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선거 뉴스와 미디어선거캠페인 노출이 정치 지식과 정치 참여에 미치는 영향 : 오프라인·온라인 시민 정치커뮤니케이션의 매개 역할 검증

The Mediating Role of Citizen Communication in the Effects of Media Use on Knowledge and Political Participation

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주제분류신문방송학

초록

전통미디어(텔레비전, 신문)와 온라인 뉴스, 미디어선거캠페인(정치광고, 텔레비전 토론, 홍보물) 노출이 유권자의 정치 지식과 정치 참여에 영향을 미치는 과정에서 시민 정치커뮤니케이션이 미디어 이용의 효과를 매개하는지 설문조사 연구방법을 통해 살폈다. 시민 커뮤니케이션 매개 모델을 이론적 틀로 삼았고, 인구사회학적 변인과 정치심리학적 변인을 통제한 상태에서 회귀분석과 경로분석을 실시하여 오프라인과 온라인에서 발생하는 시민 커뮤니케이션의 매개 효과를 검증했다. 첫째, 미디어 이용 변인 가운데 미디어선거캠페인 노출 변인만이 유일하게 정치 참여에 직접적인 영향을 미친 것으로 확인됐다. 둘째, 텔레비전과 신문의 선거 뉴스를 활발하게 이용할수록 사실적 수준의 기본 정치 지식과 정책 지식 수준이 더 높았다. 셋째, 텔레비전, 신문, 인터넷, 미디어선거캠페인을 통한 선거뉴스 및 정보습득은 오프라인과 온라인에서 이루어지는 시민 간의 정치커뮤니케이션 활성화에긍정적으로 기여했다. 마지막으로, 오프라인·온라인 시민 커뮤니케이션은 미디어이용이 정치 참여에 미치는 효과를 매개하는 유의미한 변인이었다.

Abstract

This study examines the mediating role of citizen communication in the effects of media use on political knowledge and political participation using data collected from national Internet survey conducted in Korea during the 18th National Assembly election campaign period. An analysis of survey data (N = 606)shows that media campaigning, such as political advertising and TV debates, is the only variable that has direct impact on political participation. Secondly, the traditional media contribute to increase the level of political knowledge among voters. Finally, path analysis strongly support the idea that offline and online citizen communication function as significant mediators in the effects of media use on political participation.

참고문헌 (80)

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