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korean management review - Vol. 48 , No. 5
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korean management review - Vol. 48, No. 5, pp. 1363-1396
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2019
Received 22 Apr 2019 Revised 29 Jul 2019 Accepted 28 Aug 2019
DOI: https://doi.org/10.17287/kmr.2019.48.5.1363

Investigating the Spiral of Silence Effect in Social Media: Focusing on SNS Self-presentation Tendency
Dong-In Shin* ; Kee-Young Kwahk**
*Graduate School of Business IT, Kookmin University, First Author
**College of Business Administration/Graduate School of Business IT, Kookmin University, Corresponding Author

소셜미디어상에서의 침묵의 나선효과: SNS 자기표현 성향을 중심으로
신동인* ; 곽기영**
*(주저자) 국민대학교 비즈니스IT 전문대학원 박사과정 (ggang982@gmail.com)
**(교신저자) 국민대학교 경영대학/비즈니스IT 전문대학원 교수 (kykwahk@kookmin.ac.kr)
Funding Information ▼
Abstract

Based on the spiral of silence and impression management theory, this study drew the motivational factors of SNS users' opinion for 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, and SNS self-presentation tendency as motive factors of opinion expression. 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. On the other hand, unlike the hypothesis presented in this study, the fear of negative evaluation showed positive influence on SNS self-presentation tendency. Finally, SNS self-presentation tendency had a positive influence on willingness to speak out. As a result, there was a competitive mediation in which the sign of the direct path leading to the willingness to speak out and the sign of the indirect path through SNS self-presentation tendency were opposite to each other. Further analysis revealed that the SNS self-presentation tendency acted as a suppression variable in the structural model. As the SNS self-presentation tendency variable was included and controlled in the structural model, the effect of the direct path from the fear of negative evaluation to the willingness to speak out was strengthened. This study found a theoretical limitation that had been overlooked in the spiral of silence theory and suggested a new theoretical framework to reveal the process of public opinion formation using theoretical combination with impression management theory. Furthermore, we applied this to the social media environment and empirically verified the specific causal mechanism of the individual opinion process.

초록

본 연구는 침묵의 나선이론과 인상관리이론을 바탕으로 여론분위기에 따라 개인이 소셜미디어상에서 사회적 담론과 관련하여 의견표명을 하거나 침묵하게 되는 과정을 살펴보았다. 본 연구는 사회적 담론에 관한 SNS 사용자의 의견표명 동기요인으로서 침묵의 나선이론을 바탕으로 지각된 의견지지와 부정적 평가의 두려움을 제시하였고, 인상관리이론을 바탕으로 SNS 자기표현 성향을 제안하였다. 본 연구모델 검증을 위해 SNS를 사용하는 전국의 성인을 대상으로 설문 데이터를 수집하였으며, PLS-SEM 기법을 이용하여 분석하였다. 연구결과에 따르면 지각된 의견지지는 부정적 평가의 두려움에 부의 영향을 주었다. 부정적 평가의 두려움은 공개적인 의견표명의지에 부의 영향을 미쳤으며, SNS 자기표현 성향에 정의 영향을 주었다. SNS 자기표현 성향은 공개적인 의견표명의지에 정의 영향을 미쳤다. 부정적 평가의 두려움에서 공개적인 의견표명의지에 이르는 직접경로의 부호와 SNS 자기표현 성향을 통한 간접경로의 부호가 서로 반대인 경쟁적 매개유형이 관찰되었으며, 추가 분석을 통해 SNS 자기표현 성향이 억제변수로서 역할을 하는 것을 확인하였다. 본 연구는 인상관리이론과의 이론적 결합을 통해 침묵의 나선이론을 보완하는 새로운 이론적 프레임워크를 제시하였다. 또한 이를 바탕으로 소셜미디어 환경에서의 여론형성 과정을 설명하는 구체적인 인과관계 메커니즘을 실증하였다.

Keywords: Social Media, Spiral of Silence theory, Impression Management Theory, Fear of Negative Evaluation, SNS Self-Presentation Tendency, Willingness to Speak out, Suppression Effect
키워드: 소셜미디어, 침묵의 나선이론, 인상관리이론, 부정적 평가의 두려움, SNS 자기표현 성향, 공개적인 의견표명의지, 억제효과
Acknowledgments

이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2018S1A5A2A01029642).

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• 저자 신동인은 국민대학교 미술학부에서 학사 학위를 취득하였으며, 국민대학교 비즈니스IT 전문대학원에서 비즈니스IT전공으로 석사 학위를 취득하였다. 현재 동 대학원에서 박사과정으로 재학 중이다. 주요 관심 분야는 social network analysis, data analytics, social communication ecology 등이다.

• 저자 곽기영은 현재 국민대학교 경영대학과 비즈니스IT 전문대학원 교수로 재직 중이다. 서울대학교 경영대학을 졸업하고 KAIST 경영과학과와 테크노경영대학원에서 석사 및 박사학위를 취득하였다. 주요 연구 관심분야는 social network analysis and its application, data analytics, social communication ecology, IT-enabled organizational agility, knowledge management 등이다.

 
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