The Effects of Communication on Participatory Behaviors
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본 연구는 시민 참여 행동을 정치 참여와 자원봉사 참여라는 두 차원으로 나누어 참여 행동에 영향을 미치는 주요 변인들을 분석하며 특히 커뮤니케이션 요인의 역할에 주목하여 진행한 실증연구이다. 다양하고 세분화된 커뮤니케이션 변인이 시민의 참여 행동을 설명하는 주요 요인임을 회귀모델을 통해 확인하였으며, 지역 공동체의 특성을 반영하는 환경 변인이 참여 행동에 영향을 미친다는 것을 분석 결과 알 수 있었다. 커뮤니케이션 및 매체 이용과 관련된 선행 연구를 토대로 대인 커뮤니케이션, 매스 미디어 이용, 인터넷 이용과 시민 참여 의 관계를 가설로 설정하여 의사 소통 행위와 참여 행동 사이에 밀접한 관계가 있음을 확인하였다. 일상적인 토론의 상대가 되는 대인 커뮤니케이션 네트워크의 크기, 자신과 다른 입장을 가질만한 상이한 배경을 가진 사람과의 대화, 잦은 토론, 신문 구독, 인터넷 이용, 온라인 토론, 가상공간에서 형성된 단체에 소속되는 것은 모두 참여 행동과 정적인 관계에 있는 커뮤니케이션 요인으로 나타났고, 텔레비전 시청은 정치 참여와 자원봉사 참여에 부적인 관계를 보이는 것으로 나타났다.
Abstract
Incorporating advances in empirical research on the effects of communication factors - elements of interpersonal communication network, mass media use, computer-mediated online interaction, and contextual influence from local communities - the present study combines the lines of reasoning that theorize communication and social context in grooming civic behaviors. Based on regression models that predict two different facets of civic participation - political participation and volunteering, analyses of a large survey data unravel the role of communication in the process of enhancing civic activism. The findings includes the significant predicting power of various communication variables and contextual variables in predicting civic participation. Interpersonal communication variables, online discussion, and online group involvement significantly predict civic participation, supporting the notion of civic socialization through human networks as a social environment of civic activism. The use of newspapers and television also influence civic participation. Additionally, contextual variables uniquely predict the variance in both political participation and volunteering. Implications of the findings are discussed in terms of understanding the process of civic participation as a socialization process where communication variables play significant roles.
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