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네거티브 캠페인과 투표참여: 성격 5요인(Big Five Factors)의 효과

The Big Five Factors, Negative Campaign, and Voter Turnout

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주제분류정치외교학

초록

본 논문은 네거티브 캠페인이 투표참여 의사에 미치는 영향을 분석한다. 네거티브 캠페인이 투표참여를 저해한다는 주장과 촉진한다는 주장이 맞서는 가운데, 우리는 개인의 성격적 특성에 따라 다르게 나타나는 조건적 효과(conditional effect)에 주목한다. 여기서 도입한 조건은 ‘성격 5요인’(Big 5 factors)이다. 2011년 강원도지사 보궐선거를 대상으로 현장실험을 실시한 결과, 투표권이 있는 피험자의 경우 외향성(extraversion)이 높을수록 포지티브 캠페인에서는 투표참여가 높지만, 네거티브 캠페인에서는 그런 효과가 사라지는 것으로 나타났다. 성실성(conscientiousness)도 마찬가지로 포지티브 캠페인에서만 투표율이 높아지는 결과를 낳았다. 반면, 개방성(openness to experience)이 높은 사람은 네거티브 캠페인에 노출되면 투표참여의사가 높아지는 것으로 나타났다.

참고문헌 (41)

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