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아카이브학위논문전체(All)

학위논문 Theses and Dissertations

NO.D.2022.08_09

‘위미디어’시청자의 지각된 진정성 메커니즘에 관한 연구 -독립 예술 및 디자인 창작자의 숏비디오를 중심으로- The Mechanism of Audience Perceived Authenticity in We Media: Focusing on Independent Artists and Designers' Short-Form Videos

  • Name : 요가혜/YAO JIA HUI
  • Info : 박사학위논문/Doctor's thesis/ 2022.08
  • Adviser : 김세화/Kim, Sehwa
192.168.95.160

초록

개인의 형태로 제시되는 미디어 유형인 위미디어는 일반인들의 자율적인 콘텐츠 창작과, 평등한 소통 환경을 가능하게 한다. 위미디어 중 숏비디오는 영상의 생동감과 빠르고 즉각적인 마케팅 효과로 인해, 독립 예술 밎 디자인 창작자(Independent Artists and Designers)들의 매체 사용을 빠르게 증가시켰다. 이들은 일반 사용자이면서 동시에 개인 브랜드로서의 정체성을 가진 미디어 이용자라는 특징을 갖고, 위미디어 플랫폼에 개인 콘텐츠를 게시하면서 팔로워(follow) 수를 늘리고 브랜드 인지도도 높인다.
따라서 팔로우과 같은 이용자의 관심은 콘텐츠 제작과 유지에 동력이 된다. 특정 콘텐츠에 대한 팔로우(follow), 좋아요(like), 내려 받기(collect), 댓글(comment)과 같은 반응행동은 플랫폼 상의 숏비디오 콘텐츠를 매개로 한 이용자와 콘텐츠 제작자 사이의 단방향 특성을 지닌 상호작용 관계를 형성한다. 이와같은 상호작용이 플랫폼 상의 콘텐츠를 통해 매개된다고 할지라도 심리적으로는 면대면 인간관계의 상호작용과 유사하므로, 이를 준사회적 상호작용(parasocial interaction)이라고 할 수 있다.
위미디어에서 준-사회적 상호작용의 대상인 숏비디오 콘텐츠의 다양한 요소는 준사회적 상호작용의 활성화에 영향을 준다는 점에 주목했다. 본 연구에서는 최근 유명 인풀루언서들이 제작한 콘텐츠에 관한 논란에서 알 수 있듯이, 이용자가 인식하는 콘텐츠의 진정성(authenticity)은 제작자에 대한 이해를 높이고 이용자-제작자 사이의 공감 형성에 영향을 미칠 것으로 예상된다. 따라서 본 논문에서는 위미디어의 숏비디오 콘텐츠의 인지된 진정성(perceived authenticity)을 구성하는 요인들을 도출하여 콘텐츠의 진정성 차원에서 콘텐츠 제작자와 이용자와의 준-사회적 상호작용 활성화를 유도하는 방안을 도출하고자 한다. 구체적으로는 위미디어에서 매체 활용이 증가했으며 숏비디오가 표현하고 있는 대상들을 자체 창작하여 콘텐츠의 진정성 측면이 가장 부각되는 독립 예술 밎 디자인 창작자들이 제작한 숏비디오 콘텐츠들을 중심으로, 이들의 제작한 숏비디오 콘텐츠의 인지된 진정성에 관한 연구를 진행하고자 한다.
연구는 세 가지 부분으로 진행했다. 먼저 문헌 연구를 통해 중국과 서양의 진정성을 함의하는 연구들에 근거하여, 진정성의 의미를 5가지 방면으로 총괄하였다. 5가지 방면은 진실과 거짓(True and false), 진정성과 정성(Authenticity and sincerity), 실존적 진정성(Existential authenticity), 이름과 현실(Name and reality) 그리고 예술적 진정성(Art authenticity)을 포함하고
있다. 이 개념을 바탕으로 연구자는 현대 사회환경에서는 각 분야의 진정성 인지의 단서를 결합하여 본연구영역에 적합한 진정성 인지의 특성을 도출하였다.
다음으로, 숏비디오 콘텐츠에 대한 독립 예술 밎 디자인 창작자들이 생각하는 인지된 진정성을 구성하는 하위 요인들을 탐색하기 위해 Q 방법과 탐석적 요인분서를 통해 인지된 진정성 차원을 도출하였다. 첫 번째는 36개의 표본을 모아 각각 52개 Q 표본으로 분류해 4가지 하위요인을 도출하였다; 이를 바탕으로 343명이 설문조사에 참여해 62가지 인지된 진정성 정보 단서를 기반으로 콘텐츠의 인지된 진정성 차원 6가지를 도출하였다: ‘기발함(Ingenious),’‘전문성(Professional),’‘상호작용성(Interactive),’‘접근성(Approachable),‘‘일관성(Consistency),’‘자기 관련성(Self-relevant).’
마지막으로, Schramm & Hartmann(2008)의 준사회적 관계형성에 관한 이론(PSI-processing)을 기반으로 연구문제를 설정하였다. 준사회적 관계형성은 대부분 정보의 인식, 감정, 행동반응의 세 단계로 이루어진다. 감정적, 행동적 반응은 대중의 정보에 대한 인식에서 비롯된 특정한 반응이라고 가정할 수 있다. 세부적으로 보면 ‘감정적 공감’과 ‘인지적 공감’을 감정적 반응의 변수로 설정했으며 위미디어의 ‘팔로우,’ ‘내려 받기’ 및 ‘댓글’이라는 세 가지 상호작용을 행동 반응의 변수로 설정할 수 있다. 이를 기반으로 We media 이용자와 제작자 간 준사회적 인터랙션에 대한 숏비디오 콘텐츠에 대한 인지된 진정성의 영향과, 이때 이를 매개하는 감정적 공감 및 인지적 공감의 역할을 검증하였다. 구조 방정식 모델 (Structural Equation Model)을 통한 검증 결과, 독립 예술 밎 디자인 창작자의 숏비디오 콘텐츠의 접근성, 자기관련성, 전문성 요인이 이용자의 관심을 끄는 데는 긍정적인 영향이 큰 것으로 나타났다. 또한, 숏비디오 콘텐츠에 대한 전문성, 일관성, 자기관련성, 그리고 상호작용에 기초한 진정성 인식은 창작자와의 정서적, 인지적 공감대 강화에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, 숏비디오 콘텐츠에 대한 전문성에 기초한 진정성 인식은 인지적 공감을 통해 이용자와의 준-사회적 상호작용을 강화시키는데 현저한 효과가 있는 것으로 나타났다.
연구결과를 토대로 첫째, 연구는 이용자의 진정성 인식에 영향을 미치는 총 6가지(하위 29개 포함) 특성을 도출하였다. 이것은 뉴미디어 맥락에서 진정성에 대한 개념의 확장과 구체화에 이론적 기여할 수 있을 것으로 사료된다. 둘째, 위미디어 콘텐츠에 대한 이용자의 진정성 인지이 제작자와의 준-사회적 상호작용 관계 형성에 미치는 영향이 실증적으로 검증되었다. 마지막으로 이러한 연구결과를 바탕으로, 독립 예술 밎 디자인 창작자의 구체적인 콘텐츠 기획 방향을 제안하는 것과 같은, 준사회적 상호작용을 활성화시키는 실용적인 콘텐츠 제작과 운영 방향을 제공할 수 있다.

摘要

Abstract

We media refers to a real-time communication platform for content production and consumption by ordinary people in China. Since 2016, the media use of short-form video has rapidly increased by independent artists and designers due to its vivid sense of image as well as rapid and wide audience access. This is a group of We media users with both ordinary people and personal brand identities. They present individual and personal brand related content through We media to accumulate followers. Therefore, the online interaction behavior, such as following, liking, collecting and commenting through the medium of short-form video content is perceived as an illusionary face-to-face interpersonal interaction in the psychology of the audience, thus forming the parasocial interaction (Horton & Wohl, 1956).
In the process of parasocial interaction between the audience and the communicator, different content elements will have a variety of influence on audience emotions (empathy) and behaviors accordingly. It can be seen from the recent disputes over the content that users' perceived authenticity is a very important factor to improve their understanding of the generators and the parasocial interaction with them. However, most of the current research on the perceived authenticity in We media focus on the objective cognition of authenticity. While as a multidimensional contextual word, the influence of authenticity on the audience's cognition is actually multifaceted. Therefore, the factors that constitute the perceived authenticity of short-form video content will be derived in this paper, and based on this, corresponding schemes will be proposed to improve the parasocial interaction between content producers and the audience. Specifically, short-form video content with the most prominent authenticity produced by independent creators in the field of art and design is selected to carry out the study of perceived authenticity of their short-form video content and its corresponding influence mechanism on PSI construction.
The research process is as follows. Through literature survey, the definitions of authenticity by scholars are sorted out and the perceived authenticity conforming to this paper is confirmed. On this basis, the research first uses Q method, focus group interview method, semi-structured in-depth interview, questionnaire, and exploratory factor analysis method to derive the dimensions of audience perceived authenticity of IADs’ short-form video content. Based on this research result and the concept of PSI-processing proposed by Schramm and Hartmann(2008), a research hypothesis model is constructed to explore the specific mechanism of the audience perceived authenticity of information on the formation of PSR between the audience and the communicator. Emotional and behavioral responses are regarded as the measurement dimensions of audience’s information cognition in the PSI-processing. In this study, emotional empathy and cognitive empathy are set as specific variables of emotional response, and the three interactive behaviors of "follow, collect and comment" unique to We media are set as the variables of behavioral response. In this way, the specific formation mechanism of PSI and PSR between audience and independent designers in We media is discussed through the structural equation model.
Firstly, objective perspective (originality, uncontentious genuineness, and constancy), constitute perspective (symbolism, performativity, and reproduction), and Existential perspective (self-relevance, individual participation, and self-enhancement) constitute the basic framework for defining the dimensions of perceived authenticity in this study. The 'inaction' and 'Taoist way of following nature’s course' in the doctrine of Lao Zi and Zhuang Zi, the 'sincerity' and 'moderation' in the doctrine of Confucius, self-centered authenticity cognition in existentialism, and discussion on the construction of the interrelation between the virtual and the real in the 'debate between name and reality' in the Warring States period, together with the discussion of the co-construction of artistic authenticity on artistic creation, have formed the specific traits of basic framework of perceived authenticity in this research.
Secondly, the Q method is adopted to conduct a pilot study on the perceived authenticity dimensions derived from the short-form video of emerging independent fashion designers. A total of 36 subjects classified 52 Q samples respectively, and four dimensions of perceived authenticity were derived: originality, relevance, transparency and experience. Taking this result into account, the study further uses the questionnaire and exploratory factor analysis to derive the final dimensions of perceived authenticity based on the short-form video content created by IADs in We media. A total of 343 subjects participated in the survey. Through the investigation on the characteristics of 62 information clues of perceived authenticity, six dimensions of audience perceived authenticity are derived: ingenious, professional, interactive, approachable, consistent and self-relevant.
The verification results of the structural equation model show that the approachable, self-relevant and professional dimensions of perceived authenticity of IADs’ short-form video have a significant positive impact on audience's following behavior. Meanwhile, audience perceived authenticity of IADs’ short-form video in professional, consistent, self-relevant and interactive dimensions has a significant positive influence on strengthening their emotional and cognitive empathy with IADs. The audiences' cognitive empathy based on the professional authenticity of IADs can significantly promote their parasocial interaction behavior with the communicators.
Taken together, firstly, this paper systematically sorts out the definition of audience perceived authenticity of short-form video content in We media. Six dimensions (including 29 sub-features) affecting audiences’ perceived authenticity are derived. This can make a theoretical contribution to the expansion and concretization of the concept of perceived authenticity in the context of new media. Secondly, the influence of audiences' perceived authenticity of We media content on the parasocial interaction with communicators has been empirically verified. In this process, the operational definition of parasocial interaction behavior is further expanded. Finally, suggestions on practical content production and operation directions of IADs to activate para-social interaction are provided.

키워드

  • #위미디어
  • # 숏비디오
  • # 준사회적 상호작용
  • # 진정성 인지
  • # 공감


  • #We media
  • # Short-form video
  • # Parasocial interaction
  • # Perceived authenticity
  • # Empathy

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