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선거 여론조사 보도의 제삼자 효과와 사회 정체성

The Third-Person Effect of the News Coverage of Election Poll Results and Social Identity

김현정
한국지역언론학회 (Korean Regional Communication Research Association)|2013.03|언론과학연구 (Journal of Communication Science)|제13권 제1호|pp. 67-91

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참고문헌

키워드

third-person effect사회 정체성선거 여론조사 보도제삼자 효과News coverage of election poll resultssalience of social identity
주제분류신문방송학

초록

본 연구에서는 선거 여론조사 보도에 대한 제삼자 인식의 발현에 제삼자 인식 대상과 사회 정체성이 어떠한 영향을 미치는지 살펴보고자 했다. 제삼자 인식의 주요요인 가운데 하나인 제삼자 인식 대상이 제삼자 인식에 영향을 미치는 데 있어 사회 정체성과 어떻게 상호작용하는지 실험을 통해 알아봤다. 연구 결과, 선거 여론조사 보도에 대한 제삼자 인식의 크기와 방향은 제삼자가 누구인지에 따라 달리 나타나, 유권자들은 자신과 같은 정당 지지자들 대비 다른 정당 지지자들이 기존의지지를 강화하는 방향으로 더욱 큰 영향을 받을 것으로 인식하는 것으로 나타났다. 또한 설문 시작 전에 지지 정당 문항에 응답하는 과정을 거침으로써 정치적 사회정체성이 현저해진 실험 집단의 경우 통제 집단 대비, 자신과 같은 정당 지지자들에 대해 기존의 지지를 강화하는 방향으로 더 큰 제삼자 인식이 나타나는 경향을보였다.

Abstract

In the current study, the influence of the salience of social identity on the manifestation of the third-person perception of news coverage of election poll results was examined. In order to observe the impacts of 1) others who are presumed to be influenced by the news coverage and 2) salience of social identity, an experiment was conducted. The results demonstrate the factor of others affects the size of the third-person perception: The participants perceived members of the in-group would be less influenced by the news coverage than members of the out-group. In addition,the participants who were treated to experience the salience of their political identity were more likely to reinforce the differential third-person perception by others than those who were in the control group.

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