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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 47, No. 1, pp.125-152
ISSN: 1226-1874 (Print)
Print publication date 28 Feb 2018
Received 24 Oct 2017 Accepted 08 Jan 2018
DOI: https://doi.org/10.17287/kmr.2018.47.1.125

사회적 담론에 관한 SNS 사용자의 의견표명 동기요인에 관한 연구: 자기검열과 자기감시를 중심으로

신동인* ; 곽기영**
*(주저자) 국민대학교 비즈니스IT 전문대학원 ggang982@gmail.com
**(교신저자) 국민대학교 경영대학/비즈니스IT 전문대학원 kykwahk@kookmin.ac.kr
The Effects of Motivational Factors of SNS Users’ Opinion Expression on Social Discourse: Focusing on Self-censorship and Self-monitoring
Dong-In Shin* ; Kee-Young Kwahk**
*Kookmin University, First Author
**Kookmin University, Corresponding Author

초록

본 연구는 침묵의 나선이론을 바탕으로 사회적 담론에 관한 SNS 사용자의 의견표명 동기요인을 도출하고, 여론분위기에 따라 개인이 소셜미디어상에서 사회적인 목소리를 내거나 침묵하게 되는 과정을 살펴보았다. 본 연구는 의견표명 동기요인으로서 지각된 의견지지, 부정적 평가의 두려움, 자기검열, 자기감시를 제시하였고, 자기검열과 자기감시가 각각 공개적인 의견표명의지에 미치는 영향관계를 실증하였다. 본 연구모델을 검증하고자 SNS를 사용하는 전국의 성인을 대상으로 데이터를 수집하였으며, PLS(Partial Least Square) 기법을 통해 분석하였다. 연구결과 지각된 의견지지는 부정적 평가의 두려움에 부의 영향을 주었으며, 부정적 평가의 두려움은 공개적인 의견표명의지에 부의 영향을 주는 것으로 나타나 침묵의 나선이론의 기본 가설이 지지되었다. 더불어서 부정적 평가의 두려움은 자기검열과 자기감시에 정의 영향을 주는 것으로 나타났으나, 두 변수가 공개적인 의견표명의지에 이르는 경로는 전자는 부의 영향, 후자는 정의 영향으로 나타나 상이한 결과를 보여주었다. 본 연구는 침묵의 나선이론에서 간과되어온 이론적인 한계를 규명하고 이를 보완하여 여론형성 과정을 보여주는 새로운 이론적 프레임워크를 제시하였다. 또한 이를 소셜미디어 환경에서의 개인의 의견표명 과정에 적용하여 구체적인 인과관계 메커니즘을 실증하였다.

Abstract

Based on the spiral of silence theory, this study drew the motivational factors of SNS users' opinions on social discourse, and examined the processes by which individuals make social voices or become silent in social media according to the climate of opinion. This study suggested perceived opinion support, fear of negative evaluation, self-censorship and self-monitoring as motive factors of opinion expression, and examined the differences in the effect of self-censorship and self-monitoring on willingness to speak out. To verify this research model, data were collected from adults using SNS in Korea, and we conducted analysis by PLS(Partial Least Square) technique. The empirical analysis results revealed that the perceived opinion support had a negative effect on the fear of negative evaluation and the fear of negative evaluation showed negative influence on the willingness to speak out. In addition, fear of negative evaluation showed a positive impact on self-censorship and self-monitoring, but the path of each of the two variables to the willingness to speak out showed different results—the former showed a negative impact, and the latter showed positive effects. This study has found a theoretical limitation that has been overlooked in the spiral of silence theory and suggests a new theoretical framework to reveal the process of public opinion formation. Furthermore, we applied this to the social media environment and empirically verified the specific causal mechanism of the individual opinion process.

Keywords:

Spiral of Silence Theory, SNS, Self-censorship, Self-monitoring, Opinion Expression

키워드:

침묵의 나선이론, SNS, 자기검열, 자기감시, 사회적 담론, 의견표명

Acknowledgments

이 논문은 2016년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2016S1A5A2A01022550)

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• 저자 신동인은 국민대학교 비즈니스IT 전문대학원에서 비즈니스IT전공으로 석사 학위를 취득하고, 현재 동 대학원에서 박사과정으로 재학 중이다.

• 저자 곽기영은 현재 국민대학교 경영대학/비즈니스IT 전문대학원 교수로 재직 중이다. 연구 관심분야는 소셜네트워크분석 및 응용, 데이터 애널리틱스, 지식경영 등이다.