커뮤니케이션대학원 졸업논문
SNS 공중, 공중세분화, 상황이론, SNS 공중분류모델, SNS 활용인식
SNS 가 새로운 PR 수단으로 이목을 끌면서, SNS 를 사용하는 공중에 대한 관심이 높아졌다. 이에 따라, 본 연구는 PR 분야의 대표적 공중분류이론인 상황이론과 SNS 활용 인식 관련 연구를 바탕으로, 실제 공중의 커뮤니케이션 활동에 영향을 줄 수 있는 변수를 찾고 새로운 SNS 공중분류모델을 제시한 후, 모델의 유용성을 검증하였다. SNS 공중의 커뮤니케이션 활동에 영향을 미치는 변수를 탐색해 결과, 상황 변수 중 <문제인식> 변인과 SNS 상의 관계 만족과 관련된
As SNS become a new PR Channel, Publics using SNS attract attention. In PR research, the classification of the public is very important part of the study for the effective communication to each group. Despite the rise of SNS studies in PR research, few studies have been done on the SNS publics. Hence, this study addresses SNS Publics using facebook and twitter as a PR medium.\r\nThe aims of this paper are threefold. First, I suggested the SNS Public Classification Model with variables from Grunig’s Situational Theory and the recent SNS studies. Comparing possible six model, Model 6 (problem recognition · perceived encouragement · SNS constraint recognition)has been proved mostly useful.\r\nNext, I examine this model could classify SNS publics more effectively than Grunig’s. The result shows SNS Public Classification Model is more useful than the Grunig’s to classify each group of public.\r\nAt last, I apply this model to three social issues, Half tuition· The Korea- USA FTA· Jeju Gangjung troops and describe communication behaviors of each SNS public. Classifying publics into 4 groups with 2 variables (problem recognition·perceived encouragement), active public, relational oriented public, constrained public, inactive public in order are likely to communicate positively in all issues. Classifying 4 groups into 8 groups including SNS constraint recognition variable, the public who has lower level of SNS constraint recognition are seeking more information, sharing and discussing about issues. That result is consistent with three issues and all communication behavior with SNS.