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SNS 홍보가 국회의원 선거 유권자의 투표의사 결정에 미치는 영향: 몽골의 경우

Title
SNS 홍보가 국회의원 선거 유권자의 투표의사 결정에 미치는 영향: 몽골의 경우
Other Titles
The Influence of the SNS Campaign on the Voter’s Decision-Making in Congressional Election: In Case of Mongolian Election
Author
다시계렐톨
Alternative Author(s)
Tuul Dashgerel
Advisor(s)
안동근
Issue Date
2017-02
Publisher
한양대학교
Degree
Master
Abstract
국문초록 최근 소셜 네트워크 서비스 (social network service, SNS)는 국내외 시민들의 정치 참여 활동에 큰 영향을 미치고 있다. 정보통신의 발달로 지구촌은 많이 가까워졌으며, 약 10 여년의 짧은 역사를 가진 SNS가 이를 한층 더 가속화시키고 있다. 특히 SNS가 사용자들 간의 정보를 공유하고 확산시키는 기능은 마케팅 분야에서도 활발하게 이용되고 있다. 정보기술의 확장형이면서 동의어로 자주 사용되는 정보통신기술은 통합 커뮤니케이션의 역할을 주도하면서 새로운 패러다임인 스마트 시대를 가능하게 하였다. SNS는 정보를 공유하고 확산시키는 능력이 뛰어나며, 같은 공감대를 이루는 개인들끼리는 커뮤니티를 형성하여 자신들만의 이슈와 문화를 만들어 나갈 수 있게 한다. SNS의 이러한 특징이 정치 분야의 선거 마케팅에서 긍정적으로 평가되어 적극 활용되고 있다. SNS의 이용은 전 세계적인 현상이며, 개인에게 뿐만 아니라 사회 전반적인 시대의 흐름으로서 개인의 일상에 영향을 미치고 있다. 이러한 SNS의 활용은 현시대의 사회, 경제, 정치, 행정, 보안 등 다양한 영역에서 SNS가 점점 더 다양하게 사용되고 비중있는 역할을 담당하고 있다. 이러한 맥락에서, 이 연구는 사회에서 급속히 확산되고 있는 SNS 이용행태와 SNS를 이용한 홍보활동이 유권자들에게 미치는 영향은 무엇인지를 탐색하는데 목적이 있다. 이를 위하여 몽골 국회의원 선거 기간 동안 몽골인 유권자들 대상으로 온라인 설문조사를 실시하였다. 이중에 불성실한 응답 설문지를 제외하고 최종적으로 201명의 응답 자료를 통계 프로그램 SPSS 21.0 를 이용하여 분석하였다. 이 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 유권자들은 SNS 이용 시간이 많을수록 정치에 대한 정보를 많이 받아보며, 이는 유권자들의 국회의원 선거 입후보자 투표의사 결정에 영향을 마치는 것으로 나타났다. 유권자들은 페이스북을 많이 사용하면서 정치적 활동에 적극적으로 참여하는 친구들과 연결될 가능성이 높아지고, 이들의 정치활동을 보면서 스스로도 정치참여를 할 수 있다. 둘째, 10대 후반부터 30대 후반까지 젊은 층의 SNS 이용이 많은 것을 알 수 있다. 이들 젊은 층의 SNS 이용 시간이 늘어날수록 국회의원 선거 입후보자 투표의사 결정에 영향을 미치는 것을 알 수 있다. 이러한 연구결과는 그간 정치적으로 무관심하였던 젊은 층이 SNS를 이용하면서 정치적 관심이 높아지고 있다는 것을 보여주고 있다. 셋째, 기존의 많은 연구결과를 보면, 정치 홍보 활동 및 투표행태에 있어서 대중매체 역할이 컸다. 그러나 이 연구결과를 보면, 2016년 제7대 몽골 국회의원 선거 유권자들의 입후보자 투표 의사결정에 있어서 전통적인 대중매체보다 SNS가 더 많은 영향을 미치는 것으로 나타났다. TV 활용 홍보는 선거 투표자 의사결정에 큰 영향을 미치지 않은 것으로 나타났지만, 신문과 라디오 이용은 입후보자 투표 의사결정에 영향을 미치는 것으로 나타났다. 이러한 연구결과는 향후 몽골의 대통령 및 국회의원선거에 관한 연구와 선거홍보에 중요한 기초정보를 제공할 것으로 본다.|Abstract For the past few decades social network services(SNS) have had significant impact on the political election campaign and voters’ decision-making process. Thanks to the development of the information technology the global village is getting closer. The SNS with about 10 years of history has excelerated it. Marketing has taken advantage of its function of information sharing and dissemination. The information communication technology(ICT) as an extention and synonim of information technology has been playing the key role in marketing communication and opened up a new era of smart age as a new paradigm. Social network service has a magnificent ability for sharing and distributing information and made it possible for the people who have shared views and beliefs to connect with each other and share their own opinions and even creating their own culture. Such a special aspect of social network services has been positively accepted and actively used in political sectors of election campaign. Both individuals and the whole world are embracing the SNS, which largely influences people's everyday life. The SNS is performing a fundamental role in contemporary society, economy, politics, governmental administration and national security. In this context, this study explored SNS usage and an influence of SNS campaign on the people’s voting behavior. Online survey questionnaire was administered with 201 voters right after the Mongolian congressional election. The data were analysed using the SPSS 21.0 The main research findings are as follows. First, the more time the voters spend on the SNS, the more political informtion they get and thereby it is more likely to influence the voters decision-making. Second, Facebook could promote the voters participation in politics. People could connect to their friends who use Facebook for the political activities. And they could be influenced by their political opinion and actively participate in politics. Third, the young age group of late 10 to 30 years old who frequently uses the SNS could be influenced by the the SNS in their voting decision-making process. This result shows that the young voters who have been indifferent to politics increase their interest in election due to the SNS usage. Finally, the past research revealed that the traditional mass media such as television, newspaper, and radio had played an important role in political campaign and voting behavior. However, this research shows that the SNS is more influential than the traditional mass media in voters’ decition-making for the congressional candidate in the 2016 Mongolian election. Televition did not influence the voters’decisiton-making whereas newspapers and radio did not. The research result provide an important data for the future research in the Mongolian presidential and congressional election campaign and its practice.
Abstract For the past few decades social network services(SNS) have had significant impact on the political election campaign and voters’ decision-making process. Thanks to the development of the information technology the global village is getting closer. The SNS with about 10 years of history has excelerated it. Marketing has taken advantage of its function of information sharing and dissemination. The information communication technology(ICT) as an extention and synonim of information technology has been playing the key role in marketing communication and opened up a new era of smart age as a new paradigm. Social network service has a magnificent ability for sharing and distributing information and made it possible for the people who have shared views and beliefs to connect with each other and share their own opinions and even creating their own culture. Such a special aspect of social network services has been positively accepted and actively used in political sectors of election campaign. Both individuals and the whole world are embracing the SNS, which largely influences people's everyday life. The SNS is performing a fundamental role in contemporary society, economy, politics, governmental administration and national security. In this context, this study explored SNS usage and an influence of SNS campaign on the people’s voting behavior. Online survey questionnaire was administered with 201 voters right after the Mongolian congressional election. The data were analysed using the SPSS 21.0 The main research findings are as follows. First, the more time the voters spend on the SNS, the more political informtion they get and thereby it is more likely to influence the voters decision-making. Second, Facebook could promote the voters participation in politics. People could connect to their friends who use Facebook for the political activities. And they could be influenced by their political opinion and actively participate in politics. Third, the young age group of late 10 to 30 years old who frequently uses the SNS could be influenced by the the SNS in their voting decision-making process. This result shows that the young voters who have been indifferent to politics increase their interest in election due to the SNS usage. Finally, the past research revealed that the traditional mass media such as television, newspaper, and radio had played an important role in political campaign and voting behavior. However, this research shows that the SNS is more influential than the traditional mass media in voters’ decition-making for the congressional candidate in the 2016 Mongolian election. Televition did not influence the voters’decisiton-making whereas newspapers and radio did not. The research result provide an important data for the future research in the Mongolian presidential and congressional election campaign and its practice.
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http://dcollection.hanyang.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000099664http://repository.hanyang.ac.kr/handle/20.500.11754/125221
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GRADUATE SCHOOL[S](대학원) > MEDIA COMMUNICATION(미디어커뮤니케이션학과) > Theses (Master)
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