탈 플라스틱 운동 용기내 캠페인의 전개와 참여자 경험 분석: 소셜미디어 효과를 중심으로
Plastic-free Movement’s ‘Yong-gi-nae’ Campaign: Focusing on Social Media Effectiveness
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플라스틱 일회용품 사용이 급격히 늘어나 폐기물이 급증하면서 다회용품 사용으로 플라스틱 쓰레기를 줄이기 위한 사회적 노력이 전개되고 있다. 이 연구에서는 한국의 대표적인 탈 플라스틱 캠페인 ‘용기내 캠페인’을 사례로, 탈 플라스틱 캠페인이 시작된 사회적 상황과 캠페인이 효과적으로 전개될 수 있었던 전략, 소통 방법 등을 탐색하였다. 또 캠페인 참여자들에 대한 심층 면접을 통해 참여 계기나 동기, 참여 과정에서의 경험 등에 대해 살펴보았다. 연구 결과, 플라스틱 폐기물이 문제가 된 시대･사회적 맥락과 시민들의 자발적인 참여, 소셜미디어를 활용한 소통 전략 등이 맞물려 용기내 캠페인이 효과적으로 전개될 수 있었다. 구체적으로 참여자들은 플라스틱 문제의 심각성 인식과 쓰레기 문제 해결을 동기로 하여 캠페인에 참여하기 시작하였고, 다회용기 포장이라는 새로운 생활 양식을 시도하고 꾸준히 실천하며 주변인을 비롯한 상인들과 긍정적･부정적 상호작용을 경험하였다. 또 캠페인 참여 과정에서 번거로움, 불편함 등의 물리적 어려움이나 무기력함, 죄책감 등의 심리적 어려움, 주변인과의 갈등과 같은 관계적 어려움 등 다양한 스트레스를 겪기도 하였지만, 정보 습득의 도구이자 소통과 상호작용 수단으로 소셜미디어를 활발하게 사용하며 각자가 직면한 어려움을 극복해가는 모습을 보였다. 이러한 연구 결과는 탈 플라스틱 사회를 위한 캠페인의 전개와 적극적인 참여를 통한 시민의 개인적･사회적 역량 구축에 소셜미디어가 효과적으로 활용될 수 있음을 시사한다.
Abstract
The rapid increase in the use of plastic single-use items has led to a surge in plastic waste, and social efforts are underway to reduce plastic waste by using multi-use items. Using the case of Korea’s representative plastic-free campaign, the ‘Yong-Gi-Nae’ Campaign, as an example, this study explores the social context and circumstances under which the campaign was launched, and the strategies and communication methods that were effective based on citizen response. In-depth interviews were conducted with campaign participants to understand their motivations and experiences during the engagement process. The study found that the ‘Yong-Gi-Nae’ campaign was effective because of the time and social context in which plastic waste was an issue, the voluntary participation of citizens, and the communication strategy utilizing social media. Specifically, participants were motivated to participate in the campaign by the awareness of the severity of the plastic problem and the need to solve the waste problem, and they experienced positive and negative interactions with their neighbors and merchants as they tried and continued to practice the new lifestyle of multi-use packaging. They also experienced various stresses in the process of participating in the campaign, including physical difficulties such as hassles and inconveniences, psychological difficulties such as helplessness and guilt, and relational difficulties such as conflicts with others, but they actively used social media as a tool for acquiring information and a means of communication and interaction, and overcame the difficulties they faced. These findings suggest that social media can be effectively utilized to build the personal and social capacity of citizens through campaigning and active participation for a plastic-free society.
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