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기업 관련 기사 유형별 공중 반응의 차이 세 가지 종류의 관여를 중심으로

Publics’ Responses to Negative Publicity The Role of three Types of Involvement

김효숙
한국PR학회 (Korean Academic Society For Public Relations)|2010.11|PR연구 (Journal of Public Relations)|제14권 제4호|pp. 5-35|DOI 10.15814/jpr.2010.14.4.5

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참고문헌

키워드

언론 보도publicity관여도involvement공중반응publics’ responses
주제분류신문방송학

초록

본 연구는 공중들이 어떠한 메커니즘을 통해 부정적 기사에 반응하는지 알아보고자 하였다. 특정 이슈에 관한 공중의 관여가 부정적 기사를 접한 공중들의정보처리 과정에 어떠한 영향을 미치는지 고찰하고자, 결과물 관련 관여, 인상관련 관여, 입장 관련 관여 등 세 가지 종류의 관여에 따라 기사의 진단성, 제품에 대한 평가, 기업에 대한 평가가 어떻게 달라지는지 알아보았다. 2(기사의 어조: 부정적/ 긍정적) × 3(특정 이슈 관련 관여의 종류: 결과물 관련 관여/ 인상관련 관여/ 입장 관련 관여) 디자인의 실험을 실시한 결과, 세 가지 종류의 관여별로 기사의 어조에 따른 공중들의 반응이 상이함을 알 수 있었다.

Abstract

This research examined how publics process negative publicity. To understand the mechanism in which involvement interventions publics’information processing of negative publicity, this study tried to find out how three types of involvement outcome-related involvement, impression-related involvement, and position-related involvement influence publics’ responses to message diagnosticity, product evaluation,and company evaluation. The results of this research showed that publics’message processing differed according to three types of involvement.

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