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국제기아 돕기 메시지의 전달에서 죄책감의 효과 발현을 매개하는 요인에 관한 탐색적 연구

Exploratory Study About the Mediating Factors Between Guilty Feeling and Effects of International Relief Messages

이승조|손민정
한국지역언론학회 (Korean Regional Communication Research Association)|2016.03|언론과학연구 (Journal of Communication Science)|제16권 제1호|pp. 96-122

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키워드

죄책감공감Empathy국제기아 돕기 메시지타인 중심적 정서자기 중심적 정서International Relief MessageGuilty FeelingOther-oriented EmotionSelf-oriented Emotion
주제분류신문방송학

초록

본 연구는 돕기 메시지의 전달에서 죄책감이 메시지 효과에 미치는 영향을 매개하는 요인에 대하여 살펴보았다. 그 요인은 공감의 하위 차원을 구성하는 타인 중심적 정서와 자기 중심적 정서이다. 타인 중심적 정서는 어려운 처지의 사람들을 접하였을 때 동정하고 불쌍히 여기는 마음을, 자기 중심적 정서는 스스로 느끼는 불편함과 불쾌함을 의미한다. 각각의 정서는 이타적 혹은 이기적 동기의 증가와 연관된다. 연구는 대학생들을 대상으로 자극물을 이용한 설문 형태로 진행되었다. 연구 결과, 돕기 메시지에 의해 발현된 죄책감이 그 효과에 미치는 과정을 타인 중심적 정서가 매개하고, 자기 중심적 정서는 매개하지 않는 것으로 나타났다. 이는 죄책감 이용에 대한 일부의 우려와는 달리 돕기 메시지의 전달에서 죄책감의 효과가 발현되는 과정이 이타적이며 긍정적인 것으로 해석된다.

Abstract

In this study, we investigated the factors that affect the process from guilty feeling to the effects of persuasive messages in the field of helping. The factors are other/self-oriented feeling as sub-dimensions of empathy. Other-oriented emotion represents the feeling of compassion and sympathy in contact with the needy people and self-oriented emotion means inconvenience and discomfort felt by oneself. They are related to the altruistic or egoistic motivation, respectively. The study was advanced with college students in the form of a questionnaire with a stimulus. It was found that the process on the effect of guilty feeling elicited by the helping messages was mediated by other-oriented emotion, but not by self-oriented emotion. Despite of some concerns, the mechanism of the effects induced by guilty feeling in the delivery of messages that advocate helping turned out to be altruistic and appropriate.

참고문헌 (54)

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