본문 바로가기
KERD
논문KCI 등재

Effects of Media Integration on Users' Parasocial Relationship and Political Participation in China

이종혁|Zilin Du
한국콘텐츠학회 (The Korea Contents Association)|2022.06|International Journal of Contents|제18권 제2호|pp. 18-31|DOI https://doi.org/10.5392/IJoC.2022.18.2.018

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

Political ParticipationMedia IntegrationChina Central Television (CCTV) News UsageParasocial Relationship Media Credibility
주제분류컴퓨터학

초록

This study explored the effects of the parasocial relationship formed by CCTV (China Central Television) TV news and non-traditional news on users' perceived media credibility and their online and offline political participation. This study conducted a survey with the Chinese CCTV users between April 19 and April 30, 2021, and finally, 701 respondents’ data were analyzed using structural equation modeling. The study results showed that both TV news and non-traditional news had positive effects on parasocial relationships and the parasocial relationship positively influenced media credibility, which subsequently facilitated political participation. However, there was no direct effect between media usage and media credibility. This implies the important mediating role of parasocial interactions, which enables CCTV news to gain media credibility and subsequently influence political participation. This study suggests that CCTV needs to improve the parasocial interactions between their audience and media figures by utilizing the interactive mechanism of non-traditional media.

Abstract

This study explored the effects of the parasocial relationship formed by CCTV (China Central Television) TV news and non-traditional news on users' perceived media credibility and their online and offline political participation. This study conducted a survey with the Chinese CCTV users between April 19 and April 30, 2021, and finally, 701 respondents’ data were analyzed using structural equation modeling. The study results showed that both TV news and non-traditional news had positive effects on parasocial relationships and the parasocial relationship positively influenced media credibility, which subsequently facilitated political participation. However, there was no direct effect between media usage and media credibility. This implies the important mediating role of parasocial interactions, which enables CCTV news to gain media credibility and subsequently influence political participation. This study suggests that CCTV needs to improve the parasocial interactions between their audience and media figures by utilizing the interactive mechanism of non-traditional media.

참고문헌 (51)

  1. K. Kawamoto, "Digital Journalism: Emerging Media and the Changing Horizons of Journalism" (2003), Rowman &Littlefield Publishers
  2. P. Shao, "Advanced Research of Media Theory" (2009), Zhejiang University press
  3. W. Cai, "Media Convergence and Convergent News" (2012), People's Publishing House
  4. H. Li, "Functions and Roles of Social Media in Media Transformation in China: A Case Study of '@CCTV NEWS'", Telematics and Informatics, 34(3), pp.774~785 (2017)[DOI]
  5. J. Hong, "Social Media in China: An Unprecedented Force for an Unprecedented Social Change?", Telematics and Informatics, 34(3), pp.691~693 (2017)[DOI]
  6. Y. Zhou, "XinwenLianbo: From Information Vehicle back to Political Rirual", Chinese Journal of Journalism and Communication, 37(11) (2015)[DOI]
  7. D. Horton, "Mass Communication and Para-Social Interaction", Psychiatry(Washington, D. C. ), 19(3), pp.215~229 (1956)[DOI]
  8. J. Zhang, "A Study on Youth Star Worship in Parasocial Communication", Contemporary Communications, 01, pp.27~29 (2009)
  9. J. Fang, "A Psychological Interpretation of Audiences Parasocial Interaction", Chinese Journal of Journalism and Communication, 04, pp.50~53 (2009)[DOI]
  10. A. M. Rubin, "Loneliness, Parasocial Interaction, and Local Television News Viewing", Human Communication Research, 12(2), pp.155~180 (1985)[DOI]
  11. C. R. Hofstetter, "Political Talk Radio: Actions Speak Louder than Words", Journal of Broadcasting & Electronic Media, 41(4), pp.501~515 (1997)[DOI]
  12. M. W. Lewis, "Exploring Paradox: Toward a More Comprehensive Guide", The Academy of Management Review, 25(4), pp.760~776 (2000)[DOI]
  13. B. Rachel, "I Guess A Lot of People See Me as a Big Sister or a Friend': the Role of Intimacy in the Celebrification of Beauty Vloggers", Journal of Gender Studies, 26(3), pp.307~320 (2017)[DOI]
  14. R. W. Preiss, "Mass media effects research: Advances through meta-analysis" (2006), Routledge
  15. J. L. Dibble, "Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures", Human Communication Research, 42(1), pp.21~44 (2016)[DOI]
  16. B. J. Bond, "Parasocial Relationships with Media Personae: Why They Matter and How They Differ Among Heterosexual, Lesbian, Gay, and Bisexual Adolescents", Media Psychology, 21(3), pp.457~485 (2018)[DOI]
  17. H. Schmid, "A Magically Nice Guy: Parasocial Relationships with Harry Potter across Different Cultures", The International Communication Gazette, 73(3), pp.252~269 (2011)[DOI]
  18. S. W. Duck, "Disagreeing about agreement: Reconciling differences about similarity", Communication Monographs, 59, pp.199~208 (1992)[DOI]
  19. "News in motion: How video is affecting journalism" (2016)[URL]
  20. J. Munnukka, "‘Thanks for Watching’, The Effectiveness of YouTube Vlogendorsements", Computers in Human Behavior, 93, pp.226~234 (2019)[DOI]
  21. 남미나, "뷰티 블로거에 대한 중국 소비자의 준사회적 상호작용이 동영상 태도와 제품 태도에 미치는 영향", 복식문화연구, 26(5), pp.649~664 (2018), 복식문화학회[DOI]
  22. Xianya Wang, "The Impact of the Audience’s Continuance Intention Towards the Vlog: Focusing on Intimacy, Media Synchronicity and Authenticity", International Journal of Contents, 16(2), pp.65~77 (2020), 한국콘텐츠학회[DOI]
  23. G. Yu, "Credibility Evaluation of Mass Media in China", Chinese Journal of Journalism &Communication, 05, pp.29~34 (2007)[DOI]
  24. K. Zhang, "The Political Attribute and Political Function of Mass Media", Wuhan University Journal (Humanity Sciences), 01, pp.96~100 (2006)[DOI]
  25. C. I. Hovland, "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, 15(4), pp.635~650 (1951)[DOI]
  26. J. Yi, "An Analysis on Influence Factors of Public Trust in China's Media", Chinese Journal of Journalism and Communication, 09, pp.57~61 (2006)[DOI]
  27. F. Shen, "News Media Use, Credibility, and Efficacy: An Analysis of Media Participation Intention in China", Chinese Journal of Communication, 4(4), pp.475~495 (2011)[DOI]
  28. C. Park, "Decomposing of News Media Credibility In the Information Age: The Social Goodness of News is A Determinant to the Publics Perceived Media Credibility", Korean Journal of Broadcasting, 15(3), pp.129~154 (2001)
  29. 박상호, "미디어 신뢰도가 정치효능감과 투표행위에 미치는 영향에 관한 연구: 대학생의 정치참여행위를 중심으로", 한국언론학보, 49(4), pp.110~135 (2005), 한국언론학회
  30. 장윤재, "참여적 뉴스 이용의 효과: 메신저, SNS를 통한 뉴스 이용과 뉴스 및 언론인에 대한 신뢰", 한국언론정보학보, (99), pp.245~274 (2020), 한국언론정보학회[DOI]
  31. J. D. Wright, "Participation in America: Political Democracy and Social Equality" (1987), University of Chicago Press
  32. M. M. Conway, "Political Participation in the United States" (1991), CQ Press
  33. L. Zang, "The Changing Structure of Political opportunity and Political Participation", 박사, pp.2014
  34. C. Zhang, "Under the Background of the New Media: The Research of the Chinese Citizen Political Participation", 박사, pp.2015
  35. Y. Kim, "The Longitudinal Relation between Online and Offline Political Participation among Youth at Two Different Developmental Stages", New Media & Society, 19(6), pp.899~917 (2017)[DOI]
  36. R. Houlberg, "Local television news audience and the para‐social interaction", Journal of Broadcasting & Electronic Media, 28(4), pp.423~429 (1984)[DOI]
  37. A. M. Rubin, "Impact of motivation, attraction, and parasocial interaction on talk radio listening", Journal of Broadcasting & Electronic Media, 44(4), pp.635~654 (2000)[DOI]
  38. J. W. Kassing, "Fan–athlete interaction and Twitter tweeting through the Giro: A case study", International journal of sport communication, 3(1), pp.113~128 (2010)[DOI]
  39. K. Kelly, "The inevitable: Understanding the 12 Technological Forces that will Shape Our Future" (2017), Penguin Bookd
  40. E. M. Perse, "Attribution in Social and Parasocial Relationships", 16(1), pp.59~77 (1989)[DOI]
  41. B. Bernstein, "Pedagogy, Symbolic Control, and Identity" (2000), Rowman & Littlefield Publishers
  42. T. Boone, "Social Learning Theory Albert Bandura Englewood Cliffs, N.J.: Prentice-Hall, 1977. 247 Pp., Paperbound", Group & Organization Studies, 2(3), pp.384~385 (1977)[DOI]
  43. F. Shen, "Predicting Media Credibility in China: The Influence of Weibo Use", Asian Journal for Public Opinion Research, 1(4), pp.234~248 (2014), Center for Asian Public Opinion Research & Collaboration Initiative[DOI]
  44. 성동규, "온-오프라인 정치참여에 대한 미디어 영향력 비교 연구: 뉴스이용 미디어에 따른 수용자 세분화를 중심으로", 사이버커뮤니케이션학보, 24(1), pp.5~50 (2007), 사이버커뮤니케이션학회
  45. 안명규, "인터넷 정치참여 요인에 관한 탐색적 연구: 대학생 이용자의 정치심리변수와 인터넷 사회자본(e-social capital)을 중심으로", 사이버커뮤니케이션학보, 23(1), pp.113~148 (2007), 사이버커뮤니케이션학회
  46. S. H. Chaffee, "Measurement and Effects of Attention to Media News", Human Communication Research, 13(1), pp.76~107 (1986)[DOI]
  47. T. J. Johnson, "Using Is Believing: The Influence of Reliance on the Credibility of Online Political Information among Politically Interested Internet Users", Journalism & Mass Communication Quarterly, 77(4), pp.865~879 (2000)[DOI]
  48. M. Zhang, "Political Internet Use and Chinese Public’s Political Trust：An Empirical Investigation", Journal of Public Management, 11(01), pp.90~103 (2014)
  49. L. Hu, "CutoffCriteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives", Structural Equation Modeling, 6(1), pp.1~55 (1999)[DOI]
  50. G. Mccracken, "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process", The Journal of Consumer Research, 16(3), pp.310~321 (1989)[DOI]
  51. J. A. Danowski, "East Asian Communication Technology Use and Cultural Values", Journal of Contemporary Eastern Asia, 19(1), pp.43~58 (2020)[DOI]

관련 논문AI추천

Parasocial Relationships with Live Streamers and Political Participation The Comparative Study of the U.S. and South Korea이빙 선, 이혜성, 에르난도 로하스미디어융합연구소 · 미디어융합연구2024 · 제36호Trans-Parasocial Relation Between Influencers and Viewers on Live Streaming Platforms: How Does It Affect Viewer Stickiness and Purchanse Intention?김지연, 장수령, Jui-Ting Liu한국마케팅학회 · 아시아마케팅저널2022 · 제24권 제2호News Media Use, Citizen Communication,and Civic Participation: A Communication Mediation Model김민규, 우지숙서울대학교행정대학원 · Journal of Policy Studies2009 · 제24권 제2호Alternative Information and Digital Citizenship: The Rise of Unconventional Political Participation in the Asian Context of Internet Use이신행국제학연구소 · Journal of International and Area Studies2018 · 제25권 제1호SNS users’ para-social relationships with celebrities: social media effects on purchase intentions고은주, 김주란, Hyojin Kim한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2015 · 제25권 제3호Investigation on Media Literacy of China Government Officials: Under the View of Public Opinion Guidance서상호, Ting Yang한국콘텐츠학회 · International Journal of Contents2018 · 제14권 제4호

이 간행물의 다른 논문 (6건)

The Role of China Douyin Short Video App During COVID-19주아기, 이종윤, 유산산, Fan Haopp. 1-17Predicting the Application of Huawei Augmented Reality on Media Façade: Using the TAM ModelYan Chen, 유산산, 이종윤pp. 32-46A Case Study: Design and Develop e-Learning Content for Korean Local Government Officials in the PandemicPark Sehyeon, 류재율, Park Eunhyepp. 47-57Research on Influencing Factors of Continuous Learning Willingness in Online Art Education Based on the UTAUT Model방수경, Wang Youwangpp. 58-67Abnormal Electrocardiogram Signal Detection Based on the BiLSTM NetworkAsif Husnain, 최태영pp. 68-80
원문 보기