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대학생 투표율을 제고하는 공공 캠페인은 어떻게 만들 수 있을까?

Title
대학생 투표율을 제고하는 공공 캠페인은 어떻게 만들 수 있을까?
Author
김정은
Alternative Author(s)
Kim Jeong Eun
Advisor(s)
한미정
Issue Date
2017-02
Publisher
한양대학교
Degree
Master
Abstract
본 연구는 주요 공공 캠페인 영역이긴 하나, PR학 연구에서 지금까지 잘 다루어지지 않았던 선거 캠페인, 그 중에서도 투표율 증대 요소에 대해 알아 보았다. 대상은 현재 가장 낮은 투표율을 보이는 20대, 대학생으로 선정하였으며, 그들을 투표장으로 향하게 하는 구체적인 투표참여의도 결정요인을 발견하고자 했다. 이를 위해 본 연구는 총 2단계로 진행되었다. 첫 번째 연구는 보다 살아있는 20대의 투표 및 정치에 대한 태도와 인식을 알아보기 위해 질적 연구방법인 감지적 접근방법 (A Sense-Making Methodology)을 선택하였다. 수용자의 시각을 채택하여 공중에 대한 실질적인 이해를 추구하는 감지적 접근법에 의거한 포커스그룹인터뷰 결과, 기존 연구와의 접점을 이루는 주요 변인으로는 '정치효능감'- 그 중에서도 내재적 정치효능감, 외재적 정치효능감 을 발견되었고, 장애요인으로는 '공약에 대한 인식'과 '정치적 대화의 정도', 촉진요인으로는 '민주시민교육의 필요성'과 인센티브라고도 불리는 '투표참여자 우대제도'가 나타났다. 두 번째 연구는 앞서 F.G.I에서 도출한 6가지 개념들을 서베이를 통한 양적연구를 통해 재검토하였다. 대학생 259명을 응답을 분석에 활용한 결과, 총 6개의 변인 중 ‘내재적 정치 효능감’, ‘외재적 정치 효능감’, ‘정치적 대화의 정도’, ‘투표참여자 우대제도’가 투표참여의도에 영향을 미치는 유효한 변인임이 확인되었다. 본 연구는 2가지 의의를 갖는다. 첫 번째는 감지적 접근법을 사용하여 목표 공중에 대한 심층적인 이해를 바탕으로 투표율 증대 방안을 연구했다는 것이다. 20대는 투표적 행동을 포함한 다양한 정치적 행동을 주제로 하는 공공 커뮤니케이션 캠페인의 주요 대상자임에도 불구하고 그들만을 대상으로 한 맞춤형 연구가 부족하다. 본 연구는 20대 대학생들의 투표태도를 이해하는데 학술적인 도움이 됨과 동시에, 공공 커뮤니케이션 캠페인 설립 시에도 실질적으로 실행할 수 있는 실무적 함의를 가진다. 두 번째는 질적방법론과 양적방법론을 혼합한 삼각측량법을 사용하여 F.G.I의 실제 영향력에 대해 검증을 했다는 방법론적 의의를 내포한다.|An Election campaign is one of the most important subjects in public communication campaign. However, studies about the election campaign in public relations academics are limited. This study explores the young voters turnout in a public relations perspective. The purpose of this study is to investigate the factors influencing voting participation on college students with low voting turnout. To find factors affecting voting for increasing young voters turnout, the present study conducted 2 steps. The first study conducted a focus group interview to examine college student’s perception and attitude toward voting and politics. Using the sense-making approach, this study found 6 factors (internal political efficacy, external political efficacy, election’s promises for young voters, political conversation, democratic civic education, incentive system). The second study conducted surveys to focus on each dimensions of the first study. This study collected 259 college student’s responses. The results showed that, internal political efficacy, external political efficacy, political conversation, incentive system had a significant influence on affecting voting for increasing young voters Turnout. However, the election’s promises for young voters and democratic civic education are found to be statistically not significant. This study has two implications. First, is that this study used the sense-making approach to study the voter turnout strategies based on an in-depth understanding of the public. Although voters in their 20s are the main targets of public communication campaigns on various political actions, including voting behavior, there is a lack of tailored research on them. Therefore, this study act as an academic help to understand the voting attitudes of the students in their twenties and hopefully the results of this study can be used as a practical factor in establishing a public communication campaign. Secondly, using triangulation method combining qualitative methodology and quantitative methodology, it implies methodological significance of verifying the actual influence of F.G.I.
An Election campaign is one of the most important subjects in public communication campaign. However, studies about the election campaign in public relations academics are limited. This study explores the young voters turnout in a public relations perspective. The purpose of this study is to investigate the factors influencing voting participation on college students with low voting turnout. To find factors affecting voting for increasing young voters turnout, the present study conducted 2 steps. The first study conducted a focus group interview to examine college student’s perception and attitude toward voting and politics. Using the sense-making approach, this study found 6 factors (internal political efficacy, external political efficacy, election’s promises for young voters, political conversation, democratic civic education, incentive system). The second study conducted surveys to focus on each dimensions of the first study. This study collected 259 college student’s responses. The results showed that, internal political efficacy, external political efficacy, political conversation, incentive system had a significant influence on affecting voting for increasing young voters Turnout. However, the election’s promises for young voters and democratic civic education are found to be statistically not significant. This study has two implications. First, is that this study used the sense-making approach to study the voter turnout strategies based on an in-depth understanding of the public. Although voters in their 20s are the main targets of public communication campaigns on various political actions, including voting behavior, there is a lack of tailored research on them. Therefore, this study act as an academic help to understand the voting attitudes of the students in their twenties and hopefully the results of this study can be used as a practical factor in establishing a public communication campaign. Secondly, using triangulation method combining qualitative methodology and quantitative methodology, it implies methodological significance of verifying the actual influence of F.G.I.
URI
http://dcollection.hanyang.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000100117http://repository.hanyang.ac.kr/handle/20.500.11754/124738
Appears in Collections:
GRADUATE SCHOOL[S](대학원) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Theses (Master)
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