사회적 현존감(Social Presence) 측정도구 개발에 관한 탐색적 연구 : 인스턴트 메신저의 이용 사례를 중심으로
Development of Social Presence Measurement of Mediated Social Interaction: A Case Study of Instant Messaging
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초록
매개된 상황에서 "상대방과 함께 있다는 느낌"으로 정의되는 사회적 현존감 (Social Presence)은 매개체 기술적인 속성이라기보다는 매개체를 이용하는 사람들의 특성일수 있다는 점에서, 본 연구의 목적은 사회적 현존감의 하위 개념을 밝히고 신뢰도와 타당성이 확보된 측정 도구를 개발하는 것이다. 이를 위해 측정 문항을 개발하고 통계적 타당성을 검증하는 2단계의 조사를 진행하였다. 기존 문헌검토를 통해 선정된 23개의 사회적 현존감 측정 항목을 대상으로 탐색적 요인분석과 확증적 요인 분석을 실시한 결과 상호지각 (mutual awareness), 상호이해(mutual understanding), 주의 집중의 분산 (attentional allocation), 정서적 유대감 (emotional connectedness), 공동 공간감 (awareness of co-loca- tion) 등의 5가지 하위 요인이 추출되었으며 이들은 통계적으로 신뢰도와 타당성이 확보된 것으로 확인되었다. 이러한 하위 요인들을 종합해 볼 때 사회적 현존감이란 매개된 커뮤니케이션 환경에서 커뮤니케이터인 당사자가 상대방의 존재를 감지하는 연속적인 과정으로서 사회적 상호 작용에 대한 심리적인 관여 (psychological involvement)라고 개념화할 수 있다.
Abstract
Social presence has been studied in a variety of mediated environments and the definition of social presence varies among researchers. While most recently social presence is seen as a variable based on users' experience, early investigators of social presence, Short et al. (1976) view social presence as a quality of the medium. By discussing the limitations of and critics on Short et al.'s social presence theory this study aims to redefine social presence from the media user's perspective and develop a social presence questionnaire for examining mediated social interaction with tests for reliability and validity. Twenty three questionnaire items were developed by reviewing research in the literature of social presence. Exploratory and confirmatory factor analyses resulted in identification of five sub-dimensions of social presence: mutual awareness, mutual understanding, attentional allocation, emotional connectedness, and awareness of co-location. This construct of social presence dimensions suggests that social presence can be conceptualized as media user's psychological involvement in mediated social interaction, which is a process to filter the sense of another through a medium.
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