to have the most favorable responses. The hypothesized moderation effect of political orientation was only marginal as the positive relation between more progressive political orientation and higher support for the policy was found to be limited.

Keywords:

Energy Transition Policy, Positive / Negative Framing, How / Why Construal Level, Temporal Distance, Policy Support

키워드:

에너지전환 정책, 긍정 / 부정 프레이밍, 어떻게 / 왜 해석수준, 시간적 거리감, 정책 지지

Acknowledgments

This study is based on the doctor’s degree thesis of department of journalism and mass communication, general graduate school, Sungkyunkwan university(이 연구는 제1 저자의 박사학위 논문을 수정·보완한 것입니다).

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Appendix

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