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상황이론의 블로거 공중 세분화 적용 연구

The Application of Grunig’s Situational Theory for Bloggers

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주제분류신문방송학

초록

블로고스피어의 급속한 확산과 사회정치적 영향력 확대는 저널리즘은 물론PR활동의 중요한 연구 대상으로 부각하였다. 특히, 블로거들이 조직체의 명성과 이익에 중대한 영향을 미칠 수 있다는 배경에서 활동적인 블로거 공중을 세분화할 PR연구의 필요성이 제기된다. 이 연구는 공중 세분화 연구에서 그 가치와 유용성을 국내외적으로 인정받아 온 그루닉의 상황이론을 그대로 블로고스피어에 적용하여 이론의 유용성을 점검하는 데 목적을 두고 있다. 구체적으로,상황이론을 ‘쌀 소득보전 직접지불사업(쌀 직불금)’과 ‘식품안전(멜라민파동)’쟁점을 중심으로 블로거 공중을 세분화하고자 했다. 온라인 설문조사로 수집된블로거 895명의 답변 자료를 구조방정식 모델(SEM)을 통해 분석한 결과, 두가지 연구 쟁점 모두에서 블로거들의 쟁점에 대한 지각과 커뮤니케이션 활동을모델로 반영한 상황이론의 구조방정식 모델이 낮은 적합도를 갖는 것으로 나타났다. 이는 전통적인 공중세분화 모델인 상황이론이 블로고스피어의 현실 상황을 하나의 구조적 모델로 반영하는 데 한계가 있음을 실증적으로 제시한다. 이러한 연구 결과는 상황이론을 블로고스피어에 적용하기 위해서는 상황이론의수정, 또는 새로운 공중세분화 모델연구를 촉발한다.

Abstract

As blogs have astronomically increased and diversely influenced the socio-political and economic fields since their first emergence in 1997,PR practitioners consider the bloggers as key public in PR activities. Basically the public segmentation studies have been mainly studied around the Grunig’s situational theory. However, there is only a few following research verifying the situational theory in the blog context. The purpose of this research is to check the situational theory’s explanatory power in the blogosphere. For this, this study chose two current issues in 2008 representing the social and political issues, ‘high-ranking officials’irregularities’ and ‘the problem of food hygiene’. The results from analysing the 895 samples collected by an onlues cross-sectional survey indicate thais, tre is a lumitation in application of the situational theory for bloggers since the basic structural model of situational theory does not have proper model fit indices in the two issues. This finding implies that Grunig’s basic model for public segmentation has limitations in its application for the blogosphere. This research thus provides an opportunity for both modification and development of the situational theory, also suggests more directions for future research on blogger public segmentation in PR

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